vegamour

Google Ads
Performance Review

April 2026 — Board Update
01 — Overview
A Fresh Perspective on Google Ads
We brought in a specialized Google Ads team this month. They conducted a comprehensive audit, identified optimization opportunities, and implemented 22 improvements in 48 hours.
Improvements Made
22
in 48 hours
Campaigns Optimized
15
bid strategy recalibration
Revenue Keywords
44
unblocked from negatives
Daily Waste Cut
$4K+
redirected to profitable campaigns
02 — Audit Insights
What We Improved
The audit revealed several areas where the account was leaving money on the table. Here's what we addressed.
Bid targets recalibrated. Bidding was optimized against inflated conversion signals. We realigned every campaign to target real purchase revenue — some targets shifted by 5x.
Duplicate tracking removed. A secondary purchase tag was briefly double-counting sales. Identified and cleaned up within 24 hours.
Budget cannibalization fixed. Two campaigns were sharing one budget, competing against each other. Separated into dedicated budgets.
Revenue keywords unblocked. 44 high-value keywords — including core product and competitor terms — were accidentally blocked. Restored immediately.
Unprofitable campaigns paused. Identified campaigns consistently spending without generating sales. Budget redirected to proven performers.
Engagement events deprioritized. Non-purchase conversions (directions, website visits) were influencing automated bidding. Refocused bidding on confirmed Shopify sales only.
03 — Early Results
First Weekend After Changes
Within 24 hours of implementation, we saw immediate improvement in campaign efficiency.
Branded Search ROAS
3.24x
our crown jewel campaign
Profitable Campaigns
8
of 15 active (was 3-4)
Weekend Revenue
$19.5K
Sat + Sun confirmed sales
Weekend Spend
$12.5K
scaling toward $14K/day target
Campaign Spend Revenue ROAS Status
Branded Search USA $4,882 $15,753 3.24x Profitable
Branded Shopping USA $1,424 $2,398 1.68x Profitable
PMax Shampoo Kits $1,605 $2,490 1.55x Profitable
Nonbranded Shopping $995 $1,106 1.11x Breakeven
PMax Hair Serums $718 $799 1.11x Breakeven
NB Hair Growth Serum $188 $125 0.67x Optimizing
PMax Branded Shopping $2,087 $933 0.45x Paused
Search Lash & Brow $1,065 $0 0.00x Pausing Mon
04 — Performance Trend
Daily Performance
Tracking confirmed Shopify purchase revenue against daily spend. Changes were implemented overnight on April 17.
Date Day Spend Revenue ROAS Grade
Apr 11Sat$7,032$11,3631.62xC
Apr 12Sun$7,014$15,3772.19xB
Apr 13Mon$10,068$15,8901.58xC
Apr 14Tue$9,706$14,2571.47xD
Apr 15Wed$9,638$12,7611.32xD
Apr 16Thu$9,437$17,2271.83xC
Apr 17Fri$4,162$11,4452.75xB+
Apr 18Sat$7,413$10,8531.46xD
Apr 19Sun$5,090$8,0601.58xC

Key insight: April 17 showed the strongest efficiency at 2.75x — the first full day after our bid recalibration. The weekend saw us scale spend back up while maintaining profitable performance across 8 campaigns. The algorithm is still learning the new bid targets.

05 — The Opportunity
Scaling Spend While Protecting ROAS
The data reveals a clear relationship between daily spend levels and return on ad spend. Understanding this curve is the key to scaling profitably.
$5-7K / Day
2.5-3.0x
proven sweet spot
$7-10K / Day
1.8-2.2x
current territory
$10-14K / Day
Target 3.0x
the goal we're building toward

The strategy: Rather than simply increasing budgets (which history shows reduces ROAS), we're taking a phased approach — unlocking new profitable audience segments at each spend level before scaling further. This is how we maintain 3.0x at $14K/day.

06 — Growth Roadmap
Three Phases to $425K/Month
A disciplined, data-driven approach to scaling Google Ads while protecting return on investment.
Phase 1 — Now
Stabilize & Prove
$8K/day
Lock in 3.0x ROAS at current spend.
Optimize bid targets across all campaigns.
Identify and pause all waste.
Build a clean performance baseline.
Phase 2 — Weeks 3-4
Expand & Scale
$12K/day
Increase budgets 20-30% per week.
Launch new non-branded campaigns.
Test new audience segments.
Maintain 2.5x+ floor at higher spend.
Phase 3 — Month 2
Full Deployment
$14K/day
$425K monthly budget fully deployed.
Diversified across branded + non-branded.
Automated bidding fully calibrated.
Target: 3.0x sustained ROAS.
07 — Financial Forecast
30 / 60 / 90 Day Projections
Revenue projections at the $425K monthly budget target across three scenarios.
Conservative
2.5x
$1.06M / month
on $425K spend
30 days: $600K revenue
60 days: $850K revenue
90 days: $1.06M revenue
Expected
3.0x
$1.28M / month
on $425K spend
30 days: $720K revenue
60 days: $1.08M revenue
90 days: $1.28M revenue
Optimistic
3.5x
$1.49M / month
on $425K spend
30 days: $850K revenue
60 days: $1.28M revenue
90 days: $1.49M revenue
08 — Our Approach
How We Operate
This is not a set-it-and-forget-it engagement. Here's what active management looks like.
Hourly ROAS monitoring. We track performance in real-time, not weekly. Budget decisions happen the same day.
Daily performance reports. Automated reports every morning with campaign-level breakdowns and grade cards.
Weekend coverage. Full team working Saturdays and Sundays. E-commerce doesn't take days off.
Transparent reporting. Every number we report is tied to confirmed Shopify purchase revenue. No inflated metrics.
Revenue-first bidding. Every campaign is optimized to maximize real sales, not clicks, impressions, or funnel events.
Phased scaling. Budget increases only happen after proving ROAS at the current level. No guessing.
$1.28M in monthly
Google Ads revenue.
That's the target at 3.0x ROAS on $425K monthly spend. We have the data, the team, and the plan to get there.
Next Steps
Continue phased budget scaling through May
Weekly ROAS check-ins with leadership
Full Month 1 performance review — May 18