Engagement 02 · All platforms · Recommended

Every channel. One team.

A full-stack growth engagement. Google running at 3.20x already. Meta with clear optimization potential. Bing untapped. CTV ready to test. All under one team, with cross-platform synergies that compound.

02 · Google Ads (summary)

Already running. 3.20x and climbing.

3.20x

Google ROAS (62 days)

+72%

Revenue Growth YoY

-8.1%

Spend Reduction

$560,949 in spend generated $1,797,362 in revenue. Shopping went from below breakeven to ~280% ROAS. PMax was rebuilt with refined search themes. Non-Brand Search was consolidated. The full Google chapter, including the year-over-year data, campaign-by-campaign breakdown, and forward plan, lives in the dedicated Google deck.

Read the full Google chapter →

04 · Meta Ads: Strategy & Opportunity

Meta is the next lever.

The primary Meta Ads account is currently managed by other agencies, with Melleka not yet involved in day-to-day Meta operations. Based on our analysis of the account data, there is meaningful opportunity to improve efficiency, particularly around cost per acquisition.

The current Meta CPA is approximately $143 across all purchase campaigns. Our recommended approach focuses on reducing this further while maintaining or increasing purchase volume.

Cross-platform synergy

Google and Meta do not operate in isolation. Prospecting campaigns on Meta build awareness that later converts through Google branded search. Strong Google Shopping visibility reinforces brand recall that improves Meta retargeting. Managing both under one team enables holistic optimization that isolated management cannot achieve.

Recommended Meta structure

ASC+

Broad prospecting with dynamic creative optimization, leveraging Meta's algorithm for audience discovery.

DPA Retargeting

Dynamic Product Ads targeting website visitors and cart abandoners with the products they viewed.

Prospecting

Interest-based and lookalike campaigns focused on new customer acquisition.

CTV / Connected TV

Upper-funnel awareness campaigns that feed the conversion campaigns on both Meta and Google.

Research areas for Meta optimization

Which creative formats generate the strongest purchase ROAS (video vs. static vs. carousel)?

Optimal budget allocation between ASC+, DPA, and prospecting?

Which audience segments drive the lowest CPA?

True cross-platform attribution impact (Meta view-through to Google branded search)?

How to reduce CPA from $143 to below $150 while maintaining volume?

What role does product catalog feed quality play in DPA performance?

Audience exclusions that would reduce wasted spend?

Creative fatigue cycle and asset rotation frequency?

New product launches that would benefit from dedicated Meta campaigns?

Budget shifts between Meta and Google during promotional periods?

05 · Meta Ads: Performance Data

Last 30 days, main account.

$484,517

Spend

75%

ROAS

06 · Bing Ads

An underutilized channel with strong potential.

Bing represents an underutilized channel with strong potential. The primary challenge has been getting the platform to spend budget efficiently. While budgets are allocated, the Bing algorithm has been conservative in its deployment, resulting in lower-than-expected daily spend.

When Bing does spend, it can deliver strong ROAS, but increasing budget has at times caused ROAS dips as the algorithm explores new audiences. The strategy is to segment ad sets carefully, identify which segments deliver strong returns, and scale those specifically while reducing allocation to underperforming segments. This is an ongoing optimization process.

07 · Vibe TV / Connected TV

The lever for branded search growth.

Connected TV advertising represents a significant growth opportunity for Vegamour. The competitive landscape has evolved, and competitors are already investing in CTV. Branded search volume has recovered from earlier declines, and CTV is one of the most effective channels for driving further branded search growth.

Phase	Budget	Duration	Objective
Phase 1: Test	$5,000/mo	4 weeks	Validate audience targeting and measure branded search lift
Phase 2: Optimize	$15,000/mo	4 weeks	Refine targeting based on Phase 1 data, test creative variations
Phase 3: Scale	$25,000+/mo	Ongoing	Scale winning audiences and creatives, integrate with Meta and Google

Key insight

CTV campaigns are measured not by direct-response CPA, but by their impact on branded search volume, website direct traffic, and cross-platform conversion rates. The value shows up in Google and Meta performance lifts, not in CTV click-through metrics.

08 · Content & Creative Strategy

The single largest lever on Meta.

Creative quality is the single largest lever for improving Meta Ads performance and supporting Google's Performance Max campaigns. The following recommendations are designed to complement the existing creative efforts from the Vegamour team, including their strong UGC content, and provide additional angles and formats.

Directions that have performed

Shedding reduction messaging

Speaks directly to the hair shedding concern, resonates strongly.

Thinning hair pain points

Authentic, relatable content about the emotional and practical impact.

Consumer-study statistics

Third-party validated claims build credibility and drive conversion.

Before-and-after content

Visual transformation, among the highest-performing creative types.

Educational content

Ingredient spotlights, routine tutorials, science-backed explanations.

Simple product-focused content

Clean demos that let the product speak for itself.

Areas to explore

·Moving away from heavily stylized, studio-produced aesthetics toward more authentic, relatable formats.

·Testing direct-response hooks over brand-awareness messaging in acquisition campaigns.

·Increasing the ratio of video and motion content to static imagery across paid channels.

·Experimenting with testimonial-driven content that combines UGC authenticity with professional production quality.

Testing principles

Hook testing (first 3 seconds of video), format testing (video vs. static vs. carousel), offer testing (discount vs. value messaging), and audience-by-creative matrix (which creative performs best for which segment).

Recommended testing framework, five campaign themes

35%

Hair Thinning / Shedding

Directly addressing the primary concern that drives purchases.

25%

Summer Campaign

Seasonal messaging around UV protection, humidity, summer routines.

15%

Gray Hair Market

Testing messaging for the gray hair audience with GRO Ageless.

10%

Sephora Credibility

Leveraging the Sephora partnership for trust and social proof.

10%

Consumer Study Results

Clinical data and consumer study statistics as primary hooks.

5% reserve maintained for rapid testing of emerging trends and opportunistic concepts.

One team, every channel

Your team in the center. Our team in orbit.

Vegamour

In-house team

Google

Meta

Bing

CTV

SMS

09 · 90-Day Roadmap

Three phases. Four channels each.

Weeks 1 to 4

Phase 1: Foundation

Google

Continue optimizing current structure. Scale PMax campaigns showing strong returns. Expand Shopping feed optimization.

Meta

Complete account audit. Identify highest-waste campaigns and quick wins. Begin structured creative testing.

Bing

Segment campaigns by performance. Scale high-ROAS segments, reduce underperformers.

CTV

Launch Phase 1 Vibe TV test at $5,000/month. Establish branded search lift baseline.

Creative

Launch first round of tests across the five campaign themes.

Weeks 5 to 8

Phase 2: Optimization

Google

Refine audience signals based on 60 days of accumulated data. Test new product-line PMax campaigns.

Meta

Implement restructuring based on audit findings. Scale winning creatives. Improve DPA retargeting.

Bing

Apply Phase 1 learnings. Begin mirroring high-performing Google structures on Bing.

CTV

Analyze Phase 1 results. If branded search lift is positive, scale to Phase 2 ($15K/month).

Creative

Second round of testing. Double down on winning themes, retire underperformers.

Weeks 9 to 12

Phase 3: Scale

Google

Scale proven campaigns for Q3 and begin Q4 / BFCM preparation.

Meta

Full optimization cycle complete. Evergreen structure with ongoing creative rotation.

Bing

Stable, profitable contribution with clear scaling path.

CTV

If performance supports it, scale to $25K+/month and integrate with cross-platform attribution.

Creative

Ongoing cadence with monthly new asset production and testing.

90-day performance targets

2.5x+

Google ROAS Target

<$150

Meta CPA Target

<65%

Cart Abandonment Target

10 · Pricing & Partnership

One percentage. Every channel.

of total monthly ad spend, across channels

·All of Google, Meta, Bing, CTV under one accountable team
·Reporting, strategy, creative direction, conversion tracking, analytics
·No exclusions, no hidden fees, no per-channel surcharges
·Quarterly business reviews with leadership

Google only (10%)

~$28K

$280K/mo Google spend

All platforms (7%)

~$56K

$800K/mo total spend

Q4 scaled (7%)

~$70K

$1M/mo total spend

Performance bonus tiers

The base fee adjusts upward based on measurable performance.

Bonus tiers are evaluated monthly and apply only when ROAS and CAC targets are met. ROAS is calculated from combined Google and Meta conversions_value divided by total ad spend, using PRIMARY conversion actions from the platform APIs. CAC is sourced from Vegamour's internal Tableau reporting, agreed by both sides before evaluation.

Tier	ROAS Requirement	CAC Requirement	Fee Rate
Base	Below 1.5x	N/A	7%
Silver	1.5x or above	N/A	9%
Gold	1.75x or above	N/A	11%
Platinum	2.0x or above	Below $200	12%
Diamond	2.0x or above	Below $180	13%
Elite	2.0x or above	Below $160	14%

Scope & terms

What you get. What it costs.

Scope

The fee covers all things digital: paid media management, reporting, strategy, creative direction, conversion tracking, analytics, and ongoing optimization across all managed platforms. There are no exclusions and no hidden fees.

Terms

First 6 months: month-to-month, 30-day cancel.
After 6 months: 3-month rolling agreement.
Payment: Net 15.

Let's run the full stack.

Prefer to start narrow? The Google-only engagement stands on its own at 10% of Google ad spend.

Back to overview See Google proposal →