Comprehensive performance analysis across all active campaigns since account takeover
April 15 – June 15, 2026 · 62 Days
| Week | Dates | Spend | Clicks | Conv. | Value | ROAS | CPA |
|---|---|---|---|---|---|---|---|
| W1 | Apr 15–21 | $46,700 | 13,940 | 1,386 | $241,900 | 5.18x | $33.70 |
| W2 | Apr 22–28 | $47,000 | 18,620 | 2,213 | $153,700 | 3.27x | $21.24 |
| W3 | Apr 29–May 5 | $63,300 | 24,550 | 2,546 | $228,000 | 3.60x | $24.84 |
| W4 | May 6–12 | $72,800 | 29,470 | 2,820 | $211,200 | 2.90x | $25.82 |
| W5 | May 13–19 | $68,000 | 28,350 | 2,365 | $212,200 | 3.12x | $28.75 |
| W6 | May 20–26 | $54,000 | 22,600 | 1,633 | $186,300 | 3.45x | $33.07 |
| W7 | May 27–Jun 1 | $49,900 | 21,900 | 1,625 | $182,000 | 3.65x | $30.71 |
| W8 | Jun 2–8 | $53,100 | 26,400 | 1,283 | $134,700 | 2.54x | $41.38 |
| W9 | Jun 9–15 | $47,000 | 23,500 | 1,063 | $112,400 | 2.39x | $44.23 |
| Campaign | Status | Spend | Clicks | Impr. | Conv. | Value | ROAS | CPA |
|---|---|---|---|---|---|---|---|---|
| Branded Search USA | Enabled | $258,404 | 51,036 | 684K | 8,600 | $934,220 | 3.61x | $30.05 |
| Shopping USA | Enabled | $77,566 | 18,773 | 3.3M | 2,201 | $212,273 | 2.74x | $35.24 |
| PMax — Hair Growth Serums | Enabled | $43,292 | 34,041 | 1.3M | 1,208 | $155,250 | 3.59x | $35.84 |
| PMax — Shampoo Kits | Enabled | $40,389 | 30,375 | 1.3M | 1,184 | $139,184 | 3.45x | $34.11 |
| Subscription PMax | Enabled | $22,060 | 34,446 | 1.5M | 691 | $64,925 | 2.94x | $31.92 |
| PMax — Lash Serum | Enabled | $20,385 | 8,803 | 483K | 639 | $57,796 | 2.84x | $31.90 |
| Memorial Day Sale PMax | Paused | $17,320 | 13,732 | 928K | 449 | $43,051 | 2.49x | $38.58 |
| PMax — Style Wand | Enabled | $15,989 | 7,410 | 586K | 353 | $37,213 | 2.33x | $45.29 |
| Non-Brand Search USA | Enabled | $14,164 | 5,911 | 153K | 191 | $21,454 | 1.51x | $74.15 |
| Shopping Catchall (t) | Paused | $11,650 | 3,555 | 730K | 493 | $42,402 | 3.64x | $23.63 |
| NB Shopping USA | Paused | $6,215 | 3,121 | 582K | 211 | $17,839 | 2.87x | $29.46 |
| PMax — Male Hair Serum | Enabled | $5,794 | 3,399 | 273K | 115 | $14,037 | 2.42x | $50.39 |
| Search — Hair Growth Sol. | Enabled | $4,025 | 1,746 | 42K | 46 | $5,437 | 1.35x | $87.61 |
| PMax — GRO Ageless | Enabled | $3,895 | 3,140 | 195K | 75 | $9,000 | 2.31x | $51.96 |
| DG — Branded Audiences | Enabled | $3,567 | 10,785 | 644K | 18 | $1,601 | 0.45x | $203.27 |
| Search — Lash & Brow | Enabled | $2,859 | 1,061 | 38K | 27 | $3,234 | 1.13x | $106.70 |
| PMax — Spring Sale | Paused | $2,299 | 1,953 | 136K | 73 | $5,755 | 2.50x | $31.49 |
| NB Search — HYDR8 | Enabled | $1,373 | 1,083 | 35K | 10 | $1,251 | 0.91x | $137.96 |
| Search — Problem-Aware | Enabled | $448 | 293 | 19K | 22 | $2,723 | 6.08x | $20.07 |
| Total (19 Campaigns) | $551,694 | 235,663 | 11.7M | 16,604 | $1,768,646 | 3.21x | $33.23 |
$258K spend driving $934K in value at 3.61x ROAS — the account's engine. 22.4% of Branded Search conversions are subscriptions, the highest-LTV signal in the entire account.
3.59x ROAS on $43.3K spend with 1,208 conversions. Consistently the strongest non-brand performer, efficiently capturing high-intent product demand.
3.45x ROAS on $40.4K spend. Week-over-week stability makes this a reliable revenue driver with 1,184 conversions across the period.
6.08x ROAS on just $448 spend — the highest ROAS campaign in the account. Targeting problem-aware searchers who haven't found a solution yet. Strong scaling candidate.
2.31x ROAS on $3.9K spend with 75 conversions. New product line proving viable with efficient CPA of $51.96 — room to scale once creative optimized.
691 subscription conversions generating $64.9K in tracked value. CPA volatility ($36-$100+) but when optimized, this campaign drives the highest lifetime customer value.
ROAS has trended downward from 5.18x in Week 1 to 2.39x in Week 9. Week 1 was inflated by pent-up branded demand post-takeover. The decline reflects normalization, seasonal shifts, and competitive pressure — but the magnitude warrants strategic pivots.
$3,567 spent generating only $1,601 in value. The only campaign actively losing money. While Demand Gen serves awareness, the current creative and audience setup is not justifying the investment.
Repeated consecutive days with zero standard conversions despite $300-400+ daily spend. The product faces inconsistent conversion patterns suggesting creative fatigue or audience saturation.
CPA swings wildly from $36 (best) to $100+ (worst) week over week. The algorithm hasn't stabilized, partly due to the inherently longer decision cycle for subscription commitments.
$1,373 spent with only 10 conversions and $1,251 in value. Below breakeven — needs keyword refinement or should be paused and reallocated to higher-performing NB campaigns.
Hair Growth Solutions at 1.35x ($87.61 CPA) and Lash & Brow at 1.13x ($106.70 CPA). Both above acceptable CPA thresholds and diluting overall account ROAS.
The account tracks 5+ purchase conversion actions with overlapping attribution. Below are the primary revenue drivers.
Branded Search drives 55% of all subscription revenue. 22.4% of Branded Search conversions are subscriptions — the highest subscription mix rate in the account. This makes protecting branded search volume critical for long-term recurring revenue.
Meta impressions create brand recall that directly drives Google branded search volume. When Meta spend increases, branded search queries follow — and Branded Search converts at 3.61x ROAS. The two platforms are not competitors; they are a funnel.
Step 1: User sees Vegamour video ad on Instagram. Step 2: Brand awareness is planted. Step 3: Days later, user Googles "Vegamour hair serum." Step 4: Branded Search ad captures the click at 3.61x ROAS. Meta created the demand; Google captured the conversion.
45% of Google's conversion value comes from branded searches that Meta awareness creates. Evaluating Google or Meta in isolation understates the true return of each platform. The combined ecosystem delivers more than the sum of its parts.
Meta engagement (likes, comments, shares, UGC) builds social proof that pre-qualifies Google Shopping clickers. Users who've seen Vegamour content on social media convert at higher rates when they encounter Shopping ads — lowering CPA across the entire account.
Users who visit via Meta but don't convert get retargeted on Google Shopping and Search. Users who click Google ads but bounce get retargeted on Instagram and Facebook. This cross-platform loop shortens the purchase cycle and captures customers regardless of where they complete their journey.
At 6.08x ROAS on just $448, this is the most efficient campaign in the account. Expand keyword coverage for problem-aware queries (hair thinning, hair loss solutions) and increase budget to capture this high-intent, high-converting audience.
At 0.45x ROAS, this is actively losing money. Either pause entirely and reallocate the $3.6K spend to proven campaigns, or completely restructure creative and audience targeting for a fresh test.
8 of 11 active campaigns have no tROAS floor — the biggest structural risk in the account. Set minimum ROAS targets (2.5x for brand, 2.0x for non-brand) to prevent wasteful spend during low-intent periods and stabilize the declining ROAS trend.
Test tighter audience signals, refresh creative assets, and consider setting a CPA cap to prevent the $100+ spike days. The $36 CPA best-case proves the campaign can deliver — it needs guardrails to prevent algorithm overshoot.
Investigate whether the zero-conversion streaks correlate with specific creative rotations, audience segments, or time-of-day patterns. Fresh creative testing and audience signal refinement may break the cycle.
Implement enhanced conversion tracking and explore data-driven attribution models that credit Meta's awareness contribution to Google's branded conversions. This gives a truer picture of full-funnel ROI and protects against under-investment in top-of-funnel.