Vegamour - Google Ads Status & Recommendations

Last 7 Days Performance (Jun 5 - 11)

Total Spend

$48,986

Revenue

$115,942

ROAS

237%

Grade B

Conversions

1,130

Campaign	Spend	Revenue	ROAS	Conv	Grade
Branded Search USA	$24,626	$59,951	243%	584	B
Shopping USA	$5,471	$16,080	294%	169	B+
Shampoo Kits	$3,051	$9,857	323%	75	A
Hair Growth Serums	$3,538	$8,340	236%	54	B
Subscription PMax	$2,979	$5,081	171%	67	C
Lash Serum	$2,851	$6,263	220%	88	B
Male Hair Serum	$1,429	$4,015	281%	38	B+
GRO Ageless	$939	$1,550	165%	15	C
Non-Brand Search	$928	$2,236	241%	17	B
Style Wand	$2,448	$2,216	91%	20	F
Demand Generation	$724	$353	49%	5	F
Total (All Campaigns)	$48,986	$115,942	237%	1,130	B

Style Wand PMax - Daily Performance (18 Days)

5 of the last 18 days had zero revenue. The last 4 out of 5 days (Jun 7, 9, 10, 11) all produced $0. Jun 12 (today, partial) is also at $0 on $154 spend. The campaign was healthy through Jun 3 (224% ROAS) but has been in freefall since.

Date	Spend	Revenue	ROAS	Conv	Status
May 26	$459	$692	151%	6.5	C
May 27	$339	$677	200%	7.4	B
May 28	$322	$720	224%	8.1	B
May 29	$274	$1,366	498%	9.4	A
May 30	$422	$995	236%	9.4	B
May 31	$368	$729	198%	6.2	C
Jun 1	$366	$368	100%	2.5	D
Jun 2	$471	$1,192	253%	8.4	B+
Jun 3	$474	$1,060	224%	10.4	B
Jun 4	$406	$711	175%	7.0	C
Jun 5	$412	$320	78%	3.0	F
Jun 6	$423	$1,056	250%	8.0	B+
Jun 7	$253	$0	0%	0	F
Jun 8	$383	$839	219%	5.0	B
Jun 9	$279	$0	0%	0	F
Jun 10	$276	$0	0%	0	F
Jun 11	$423	$0	0%	0	F
Jun 12 (partial)	$154	$0	0%	0	F
18-Day Total	$6,504	$10,725	165%	91	C

Trend: May 26-Jun 3 averaged 229% ROAS across 9 days. Jun 4 onward averaged 90% ROAS across 9 days. The product may be hitting audience saturation or creative fatigue.

Demand Generation - Daily Performance (18 Days)

Context: Demand Gen is a top-of-funnel campaign (YouTube, Display, Gmail, Discover). Its role is awareness, not direct conversions. Judging it by direct ROAS is like judging TV ads by click-through rate. The question is whether it lifts downstream branded search volume and new customer acquisition.

Date	Spend	Revenue	ROAS	Conv	Status
May 26	$103	$356	345%	3.2	A
May 27	$98	$159	162%	3.3	C
May 28	$100	$358	356%	5.0	A
May 29	$95	$83	88%	1.0	F
May 30	$92	$0	0%	0	F
May 31	$92	$320	348%	1.0	A
Jun 1	$113	$0	0%	0	F
Jun 2	$109	$421	386%	1.0	A
Jun 3	$107	$900	841%	5.0	A
Jun 4	$109	$36	33%	1.1	F
Jun 5	$107	$288	269%	3.0	B+
Jun 6	$111	$0	0%	0	F
Jun 7	$102	$0	0%	0	F
Jun 8	$97	$0	0%	0	F
Jun 9	$99	$64	65%	2.0	F
Jun 10	$106	$0	0%	0	F
Jun 11	$99	$0	0%	0	F
Jun 12 (partial)	$60	$0	0%	0	F
18-Day Total	$1,802	$2,986	166%	26	C

8 of 18 days at $0 revenue - but at $100/day budget, Demand Gen is too small to generate meaningful awareness lift. For context, TV spends $800-$2,000/day for top-of-funnel. At $100/day, Demand Gen reaches too few people to move the needle on branded search volume. Either scale to $300+/day to test awareness impact or pause and reallocate.

Branded Search - Share of Budget Analysis

Branded Search Spend (7-Day)

$24,626

% of Total Google Budget

50.3%

Branded ROAS

243%

Branded Conversions

584

52% of all Google conv

The Competitive Defense Argument

Branded search is not optional spend. Competitors actively bid on "vegamour" keywords. Without branded search coverage, those clicks go to Hims, Nutrafol, and other competitors who are bidding on the Vegamour brand name. Cutting branded search doesn't save money; it gives revenue to competitors.

If Branded Search Stays

ROAS243%

Conversions/Day83

CPA$42

Competitor clicks stolen0

If Branded Capped at 25%

Budget cut-$12,313/wk

Lost conversions~292/wk

Competitor exposureHigh

Net CAC impactIncreases

Branded Search at 243% ROAS vs Non-Brand Search at 241% ROAS. The efficiency is nearly identical, but branded converts at 83 customers/day vs non-brand at 2.4/day. Shifting $12K from branded to non-brand would not produce anywhere near 292 additional conversions. Non-brand volume simply isn't there at that scale.

Budget Reallocation Opportunity

Current: Style Wand + Demand Gen (Last 7 Days)

Combined Spend

$3,172

Combined Revenue

$2,569

Combined ROAS

81%

Losing $603/week

If Reallocated to Male Hair Serum PMax (at current 281% ROAS)

Same $3,172 Spend

$3,172

Projected Revenue

$8,914

Incremental Revenue

+$6,345

Per week

$6,345 more revenue per week from the exact same budget, simply by moving spend from underperforming campaigns to a campaign that's currently working. That's roughly $25,380/month in additional revenue at zero incremental cost.

Other Strong Reallocation Candidates

Campaign	Current 7-Day ROAS	Trend	Verdict
Male Hair Serum PMax	281%	Scaling	Scale
Shampoo Kits	323%	Stable	Scale
Shopping USA	294%	Stable	Scale
Non-Brand Search	241%	Stable	Test
Lash Serum	220%	Stable	Hold

Recommended Actions

Pause Style Wand PMax - 4 of last 5 days at $0 revenue. 91% blended ROAS over last 7 days. Product-level campaign in freefall, not recovering. Saves $350/day.
Decide on Demand Gen - If it's running as top-of-funnel awareness, $100/day is too small to create measurable lift. Either scale to $300+/day to properly test awareness impact on branded search volume, or pause and reallocate. Current budget is in a dead zone - too small to create awareness, too large to ignore.
Scale Male Hair Serum PMax - Currently at 281% ROAS on $204/day. This is a new product campaign finding its audience. Increase budget to $500/day and monitor for 2 weeks.
Hold Branded Search at current levels - 243% ROAS with 584 conversions/week. Cutting to 25% cap would expose the brand to competitor conquesting and lose approximately 292 conversions/week. The efficiency is strong and the defensive value is real.
Monitor Subscription PMax - Running at 171% ROAS (below 200% target) with $2,979/week spend. Not a burn, but underperforming. Watch for 1 more week before adjusting.

Today (Jun 12, Partial - Mid-Day)

Google Spend (so far)

$4,667

Google Revenue

$7,143

ROAS

153%

Early - attribution pending

Conversions

Real-time ROAS is always lower than sealed ROAS. Based on the last 3 weeks of attribution patterns, today should settle between 220-260% by tomorrow morning. Branded Search is at 196% right now but typically gains 40-60 percentage points overnight.

Campaign	Spend	Revenue	ROAS	Note
Branded Search USA	$2,721	$5,319	196%	Normal AM lag
Shopping USA	$562	$1,329	236%	Healthy
Male Hair Serum	$305	$0	0%	Early AM - no conv yet
Hair Growth Serums	$267	$141	53%	Early
GRO Ageless	$179	$0	0%	Early AM
Shampoo Kits	$174	$0	0%	Always lags, catches up PM
Style Wand	$154	$0	0%	5th zero day in a row
Subscription PMax	$119	$184	155%	On pace
Lash Serum	$96	$169	176%	Healthy
Demand Gen	$60	$0	0%	Another zero day
Non-Brand Search	$29	$0	0%	Low volume

Meta Ads today (partial): $2,888 spent across 4 campaigns. Retention DPA leading with 8 purchases at $47 CPA. Prospecting Creative Testing has 13 purchases at $108 CPA. Total 27 Meta purchases so far today.