vegamour

Google Ads
Performance Review

April 2026 — Board Update

01 — Overview

A New Team, A Fresh Perspective

We brought in a specialized Google Ads team to take a deep look at the account, identify opportunities, and build a clear path to scaling profitably.

Improvements Made

22

in the first 48 hours

Campaigns Optimized

15

across search, shopping & PMax

Blocked Keywords

44

revenue-generating terms unblocked

Target ROAS

3.0x

on confirmed Shopify purchases

02 — Audit Insights

What We Found

The comprehensive audit revealed several opportunities to improve how the account tracks, bids, and spends.

Bid targets recalibrated — Bidding was optimized against inflated conversion signals, causing the algorithm to under-bid on high-value searches and over-bid on low-value ones. All targets now aligned to real purchase revenue.
Duplicate tracking removed — A redundant purchase tag was briefly double-counting sales. Identified and corrected to ensure clean, accurate revenue data.
Budget cannibalization resolved — Multiple campaigns sharing the same budget were competing against each other. Each major campaign now has its own dedicated budget for cleaner optimization.
Revenue-blocking keywords restored — 44 high-value search terms including product names and ingredient keywords were being blocked by overly aggressive negative keyword lists. All restored.
Underperforming campaigns paused — Campaigns running below breakeven with no path to profitability were paused, redirecting budget to proven performers.
Engagement conversions deprioritized — Non-purchase signals (directions, calls, clicks) were influencing the bidding algorithm. Reconfigured to optimize purely for purchase revenue.

03 — Early Results

Signs of Progress

Within the first 48 hours of implementing changes, we're already seeing the account respond positively.

Branded Search ROAS

3.24x

above target after recalibration

Profitable Campaigns

8

generating positive return

Daily Waste Eliminated

$4K+

redirected to performers

Weekend Campaign Performance

Campaign	Spend	Revenue	ROAS
Branded Search USA	$3,803	$11,526	3.03x
PMax Shampoo Kits	$1,518	$3,511	2.31x
Branded Shopping USA	$1,195	$2,913	2.44x
PMax Hair Growth Serums	$674	$709	1.05x
Non-Branded Shopping	$834	$1,003	1.20x

04 — The Opportunity

Scaling With Precision

The data shows a clear relationship between daily spend and ROAS. The strategy is to scale methodically — increasing spend in stages while maintaining return targets.

$5-7K / Day

2.5 — 3.0x

proven sweet spot

$8-10K / Day

2.0 — 2.5x

growth phase

$12-14K / Day

Target: 3.0x

full budget deployment

The approach: Rather than flooding the account with budget overnight, we scale in controlled increments — validating ROAS at each level before advancing. This protects profitability while systematically expanding reach.

05 — Growth Roadmap

Three Phases to Full Scale

A phased approach that prioritizes return at every step, building toward the $425K monthly budget target.

Phase 1 — Stabilize

$7-8K / Day

Target: 3.0x ROAS

Lock in profitable performance with recalibrated campaigns. Validate that all changes are delivering expected returns. Build the algorithm's confidence with clean conversion data.

Phase 2 — Scale

$10-12K / Day

Target: 2.8x ROAS

Gradually increase budgets on proven campaigns. Expand non-branded search into new keyword territories. Launch targeted PMax campaigns for specific product categories.

Phase 3 — Full Deploy

$14K / Day

Target: 3.0x ROAS

Full $425K monthly deployment across search, shopping, and PMax. Diversified campaign portfolio with multiple profitable revenue streams feeding the target ROAS.

06 — Financial Forecast

30 / 60 / 90 Day Outlook

Revenue projections based on phased scaling to the $425K monthly budget at 3.0x ROAS target.

30 Days — Conservative

$600K

$200K spend at 3.0x
Stabilization phase

60 Days — Expected

$1.08M

$360K spend at 3.0x
Scaling phase engaged

90 Days — Target

$1.28M

$425K spend at 3.0x
Full deployment

Quarterly revenue potential: At full deployment with a 3.0x ROAS, the Google Ads channel alone can generate $1.28M in monthly revenue — representing a significant growth lever for the brand.

07 — Our Approach

How We Operate

Transparent, data-driven, and always-on. Our operating rhythm ensures nothing slips through the cracks.

Hourly Monitoring

Real-time campaign tracking with automated alerts. Every significant shift in ROAS, spend, or conversion volume is caught and addressed within the hour.

Transparent Reporting

Daily performance briefs delivered every morning. No inflated metrics, no vanity numbers — only confirmed Shopify purchase revenue against actual ad spend.

Weekend Coverage

Full team availability on weekends. E-commerce doesn't stop on Saturday, and neither do we. Weekend optimizations are standard operating procedure.

Continuous Optimization

Search term reviews, bid adjustments, budget reallocation, and creative testing happen continuously — not in monthly review cycles.