Find which products and ads to scale

Kite finds your winning products by reading your orders and ranking each product on what it earns for you, not just how often it sells. A product that sells 300 units a month at a $4 profit is worth less to you than one that sells 80 units at a $25 profit.

Kite reads your Shopify or WooCommerce orders over a period you choose, such as the last 90 days. Each order shows the products and quantities bought, the total, the date, and any discount code used. From that, Kite sees which products bring in the most revenue, which ones sell together, and which ones first-time buyers pick most often.

That last point matters for scaling. A product that new customers often buy first is a good one to advertise, because it brings people into your store. Say you sell skincare and Kite notices that most first orders include your vitamin C serum, and a third of those buyers come back for moisturizer within two months. The serum may not be your biggest seller, but it's the product that wins new customers. That makes it a strong candidate for more ad spend.

Kite also needs to know your margins. Your store records what a product sells for, but usually not what it costs you to make and ship. Kite asks you for those costs once, or reads them from a spreadsheet you share, and saves them in your team's knowledge base. If a cost is missing, Kite uses a cautious estimate and tells you which products it's based on.

Related use cases

• Find winning ads from fast-growing ecommerce brands: See which products and ads are working for other stores in your market, as a source of ideas to test.

Kite finds your money-making ads by comparing what each ad spent with the profit from the orders it brought in. Ad platforms report a return on ad spend, often called ROAS, which is revenue divided by ad cost. That number ignores what the products cost you, so Kite turns it into profit.

The idea is simple, and Kite shows the math. Say a product sells for $60, and after making and shipping it you keep $30. That means you need at least $2 of revenue for every $1 of ad spend just to break even. An ad that reports a ROAS of 3 is making you money. An ad that reports a ROAS of 1.8 for the same product is losing money on every sale, even though the platform shows it earning more than it spends.

Kite reads results for every campaign, ad set, and ad in Meta Ads, and for every campaign, ad group, ad, and keyword in Google Ads. It matches each one to the products it sells, using the ad's landing page and the products in the orders. Then it checks the ad platform's numbers against your store. Meta and Google each count the sales they think they caused, and both can claim the same order. When you connect Google Analytics, Kite also reads which source and campaign each visit came from, so it can see when two platforms are counting the same customer.

An ad is ready to scale when its results are steady, it has enough purchases to trust them, and its audience still has room to grow. Kite checks each of those before it recommends more budget.

Kite looks at the following for each winning ad:

• Enough purchases to trust the result. Ten sales on a small budget can be luck. Kite looks for a steady number of purchases over at least a week before it calls an ad a winner. Meta's own guidance is that an ad set needs about 50 conversions in a week to finish learning who to show your ads to.
• Steady cost per purchase. Kite compares the last few weeks. An ad whose cost per purchase holds steady from week to week is a safer bet than one that had one great weekend.
• How often people see the ad. In Meta Ads, Kite reads frequency, the average number of times each person has seen your ad. If frequency is already climbing past three or four, the ad is showing to the same people again, and more budget will mostly buy more repeats.
• Where the ad performs. Kite splits Meta results by placement, age, and device. An ad might work on Instagram Reels and lose money in the Facebook Feed, which tells you where to put the extra money.
• Stock to sell. Kite checks your stock in the store. There's no point doubling the budget on an ad for a product that sells out in ten days.

When an ad passes these checks, Kite recommends how much to add and how quickly. Common practice is to raise a budget by about 20 percent at a time, a few days apart, so the platform can adjust without resetting what it has learned. Kite names the exact campaign and ad set, the current budget, and the new budget it would set.

Kite recommends more ad spend for the products that earn the most profit per order, win new customers, and have ads that pass the readiness checks. It puts the products and ads side by side and gives you a call on each one.

The recommendation sorts everything into three groups:

• Scale. The products and ads that make money and can take more budget, with the budget change for each.
• Hold. The ones that look promising but don't have enough purchases yet, or that are profitable but already showing signs of wear. Kite says what result would move each one up or down.
• Cut. The ones that lose money after ad costs. Kite shows how much they spent last month and what the money could do on a winner instead.

Kite also agrees with you on the rules before you scale. You might decide that a scaled ad set stays as long as its cost per purchase stays under $35, and goes back to its old budget if it runs above that for a week. Setting the rule in advance keeps the decision honest, because it's easy to keep funding an ad that felt like a winner last month.

Kite records each recommendation, the numbers behind it, and the rules you agreed in your team's knowledge base. You make the budget changes in Meta Ads Manager and Google Ads.

Once you know what to scale, Kite builds the work that helps those winners grow. More budget alone usually runs out of steam, because the same ad reaches the same people. Fresh creative, a better product page, and your existing customers all give a winner more room.

Kite writes new versions of each winning ad. It keeps the angle that's working and changes the hook, the image, or the format, so the platform has new ads to show without losing what made the original work. It writes Facebook and Instagram ad copy and Google responsive search ads, with every line checked against each platform's limits. It also makes the images and short vertical videos for Reels and Stories, using your own product photos and footage first. Your team uploads the new ads in Ads Manager and Google Ads.

Kite also improves the page the ad sends people to. In Shopify or WooCommerce, it rewrites the winning product's description so it answers what a shopper needs to know before buying, and saves it to your store once you approve it. In Shopify, it can also build a collection for a winning product line, so an ad can point to a page that shows exactly the products on offer. On a site Kite hosts, it can build a dedicated landing page for the product.

Your past customers are another way to scale a winner without paying for every sale. Kite can find the people who bought a related product, write an email about the winner, and send it from your Kite team address or a connected email product once you approve it.

Related use cases

• Refresh your ads based on what's working: Replace tired ads with new versions built from the angles that already earn results.
• Produce paid-ad creative: Get copy, images, and video for each platform, built from your winning angles.
• Write product descriptions at scale: Rewrite the listings behind your winning products so more visitors buy.

Kite reads your ad accounts and your store again every week to see whether each scaled product and ad kept performing. Winners wear out. An ad that worked for a month can lose steam once most of its audience has seen it, and a product's profit can shrink if its costs rise.

You can put this on a schedule. Every Monday, Kite reads last week's spend and results in Meta Ads and Google Ads, matches them to the orders in your store, and checks each scaled ad against the rules you agreed. The report shows which winners are still making money at the higher budget, which ones crossed a stop rule, and which new products or ads have started to look like winners.

Each finding comes with the next step. If an ad's frequency is climbing while its cost per purchase rises, Kite suggests replacing it with a new version. If a product held up at a higher budget, Kite suggests the next increase. If an ad crossed a stop rule, Kite names the ad set to bring back to its old budget. Kite adds what it learns to your knowledge base, so every new recommendation builds on what your store has already taught it.

Related use cases

• Get a weekly marketing report: See your ad spend and results next to your store's sales and website traffic every week.