VEGAMOUR

Google Ads Performance Review
Board Presentation — April 2026
Overview

22 Improvements in 48 Hours

Our team conducted a comprehensive audit of the Google Ads account and implemented 22 targeted improvements across bidding strategy, conversion tracking, budget allocation, keyword targeting, and campaign structure.

Recalibrated bid targets across all campaigns to optimize for confirmed purchase revenue
Removed duplicate purchase tracking tag that was inflating conversion data for 4 days
Separated shared budgets so campaigns no longer compete against each other
Paused underperforming campaigns burning budget with no return
Unblocked 44 revenue-generating keywords that were incorrectly set as negatives
Established dedicated budget for Branded Search — the highest-performing campaign
Implemented hourly performance monitoring with automated alerts
Aligned all campaign bid strategies to target real purchase ROAS, not inflated signals
Key insight: Bidding algorithms were optimizing against inflated conversion signals — including funnel events and engagement metrics alongside actual purchases. This caused the system to chase volume over value. Every bid target has been recalibrated to optimize exclusively for confirmed sales.
Audit Insight

True Performance vs. Inflated Reporting

The account was reporting significantly higher ROAS than actual purchase revenue supported. Bid strategies were set against these inflated numbers, leading to suboptimal spend allocation.

True Purchase ROAS
202%
Based on confirmed Shopify purchases only
Previously Reported ROAS
682%
Included add-to-carts, checkouts, engagement events
True Revenue (Apr 1-19)
$271K
Confirmed purchases
Inflated Revenue Reported
$913K
Included funnel events
Inflation Factor
3.4x
Overstated by 240%
Bid Targets Were Set To
16.8x
Now corrected to 3.5x
What this means: The bidding algorithm thought every $1 spent was generating $16.80 in revenue. In reality, it was generating $2.02. This mismatch caused the system to overbid on low-quality traffic and underbid on high-converting searches. All targets have been recalibrated to reflect true purchase value.
Early Results

Weekend Performance After Changes

Within 48 hours of implementing changes, 8 of 11 active campaigns are generating positive return on ad spend.

Branded Search ROAS
316%
Strongest campaign — above 3x target
Profitable Campaigns
8 of 11
Up from 3 before changes
Weekend Revenue
$23.2K
Apr 18-19 combined
Apr 18 ROAS
245%
First full day post-changes
Campaign Spend Revenue ROAS Status
Branded Search USA $4,992 $15,753 316% ● Making Money
Branded Shopping USA $1,445 $2,398 166% ● Making Money
PMax — Shampoo Kits $1,643 $2,490 152% ● Making Money
Search — Hair Growth Solutions $85 $131 154% ● Making Money
NB Shopping USA $1,002 $1,228 123% ● Making Money
NB Lash $98 $114 116% ● Making Money
Search — Problem-Aware $70 $79 113% ● Making Money
PMax — Hair Growth Serums $758 $799 105% ● Making Money
NB Hair Growth Serum $188 $125 67% ● Monitoring
NB Brow $100 $58 58% ● Monitoring
Search — Lash & Brow Growth $1,075 $0 0% ● Pausing Monday
The Opportunity

Scaling Spend While Maintaining ROAS

The data reveals a clear relationship between daily spend and ROAS. The strategy is to scale incrementally, proving profitability at each level before increasing further.

Sweet Spot (Proven)
$5-7K/day
Consistently 250-400% ROAS
Growth Zone
$7-10K/day
180-250% ROAS range
Scale Target
$14K/day
$425K/month budget
Revenue Target at 3x
$1.28M
Monthly Google Ads revenue
The approach: Rather than jumping straight to $14K/day, we scale in controlled phases — proving 3x+ ROAS at each level before moving to the next. This protects margins while systematically unlocking higher spend capacity through campaign expansion and new audience development.
Growth Roadmap

Three-Phase Path to $425K/Month

A disciplined approach to scaling — each phase proves profitability before advancing.

Phase 1 — Weeks 1-2

Stabilize & Prove

$7-8K/day · $210-240K/mo
  • Lock in 3x+ ROAS on Branded Search
  • Optimize PMax campaigns for purchase-only bidding
  • Eliminate remaining waste from low-ROAS campaigns
  • Build conversion volume for algorithm learning
Phase 2 — Weeks 3-6

Scale Proven Winners

$10-12K/day · $300-360K/mo
  • Increase budgets on campaigns proven above 3x
  • Expand non-branded Search into new keyword territories
  • Launch Shopping campaigns for product-specific ROAS
  • Test new audience segments through PMax
Phase 3 — Weeks 7-12

Full Deployment

$14K/day · $425K/mo
  • Deploy full budget across proven campaign mix
  • Activate new product campaigns (lash, brow, HYDR8)
  • Scale Demand Gen with proven creative
  • Continuous optimization with real-time monitoring
Financial Forecast

30 / 60 / 90 Day Projections

Conservative, expected, and optimistic scenarios based on current performance trajectory and historical data.

Timeframe Monthly Spend Daily Spend Target ROAS Monthly Revenue
30 Days — Stabilize $240K $8,000 2.5x $600K
60 Days — Scale $360K $12,000 3.0x $1.08M
90 Days — Full Deploy $425K $14,167 3.0x $1.28M
Key assumptions: ROAS improves as bid strategies learn from recalibrated conversion data. Each phase proves 3x viability before budget increases. Revenue growth compounds as the algorithm gets smarter with cleaner signals.
What's Different

Our Approach

This is what hands-on, accountable Google Ads management looks like.

24/7
Monitoring

Hourly performance tracking with automated alerts. Weekend and evening coverage included.

Daily
Reporting

Morning performance briefs delivered every day. Full transparency on spend, revenue, and ROAS.

100%
Accountability

Every dollar tracked. Every change documented. No black boxes. You see what we see.

The Target

$1.28M
Monthly Google Ads Revenue at 3.0x ROAS
$425K Monthly Budget · 3-Phase Scaling Strategy · Real-Time Optimization