Vegamour

Google Ads
Performance Data

January — April 2026 · True vs. Inflated ROAS Analysis
01

What We Did

22 improvements implemented in 48 hours

Improvements Made
22
In first 48 hours
Campaigns Optimized
15
All active campaigns
Blocked Keywords Restored
44
Revenue-generating terms unblocked
Bid Targets Recalibrated
9
Aligned to real purchase data

Conversion Tracking

  • ✓ Recalibrated all bid targets to confirmed purchase values
  • ✓ Removed duplicate purchase tag (was double-counting 4 days)
  • ✓ Identified engagement events inflating "all conversions" reporting

Campaign Structure

  • ✓ Separated shared budgets (branded vs. non-branded)
  • ✓ Paused underperforming campaigns ($4K+/day waste eliminated)
  • ✓ Restored 44 negative keywords blocking branded revenue
  • ✓ Activated 8 new non-branded search campaigns
02

The Key Insight

Reported ROAS was significantly higher than actual purchase revenue

⚠️

What we found: The "All Conversions" metric included add-to-carts, checkout starts, page views, directions, and engagement events — inflating reported ROAS by 2-4x compared to actual confirmed purchases. Bid targets were calibrated against these inflated signals, causing the algorithm to optimize for the wrong outcomes.

Month Spend Daily Avg True ROAS
(confirmed purchases)		 Inflated ROAS
(all conversions)		 Inflation Factor
January $299K $9.6K/day 177% 456% 2.6x inflated
February data import $182K $6.5K/day 386% 879% 2.3x inflated
March $215K $6.9K/day 295% 572% 1.9x inflated
April 1-19 pre-fix $146K $7.7K/day 190% 683% 3.6x inflated
February note: A historical conversion data import on Feb 9-13 added ~$253K in attributed revenue from batch-uploaded transactions (877 → 2,664 conversions/day vs. normal ~200/day). Excluding those 5 days, February's true ROAS was approximately 301%.
What "True ROAS" means: Only confirmed Shopify purchases (vega Sales) and verified subscription payments. No add-to-carts, no checkout starts, no page views, no engagement events.
03

Early Results

First weekend after implementing all 22 changes (Apr 18-19)

Branded Search ROAS
324%
Above 300% target
Profitable Campaigns
8
Up from 3 before changes
Daily Waste Eliminated
$4K+
Paused money-losing campaigns
Weekend Revenue
$24K
Apr 18-19 combined

Campaign Performance (Apr 18 — Post-Changes)

Campaign Spend Revenue ROAS Status
Branded Search USA $2,348 $6,650 283% star performer
Branded Shopping USA $517 $1,554 301% profitable
PMax — Shampoo Kits $556 $495 89% ramping
PMax — Hair Growth Serums $311 $289 93% ramping
NB Shopping $284 $609 214% profitable
NB Hair Growth Serum $69 $125 180% profitable
Search — Problem-Aware $18 $79 426% new winner
Search — Hair Growth Solutions $18 $115 622% new winner
Total (Enabled Campaigns) $4,283 $10,060 235%
Key win: Before our changes, only 3 campaigns were profitable. After recalibrating bid targets and restructuring budgets, 8 campaigns are now generating positive ROAS — including 4 brand-new non-branded search campaigns that never converted before.
04

April Daily Performance

True ROAS (confirmed purchases only) vs. Inflated ROAS (all conversions)

Date Day Spend True Revenue True ROAS Inflated ROAS Grade Notes
Apr 1Tue$6,283$15,309244%560%B
Apr 2Wed$6,150$15,693255%516%B+
Apr 3Thu$5,019$18,817375%714%Abest day
Apr 4Fri$10,828$19,904184%429%CSpend jumped to $10K+
Apr 5Sat$9,077$15,830174%382%C
Apr 6Sun$10,332$17,345168%407%C
Apr 7Mon$8,490$20,198238%955%Bduplicate tag activated
Apr 8Tue$9,896$19,748200%839%Cinflation 4.2x
Apr 9Wed$8,118$16,090198%882%Cinflation 4.5x
Apr 10Thu$9,252$14,774160%700%Cinflation 4.4x
Apr 11Fri$7,601$11,548152%710%CDuplicate tag removed
Apr 12Sat$5,786$11,804204%823%B
Apr 13Sun$5,666$11,207198%861%C
Apr 14Mon$7,683$11,216146%700%D
Apr 15Tue$9,638$12,761132%583%D
Apr 16Wed$9,035$10,837120%580%DLowest point
↓ 22 CHANGES IMPLEMENTED BELOW ↓
Apr 17Thu$4,164$11,511276%792%B+changes take effect
Apr 18Fri$4,283*$10,060*235%*1082%Benabled campaigns only
Apr 19Sat$5,340$8,446158%757%CDay still counting
* Apr 18 enabled-campaigns-only figures. Total account including campaigns paused mid-day: $8,132 spend, $15,661 rev, 193% ROAS.
Grade scale: A = 300%+ · B+ = 250-299% · B = 200-249% · C = 150-199% · D = 100-149% · F = below 100%
05

The Scaling Opportunity

Relationship between daily spend and ROAS across 4 months

Spend Level → ROAS Pattern

Daily SpendAvg True ROASOpportunity
$4-6K/day280-380%sweet spot
$6-8K/day200-280%strong
$8-10K/day160-200%moderate
$10K+/day130-175%diminishing
Revenue doesn't drop — it plateaus. The account generates ~$15-18K/day in purchase revenue regardless of whether spend is $5K or $10K. The excess spend goes to Display, YouTube, and non-converting placements.

The Path Forward

Scaling from $7K to $14K/day requires unlocking new revenue — not just bidding higher on the same audience. Our approach:

  • ✓ Expand non-branded Search to capture new customers
  • ✓ Build competitor conquesting campaigns
  • ✓ Scale Shopping with product-specific targeting
  • ✓ Test problem-aware audiences who don't know Vegamour yet
  • ✓ Incrementally increase budgets with ROAS guardrails
06

3-Phase Growth Roadmap

Scaling to $14K/day at 300%+ ROAS

Phase 1 · Weeks 1-2

Stabilize

$8K/day

Lock in 280-320% ROAS at current sweet spot. Prove the recalibrated bid targets work. Validate non-branded campaigns.

Target: 300% ROAS · $24K/day revenue
Phase 2 · Weeks 3-6

Scale

$12K/day

Increase budgets 15-20% per week. Expand non-branded Search and Shopping. Launch competitor conquesting.

Target: 280% ROAS · $33K/day revenue
Phase 3 · Weeks 7-12

Full Deploy

$14K/day

Full $425K/month budget. Broad Match + Smart Bidding at scale. Seasonal campaign strategy. International expansion if viable.

Target: 300% ROAS · $42K/day revenue
07

30 / 60 / 90 Day Forecast

Revenue projections at target budget of $425K/month

30 Days
May 2026		 60 Days
June 2026		 90 Days
July 2026
Daily Spend $8,000 $12,000 $14,000
Monthly Spend $240,000 $360,000 $425,000
Target ROAS 300% 280% 300%
Conservative Revenue $600K $900K $1.06M
Expected Revenue $720K $1.08M $1.28M
Optimistic Revenue $840K $1.26M $1.49M
At full budget ($425K/month) and 300% ROAS: The account generates $1.28M in monthly Google Ads revenue. This represents confirmed Shopify purchases only — no inflated metrics.
Vegamour

$1.28M

Monthly Google Ads Revenue Target
Based on confirmed purchase data · No inflated metrics