Slice of the PieSlice of the Pie× Rod Shield
Rod Shield×Slice of the PieRod Shield × Slice of the Pie

Game plan

Move to Shopify. Rebuild the machine.

The migration plan, why Shopify and Klaviyo beat Square for Rod Shield, the new Google and Meta account maps, and how we buy media week to week.

Why ShopifyMigrationMeta structureGoogle structureBuying strategy
01. Platform

Shopify and Klaviyo vs Square.

Square is a great point of sale. Square Online is a basic web store. For a brand doing real ad spend, the platform is the bottleneck.

Square Online today

  • Template themes with limited control over layout, speed and SEO
  • Pages render with JavaScript, so Google sees almost nothing in the HTML
  • Basic email marketing, no behavior based automation
  • Limited product feed control for Google Shopping and Meta catalog
  • Thin app ecosystem for reviews, bundles, upsells and wholesale
  • Options handled as modifiers, which limits variant level pricing and inventory
  • Generic privacy policy link and no custom page templates

Shopify plus Klaviyo

  • Full theme control: the store you just saw, built for speed and mobile
  • Server rendered pages, editable titles, meta, URL redirects and schema
  • Shop Pay one tap checkout, plus Apple Pay and Google Pay
  • Native Google and YouTube and Facebook and Instagram channels: product feeds, Merchant Center, Conversions API
  • Klaviyo’s deepest integration: real time Viewed Product, Added to Cart, Started Checkout and Placed Order events
  • Klaviyo flows, segments, SMS and audience sync to Meta and Google
  • Reviews (Judge.me or Okendo), bundles, cart upsells, wholesale pricing for sales@ orders
  • Shopify POS available for local pickup and counter sales in Edinburg
Klaviyo vs Square Marketing

Flows that sell while you weld

Square Marketing sends campaigns. Klaviyo watches what each person does on the site and sends the right email or text at the right time, automatically. Abandoned checkout alone typically recovers a meaningful slice of lost carts.

Segments

Hood buyers get hood emails

Bought a pancake? You get the blue lens, the flip up and the band. Bought the rod can? You get the pull magnet and spare gaskets. Square cannot split a list like that.

Ads

Better data in, cheaper sales out

Klaviyo segments sync to Meta and Google as custom audiences, and Shopify sends server side purchase events. The ad platforms learn from real buyers, not guesses.

02. Migration plan

Five weeks. Zero lost rankings.

We move everything, keep every URL working, and launch with flows and tracking live on day one.

Discovery and export Week 1

  • Export all 140 products with every image, price, and option (balsa vs goggle box, lens shade, cable lengths).
  • Export customers with marketing consent status, and order history for repeat buyer segments.
  • Export product ratings and reviews.
  • Crawl and map all 163 live URLs.

Store build Weeks 1 to 3

  • Theme built from the concept store: home, 19 collections, product pages, cart drawer, search.
  • Square modifiers rebuilt as real Shopify variants with their own prices and inventory.
  • Fix the copy pasted descriptions, the "jakson" typo and the duplicate fiberglass listings.
  • Shipping rates rebuilt exactly as today (weight based $10 to $29.99) plus local pickup.

Apps and tracking Week 3

  • Klaviyo with all 5 flows, signup popup and SMS consent.
  • Google and YouTube app (Merchant Center feed, enhanced conversions), Facebook and Instagram app (catalog, Conversions API), TikTok pixel, GA4.
  • Reviews app with your existing ratings imported.
  • One Purchase conversion as primary in Google Ads. Phone calls moved to secondary.

SEO protection Week 4

  • 301 redirect every Square URL: /product/<name>/<id> to /products/<name> and /shop/<category>/<id> to /collections/<name>.
  • Keyword titles, meta descriptions, Product and FAQ schema on every page.
  • New sitemap submitted to Search Console. Rankings watched daily for 30 days.

QA and launch Week 5

  • Test orders on every payment method, mobile checks at 390px, speed check.
  • Domain cutover with no downtime. Square POS can stay for the counter if you want it.
  • New ad campaigns go live pointed at the new store.
03. New Meta structure

The Meta account map.

Consolidated so the algorithm gets enough data per campaign. Naming convention: SOTP_[Stage]_[Theme]_[Budget type]. Exact structure gets locked in after we see the account.

Rod Shield Ad Account
SOTP_Prospecting_BestSellers_CBOAdvantage+ Sales. The main engine.
CBO~45% of Meta budgetPurchase
Broad (Advantage+ audience)US, 21 to 65, no interests. Let the creative find the welder.
Pancake wallRod can 50 lbBlue lens splitGift set
Purchaser lookalikes 1 to 3%Seeded from Shopify buyers and Klaviyo VIPs.
Best performers from testing
SOTP_Prospecting_Pancakes_CBOYour #1 search term gets its own campaign.
CBO~15%Purchase
Pipeliner interests stackPipeline welding, pipefitting, welding helmets, oilfield work.
Pick your pancakeYour hood says who you arePOV new hood
Spanish creative, TexasSpanish ads for the Valley and South Texas.
Hecho para la linea
SOTP_CreativeTesting_ABONew concepts prove themselves here first.
ABO~15%$40 to $60 per ad set/day
Concept test: hooks1 concept per ad set, 3 to 5 variations each.
Notes appMemeUs vs them
Concept test: offersBundles and drops (proposed offers need your OK).
Gift setNew art drop

Winners graduate to BestSellers every two weeks. Losers get cut at 2x target CPA with no purchase.

SOTP_Retargeting_DPA_CBOBring back the people who almost bought.
CBO~15%Purchase
Viewed or added to cart, 14 daysCatalog ads with designed frames, not raw photos.
DPA frameStill squinting through green
Engagers, 30 daysIG and Facebook engagers and video viewers from 62K followers.
Founder reelsReviews
SOTP_Retention_Customers_CBOCross sell to past buyers.
CBO~5%Purchase
Purchasers, 180 daysHood buyers get lens, band, flip up. Rod can buyers get magnet and gaskets.
Build your rigFinish the rig
Current: about 17 adsTurned off once the new structure is live.
Recycled since May 2025
Catalog ads with mismatched copySaddle template copy on pancake hoods and stickers.
Paused
04. New Google structure

The Google account map.

Brand split out and protected cheaply. Non brand split by what people search. One Performance Max for the catalog, with your brand excluded so it has to find new buyers.

Rod Shield LLC Google Ads
SOTP_Search_BrandProtect "rod shield" for pennies.
Exact + phraseTarget impression share~5%
Brandrod shield, rodshield, rod shield welding, rod-shield.com
RSA: official storeSitelinks: pancakes, lenses, rod can

Brand is excluded from every other campaign so we stop paying three times for one buyer.

SOTP_Search_HoodsThe money keywords.
Max conv. valuetROAS after 30 conv.~25%
Pancake welding hoodspancake welding hood, pancake hood, carbon fiber pancake hood
Lands on Pancake collection
Sugarscoop hoodssugar scoop welding hood, sugarscoop hood
Lands on Sugarscoop collection
Pipeliner and Jackson hoodspipeliner welding hood, jackson welding hood
Lands on All Hoods
SOTP_Search_GearEverything else people search for.
Max conv. value~10%
Welding lensesblue welding lens, welding lens, fixed shade lens
Lens collection
Rod storagewelding rod holder, rod container, rod canister
Rod Containers
Pipefittingpipe wrap around, saddle template, chain clamp, pipe beveler
Pipefitting collections
SOTP_PMax_CatalogOne Performance Max, not two.
tROASBrand excluded~45%
Asset group: HoodsPancakes, sugarscoops, Jacksons
Video: heroPancake creatives
Asset group: Lenses and Rod CanBlue lens, rod container, accessories
Lens splitRod can tailgate
Asset group: Pipefitting and RigClamps, templates, cable, remotes, machines
Pipefitting statics
SOTP_Shopping_HighTicketStandard Shopping for the big tickets.
Manual CPC to start~10%
Machines, bevelers, cable spools, remotesESAB engine drives, Sawyer bevelers, 250 ft spools, wireless remotes
Feed only

High price items get their own bids so they are not starved by $17 caps.

Current: 3 live, 7 deadConsolidated at launch.
2 overlapping PMax1 single ad group Search
Shared negative list added on day onepipeliners cloud and other competitor names, free, used, how to, jobs, salary
Applied account wide
05. Ad buying strategy

How we spend your money.

We manage to blended revenue divided by total ad spend (MER) from Shopify, not to whatever each platform claims. Platform ROAS is a steering wheel. Shopify revenue is the scoreboard.

Fix before you spend more Weeks 1 to 2

Same Google budget (about $540 a day). Clean conversion goals, brand split, negative lists, one PMax instead of two, value based bidding on Search. Expect the reported ROAS to look lower for a few weeks while brand stops padding it. That is the honest number.

Launch Meta with real creative Weeks 3 to 6

Launch the new Meta structure with the 20 concepts. About 20% of Meta spend goes to testing at all times. Each concept gets 3 to 5 days and roughly 2x target CPA before we judge it.

Scale what works Week 6 on

  • When a campaign beats target for 3 days straight, raise budget about 20%. Never more than every 3 to 4 days.
  • When MER drops under target for a week, pull back the newest spend first.
  • Shift budget between Google and Meta based on blended MER, not platform reports.

Feed the machine every two weeks Ongoing

  • 8 to 10 new creatives every two weeks: founder reels cut into ads, UGC from customers, statics, Spanish versions.
  • New art pancake drops announced to Klaviyo first, then retargeting, then prospecting.
  • Q4 calendar: Black Friday and Christmas gift sets for welders.
Scoreboard

MER

Shopify revenue divided by all ad spend. Target set together at kickoff.

Google

Non brand ROAS

Brand reported separately so it never hides weak campaigns.

Meta

New customer CPA

What it costs to get a welder who has never bought.

Email

Flow revenue

Revenue from the 5 flows, reported every week.