6 months of data. Every metric. Every campaign. Every hour. What drives the best ROAS periods and how to replicate them.
Mar 16 – Apr 15, 2026. All campaigns combined.
15 enabled conversion actions. Multiple duplicates for the same event. 7 set as PRIMARY — including non-purchase actions that corrupt the bidding algorithm.
| Conversion Action | Type | Primary? | 30-Day Conv | 30-Day Value | Status |
|---|---|---|---|---|---|
| vega Sales | Webpage Purchase | ✅ YES | 3,515 | $394,387 | KEEP — Main purchase pixel |
| Purchase - Subscription | Webpage Subscribe | ✅ YES | 1,060 | $113,318 | KEEP — Subscription revenue |
| Purchase GTM | Webpage Purchase | ✅ YES | 247 | $27,647 | ⚠️ DUPLICATE? Same event via GTM |
| Purchase - Straight Sale No Subs | Webpage Purchase | ❌ No | 0 (primary) | $0 (primary) | 🚨 $262K in ALL-conv value NOT counted in primary ROAS |
| vegaLASH - GA4 purchase | GA4 Purchase | ❌ No | 0 (primary) | $0 (primary) | 🚨 $251K in ALL-conv value NOT counted in primary ROAS |
| Add to cart GTM | Webpage Add to Cart | ❌ No | 3,349 (all) | $266K (all) | ⚠️ Not a purchase — should NOT be biddable |
| Begin checkout GTM | Webpage Checkout | ❌ No | 877 (all) | $92K (all) | ⚠️ Not a purchase — should NOT be biddable |
| Local actions — Directions | Google Hosted | ✅ YES | — | $1/ea default | 🚨 NOT a purchase — corrupts bid algorithm |
| Local actions — Website visits | Google Hosted | ✅ YES | — | $1/ea default | 🚨 NOT a purchase — corrupts bid algorithm |
| Clicks to call | Google Hosted | ✅ YES | — | $1/ea default | 🚨 NOT a purchase — corrupts bid algorithm |
| YouTube channel subs | YouTube | ✅ YES | 1 | $1 | 🚨 NOT a purchase — corrupts bid algorithm |
When "Local actions - Directions", "Clicks to call", "Website visits", and "YouTube subs" are all set as PRIMARY, the bidding algorithm (Max Conversion Value) optimizes for ALL of these as if they're worth real money. It bids $1 for a direction request the same way it bids for a $78 purchase. This artificially inflates "conversions" and misleads the algorithm into chasing cheap micro-conversions instead of real purchases.
Fix: Set ONLY "vega Sales" and "Purchase - Subscription" as PRIMARY. Move everything else to secondary/observation. This alone could improve real ROAS by 15-25% because Google will only bid to maximize actual purchase revenue.
"Purchase - Straight Sale No Subs" ($262K) and "vegaLASH - GA4 purchase" ($251K) are both set to NOT PRIMARY. This means $513K in real purchase revenue is invisible to the bidding algorithm and invisible to primary ROAS reporting. These may be duplicate tracking of the same purchases (via different pixels), but if they represent unique revenue, the true ROAS could be significantly higher than reported. Either way, the tracking needs a full audit to deduplicate and ensure every real dollar is counted exactly once.
Every campaign ranked by all-conversions ROAS. This is where the money is being made — and lost.
| Campaign | Status | 30-Day Spend | Primary ROAS | All-Conv ROAS | Impression Share | Verdict |
|---|---|---|---|---|---|---|
| Branded Search USA | ENABLED | $89,002 | 4.27x | 10.96x | 10.0% | ⭐ CROWN JEWEL |
| PMax - Hair Growth Serums | ENABLED | $10,246 | 1.67x | 8.96x | 18.1% | ⭐ STRONG — Scale candidate |
| PMax - Shampoo Kits | ENABLED | $3,601 | 2.08x | 11.62x | 16.5% | ⭐ HIDDEN GEM — Under-invested |
| Branded Shopping USA | ENABLED | $38,022 | 1.58x | 5.36x | 62.2% | ⚠️ Overspending — cut budget |
| Nonbranded Shopping USA | ENABLED | $10,742 | 1.03x | 4.09x | 33.7% | ⚠️ Marginal — tighten tROAS |
| NB-Exact Search | ENABLED | $4,852 | 0.63x | 3.67x | 10.0% | ⚠️ Primary ROAS underwater |
| NB-Lash Search | ENABLED | $2,588 | 0.58x | 2.85x | 10.0% | 🔴 Losing money on primary |
| PMax - Lash & Brow | ENABLED | $2,126 | 1.03x | 2.24x | — | 🔴 Marginal, review |
| DG Remarketing | ENABLED | $13,653 | 0.61x | 2.54x | — | 🔴 $13.6K/mo LOSING MONEY |
| Shopping Catchall USA | ENABLED | $10 | — | 38.9x | 14.5% | Negligible volume |
| PMax - Everything Else | PAUSED | $8,324 | 1.55x | 4.18x | — | Paused (was mid-tier) |
| PMax - Competitors | PAUSED | $3,310 | 0.75x | 1.67x | — | Paused (losing money) |
| NB-Brow Search | PAUSED | $2,703 | 0.44x | 1.84x | — | Paused (losing money) |
1. Branded Search USA — $89K spend, 10.96x all-conv ROAS. This is where 43% of spend goes and it returns $10.96 for every $1. But it's only capturing 10% of available branded searches. This means there's 90% of branded search demand being LEFT ON THE TABLE.
2. PMax Shampoo Kits — $3.6K spend, 11.62x all-conv ROAS. This is the most efficient campaign in the entire account but it's only getting $120/day. It's being STARVED. This should be getting 3-5x more budget.
3. PMax Hair Growth Serums — $10.2K spend, 8.96x all-conv ROAS. Solid performer at scale. Getting 18% impression share — room to grow to 30-40%.
Jan 15 – Apr 15, 2026. Where the buyers actually are.
| Device | Spend | % of Spend | All-Conv Value | All-Conv ROAS | CPC | Verdict |
|---|---|---|---|---|---|---|
| Mobile | $540,251 | 78.5% | $3,834,848 | 7.10x | $3.53 | ⭐ Core revenue driver |
| Desktop | $137,453 | 20.0% | $1,090,667 | 7.93x | $4.32 | ⭐ HIGHEST ROAS — under-invested |
| Tablet | $7,947 | 1.2% | $49,665 | 6.25x | $2.54 | Small but profitable |
| Connected TV | $3,428 | 0.5% | $7,882 | 2.30x | $7.77 | ⚠️ Expensive, low return |
Desktop buyers convert at a HIGHER rate and generate HIGHER ROAS than mobile, but only get 20% of the budget. This is because Smart Bidding (Max Conv Value) naturally favors mobile due to higher volume. Consider adding a +15-20% desktop bid adjustment on Branded Search and PMax campaigns to capture more high-value desktop conversions.
Last 30 days. Account timezone. When are the highest-value purchases happening?
The 6 AM to 2 PM window generates the highest ROAS consistently (7.87x – 8.60x), with 10 AM being the absolute peak at 8.60x. Late evening (8 PM – 2 AM) drops to 3.57x – 6.09x — nearly HALF the peak efficiency.
Strategy: Increase bids +20% during 6 AM – 2 PM. Decrease bids -15% during 9 PM – 4 AM. This shifts spend toward the hours where every dollar works hardest.
90-day view. Which days generate the most revenue per dollar spent?
| Day | Spend | All-Conv Value | All-Conv ROAS | CPC | Verdict |
|---|---|---|---|---|---|
| Thursday | $87,359 | $722,991 | 8.28x | $3.56 | ⭐ BEST DAY |
| Wednesday | $96,051 | $726,094 | 7.56x | $3.62 | ⭐ 2nd best |
| Tuesday | $102,871 | $774,869 | 7.53x | $3.82 | Strong |
| Friday | $89,051 | $677,894 | 7.61x | $3.66 | Solid |
| Monday | $98,056 | $697,931 | 7.12x | $3.69 | Average |
| Sunday | $108,101 | $736,037 | 6.81x | $3.53 | ⚠️ MOST spend, lowest weekday ROAS |
| Saturday | $107,589 | $647,246 | 6.02x | $3.70 | 🔴 WORST DAY — 27% less efficient |
Saturday (6.02x) is 27% less efficient than Thursday (8.28x). Yet Saturday and Sunday COMBINED get $215K in spend — MORE than any other 2-day period. The algorithm is over-investing in weekends because it has more auctions to win (more people browsing), but the conversion quality is lower (browsing vs buying).
Strategy: Add -10% bid adjustment on Saturday and -5% on Sunday. Add +10% on Thursday and +5% on Wednesday. This doesn't cap spend — it just tilts the algorithm toward higher-ROAS days.
Last 30 days. Top 15 search terms by spend, with ROAS for each.
| Search Term | Campaign | Spend | Clicks | All-Conv ROAS |
|---|---|---|---|---|
| vegamour | Branded Search | $14,112 | 11,255 | 39.65x ⭐⭐⭐ |
| vegamour gro hair serum | Branded Search | $8,772 | 2,997 | 14.27x ⭐ |
| vegamour gro | Branded Search | $3,079 | 693 | 6.83x |
| vegamour shampoo | Branded Search | $2,719 | 720 | 6.87x |
| vegamour hair serum | Branded Search | $2,317 | 755 | 14.73x ⭐ |
| vegamour reviews | Branded Search | $2,127 | 658 | 7.90x |
| vegamour discount code | Branded Search | $1,938 | 393 | 8.76x |
| vegamour lash serum | Branded Search | $1,599 | 527 | 13.10x ⭐ |
| vegamour gro revitalizing conditioner | Branded Search | $837 | 274 | 9.04x |
| hair growth serum | NB-Exact | $755 | 33 | 3.48x |
| best hair growth serum | NB-Exact | $626 | 26 | 2.88x |
| lash serum | NB-Lash | $521 | 40 | 1.52x |
| best lash serum | NB-Lash | $486 | 38 | 1.12x |
The pure brand term "vegamour" alone generates 39.65x ROAS — by far the most valuable search term. Every branded variation (gro, shampoo, serum, lash) generates 6-15x. Non-branded generic terms ("hair growth serum", "lash serum") struggle at 1-3x.
This confirms: Branded Search is the money printer. Non-branded search is a brand awareness play, not a ROAS play. The optimal ROAS strategy is to maximize branded search capture first, then carefully expand non-branded only where all-conv ROAS exceeds 4x.
Non-branded search campaigns. Low quality scores = higher CPCs = lower ROAS.
| Keyword | Campaign | QS | Expected CTR | Ad Relevance | Landing Page |
|---|---|---|---|---|---|
| best pregnancy safe lash serum | NB-Lash | 1/10 | Below Avg | Below Avg | Below Avg |
| borboleta lash serum reviews | NB-Lash | 1/10 | Below Avg | Below Avg | Below Avg |
| hair loss remedies | NB-Brow | 2/10 | Below Avg | Below Avg | Below Avg |
| eyebrow growth serum that works | NB-Brow | 2/10 | Below Avg | Above Avg | Below Avg |
| how to regrow eyelashes | NB-Lash | 3/10 | Below Avg | Below Avg | Average |
| brow enhancing serum | NB-Brow | 3/10 | Below Avg | Above Avg | Below Avg |
| lash serum safe for pregnancy | NB-Lash | 3/10 | Below Avg | Below Avg | Average |
| best eyelash growth serum | NB-Lash | 5/10 | Average | Below Avg | Average |
| hair serum for hair growth | NB-Exact | 6/10 | Average | Average | Average |
| hair growth shampoo | NB-Exact | 7/10 | Average | Average | Above Avg |
Multiple keywords at QS 1-3/10 with "Below Average" across the board. This means Google charges a PREMIUM CPC for every click — often 2-3x what you'd pay at QS 7+. The primary issues are:
1. Ad relevance is Below Average — the ad copy doesn't match the keyword intent closely enough
2. Landing page experience is Below Average — the landing pages don't match the search intent
3. Expected CTR is Below Average — the ads aren't getting clicked at competitive rates
Fix: Create dedicated landing pages for lash and brow keywords. Rewrite ad copy to directly match each keyword group. This could cut CPCs 30-50% on these terms.
Search terms with $100+ spend and ZERO primary conversions in the last 30 days.
| Search Term | Campaign | Spend | Clicks | Primary Conv | All Conv |
|---|---|---|---|---|---|
| vegamour gro+ advanced balancing shampoo | Branded Search | $230 | 38 | 0 | 0 |
| gro hair serum | Branded Search | $204 | 61 | 0 | 15.5 |
| vegamour discount codes | Branded Shopping | $173 | 3 | 0 | 0 |
| best shampoo for thinning hair regrowth | Branded Search | $126 | 1 | 0 | 0 |
| hair growth shampoo | NB-Exact | $112 | 11 | 0 | 0 |
| gro+ advanced hair serum | Branded Search | $104 | 24 | 0 | 0 |
This is just the top of the iceberg — terms with $100+ spend and zero conversions. Notable: "vegamour discount codes" on Shopping spent $173 for 3 clicks and 0 conversions — someone's clicking on Shopping ads searching for coupon codes, not intending to buy at full price. Consider adding "discount codes" and "coupon" as negatives on Shopping campaigns.
"best shampoo for thinning hair regrowth" spent $126 for a SINGLE click and zero conversions — likely a CPC bidding error where the algorithm bid $126 for one click. This is a symptom of the bidding strategy being too aggressive.
30-day daily trend of your most important campaign. This is where the money is.
Looking at the 30-day daily data, Branded Search consistently produces 8-28x all-conv ROAS when spend is between $1,500 and $2,800/day. When spend exceeds $3,000/day (which happened on Mar 23, Mar 24, and Apr 15), ROAS drops to 2.5-5.7x due to diminishing returns.
The campaign's best ROAS days:
• Mar 19: $2,654 spend → $29,822 value = 11.24x
• Mar 17: $1,518 spend → $17,900 value = 11.79x
• Apr 14: $1,315 spend → $36,218 value = 27.54x
• Apr 13: $1,557 spend → $43,617 value = 28.01x
The pattern is clear: lower daily spend on Branded Search = exponentially higher ROAS. At $1,300-1,500/day, the campaign captures the highest-intent branded searchers first. Above $3,000, it's buying incremental clicks from marginal queries.
Based on 6 months of data analysis, here's exactly what to do — in priority order.
If all 10 recommendations are implemented, here's the estimated before vs after.
By cutting waste (Remarketing DG, weekend over-spend, late-night hours, excess Branded Search budget), cleaning conversion tracking, and scaling the hidden gem campaigns (PMax Shampoo Kits, PMax Hair Growth), we can reduce total spend by 15-25% while maintaining or increasing total purchase revenue. That's how you go from 7.41x to 10-14x all-conv ROAS.
The biggest single lever is fixing conversion tracking. When the algorithm stops optimizing for directions and YouTube subs, every dollar gets redirected toward actual purchases.