Performance Partnership Proposal
Relume × Launcher Lab
December 2025
Introduction
Launcher Lab is excited to provide this proposal for Relume. Based on our conversation, you're weighing two paths: build an internal growth team or partner with us.
Building internally means hiring a head of growth, media buyers, possibly a data scientist and creative resource. That's 3-6 months of recruiting, then months of onboarding and team-building before you see results. And if those hires don't work out, you've burned a year and $600k+ in salaries finding out.
We're the alternative. A team that's already built, already experienced, and can start in January.
We'd like to propose a 3-month pilot. Think of it as a trial period - except instead of trialling a single hire, you're trialling an entire team. If you're happy with the results, we could look at an ongoing engagement. If not, you're out 3 months and the cost of this pilot - not a year and a bunch of severance conversations.
The Process & Timelines
Month 1: Foundation & Strategy
The first four weeks are about getting the foundations right. We don't just ask for account access and start running ads, we take time to understand your business, your customers, and what's actually driving results.
  • Kick-off call & strategy sessions: Align on goals, metrics, and what success looks like
  • Brand guidelines & asset sharing: Logos, brand assets, existing creative, tone of voice documentation
  • Account access & technical setup: Meta Ads Manager, Google Ads, Analytics, pixel configuration, CAPI
  • Metric alignment session: We'll establish the unit economics of your customer acquisition & payback
  • Customer research survey: We'll write the questions for your approval and build the survey
Months 2-3: Test, Learn & Scale
With foundations in place, we move into active experimentation. The customer research survey from Month 1 becomes our first secret weapon. We use those insights to develop testable hypotheses. Specific messaging angles and creative concepts grounded in what your customers actually say. Then we test them rapidly to find the 10x creative winners, the ads that dramatically outperform everything else.
  • Hypothesis development: Transform customer research insights into specific, testable messaging angles
  • Fortnightly reporting: Clear performance updates with insights, not just numbers
  • Creative development: We create and test 40 static ad creative informed by research (plus creative briefs for your video production)
  • Rapid creative testing: Weekly testing cycles designed to surface the 10x winners fast
  • Out-of-platform optimisations: We analyse creative and use statistical models to determine which elements actually drive performance: headlines, visuals, CTAs, hooks
  • Scale winners: When we find what works, we double down and expand
  • Incrementality analysis on historical data: Establish baseline performance for Meta and Google
Our Approach
Strategy (how we think)
We identify what creates persistent growth, not just what worked last month, but what compounds over time.
For Tyroola, that meant discovering Meta could drive 13.9x iROAS when everyone assumed Google was their only viable channel. For Vinomofo, it meant finding the creative angles that reduced acquisition costs by 67% across three years - not a one-off win, but sustained improvement.
Path (the route we'll take with Relume)
Build the acquisition engine that turns marketing spend into a durable asset, proprietary knowledge of what converts your specific audience, systems that get more efficient with scale, and feedback loops that competitors can't copy because they haven't done the work.
What this means in practice:
We focus on two things:
Magnitude
We find which levers actually move your economics - and we move them.
We took a pet retailer from $1,000 CAC to $50 in 30 weeks. Not by spending more, but by building their CAPI integration correctly and systematically testing creative until we found what converted, and measured with out-of-platform incrementality measurement. See the results.
Duration
Making those improvements stick. Tyroola's marketing got so efficient they were acquired by Michelin. Vinomofo's internal team was freed to focus on merchandising and buying because we ran the entire acquisition engine for 3+ years. And this large online pet retailer is starting to scale incremental revenue on Meta after never finding success there previously. See the results.
Results
Across industries, our strategy combined with persistent execution, delivers.

Here are results from a 12 week pilot, for an online pet retailer. The engagement has continued beyond the pilot and generated over $2.5M in incremental revenue in the first 30 weeks.
Results
Media Spend & Budget
We'll start where you're currently spending and adjust up or down depending on performance.
Based on our discussion, your current media investment is approximately:
  • Meta (Facebook & Instagram): $75,000/month
  • Google Ads: $40,000/month
  • Indicative 3-month spend: ~$345,000
We'd suggest keeping spend at similar levels initially. As we identify what's working, we can scale winning campaigns and reduce spend on underperformers. The goal is sustained efficiency & effectiveness, not just short-term ROAS spikes.

Let's discuss if needed. NB: Media spend is separate from service fees and paid directly to the platforms.
What we need from you
This is a partnership, not a hands-off vendor relationship. We'll do the heavy lifting, but we need your involvement to succeed.
  • Account access: Meta Ads Manager, Google Ads, Google Analytics, Facebook Pixel & Facebook page
  • Permissions: We'll need to be able to access, edit, download and modify data to perform our services
  • Customer research survey: To send the survey from your email to a proportion of customers (we will write the questions for your approval, and build the backend to make it happen)
  • Brand assets: Logos, brand guidelines, existing creative assets, product imagery
  • Creative briefs collaboration: For any video production on your end, we'll provide the strategic direction
  • CAPI implementation: Your developers will need to make changes to improve the pixel & CAPI. We will supply specifications for your developers to implement. (NB: we can also build this for you with only minor work from your devs, but that is outside the scope of this proposal).
  • Notice period for current agency
Important Assumptions
  1. You can use the insights gathered from this project to inform an ongoing engagement with Launcher Lab or with other providers. The learnings are yours.
  1. Launcher Lab will be granted access to the data sources by you at the commencement of the project.
  1. Any delay to account access, accepting the proposal, or payment will impact the project delivery timeframe and may impact project fees.
  1. Anything outside this proposal is not included.
  1. Your team will need to reply to any comments on social media platforms from customers yourself.
Your Investment
Effective performance marketing is about observing what is happening with your marketing, producing ad creative with enough speed and continuous learning to stay ahead of the competition and the rising cost of buying ads.
We typically use a monthly retainer and a performance bonus to maximise your growth. However, seeing as this is a pilot project, we'll use a fixed fee for simplicity.
Performance Marketing Experiment: 3 Months
Includes:
  • Market research and strategic recommendations
  • Media buying on Google & Meta for 3 months
  • Static ad design based on existing assets (photos, logos, brand elements)
  • 40 static Ad creation & copywriting in English
  • Creation & analysis of customer motivation surveys
  • Daily performance tracker
  • Fortnightly insights call
  • Unit economics analysis
  • Up to 3 Hold-out analyses
  • Up to 4 briefs for your video production team
Investment: $63,279.60 + gst

Note: Media spend (~$345,000 over 3 months) is paid by you directly to Meta and Google. Not included in this line item.
Ready to go? Let's book a time.