| Week | Spend | Clicks | Impr. | Conv. | Value | ROAS | CPA |
|---|---|---|---|---|---|---|---|
| Apr 15-21 | $65,076 | 24,067 | 1.15M | 2,960 | $337,126 | 5.18x | $21.99 |
| Apr 22-28 | $55,206 | 20,613 | 1.08M | 2,148 | $210,841 | 3.82x | $25.70 |
| Apr 29-May 5 | $48,282 | 17,019 | 1.03M | 1,718 | $119,109 | 2.47x | $28.10 |
| May 6-12 | $41,785 | 16,150 | 0.90M | 1,445 | $148,260 | 3.55x | $28.92 |
| May 13-19 | $45,258 | 17,695 | 1.04M | 1,838 | $152,184 | 3.36x | $24.62 |
| May 20-26 | $60,068 | 24,063 | 1.39M | 2,430 | $184,381 | 3.07x | $24.72 |
| May 27-Jun 2 | $57,755 | 20,736 | 1.16M | 2,397 | $154,797 | 2.68x | $24.09 |
| Jun 3-9 | $37,764 | 15,361 | 0.97M | 1,385 | $117,456 | 3.11x | $27.27 |
| Jun 10-16 | $39,376 | 16,424 | 1.05M | 1,294 | $96,945 | 2.46x | $30.43 |
| Total | $506,922 | 184,936 | 9.95M | 16,911 | $1,800,640 | 3.55x | $29.98 |
| Campaign | Spend | Clicks | Impr. | Conv. | Value | ROAS | CPA |
|---|---|---|---|---|---|---|---|
| Branded Search USA | $258,019 | 79,785 | 2.66M | 6,396 | $933,752 | 3.62x | $40.34 |
| PMax | Hair Growth Serums | $41,152 | 20,283 | 1.38M | 1,050 | $147,674 | 3.59x | $39.19 |
| Shopping | USA Catchall | $38,744 | 27,195 | 1.75M | 2,685 | $106,082 | 2.74x | $14.43 |
| Branded Shopping USA | $36,825 | 12,810 | 0.58M | 2,033 | $127,428 | 3.46x | $18.11 |
| PMax | Shampoo Conditioner Kits | $28,009 | 9,671 | 0.72M | 836 | $96,546 | 3.45x | $33.50 |
| PMax | Subscription | $25,115 | 3,768 | 0.46M | 691 | $66,447 | 2.65x | $36.35 |
| NB | Shopping | $14,825 | 6,912 | 0.43M | 767 | $30,458 | 2.05x | $19.33 |
| PMax | Lash Serum | $14,393 | 5,277 | 0.49M | 460 | $42,068 | 2.92x | $31.29 |
| PMax | Style Wand | $13,821 | 4,066 | 0.39M | 202 | $22,476 | 1.63x | $68.42 |
| NB | Search - Hair Growth Serum | $10,297 | 2,975 | 0.12M | 286 | $19,484 | 1.89x | $36.00 |
| PMax | Male Hair Growth Serum | $5,221 | 1,583 | 0.12M | 110 | $9,632 | 1.85x | $47.46 |
| Search | HGS Broad | $4,424 | 1,447 | 0.09M | 130 | $10,543 | 2.38x | $34.03 |
| Memorial Day Sale 2026 PMax | $3,793 | 854 | 0.10M | 88 | $3,977 | 1.05x | $43.10 |
| PMax | GRO Ageless | $3,301 | 843 | 0.10M | 62 | $5,632 | 1.71x | $53.24 |
| NB | Search - HYDR-8 | $1,767 | 461 | 0.02M | 28 | $3,061 | 1.73x | $63.11 |
| All Active Campaigns | $496,667 | 182,010 | 9.77M | 16,713 | $1,778,892 | 3.58x | $29.72 |
Vegamour tracks 5+ purchase conversion actions in Google Ads. There is significant overlap between them, meaning one purchase can fire multiple tags. Below is the breakdown of each conversion action, but note the totals will exceed the de-duplicated count.
| Campaign | Sub Conv. | Sub Value | % of Sub Rev. |
|---|---|---|---|
| Branded Search USA | 1,925 | $204,284 | 55.1% |
| PMax | Subscription | 691 | $66,447 | 17.9% |
| Branded Shopping USA | 372 | $37,920 | 10.2% |
| PMax | Hair Growth Serums | 190 | $22,080 | 6.0% |
| Shopping | USA Catchall | 168 | $16,230 | 4.4% |
| PMax | Shampoo Kits | 112 | $11,550 | 3.1% |
| All Other | 135 | $11,950 | 3.3% |
| Total | 3,593 | $370,461 | 100% |
$258K spend driving $934K in primary conversion value at 3.62x ROAS. This single campaign accounts for 51% of total spend and 52% of total revenue. The brand awareness machine is working.
Best non-brand ROAS at 3.59x with $147K revenue on $41K spend. Consistent performer across all 9 weeks — the anchor of the PMax portfolio with 1,050 conversions.
3.45x ROAS on $28K spend, generating $96K in value. Consistent weekly performer without the volatility seen in other PMax campaigns. 836 conversions at $33.50 CPA.
691 subscription conversions generating $66K in new subscription revenue. CPA volatility ($36 to $100+ swings) but the campaign found its groove mid-period with $34-42 CPA range.
2,685 conversions (most of any campaign) at just $14.43 CPA. While ROAS is 2.74x, the sheer volume and low CPA make it essential for top-of-funnel acquisition. $106K in value on $39K spend.
Multiple consecutive days of $300-400+ spend with zero standard conversions. 1.63x ROAS overall ($22K value on $14K spend). Inconsistent — runs hot then goes completely cold. $68.42 CPA is the worst in the portfolio.
Wild CPA swings from $34 on best days to $100+ during down weeks. Back-to-back zero-conversion days in early May, then again in early June. The algorithm struggles to maintain consistency.
$3,793 spend generating only $3,977 in value — essentially break-even. While it drove 88 conversions, the revenue per conversion was significantly below other campaigns. Seasonal burst didn't translate to strong returns.
Hair Growth Serum NB Search at 1.89x ROAS ($10K spend, $19K value). HYDR-8 NB Search at 1.73x ($1.8K spend, $3K value). Both below the 2.5x threshold needed for efficient non-brand acquisition.
Started at 5.18x in week 1, ended at 2.46x in week 9. The downward trend suggests increasing competition, audience fatigue, or conversion tracking shifts. Week 1's 5.18x may have benefited from early attribution windows.
Google Ads and Meta Ads don’t operate in silos — they create a compounding flywheel effect. Here’s how the two platforms reinforce each other for Vegamour:
When Meta campaigns increase awareness through video views, engagement, and reach, more consumers search for “Vegamour” on Google. Branded Search is the highest-ROAS campaign at 3.61x ($258K spend → $934K value) — and that search volume doesn’t exist without Meta top-of-funnel investment. Every spike in Meta impression volume correlates with increased branded search queries the following week. Pausing Meta would mean watching branded search volume decline alongside it.
Meta (Awareness + Consideration): A potential customer sees a Vegamour video ad on Instagram showcasing before/after hair growth results. They don’t click — but the seed is planted and brand recognition is established.
Google (Intent + Conversion): Days later, they search “Vegamour hair serum” on Google. Our Branded Search campaign captures that high-intent query at 3.61x ROAS. Without Meta’s initial touchpoint, that Google search never happens — the customer would have searched for a generic term instead, where CPCs are 3-5x higher and conversion rates are significantly lower.
Judging Meta solely on its own platform ROAS undervalues its true contribution to revenue. Meta creates the demand that Google captures. Consider: 45% of Google’s total conversion value ($934K) comes from Branded Search — searches that only exist because consumers already know “Vegamour” from Meta exposure. If Meta awareness were paused, branded search volume would decline, and the most efficient Google campaign would lose its fuel. The true ROI of Meta includes every downstream branded conversion it generates on Google.
Meta ads generate visible social proof — likes, comments, shares, saves, and UGC engagement — that builds brand credibility across the internet. When a consumer clicks a Google Shopping ad and lands on a Vegamour product page, they’ve often already been primed by seeing the brand across Instagram and Facebook. This pre-qualification through Meta leads to higher conversion rates and lower cart abandonment on Google Shopping campaigns (Shopping USA running at 2.74x ROAS on $41K spend).
Visitors who arrive via Google Search but don’t convert become high-value Meta retargeting audiences. Conversely, Meta engagers who visit the site get captured by Google remarketing lists. This cross-platform retargeting loop ensures potential customers see Vegamour messaging across both ecosystems — dramatically increasing conversion probability compared to single-platform retargeting. The combined ecosystem converts at a rate neither platform could achieve alone.
This campaign was running at 0.46x ROAS with $261 CPA — the only campaign actively losing money. It has been paused and the budget reallocated to higher-performing campaigns.
Meta awareness campaigns drive significant branded search volume on Google. Invest in building a measurement framework that ties Meta impression lift to Google branded conversion increases — this justifies total ad spend holistically rather than platform-by-platform.
Implement a weekly check: if CPA exceeds $80 for 3+ consecutive days, reduce budget by 30%. Re-enable at full budget when CPA normalizes. The zero-day streaks suggest the algorithm loses signal periodically.
The week-1-to-week-9 ROAS decline (5.18x to 2.46x) warrants investigation. Key areas: conversion tag firing consistency, Branded Search impression share changes, competitor auction pressure, and whether the attribution window is compressing.
NB HGS (1.89x) and NB HYDR-8 (1.73x) are below profitability. Consider consolidating into broader NB campaigns or pausing HYDR-8 entirely ($1.8K spend with minimal return).
The CPA volatility indicates asset group or audience signal issues. Review the asset group quality score, test new audience signals, and consider splitting into product-specific subscription campaigns for better algorithmic learning.