TERNWELL HOUSETernwell Houseternwellhouse.com
Light that follows you.
A rechargeable table lamp made to move with your evening.
Shop nowWhere should the next budget increase go?
Follow a 60-day allocation pilot for Ternwell House: one Google Display ad in San Francisco and Los Angeles, with Excutia checking both markets before recommending the next move.
Geography pilot walkthrough
Geography pilot
01 / 06
TERNWELL HOUSESan FranciscoLos AngelesCalifornia coast
San Francisco, CA
Impressions—
Clicks—
Purchases—
Cost / purchase—
Los Angeles, CA
Next allocationImpressions—
Clicks—
Purchases—
Cost / purchase—
60-day planGoogle Ads reported purchases · Store orders checked separately
- Question
One ad. Two possible places to grow.
Ternwell House already sells its US$96 Arc Table Lamp nationally. Excutia writes the budget question before narrowing the next market move.
- Setup · 60 days planned
Keep the offer fixed. Split the spend.
The same Display creative and product page run in both city areas, with equal planned spend. The target is at least 10% lower reported cost per purchase, with store guardrails intact.
- Day 15
An early lead, not a decision.
At equal US$3,000 spend, San Francisco records 2,900 clicks and 72 purchases; Los Angeles records 3,200 clicks and 78 purchases. Excutia keeps watching delivery.
- Day 30
The purchase gap grows at equal spend.
At equal US$6,000 spend, clicks reach 5,900 in San Francisco and 6,500 in Los Angeles; purchases reach 147 and 166. Excutia checks store orders and event health separately.
- Day 45
The review rule is still open.
Los Angeles leads with 10,100 clicks and 262 purchases to San Francisco’s 8,900 clicks and 224 purchases, but San Francisco has not reached the agreed 250-purchase operating floor. The pilot continues.
- Day 60 · readout
Recommend a controlled Los Angeles increase.
After the full window and reporting lag, Los Angeles reaches 350 reported purchases at US$34.29 each. San Francisco reaches 300 at US$40. Both have spent US$12,000.
Checkpoints
DaySF clicksLA clicksPurchases SF / LA
152,9003,20072 / 78
305,9006,500147 / 166
458,90010,100224 / 262
6012,00013,500300 / 350
How the allocation rule works
Review after 60 days and the reporting lag. Require at least 250 platform-reported purchases in each area, Los Angeles cost per purchase at least 10% lower, healthy tracking and stock, and no store-side shipping or early-return concern. The order floor is an operating threshold, not a statistical significance test.
Next allocation · Los Angeles
Increase Los Angeles cautiously.
At equal spend, Los Angeles had a 14.3% lower reported cost per purchase and cleared the planned 10% rule. Keep San Francisco steady and check store orders as the increase rolls out.
This comparison does not establish causal lift or profit. Google Ads purchases and store orders are separate measures; early returns may change.
Day 60 comparison
| Measure | SF | LA |
|---|---|---|
| Spend | US$12,000 | US$12,000 |
| Reported purchases | 300 | 350 |
| Cost / purchase | US$40 | US$34.29 |
| Shipping + packing | US$8.20 | US$9.10 |
| Early returns | 4.1% | 4.4% |
Both markets cleared the 250-purchase floor after the full window and reporting lag. Stock and tracking showed no concern in this example.
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