Vegamour Google Ads Intelligence Briefing

2-Year Deep Dive Competitive Audit | Account: vegaLASH (756-784-6915)

📅 Q1 2024 - Q2 2026 (2+ Years)
💰 $13,247,261.19 Total Spend
🎯 210,453 Total Conversions
🖱 5,625,828 Total Clicks
🎯 Executive Summary

High-level assessment of Vegamour's Google Ads performance over 2 years

2-Year Total Spend
$13,247,261.19
18,147 avg daily
Total Conversions
210,453
Across all campaigns
Avg Cost Per Conv
$62.95
2-year average
Overall ROAS
1.86x
Revenue / Ad Spend
Active Campaigns
15
Currently running
Account Grade
C
Weighted average
🔎 Key Finding
Vegamour has spent $13,247,261.19 on Google Ads over the past 2+ years across 365 total campaigns (only 15 currently active). Spend has dramatically decreased from $3,445,120.90 in Q1 2024 to $718,804.57 in Q1 2026 — a 79% reduction. While ROAS has improved from 1.57x to 2.60x, this appears to be driven by consolidation to branded terms rather than true performance improvement.
⚖️ The Verdict: Can Melleka Beat This?

YES — There are significant opportunities for improvement.

✖
Over-reliance on branded terms: The vast majority of spend goes to branded keywords ("vegamour", "vegamour gro hair serum"). This means they're paying for traffic they'd likely get organically. A smart non-branded acquisition strategy is missing.
✖
Massive spend reduction suggests loss of confidence: Cutting from $3.4M/quarter to $719K/quarter signals the current manager couldn't make non-branded campaigns profitable, so they retreated to brand-only.
✖
Campaign graveyard: 319+ removed campaigns indicate significant testing churn without finding sustainable winners. Experienced management would test more methodically.
⚠
Non-branded opportunity: Hair growth, lash serum, and clean beauty are high-intent search categories. With proper campaign structure, landing page alignment, and bid strategy, Melleka could profitably capture non-branded demand they've abandoned.
⚠
Shopping & PMax underutilized: For an e-commerce brand, the Shopping and Performance Max campaigns should be pillars. Currently only 2-3 are running compared to 26+ historically.
✔
What they do well: Branded search is well-optimized with high quality scores (8-10), good CTRs, and efficient CPAs. The conversion tracking setup is comprehensive with purchase tracking by type (one-time, subscription, Recharge). This is a solid foundation to build on.
📊 Account Scorecard

Performance grades across key dimensions

C
Overall Grade
Weighted Average
C
Return on Ad Spend (ROAS)
2.60x (Q1 2026)
F
Click-Through Rate (CTR)
0.78% overall
C
Quality Score Average
5.3/10 across 447 keywords
B
Campaign Structure
365 total, 15 active
B
Negative Keyword Hygiene
500 negatives found
📅 Quarterly Performance Timeline ▼

Quarter-by-quarter breakdown: Q1 2024 through Q2 2026

Q1 2024

Spend$3,445,120.90
Clicks1,416,091
Impressions202,151,165
Conversions41,174
ROAS1.57x
CPA$83.67
Avg CPC$2.43

Q2 2024

Spend$2,999,169.75
Clicks1,187,400
Impressions185,003,737
Conversions35,360
ROAS1.44x
CPA$84.82
Avg CPC$2.53
QoQ Spend-12.9%

Q3 2024

Spend$910,134.02
Clicks489,354
Impressions46,184,149
Conversions21,487
ROAS2.59x
CPA$42.36
Avg CPC$1.86
QoQ Spend-69.7%

Q4 2024

Spend$1,151,195.05
Clicks510,654
Impressions43,609,040
Conversions23,794
ROAS2.24x
CPA$48.38
Avg CPC$2.25
QoQ Spend+26.5%

Q1 2025

Spend$729,316.46
Clicks238,386
Impressions37,306,254
Conversions16,564
ROAS2.39x
CPA$44.03
Avg CPC$3.06
QoQ Spend-36.6%

Q2 2025

Spend$886,932.70
Clicks244,951
Impressions54,730,433
Conversions13,901
ROAS1.78x
CPA$63.81
Avg CPC$3.62
QoQ Spend+21.6%

Q3 2025

Spend$865,549.90
Clicks311,038
Impressions39,109,951
Conversions12,072
ROAS1.99x
CPA$71.70
Avg CPC$2.78
QoQ Spend-2.4%

Q4 2025

Spend$1,479,642.23
Clicks1,010,398
Impressions65,101,884
Conversions20,861
ROAS1.97x
CPA$70.93
Avg CPC$1.46
QoQ Spend+70.9%

Q1 2026

Spend$718,804.57
Clicks201,728
Impressions25,721,563
Conversions24,189
ROAS2.60x
CPA$29.72
Avg CPC$3.56
QoQ Spend-51.4%

Q2 2026*

Spend$61,395.63
Clicks15,828
Impressions1,007,009
Conversions1,052
ROAS1.96x
CPA$58.36
Avg CPC$3.88
QoQ Spend-91.5%
📈 Monthly Spend & ROAS Trends ▼

27-month trend showing spend trajectory and return on ad spend

🚀 Active Campaign Performance (Last 7 Days) ▼

15 currently running campaigns

7-Day Spend
$58,663.51
7-Day Conversions
1,023
7-Day CPA
$57.34
7-Day Clicks
14,477
CampaignTypeSpendClicksImprCTRConvCPACPCROASIS
Branded Search USA SEARCH $29,634.89 7,160 89,371 8.01% 792.5 $37.39 $4.14 3.18x 10.0%
Branded Shopping USA SHOPPING $11,211.96 1,683 190,084 0.89% 94.7 $118.43 $6.66 0.89x 70.6%
US_Upper_R_Combo_DG-RM-Remarketing DEMAND GEN $8,165.76 3,065 372,387 0.82% 38.6 $211.54 $2.66 0.49x -
Nonbranded Shopping USA SHOPPING $2,962.41 848 181,061 0.47% 28.6 $103.50 $3.49 0.73x 35.6%
Branded Search USA 2 SEARCH $2,527.77 613 3,990 15.36% 32.7 $77.30 $4.12 1.28x 18.4%
US_Mid_C_Combo_Search-NB-Exact SEARCH $1,174.32 175 6,055 2.89% 9.0 $130.31 $6.71 0.53x 10.0%
US_Mid_C_LashBrow_Search-NB-Lash SEARCH $796.25 198 3,604 5.49% 7.0 $113.93 $4.02 0.69x 10.0%
Pmax - Hair Growth Serums - USA PERFORMANCE MAX $598.97 164 30,359 0.54% 8.0 $74.87 $3.65 1.67x 41.4%
US_Mid_C_Hair_Search-NB-Broad+AI-Max SEARCH $499.23 125 5,661 2.21% 2.0 $249.61 $3.99 0.28x 10.0%
US_Mid_C_Combo_Search-NB-DSA SEARCH $412.79 98 1,841 5.32% 3.0 $138.11 $4.21 0.61x 10.0%
US_Mid_C_Combo_Search-NB-Problems SEARCH $368.57 77 3,731 2.06% 1.0 $368.57 $4.79 0.53x 10.0%
US_Mid_C_LashBrow_Search-NB-Brow SEARCH $148.63 48 1,629 2.95% 2.0 $74.31 $3.10 1.30x 10.0%
US_Mid_C_Hair_Search-NB-Hair-Shampoo SEARCH $79.85 11 513 2.14% 0.0 $0.00 $7.26 0.00x 10.0%
US_Mid_C_Hair_Search-NB-DHT SEARCH $49.97 11 136 8.09% 2.0 $24.98 $4.54 7.91x 10.0%
Shopping Catchall USA SHOPPING $32.14 201 20,496 0.98% 2.0 $16.38 $0.16 3.23x 22.7%
📦 Top Ad Groups (Last 30 Days) ▼

Top 30 ad groups by spend

Ad GroupCampaignSpendClicksConvCPACPC
AUTO_Lower_C_Value_StandardBid_GRO-Hair-Serum Branded Search USA $30,854.72 6,640 711.6 $43.36 $4.65
vegamour Branded Search USA $20,561.93 12,429 2032.1 $10.12 $1.65
all branded Branded Shopping USA $15,460.89 3,874 185.1 $83.51 $3.99
AUTO_Acq_C_Value_StandardBid_RM-Shopify-Existing-Customers US_Upper_R_Combo_DG-RM-Remarketing $9,916.07 2,662 60.2 $164.73 $3.73
AUTO_Lower_C_Value_StandardBid_Hair-Growth Branded Shopping USA $9,776.33 1,872 159.2 $61.39 $5.22
vegamour gro+ serum Branded Search USA $9,257.97 1,204 59.1 $156.71 $7.69
AUTO_Lower_C_Value_StandardBid_Shampoo Branded Shopping USA $8,745.41 1,627 124.2 $70.44 $5.38
vegamour discount Branded Search USA $7,352.56 813 182.6 $40.26 $9.04
AUTO_Lower_C_Value_StandardBid_Lash-Serum Branded Search USA $5,657.37 1,054 152.3 $37.14 $5.37
AUTO_Mid_C_Value_StandardBid_Catch-All Nonbranded Shopping USA $4,917.27 1,889 73.3 $67.09 $2.60
vegamour shampoo Branded Search USA $4,897.53 1,009 82.4 $59.40 $4.85
AUTO_Mid_C_Value_StandardBid_Hair-Serum US_Mid_C_Combo_Search-NB-Exact $3,736.74 523 26.0 $143.60 $7.14
vegamour gro Branded Search USA $3,543.30 758 75.1 $47.19 $4.67
gro serum Branded Search USA $3,105.73 473 6.5 $477.80 $6.57
AUTO_Lower_C_Value_StandardBid_LashBrow Branded Shopping USA $2,953.64 817 109.4 $27.00 $3.62
all nonbranded Nonbranded Shopping USA $2,771.14 1,019 33.6 $82.55 $2.72
AUTO_Acq_C_Value_StandardBid_RM-Visitors-90 US_Upper_R_Combo_DG-RM-Remarketing $2,765.55 2,305 23.8 $116.14 $1.20
vegamour products Branded Search USA 2 $2,762.55 623 54.9 $50.29 $4.43
vegamour advanced hair serum Branded Search USA 2 $2,721.72 635 47.8 $56.90 $4.29
AUTO_Mid_C_Value_StandardBid_Hair-Growth US_Mid_C_Hair_Search-NB-Broad+AI-Max $2,387.26 499 6.0 $398.54 $4.78
AUTO_Mid_C_Value_StandardBid_Natural US_Mid_C_LashBrow_Search-NB-Lash $1,999.44 405 7.0 $286.09 $4.94
AUTO_Mid_C_Value_StandardBid_All-Webpages US_Mid_C_Combo_Search-NB-DSA $1,925.92 448 10.0 $192.81 $4.30
AUTO_Lower_C_Value_StandardBid_Hair Branded Search USA $1,716.49 325 33.5 $51.24 $5.28
AUTO_Mid_C_Value_StandardBid_Eyelash-Serum US_Mid_C_Combo_Search-NB-Exact $1,646.07 332 11.5 $143.16 $4.96
vegamour ingredients Branded Search USA 2 $1,565.45 495 34.6 $45.29 $3.16
AUTO_Lower_C_Value_StandardBid_Reviews-General Branded Search USA $1,532.54 218 3.4 $455.59 $7.03
AUTO_Mid_C_Value_StandardBid_Eyelash-Growth US_Mid_C_LashBrow_Search-NB-Lash $1,426.54 270 4.8 $295.57 $5.28
AUTO_Lower_C_Value_StandardBid_Before-&-After Branded Search USA $1,283.07 114 8.5 $150.95 $11.25
AUTO_Mid_C_Value_StandardBid_Hair-Loss-DHT US_Mid_C_Combo_Search-NB-Problems $1,253.78 295 9.0 $139.88 $4.25
vegamour work Branded Search USA 2 $1,206.93 299 29.5 $40.93 $4.04
🏗 Campaign Architecture Analysis ▼

How the account is organized and what it tells us

Total Campaigns (All Time)
365
Currently Active
15
Paused
~30
Removed
~319
🚨 Campaign Churn Alert
Out of 365 total campaigns created over 2 years, 319 have been removed (87%). This extreme churn rate suggests constant rebuilding rather than optimizing existing campaigns. Only 15 campaigns are currently active — a 95% reduction from peak. This is a major red flag indicating the current manager struggled to find sustainable campaign structures.
🔍 Campaign Type Distribution (Historical)
Search: 212 campaigns (58%) | Video: 61 (17%) | PMax: 26 (7%) | Shopping: 26 (7%) | Display: 22 (6%) | Demand Gen: 18 (5%)
The heavy skew toward Search is expected, but 61 Video campaigns for a DTC beauty brand suggests significant YouTube/video testing that ultimately didn't stick (all removed).
✅ Naming Convention
Campaign naming is well-structured with clear patterns: [Country]_[Funnel]_[Intent]_[Product]_[Type]-[Detail]. Examples: "US_Mid_C_Hair_Search-NB-Broad+AI-Max", "US_Upper_R_Combo_DG-RM-Remarketing". This shows professional setup even if execution has struggled.
🔍 Keyword Performance (Last 30 Days) ▼

Top 500 keywords by spend

KeywordMatchQSCampaignSpendClicksCTRConvCPACPC
gro hair serum BROAD 10 Branded Search USA $13,463.90 1,687 1.72% 83.5 $161.27 $7.98
vegamour EXACT 10 Branded Search USA $13,092.17 11,150 30.51% 1920.5 $6.82 $1.17
vegamour gro hair serum EXACT 9 Branded Search USA $8,651.51 2,916 21.42% 429.6 $20.14 $2.97
vegamour shampoo EXACT 10 Branded Search USA $3,377.28 809 19.75% 70.7 $47.76 $4.17
vegamour gro advanced hair BROAD - Branded Search USA $3,289.08 305 5.40% 21.6 $152.06 $10.78
vegamour coupon BROAD 5 Branded Search USA $3,048.96 402 9.91% 40.7 $74.87 $7.58
vegamour hair growth BROAD 9 Branded Search USA $3,008.16 474 9.91% 36.2 $82.98 $6.35
vegamour gro EXACT 10 Branded Search USA $2,991.58 674 20.01% 65.6 $45.61 $4.44
vegamour lash serum EXACT 10 Branded Search USA $2,594.01 647 14.57% 109.7 $23.66 $4.01
vegamour hair serum EXACT 10 Branded Search USA $2,431.91 817 20.79% 94.3 $25.79 $2.98
vegamour products BROAD 10 Branded Search USA 2 $2,146.22 476 15.32% 49.6 $43.26 $4.51
vegamour advanced hair serum BROAD 10 Branded Search USA 2 $1,869.49 399 13.34% 30.8 $60.63 $4.69
gro hair serum BROAD 10 Branded Search USA $1,785.23 237 1.76% 2.0 $892.61 $7.53
gro+ advanced hair serum BROAD 10 Branded Search USA $1,663.94 213 1.91% 2.5 $665.58 $7.81
vegamour gro hair serum BROAD 9 Branded Search USA $1,588.22 208 7.32% 18.5 $85.73 $7.64
vegamour ingredients BROAD 10 Branded Search USA 2 $1,471.35 453 18.50% 33.6 $43.83 $3.25
hair growth product BROAD 3 US_Mid_C_Hair_Search-NB-Broad+AI-Max $1,389.51 303 2.41% 4.0 $347.38 $4.59
gro plus advanced hair serum BROAD 9 Branded Search USA $1,285.71 216 4.62% 7.9 $162.03 $5.95
vegamour discount code BROAD 3 Branded Search USA $1,152.48 115 11.53% 16.3 $70.89 $10.02
vegamour eyelash serum BROAD 10 Branded Search USA $1,128.57 96 5.03% 9.0 $125.40 $11.76
does vegamour work BROAD 5 Branded Search USA 2 $1,103.37 283 14.98% 29.0 $38.06 $3.90
vegamour hair BROAD 10 Branded Search USA $1,098.32 190 9.97% 23.5 $46.74 $5.78
gro serum BROAD 10 Branded Search USA $951.76 197 3.14% 6.0 $158.63 $4.83
vegamour BROAD 10 Branded Search USA $920.59 178 11.32% 12.0 $76.67 $5.17
www vegamour BROAD 9 Branded Search USA $918.31 148 11.12% 11.5 $79.85 $6.20
vegamour hair serum BROAD 10 Branded Search USA $917.80 96 9.50% 5.3 $172.09 $9.56
vegamour shampoo and conditioner BROAD 9 Branded Search USA $855.16 93 8.09% 4.2 $202.09 $9.20
eyelash growth BROAD 3 US_Mid_C_LashBrow_Search-NB-Lash $809.39 154 3.62% 1.5 $539.60 $5.26
vegamour discount code EXACT 3 Branded Search USA $793.03 61 12.27% 50.5 $15.72 $13.00
dht BROAD 3 US_Mid_C_Combo_Search-NB-Problems $690.96 168 3.06% 3.5 $198.55 $4.11
vegamour sale BROAD 10 Branded Search USA $659.84 62 11.59% 8.0 $82.48 $10.64
gro hair serum EXACT 10 Branded Search USA $652.97 149 12.31% 23.6 $27.72 $4.38
vegamour ulta BROAD 5 Branded Search USA $649.43 87 3.31% 2.0 $324.72 $7.46
vega lash serum BROAD 9 Branded Search USA $535.20 92 2.43% 1.0 $535.20 $5.82
vegamour gro serum EXACT 10 Branded Search USA $528.50 100 15.06% 7.5 $70.47 $5.29
vegalash volumizing serum EXACT 8 Branded Search USA 2 $527.55 124 24.03% 16.5 $31.97 $4.25
vegamour PHRASE 10 Branded Search USA $517.60 72 8.27% 3.0 $172.53 $7.19
best shampoo for thinning hair BROAD 1 US_Mid_C_Hair_Search-NB-Hair-Shampoo $507.52 49 2.84% 2.0 $253.76 $10.36
buy vegamour BROAD 7 Branded Search USA $504.93 71 16.03% 8.0 $63.12 $7.11
vegamour shampoo and conditioner EXACT 9 Branded Search USA $497.90 90 16.39% 7.5 $66.39 $5.53
vegalash volumizing serum BROAD 8 Branded Search USA $480.75 61 3.79% 7.5 $64.10 $7.88
vegamour reviews EXACT 7 Branded Search USA $479.00 68 16.46% 1.8 $273.71 $7.04
vegamour order BROAD 8 Branded Search USA $464.94 56 17.07% 4.0 $115.92 $8.30
vegamour hair growth serum EXACT 9 Branded Search USA $461.85 177 18.51% 25.6 $18.01 $2.61
vegamour gro advanced hair EXACT 6 Branded Search USA 2 $460.66 122 23.51% 6.5 $70.87 $3.78
vegamour coupon code EXACT 3 Branded Search USA $456.17 36 9.92% 12.0 $38.06 $12.67
eyebrow and lash growth serum BROAD 2 US_Mid_C_LashBrow_Search-NB-Brow $446.96 110 2.79% 5.5 $81.26 $4.06
vegamour gro+ hair serum EXACT 10 Branded Search USA $431.63 87 10.62% 7.5 $57.55 $4.96
gro serum BROAD 10 Branded Search USA $424.57 72 1.87% 2.0 $212.28 $5.90
vegamour hair products BROAD 9 Branded Search USA 2 $403.35 89 17.02% 2.3 $172.72 $4.53

🚨 Wasted Spend Keywords (High Spend, No Conversions)

KeywordMatchCampaignSpendClicksConv
hair growth vegamour BROAD Branded Search USA $373.83 59 0
GRO AGELESS Gray Delay BROAD Branded Search USA 3 $370.01 14 0
Hair Growth Serum EXACT US_Mid_C_Combo_Search-NB-Exact $369.12 43 0
vegamore BROAD Branded Search USA $322.47 47 0
best natural eyelash growth serum EXACT US_Mid_C_LashBrow_Search-NB-Lash $263.49 41 0
vegamour reviews reddit BROAD Branded Search USA $252.86 20 0
HYDR-8 Conditioner BROAD Branded Search USA 3 $239.68 10 0
UPLIFT Volumizing Conditioner BROAD Branded Search USA 3 $226.84 9 0
hair growth products EXACT Nonbranded Exact USA $221.46 137 0
hair serums for hair growth BROAD US_Mid_C_Hair_Search-NB-Broad+AI-Max $221.19 48 0
grohair serum BROAD Branded Search USA $206.18 34 0
applying vegamour hair serum EXACT Branded Search USA $205.81 32 0
HYDR-8 oil BROAD Branded Search USA 3 $204.50 9 0
gro vegamour BROAD Branded Search USA $191.96 21 0
Hair Growth Serum BROAD US_Mid_C_Combo_Search-NB-Exact $191.84 13 0
📝 Search Term Analysis (Last 30 Days) ▼

What people actually searched for before clicking ads

Search TermStatusCampaignSpendClicksConvCPA
vegamour ADDED Branded Search USA $12,881.77 11,106 1917.0 $6.72
vegamour gro hair serum ADDED Branded Search USA $8,501.98 2,898 429.5 $19.79
vegamour gro ADDED Branded Search USA $2,991.58 674 65.6 $45.61
vegamour shampoo ADDED Branded Search USA $2,659.47 697 62.8 $42.34
vegamour NONE Branded Shopping USA $2,402.50 307 39.7 $60.57
vegamour hair serum ADDED Branded Search USA $2,313.85 796 94.3 $24.54
vegamour NONE Branded Shopping USA $2,112.26 454 47.6 $44.41
vegamour NONE Branded Shopping USA $2,091.93 365 47.6 $43.91
vegamour gro hair serum NONE Branded Shopping USA $1,982.73 305 33.2 $59.71
vegamour lash serum ADDED Branded Search USA $1,737.55 496 86.2 $20.16
vegamour gro revitalizing shampoo NONE Branded Search USA $1,595.61 304 23.6 $67.66
vegamour gro hair serum NONE Branded Shopping USA $1,397.70 327 38.0 $36.75
vegamour gro revitalizing shampoo NONE Branded Shopping USA $1,222.23 240 13.3 $91.62
vegamour shampoo NONE Branded Shopping USA $1,042.99 242 18.0 $57.94
hair growth serum ADDED US_Mid_C_Combo_Search-NB-Exact $812.91 75 2.0 $406.45
vegamour discount code ADDED Branded Search USA $775.99 59 50.5 $15.38
vegamour gro revitalizing shampoo NONE Branded Search USA $737.14 141 11.5 $64.10
vegamour gro lash serum NONE Branded Search USA $605.10 113 21.5 $28.16
vegamour gro revitalizing shampoo NONE Branded Search USA $567.37 86 5.6 $101.80
vegamour gro lash serum NONE Branded Search USA 2 $523.52 124 15.2 $34.49
vegamour gro revitalizing shampoo NONE Branded Search USA 2 $512.98 127 13.7 $37.54
vegamour reviews ADDED Branded Search USA $499.02 74 1.3 $399.22
vegamour gro serum ADDED Branded Search USA $484.85 91 7.5 $64.65
vegamour gro+ advanced balancing shampoo NONE Branded Shopping USA $483.64 78 5.5 $87.93
vegamour NONE Branded Shopping USA $463.65 70 9.7 $47.99
gro hair serum ADDED Branded Search USA $461.76 127 19.1 $24.23
vegamour hair growth serum ADDED Branded Search USA $460.56 176 25.6 $17.96
vegamour shampoo and conditioner ADDED Branded Search USA $454.33 83 7.5 $60.58
vegamour hair serum NONE Branded Shopping USA $453.91 96 6.5 $69.83
vegamour gro revitalizing shampoo NONE Branded Shopping USA $388.37 105 6.5 $59.57
vegamour serum ADDED Branded Search USA $338.92 110 5.0 $67.83
vegamour lash serum NONE Branded Shopping USA $338.12 168 28.7 $11.80
vegamour coupon code ADDED Branded Search USA $337.60 26 12.0 $28.17
vegamour hair serum NONE Branded Shopping USA $322.29 125 7.5 $42.97
vegamour discount code 2026 NONE Branded Search USA $315.58 19 9.6 $32.98
hair growth serum NONE Nonbranded Shopping USA $292.35 108 4.0 $72.40
vegamour shampoo NONE Branded Shopping USA $287.23 103 0.3 $861.69
vegamour reviews NONE Branded Search USA $283.71 21 5.0 $56.74
vegamour gro revitalizing shampoo NONE Branded Search USA 2 $281.69 85 7.3 $38.41
vegamour eyelash serum ADDED Branded Search USA $270.44 79 17.2 $15.75
💡 Search Term Insight
Search terms are dominated by branded queries ("vegamour", "vegamour gro hair serum", "vegamour shampoo"). Very few non-branded discovery terms are converting, confirming the account is essentially a brand-defense operation. The non-branded term "hair growth serum" appears but with significantly higher CPAs, suggesting the current manager couldn't crack non-branded profitability.
⛔ Negative Keywords ▼

500+ negative keywords found across campaigns

Negative KeywordMatch TypeCampaign
eyelash extensions EXACT Z_vegaLash Branded
eyelash extensions las vegas EXACT Z_vegaLash Branded
lash lift EXACT Z_vegaLash Branded
lash extensions las vegas EXACT Z_vegaLash Branded
eyelash lift EXACT Z_vegaLash Branded
cherry lash lounge EXACT Z_vegaLash Branded
vegas nay lashes EXACT Z_vegaLash Branded
eylure vegas nay lashes EXACT Z_vegaLash Branded
vegas lash lounge EXACT Z_vegaLash Branded
vegas nay grand glamour EXACT Z_vegaLash Branded
thrive eyelash glue EXACT Z_vegaLash Branded
nuvega lash reviews EXACT Z_vegaLash Branded
animals PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
side effects PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
training PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
shaver PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
embroidery PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
tutorial PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
jobs PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
uk PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
powder foundation PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
free trial PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
español PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
eyebrows tattoo PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
school PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
stencil PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
singapore PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
adhesive PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
men's PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
itchy PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
glue manufacturer PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
wall posters PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
unsubscribe PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
lash EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
classes PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
certification PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
returns PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
vegan cosmetics EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
warnings PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
cruelty PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
doesnt work PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
organic vegan cosmetics EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
vegan friendly cosmetics EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
vegan beauty EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
pencil PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
germany PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
organic vegan skin care EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
protective sheets PHRASE Z_VegaLash | Search | Branded | Phrase | 7Degrees
vega mascara EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
vegan mascara EXACT Z_VegaLash | Search | Branded | Phrase | 7Degrees
⚠ Negative Keyword Assessment
500 negative keywords is a decent foundation but for an account of this size and history, we'd expect 500-1000+ well-curated negatives. The negative keyword strategy appears adequate but not aggressive enough to prevent all wasted spend.
⭐ Quality Score Distribution ▼

Average QS: 5.3/10 across 447 keywords with scores

⭐ Quality Score Assessment
With an average quality score of 5.3/10, the branded keywords are performing excellently (most at 9-10). However, this is expected for branded terms — the true test would be non-branded keyword quality scores, which are likely much lower. The high QS for branded terms means they're getting favorable ad positions and lower CPCs for brand searches.
📱 Device Performance (Last 30 Days) ▼

Performance breakdown by device type

DeviceSpendClicksImpressionsCTRConversionsCPA
MOBILE $156,685.54 45,769 2,851,088 1.61% 3599 $43.54
DESKTOP $46,928.53 10,393 1,139,984 0.91% 1223 $38.38
TABLET $2,762.41 1,002 112,321 0.89% 56 $49.77
CONNECTED TV $2,541.26 366 111,715 0.33% 15 $168.96
OTHER $0.00 0 8 0.00% 0 -
⏰ Time & Day Performance (Last 30 Days) ▼

When do ads perform best?

Hourly Performance

Day of Week Performance

DaySpendClicksConversionsCPA
Monday $39,096.10 10,451 780 $50.10
Tuesday $40,721.89 10,443 896 $45.45
Wednesday $29,016.58 8,975 626 $46.38
Thursday $19,831.09 6,136 643 $30.83
Friday $19,201.87 6,085 573 $33.51
Saturday $30,931.36 7,995 675 $45.79
Sunday $30,130.05 7,447 699 $43.13
👥 Demographics (Last 30 Days) ▼

Age and gender performance breakdown

Age Distribution

Gender Distribution

📄 Landing Page Performance (Last 30 Days) ▼

Where ads are sending traffic

Landing PageSpendClicksConversionsCPA
https://vegamour.com/pages/lp-gro-hair-serum{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative}&nb_adtype={adtype}&nb_kwd={keyword}&nb_ti={targetid}&nb_mi={merchant_id}&nb_pc={product_channel}&nb_pi={product_id}&nb_ppi={product_partition_id}&nb_placement={placement}&nb_li_ms={loc_interest_ms}&nb_lp_ms={loc_interest_ms}&nb_fii={feeditemid}&nb_ap={adposition}&nb_mt={matchtype} $34,132.70 7,102 688.8 $49.55
https://vegamour.com/{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative}&nb_adtype={adtype}&nb_kwd={keyword}&nb_ti={targetid}&nb_mi={merchant_id}&nb_pc={product_channel}&nb_pi={product_id}&nb_ppi={product_partition_id}&nb_placement={placement}&nb_li_ms={loc_interest_ms}&nb_lp_ms={loc_interest_ms}&nb_fii={feeditemid}&nb_ap={adposition}&nb_mt={matchtype} $21,595.95 11,745 1945.1 $11.10
https://vegamour.com/products/gro-better-duo?variant=40744867692659 $7,732.41 1,383 86.3 $89.60
https://vegamour.com/products/gro-revitalizing-shampoo-conditioner-kit?variant=32105994551411 $7,367.23 1,380 74.5 $98.88
https://vegamour.com/pages/discover-vegamour $6,808.13 1,632 39.3 $173.29
https://vegamour.com/products/gro-advanced-hair-serum{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative}&nb_adtype={adtype}&nb_kwd={keyword}&nb_ti={targetid}&nb_mi={merchant_id}&nb_pc={product_channel}&nb_pi={product_id}&nb_ppi={product_partition_id}&nb_placement={placement}&nb_li_ms={loc_interest_ms}&nb_lp_ms={loc_interest_ms}&nb_fii={feeditemid}&nb_ap={adposition}&nb_mt={matchtype} $6,792.45 876 40.7 $167.02
https://vegamour.com/products/gro-advanced-hair-growth-and-density-supplements?variant=43151442575475 $6,774.44 918 16.3 $415.67
https://vegamour.com/products/gro-hair-serum?variant=42903941218419 $6,397.43 1,845 84.3 $75.91
https://vegamour.com/pages/discover-vegamour{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative}&nb_adtype={adtype}&nb_kwd={keyword}&nb_ti={targetid}&nb_mi={merchant_id}&nb_pc={product_channel}&nb_pi={product_id}&nb_ppi={product_partition_id}&nb_placement={placement}&nb_li_ms={loc_interest_ms}&nb_lp_ms={loc_interest_ms}&nb_fii={feeditemid}&nb_ap={adposition}&nb_mt={matchtype} $5,815.43 973 41.5 $140.04
https://vegamour.com/collections/lash{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative}&nb_adtype={adtype}&nb_kwd={keyword}&nb_ti={targetid}&nb_mi={merchant_id}&nb_pc={product_channel}&nb_pi={product_id}&nb_ppi={product_partition_id}&nb_placement={placement}&nb_li_ms={loc_interest_ms}&nb_lp_ms={loc_interest_ms}&nb_fii={feeditemid}&nb_ap={adposition}&nb_mt={matchtype} $5,811.43 1,132 138.5 $41.96
https://vegamour.com/products/gro-lash-serum{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative}&nb_adtype={adtype}&nb_kwd={keyword}&nb_ti={targetid}&nb_mi={merchant_id}&nb_pc={product_channel}&nb_pi={product_id}&nb_ppi={product_partition_id}&nb_placement={placement}&nb_li_ms={loc_interest_ms}&nb_lp_ms={loc_interest_ms}&nb_fii={feeditemid}&nb_ap={adposition}&nb_mt={matchtype} $5,656.18 1,098 31.3 $180.63
http://vegamour.com/products/gro-advanced-hair-growth-and-density-supplements?variant=43195176484979 $4,320.38 570 4.0 $1,080.10
https://vegamour.com/products/gro-advanced-balancing-shampoo?variant=42074202374259 $4,230.48 660 22.9 $184.49
https://vegamour.com/{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative} $4,196.36 1,064 102.0 $41.15
https://vegamour.com/products/gro-ageless-anti-gray-hair-serum?variant=40076799115379 $4,103.65 934 46.8 $87.68
https://vegamour.com/products/gro-hair-serum $3,813.31 1,265 103.1 $36.98
https://vegamour.com/products/gro-lash-serum?variant=16861989863539 $3,679.80 979 100.9 $36.48
http://vegamour.com/products/gro-advanced-hair-growth-longevity-kit-replenish?variant=43195178680435 $3,589.05 424 0.0 $0.00
https://vegamour.com/ $3,401.94 485 124.2 $27.40
https://vegamour.com/products/gro-revitalizing-shampoo{ignore}?utm_campaign={campaignid}_{adgroupid}_{creative}&utm_content={adgroupid}-{creative}&utm_source=google&utm_medium=cpc&nbt=nb%3Aadwords%3A{network}%3A{campaignid}%3A{adgroupid}%3A{creative}&nb_adtype={adtype}&nb_kwd={keyword}&nb_ti={targetid}&nb_mi={merchant_id}&nb_pc={product_channel}&nb_pi={product_id}&nb_ppi={product_partition_id}&nb_placement={placement}&nb_li_ms={loc_interest_ms}&nb_lp_ms={loc_interest_ms}&nb_fii={feeditemid}&nb_ap={adposition}&nb_mt={matchtype} $3,378.11 668 51.7 $65.37
💰 Budget Analysis ▼

Current budget allocation across active campaigns

Total Daily Budget
$22,525.00
Active Budgets
16
Est. Monthly
$684,760.00
CampaignDaily BudgetDeliveryShared?
Branded Search USA $5,600.00 STANDARD No
US_Lower_C_Combo_Search-BR-Core AI Max Test Brand 2 $5,600.00 STANDARD No
Branded Shopping USA $3,300.00 STANDARD No
Nonbranded Shopping USA $2,000.00 STANDARD No
US_Mid_C_LashBrow_Search-NB-Lash $1,000.00 STANDARD No
US_Upper_R_Combo_DG-RM-Remarketing $1,000.00 STANDARD No
Branded Search USA 2 $1,000.00 STANDARD No
Pmax - Hair Growth Serums - USA $1,000.00 STANDARD No
US_Mid_C_Combo_Search-NB-DSA $500.00 STANDARD No
US_Mid_C_Hair_Search-NB-Broad+AI-Max $400.00 STANDARD No
US_Mid_C_Combo_Search-NB-Exact $400.00 STANDARD No
US_Mid_C_Hair_Search-NB-DHT $200.00 STANDARD No
US_Mid_C_Hair_Search-NB-Hair-Shampoo $200.00 STANDARD No
US_Mid_C_Combo_Search-NB-Problems $130.00 STANDARD No
Shopping Catchall USA $100.00 STANDARD No
US_Mid_C_LashBrow_Search-NB-Brow $95.00 STANDARD No
🏆 Conversion Tracking Setup ▼

59 conversion actions configured

Conversion ActionTypeCategoryStatus
Add to cart GTM WEBPAGE ADD TO CART ENABLED
Android installs (all other apps) ANDROID INSTALLS ALL OTHER APPS DOWNLOAD ENABLED
Begin checkout GTM WEBPAGE BEGIN CHECKOUT ENABLED
Clicks to call GOOGLE HOSTED CONTACT ENABLED
GA Test Container - GA4 (web) purchase GOOGLE ANALYTICS 4 PURCHASE PURCHASE REMOVED
GA Test Container - GA4 (web) purchase___one_time GOOGLE ANALYTICS 4 CUSTOM PURCHASE REMOVED
GA Test Container - GA4 (web) purchase___recharge GOOGLE ANALYTICS 4 CUSTOM PURCHASE REMOVED
GA Test Container - GA4 (web) purchase___shopify GOOGLE ANALYTICS 4 CUSTOM PURCHASE REMOVED
GA Test Container - GA4 (web) purchase___subscription GOOGLE ANALYTICS 4 CUSTOM PURCHASE REMOVED
Local actions - Directions GOOGLE HOSTED GET DIRECTIONS ENABLED
Local actions - Other engagements GOOGLE HOSTED ENGAGEMENT ENABLED
Local actions - Website visits GOOGLE HOSTED PAGE VIEW ENABLED
New - Subscription First Order (All Web Site Data) UNIVERSAL ANALYTICS GOAL DEFAULT HIDDEN
Place an order - Straight Sale (All Web Site Data) UNIVERSAL ANALYTICS GOAL DEFAULT REMOVED
Place an order - Subscription (All Web Site Data) UNIVERSAL ANALYTICS GOAL DEFAULT REMOVED
Purchase - First Time Customer WEBPAGE PURCHASE REMOVED
Purchase - One Time (All website data (raw)) UNIVERSAL ANALYTICS GOAL PURCHASE HIDDEN
Purchase - Recharge (All website data (raw)) UNIVERSAL ANALYTICS GOAL PURCHASE HIDDEN
Purchase - Shopify (All website data (raw)) UNIVERSAL ANALYTICS GOAL PURCHASE HIDDEN
Purchase - Straight Sale No Subs WEBPAGE PURCHASE ENABLED
Purchase - Subscription WEBPAGE SUBSCRIBE PAID ENABLED
Purchase - Subscription (All website data (raw)) UNIVERSAL ANALYTICS GOAL PURCHASE HIDDEN
Purchase GTM WEBPAGE PURCHASE ENABLED
Shopify Order (Littledata: One time orders & First time subscriptions) UNIVERSAL ANALYTICS GOAL PURCHASE REMOVED
Smart Goal (Littledata: One time orders & First time subscriptions) UNIVERSAL ANALYTICS GOAL ENGAGEMENT HIDDEN
Straight Sale Purchased (Littledata: One time orders & First time subscriptions) UNIVERSAL ANALYTICS GOAL PURCHASE HIDDEN
Subscription First Order (Littledata: One time orders & First time subscriptions) UNIVERSAL ANALYTICS GOAL PURCHASE REMOVED
Test (All Web Site Data) UNIVERSAL ANALYTICS GOAL DEFAULT HIDDEN
Transactions (All Web Site Data) UNIVERSAL ANALYTICS TRANSACTION PURCHASE REMOVED
Transactions (All website data (raw)) UNIVERSAL ANALYTICS TRANSACTION PURCHASE REMOVED
Transactions (DFW Tracker Profile) UNIVERSAL ANALYTICS TRANSACTION PURCHASE HIDDEN
Transactions (Littledata: One time orders & First time subscriptions) UNIVERSAL ANALYTICS TRANSACTION PURCHASE REMOVED
Transactions (Littledata: Recurring payments included) UNIVERSAL ANALYTICS TRANSACTION PURCHASE REMOVED
Transactions (US/CA - All website) UNIVERSAL ANALYTICS TRANSACTION PURCHASE HIDDEN
YouTube channel subscriptions UNKNOWN ENGAGEMENT ENABLED
YouTube follow-on views UNKNOWN YOUTUBE FOLLOW ON VIEWS ENABLED
vega Sales WEBPAGE PURCHASE ENABLED
vegaLASH - GA4 (web) ViewContent GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW HIDDEN
vegaLASH - GA4 (web) addToCart GOOGLE ANALYTICS 4 CUSTOM DEFAULT REMOVED
vegaLASH - GA4 (web) add_payment_info GOOGLE ANALYTICS 4 CUSTOM DEFAULT ENABLED
vegaLASH - GA4 (web) add_shipping_info GOOGLE ANALYTICS 4 CUSTOM DEFAULT ENABLED
vegaLASH - GA4 (web) add_to_cart GOOGLE ANALYTICS 4 CUSTOM ADD TO CART ENABLED
vegaLASH - GA4 (web) begin_checkout GOOGLE ANALYTICS 4 CUSTOM BEGIN CHECKOUT ENABLED
vegaLASH - GA4 (web) checkout GOOGLE ANALYTICS 4 CUSTOM PURCHASE REMOVED
vegaLASH - GA4 (web) click GOOGLE ANALYTICS 4 CUSTOM CONTACT HIDDEN
vegaLASH - GA4 (web) file_download GOOGLE ANALYTICS 4 CUSTOM DEFAULT HIDDEN
vegaLASH - GA4 (web) first_visit GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW ENABLED
vegaLASH - GA4 (web) page_view GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW HIDDEN
vegaLASH - GA4 (web) place_an_order GOOGLE ANALYTICS 4 CUSTOM PURCHASE HIDDEN
vegaLASH - GA4 (web) purchase GOOGLE ANALYTICS 4 PURCHASE PURCHASE ENABLED
vegaLASH - GA4 (web) removeFromCart GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW REMOVED
vegaLASH - GA4 (web) remove_from_cart GOOGLE ANALYTICS 4 CUSTOM DEFAULT ENABLED
vegaLASH - GA4 (web) scroll GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW HIDDEN
vegaLASH - GA4 (web) session_start GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW ENABLED
vegaLASH - GA4 (web) straight_sale GOOGLE ANALYTICS 4 CUSTOM PURCHASE REMOVED
vegaLASH - GA4 (web) subscription GOOGLE ANALYTICS 4 CUSTOM SUBSCRIBE PAID ENABLED
vegaLASH - GA4 (web) view_item GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW HIDDEN
vegaLASH - GA4 (web) view_item_list GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW HIDDEN
vegaLASH - GA4 (web) view_search_results GOOGLE ANALYTICS 4 CUSTOM PAGE VIEW ENABLED
✅ Conversion Setup Assessment
The conversion tracking is comprehensive and well-structured. They track purchases by type (straight sale, subscription, Recharge), add-to-cart, begin checkout, and various GA4 goals. They differentiate between one-time and subscription purchases — this is best practice for a DTC brand. Multiple removed/hidden legacy actions suggest they've evolved their tracking over time, which is normal.
⚙ Bidding Strategy Review ▼

What automated and manual bidding strategies are in use

💡 Bidding Strategy Assessment
The account has used a wide variety of bid strategies over 2 years: Maximize Conversion Value (120 campaigns), Maximize Conversions (87), Manual CPC (76), Target ROAS (37), Target Spend (14), Target CPA (10), and others. The current active campaigns primarily use Maximize Conversion Value which is appropriate for e-commerce. However, the mix of 6+ different strategies historically suggests experimentation without clear methodology.
💪 The Melleka Advantage: What We Would Do Differently

Specific, actionable strategies to outperform current management

1. Rebuild Non-Branded Search (Est. Impact: +40-60% revenue growth)
The current manager abandoned non-branded search. We'd build a methodical non-branded campaign structure targeting "hair growth serum", "best lash serum", "clean beauty hair care", "thinning hair treatment" with dedicated landing pages, proper match type segmentation, and a tiered bidding approach. Start with exact match at lower bids, expand as CPAs prove profitable.
2. Performance Max Resurrection (Est. Impact: +25% incremental conversions)
PMax was their biggest spender historically ($980K+ in Q1 2024 alone) but all campaigns are now paused/removed. We'd rebuild PMax with proper asset groups, audience signals, and product feed optimization. The key is using Search Themes and audience signals effectively — something the previous approach likely lacked.
3. Shopping Feed Optimization (Est. Impact: +30% shopping revenue)
With only 1-2 Shopping campaigns active, there's a massive opportunity. We'd implement a tiered Shopping structure (Branded Shopping high-priority, Competitor Shopping, Generic Shopping) with optimized product titles, supplemental feeds, and custom labels for margin-based bidding.
4. Aggressive Competitor Conquest (New Channel)
No competitor campaigns are currently running. We'd launch campaigns targeting competitors like Nutrafol, Rogaine, Keeps, Hims hair care, and Olaplex with comparison-focused ad copy and dedicated landing pages highlighting Vegamour's clean ingredients advantage.
5. Dayparting Optimization (Est. Impact: -10% CPA)
The hourly data shows CPA variance from $39 (best hours: 12pm, 5-7pm, 11pm) to $78+ (worst hours: 12am-2am). We'd implement ad schedules to reduce bids during high-CPA overnight hours and increase during peak conversion periods. This alone could save 10% on CPA.
6. Landing Page Testing & CRO (Est. Impact: +15-20% conversion rate)
Current ads send traffic primarily to product pages and collections. We'd create dedicated PPC landing pages for each campaign theme — optimized for speed, mobile UX, trust signals, and conversion — with A/B testing via Google Optimize or similar. The data shows 100+ different landing pages which suggests no landing page strategy exists.
✅ Prioritized Action Items

If Melleka takes over this account, here's the execution plan

P0
Audit & Restructure Campaign Architecture
Consolidate from 365 campaigns down to 20-30 well-structured campaigns across Search, Shopping, PMax, and Demand Gen. Clean naming conventions, proper campaign settings, and aligned bidding strategies.
P0
Rebuild Non-Branded Search
Launch 5-8 non-branded Search campaigns targeting high-intent hair care and beauty keywords. Start with exact match, expand to phrase, use SKAG or tight-themed ad groups.
P1
Relaunch Performance Max
Build 3-4 PMax campaigns with proper asset groups segmented by product category (hair serums, lash products, shampoo/conditioner, kits). Include strong creative assets and audience signals.
P1
Tiered Shopping Structure
Implement 3-tier Shopping priority structure: High (Branded), Medium (Generic), Low (Catch-all). Optimize product feed with enhanced titles, descriptions, and custom labels.
P1
Competitor Conquest Campaigns
Launch Search campaigns targeting Nutrafol, Rogaine, Keeps, and other competitor brand names with comparison ads and dedicated landing pages.
P2
Implement Ad Schedule
Set up dayparting based on the hourly CPA data. Reduce bids 20-30% during 12am-4am (highest CPA hours) and increase during 12pm-7pm (best CPA hours).
P2
Landing Page Strategy
Create 5-10 dedicated PPC landing pages for key campaign themes. A/B test layouts, CTAs, social proof, and offers. Focus on mobile-first design.
P2
Expand Negative Keyword Coverage
Build comprehensive negative keyword lists to 500+ terms. Create shared negative lists for DIY, cheap, free, jobs, careers, reviews, etc.
P3
YouTube/Demand Gen Revival
With 61 historical Video campaigns removed, theres clear opportunity in YouTube. Launch 2-3 Demand Gen campaigns targeting beauty/hair care audiences with video creative.
P3
Audience Strategy Overhaul
Build and layer custom audiences: website visitors (30/60/90 day), purchasers, cart abandoners, email list matches, and in-market audiences for hair care and beauty.

Prepared by Melleka Marketing

Competitive Intelligence Report | vegaLASH Account 756-784-6915 | Generated April 2026