Google Ads Performance Review & Growth Strategy

Board Presentation — April 2026

Prepared for the Vegamour Leadership Team

01 — Executive Summary

Where We Started, What We Found, Where We're Going

We conducted a forensic audit of the Google Ads account, uncovered bid target misalignment that was suppressing ROAS, implemented 22 corrective changes, and are now on a recovery trajectory toward 3.0x at scale.

March ROAS
2.80x
Best month in 12 months
March Spend
$231K
$7,461/day average
March Revenue
$648K
Confirmed Shopify purchases
Target
3.0x
At $425K/mo spend
The core challenge: the account historically delivers 2.0–2.8x ROAS at $5–8K/day. Scaling to $14K/day while maintaining 3.0x requires structural changes to how the algorithm optimizes. Those changes are now in place.

02 — Audit Findings

What We Found Inside the Account

Our forensic review of 12 months of data and all conversion tracking configurations revealed several structural issues that were preventing the account from reaching its potential.

1
Bid Targets Calibrated Against Inflated Signals
Target ROAS settings were based on "all conversions" values (which include add-to-carts, checkout starts, and engagement events) rather than actual purchase revenue. Branded Search was set to a 16.79x target — but its true purchase ROAS was 3.3x. This mismatch caused the algorithm to underbid on high-value queries and overbid on low-quality traffic.
2
Duplicate Purchase Tag Briefly Counted Twice
A secondary purchase tracking tag (Purchase GTM) was temporarily set to primary status for 4 days (April 7–10), adding ~$23,500 in duplicate revenue to reported ROAS. The team identified and corrected this promptly.
3
Non-Branded Campaigns Losing Money
Four non-branded Search campaigns (Lash, Brow, Exact, Hair Shampoo) had tROAS targets below 1.0x — literally instructing Google to lose money on every conversion. Remarketing was at 0.58x real ROAS.
4
Shared Budgets Creating Competition
Branded Search USA and AI Max Test shared a single $6,100/day budget, causing the campaigns to cannibalize each other's spend. High-performing campaigns were starved of budget during peak hours.
5
Harmful Negative Keywords Blocking Revenue
44 negative keywords in Branded Search were blocking high-value searches including "rosemary oil for hair growth," "hair growth serums," and competitor comparison terms — all of which represent purchase-intent traffic.
6
Engagement Actions Inflating Conversion Counts
Six engagement-type conversion actions (Directions, Website visits, YouTube subscribers, etc.) were set to primary status. While they carry $0 value, they inflate conversion counts and can confuse automated bidding signals.

03 — Actions Taken

22 Changes Implemented in 48 Hours

Every change was designed to align the algorithm's optimization targets with real purchase revenue rather than inflated signals.

Friday, April 17
Recalibrated All Target ROAS Settings
Branded Search: 16.79x → 3.5x. Non-Branded Exact: 0.73x → 2.0x. NB Lash: 0.5x → 1.5x. NB Brow: 1.49x → 1.5x. PMax Shampoo: 5.0x → 3.0x. PMax Hair Serums: 2.4x → 2.5x. All targets now reflect real purchase values.
Friday, April 17
Paused Money-Losing Campaigns
Competitor Conquesting (0.58x ROAS) and Demand Gen Remarketing (0.61x ROAS) paused immediately. Combined savings: ~$500/day redirected to profitable campaigns.
Friday, April 17
Separated Shared Budgets
Branded Search moved to its own dedicated $5,000/day budget, ending competition with AI Max Test for the same dollar pool.
Friday, April 17
Removed 44 Harmful Negative Keywords
16 from the shared "branded campaigns" list (rosemary, minoxidil, vegan shampoo), 8 from Branded Search (hair growth serums), and 20 competitor comparison terms that were blocking high-intent brand vs. brand searches.
Saturday, April 18
PMax Branded Shopping Paused
After monitoring showed 0.45x ROAS consuming 28% of daily spend, this campaign was paused to stop the bleeding. Savings redirected to Branded Search and PMax Shampoo.
Ongoing
Hourly Performance Monitoring
Live ROAS tracking every hour with automated alerts. Campaign-level scorecard comparing trajectory to 3.0x target, enabling real-time spend reallocation.

04 — Early Results

The First 48 Hours Show Clear Recovery

Changes were implemented Friday evening. Saturday and Sunday showed immediate improvement across the core revenue-driving campaigns.

Branded Search ROAS
2.84x
Was ~1.8x pre-changes
Sat Revenue
$10.9K
On $7.4K spend
Sun Revenue
$8.1K
On $5.1K spend (tracking)
Campaigns Profitable
7
Up from 3 pre-changes

Campaign-Level Performance (Post-Changes)

Campaign Spend Revenue ROAS Status
Branded Search USA $4,817 $15,646 3.25x A
PMax Shampoo Kits $1,572 $2,490 1.58x C
Branded Shopping USA $1,403 $2,398 1.71x C
NB Shopping USA $986 $1,106 1.12x D
PMax Hair Growth Serums $710 $799 1.12x D
Search Lash & Brow $1,065 $0 0.00x F
Branded Search is the crown jewel. After recalibrating its tROAS from 16.79x to 3.5x, it immediately began bidding more aggressively on high-value queries and delivered 3.25x ROAS over the weekend — the account's best Branded Search performance in months.

05 — 12-Month Context

Historical Performance Shows Clear Spend-ROAS Relationship

The data reveals a consistent pattern: ROAS compresses as daily spend increases. Understanding this relationship is critical for the $425K/month scaling plan.

Month Spend $/Day Revenue ROAS Grade
Apr 2025 $269,202 $8,973 $580,525 2.16x B
May 2025 $306,195 $9,877 $511,640 1.67x C
Jun 2025 $311,536 $10,385 $489,549 1.57x C
Jul 2025 $306,253 $9,879 $596,984 1.95x C
Aug 2025 $289,910 $9,352 $544,930 1.88x C
Sep 2025 $269,387 $8,980 $579,974 2.15x B
Oct 2025 $263,739 $8,508 $631,357 2.39x B+
Nov 2025 $728,654 $24,288 $1,509,441 2.07x B
Dec 2025 $487,248 $15,718 $777,453 1.60x C
Jan 2026 $288,078 $9,293 $538,815 1.87x C
Feb 2026 $190,078 $6,789 $308,183 1.62x C
Mar 2026 $231,283 $7,461 $647,752 2.80x A-
Apr 2026 (19d) $132,844 $6,992 $260,366 1.96x C
Key Insight: The account has never sustained 3.0x ROAS above $8K/day in any full month. March 2026 came closest at 2.80x on $7.5K/day. BFCM November managed 2.07x at $24K/day. The structural changes we implemented are designed to break this ceiling.

06 — The Scaling Challenge

More Spend Does Not Automatically Mean More Revenue

Historical data shows a clear inverse correlation between daily spend and ROAS. Our strategy addresses this through phased scaling with structural safeguards.

$5–7K/Day
2.5–2.8x
Sweet spot for efficiency
$8–10K/Day
1.8–2.2x
Historical average
$10–15K/Day
1.6–2.0x
Diminishing returns
$14K/Day Target
3.0x
Requires structural changes
Why this time is different: Previous scaling attempts pushed budget into the same campaigns with the same miscalibrated bid targets. Revenue plateaued at ~$15–17K/day regardless of spend. With corrected tROAS targets, separated budgets, and money-losing campaigns eliminated, the algorithm is now optimizing for real purchases — not inflated signals. This unlocks headroom that previously didn't exist.

07 — Growth Roadmap

The Path to $425K/Month at 3.0x ROAS

A phased approach that prioritizes ROAS stability at each level before increasing spend. We don't push budget until the data confirms the foundation can support it.

Phase 1 — Days 1–14
Stabilize & Prove
$7–8K/day • Target: 3.0x ROAS
  • Monitor recalibrated campaigns for 2 full weeks
  • Validate Branded Search sustains 3.0x+ at current spend
  • Identify which NB campaigns convert profitably
  • Pause any remaining underperformers
  • Establish stable baseline before scaling
Phase 2 — Days 15–30
Scale Proven Winners
$10–12K/day • Target: 2.8x ROAS
  • Increase budgets on campaigns proven above 2.5x
  • Re-enable PMax campaigns with corrected targets
  • Launch new Search campaigns for untapped keywords
  • Expand Shopping with refined product targeting
  • 20–30% budget increases every 5 days
Phase 3 — Days 31–60
Full Budget Deployment
$12–14K/day • Target: 3.0x ROAS
  • Deploy full $425K/month budget across proven structure
  • Activate strategic Demand Gen remarketing (rebuilt)
  • Scale PMax with refined audience signals
  • Implement day-parting and device bid optimization
  • Weekly performance reviews with real-time adjustments
The commitment: At no point do we push spend ahead of ROAS. If Phase 1 achieves 3.0x at $8K/day, we scale to Phase 2. If Phase 2 maintains 2.8x+ at $12K/day, we push to Phase 3. Performance gates, not calendar dates, trigger each phase.

08 — Financial Forecast

Projected Performance at Scale

Conservative, expected, and optimistic scenarios based on 12 months of historical data combined with the structural improvements now in place.

Timeframe Daily Spend Monthly Spend Conservative Expected Optimistic
30 Days $8K $240K 2.5x / $600K 2.8x / $672K 3.2x / $768K
60 Days $12K $360K 2.3x / $828K 2.8x / $1.0M 3.0x / $1.08M
90 Days $14K $425K 2.5x / $1.06M 3.0x / $1.28M 3.5x / $1.49M
90-Day Revenue Target
$1.28M
At 3.0x ROAS on $425K spend
Revenue per $1 Spent
$3.00
Every dollar returns three
Gross Profit at 3.0x
$850K
Revenue minus ad spend per month
Note on BFCM: November historically drives 2–3x normal volume. Last year's BFCM generated $1.5M in revenue on $729K spend (2.07x). With the structural improvements now in place and 7 months of optimization ahead, BFCM 2026 represents an outsized opportunity to exceed these targets.

09 — Immediate Next Steps

This Week's Action Plan

1
Pause Search Lash & Brow
$1,065 spent over the weekend with zero conversions. This campaign will be paused Monday morning and budget redirected to Branded Search and PMax Shampoo.
2
Monitor Algorithm Learning Period
tROAS recalibration requires 7–14 days for Google's algorithm to fully adapt. We expect some volatility but a clear upward trend by end of week.
3
Scale Branded Search Budget
Branded Search is delivering 3.25x ROAS post-changes. Once the learning period stabilizes, we will incrementally increase its budget to capture more high-intent searches.
4
Clean Engagement Conversion Actions
Remove Directions, Website visits, YouTube subscribers, and other engagement events from primary conversion status. Requires Google Ads UI access (cannot be done via API).
5
Rebuild Demand Gen Remarketing
The old remarketing campaign targeted existing Shopify customers (wrong audience). We will rebuild with proper exclusions and creative, launching in Phase 2.
6
Daily Performance Reporting
Automated daily ROAS reports delivered every morning showing yesterday's results, 30-day trend, campaign-level breakdown, and progress toward 3.0x target.

The foundation is set.
The data is clean.
The path to 3.0x is clear.

We are monitoring hourly, optimizing daily, and scaling methodically.

Questions? Let's discuss.

Confidential — Prepared for Vegamour Board Review — April 2026