Since Takeover Performance Review
April 15 – June 15, 2026
01 — Portfolio Summary
The core tension in this account has been deploying budget efficiently. Early efforts to increase spend caused ROAS dips as campaigns explored new audiences. The team has since found a healthier equilibrium — the account is now spending at scale while maintaining ROAS above breakeven. This remains a work in progress, with the goal of pushing ROAS higher while sustaining current spend levels.
02 — Performance Breakdown
03 — Campaign Breakdown
18 additional campaigns account for $10,389 in remaining spend across the period.
04 — Performance Insights
2.30x return at $46.07 CPA — the most efficient campaign in the account. Low CPC ($1.45) driving profitable volume from product feeds.
$9,516 spend generating $20,209 in revenue at 2.12x ROAS. 174.81 conversions — highest conversion volume. Captures high-intent buyers searching for Vegamour by name.
Launched May 7, already at 1.31x ROAS. $87.25 CPA is higher but acceptable for a new PMax campaign still in learning. Strong early signal.
Active keyword management, bid adjustments, and targeting refinements throughout the period. The account is not on autopilot — every campaign is being actively worked.
The account historically struggled to spend its budget. Early scaling attempts tanked ROAS. The team has found a healthier equilibrium at 1.15x blended ROAS, but the goal is to push this higher while maintaining spend velocity.
$4,854 spent with only $3,114 returned. 28 conversions at $173.37 CPA — the least efficient campaign. High click volume (2,753) indicates interest, but conversion rate needs work. Keyword-level audit recommended.
$1,610 spent returning only $1,099. Launched May 6 alongside Lash & Brow, but performing significantly worse. 11 conversions at $146.32 CPA. May need creative refresh or product feed optimization.
0.92x ROAS on $3,595 spend. 34.39 conversions at $104.55 CPA. Close to profitable but not there yet. Keyword tightening and negative keyword expansion could push this above 1.0x.
06 — Optimization Activity
Active management across all campaigns during the 62-day period.
07 — Recommendations
Best-performing campaign at 2.30x ROAS. Test incremental budget increases (20% at a time) to capture more product feed traffic while monitoring CPA.
0.64x ROAS on $4,854 spend. Conduct keyword-level performance review — identify and pause high-spend, zero-conversion terms. Reallocate budget to proven converters.
0.68x ROAS vs Lash & Brow's 1.31x despite launching the same week. Test new product imagery, headlines, and descriptions. Consider product feed optimization for shampoo/conditioner SKUs.
At 0.92x ROAS, this campaign is close. Expand negative keyword list, tighten match types, and test ad copy variations to push conversion rate up and break above 1.0x.
Subscription PMax (1.04x) and Combo PMax-BR (1.03x) are barely above breakeven. Set minimum ROAS targets to prevent these from dipping below profitability during off-peak periods.