Revenue/ROAS data is not available through the current data connector. The conversion counts above reflect tracked conversion actions. For full revenue attribution, reference the Google Ads dashboard directly.
We are currently spending $1,389/day above the required pace to hit $500K. This gives us $29K+ buffer for any days that run slightly under. The account is comfortably on track without needing budget increases.
Demand Gen and Video View campaigns went live on September 3. The impact on Branded Search conversions was immediate and significant.
| Date | Spend | Clicks | Impressions | Conversions | CPA |
|---|---|---|---|---|---|
| Sep 1 | $3,217.09 | 544 | 2,783 | 111.2 | $28.93 |
| Sep 2 | $3,268.25 | 356 | 1,166 | 59.2 | $55.21 |
| Sep 3 🔥 TOF ON | $3,735.77 | 498 | 1,549 | 165.4 | $22.59 |
| Sep 4 | $3,488.31 | 482 | 1,334 | 147.5 | $23.65 |
| Sep 5 | $3,227.73 | 680 | 3,916 | 223.1 | $14.47 |
| Sep 6 | $3,996.26 | 691 | 3,053 | 289.8 | $13.79 |
| Sep 7 | $5,043.38 | 871 | 3,359 | 271.9 | $18.55 |
| Sep 8 | $2,575.64 | 742 | 5,306 | 76.0 | $33.89 |
| Sep 9 | $2,467.14 | 761 | 5,244 | 54.0 | $45.69 |
| Total | $31,019.56 | 5,625 | 27,710 | 1,398.1 | $22.19 |
The correlation between TOF activation and branded search conversion lift is clear. Sep 5-7 saw the strongest branded performance (223-290 conv/day) as Demand Gen and Video impressions ramped up. The Sep 8-9 dip is likely a typical weekend/Monday pattern, not a strategy concern. The data validates that the TOF investment is driving measurable brand awareness that converts through branded search.
| Campaign | Start | Spend | Clicks | Impressions | Conv | Type |
|---|---|---|---|---|---|---|
| Amazon Pilot | Demand Gen | Sep 4 | $14,581 | 67,135 | 2,960,281 | 0.0 | Separate |
| Video views - 2026-09-04 | Sep 4 | $10,560 | 58 | 563,832 | 2.0 | View-Through |
| Demand Generation | Sep 1 | $9,779 | 32,861 | 583,562 | 37.4 | Demand Gen |
The Video Views campaign is operating exactly as intended: 563K+ impressions with minimal clicks (58), building brand awareness at scale. At ~$1,760/day, it is flooding the top of funnel with Vegamour brand impressions. The 2 view-through conversions are just the directly attributed tip; the real impact shows in the branded search lift.
Running at ~$1,087/day with 32,861 clicks and 583K impressions. This campaign is designed for discovery and engagement, not direct conversions. The 37.4 conversions are a bonus. Its primary value is feeding the branded search funnel.
$14,581 spend in 6 days (Sep 4-9) with nearly 3M impressions and 67K clicks. This is tracked separately from the core Google Ads $500K target as requested.
| Campaign | Spend | Clicks | Impressions | Conv | CPA |
|---|---|---|---|---|---|
| Shopping USA | NCAC Shopping | $8,967 | 2,687 | 1,091,308 | 77.3 | $115.98 |
| Pmax - Shampoo Conditioner | NCAC PMax | $6,888 | 2,629 | 578,929 | 53.8 | $127.92 |
| PMax | Hair Serums | NCAC PMax | $5,990 | 2,072 | 412,907 | 65.1 | $91.96 |
| Hair Quiz | PMax | NCAC PMax | $1,760 | 2,232 | 112,214 | 18.2 | $96.94 |
| NCAC Total | $23,605 | 9,620 | 2,195,358 | 214.5 | $110.07 |
The NCAC campaigns have driven 214.5 new customer acquisitions at a blended $110.07 CPA. PMax | Hair Serums | NCAC is leading efficiency at $91.96 CPA, while Shopping NCAC and Shampoo Conditioner NCAC run at higher CPAs ($116-$128) which is expected for net-new customer acquisition in the beauty/DTC space. The Hair Quiz funnel at $96.94 CPA is also performing well as a lower-friction NCAC entry point.
| Campaign | Spend | Clicks | Impr | Conv | CPA |
|---|---|---|---|---|---|
| Branded Search USA Search | $31,020 | 5,625 | 27,710 | 1,398.1 | $22.19 |
| Shopping USA Shopping | $24,674 | 4,733 | 1,604,928 | 398.6 | $61.90 |
| Amazon Pilot | Demand Gen DG | $14,581 | 67,135 | 2,960,281 | 0.0 | N/A |
| Video views - 2026-09-04 Video | $10,560 | 58 | 563,832 | 2.0 | $5,280 |
| Demand Generation DG | $9,779 | 32,861 | 583,562 | 37.4 | $261.54 |
| Shopping USA | NCAC NCAC | $8,967 | 2,687 | 1,091,308 | 77.3 | $115.98 |
| Subscription | PMax PMax | $8,786 | 11,545 | 439,349 | 93.1 | $94.35 |
| Pmax - Shampoo Conditioner Kits PMax | $8,495 | 2,133 | 354,134 | 124.1 | $68.44 |
| Scalp Duo | PMax | New Product PMax | $8,034 | 3,277 | 474,376 | 165.3 | $48.61 |
| PMax | Hair Serums PMax | $7,885 | 1,450 | 145,099 | 128.1 | $61.53 |
| GRO Ageless | PMax PMax | $7,827 | 2,546 | 113,205 | 281.4 | $27.81 |
| Male | Hair Serum | PMax PMax | $7,279 | 6,786 | 521,106 | 99.6 | $73.06 |
| Pmax - Shampoo Conditioner | NCAC NCAC | $6,888 | 2,629 | 578,929 | 53.8 | $127.92 |
| PMax | Hair Serums | NCAC NCAC | $5,990 | 2,072 | 412,907 | 65.1 | $91.96 |
| Labor Day 26' | PMax PMax | $5,656 | 5,861 | 138,801 | 222.5 | $25.42 |
| PMax | Lash Serum PMax | $2,129 | 628 | 49,952 | 21.8 | $97.74 |
| Hair Quiz | PMax | NCAC NCAC | $1,760 | 2,232 | 112,214 | 18.2 | $96.94 |
| Hydr8 Oil | PMax PMax | $1,201 | 275 | 33,296 | 37.7 | $31.84 |
| Storefront | Black Crow | Vegamour PMax | $601 | 80 | 1,253 | 12.0 | $50.05 |
| Non-Brand Search USA Search | $526 | 119 | 4,960 | 6.0 | $87.77 |
| PMax | Style Wand PMax | $439 | 135 | 14,270 | 15.0 | $29.24 |
| Core Site | Black Crow | Vegamour PMax | $261 | 42 | 761 | 2.1 | $123.22 |
| Account Total (22 Campaigns) | $173,336 | 154,909 | 10,226,233 | 3,259.4 | $53.18 |
Sep 4 spend jump reflects Video Views + Amazon Pilot launching. Sep 8-9 dip = weekend pacing.
Conversions jumped immediately on Sep 3 when TOF went live. Sep 8-9 drop likely reflects conversion reporting delay (recent days often backfill).
Campaigns with 10+ conversions, ranked by efficiency
| # | Campaign | Spend | Conv | CPA |
|---|---|---|---|---|
| 1 | Branded Search USA | $31,020 | 1,398.1 | $22.19 |
| 2 | Labor Day 26' | PMax | $5,656 | 222.5 | $25.42 |
| 3 | GRO Ageless | PMax | $7,827 | 281.4 | $27.81 |
| 4 | PMax | Style Wand | $439 | 15.0 | $29.24 |
| 5 | Hydr8 Oil | PMax | $1,201 | 37.7 | $31.84 |
| 6 | Scalp Duo | PMax | New Product | $8,034 | 165.3 | $48.61 |
| 7 | Storefront | Black Crow | $601 | 12.0 | $50.05 |
| 8 | PMax | Hair Serums | $7,885 | 128.1 | $61.53 |
| 9 | Shopping USA | $24,674 | 398.6 | $61.90 |
| 10 | Pmax - Shampoo Conditioner Kits | $8,495 | 124.1 | $68.44 |
Branded Search conversions doubled (+105.8%) after the Demand Gen and Video campaigns launched on Sep 3. This is the clearest evidence that top-of-funnel investment is driving incremental branded demand. The ~$20K TOF spend (excluding Amazon) is generating a measurable halo effect on the highest-ROAS campaign in the account.
At $17,639/day (ex-Amazon), the account is pacing to ~$529K for September, comfortably above the $500K target. The required pace for the remaining 21 days is only $16,250/day, giving a $1,389/day cushion. No budget adjustments needed to hit the target.
New customer acquisition campaigns are producing 214.5 conversions at $110.07 blended CPA. For a DTC beauty brand acquiring net-new customers, this range ($92-$128 across campaigns) is within industry norms. PMax | Hair Serums | NCAC is the top NCAC performer at $91.96 CPA.
GRO Ageless | PMax ($27.81 CPA, 281 conv) and Labor Day 26' | PMax ($25.42 CPA, 222 conv) are quietly the two most efficient non-branded campaigns. Both could potentially absorb more budget if scaling is needed.
Conversions dropped sharply on Sep 8 (158) and Sep 9 (106) compared to Sep 5-7 (439-560). This is almost certainly conversion attribution delay, as Google Ads reports the last 1-2 days of data with incomplete conversion windows. These numbers will backfill. Weekend pacing may also be a factor.
Scalp Duo | PMax is the #6 most efficient campaign with a $48.61 CPA on 165.3 conversions. For a new product launch this is excellent early signal, indicating strong product-market fit in the Google ecosystem.