Google Ads — Healthy ✓
Campaign: Generic - Performance Max
Clean setup. Only 1 active PMax campaign using Maximize Conversion Value with $70/day budget. Conversion tracking is properly configured — "Google Shopping App Purchase" is the only PRIMARY purchase action. No conversion contamination issues.
Network Breakdown (Where the money goes)
| Network | Spend | Clicks | Conversions | Revenue | ROAS |
|---|
| Google Search | $3,864 | 3,231 | 149.6 | $9,841 | 2.55x |
| YouTube | $11 | 27 | 0 | $0 | 0x |
| Display Content | $7 | 8 | 0 | $0 | 0x |
| Discover | $30 | 88 | 0 | $0 | 0x |
| Gmail | $24 | 17 | 0 | $0 | 0x |
| TOTAL | $3,937 | 3,372 | 149.6 | $9,841 | 2.50x |
98.1% of spend goes to Google Search — and that's where 100% of conversions come from. The non-Search networks (YouTube, Display, Discover, Gmail) only account for $72 (1.9%) of spend with 0 conversions. This is PMax self-optimizing correctly — Search is the money network and the algorithm knows it.
Device Breakdown
| Device | Spend | Clicks | Conversions | Revenue | CPA |
|---|
| Mobile | $2,925 | 2,693 | 123.6 | $7,990 | $23.67 |
| Desktop | $907 | 584 | 25 | $1,797 | $36.29 |
| Tablet | $104 | 94 | 1 | $54 | $103.56 |
| Connected TV | $1 | 0 | 0 | $0 | — |
Mobile dominates with 82.7% of purchases at $23.67 CPA. Desktop is functional at $36.29 CPA. Tablet is marginal — only 1 purchase on $104 spend. Consider adding a -50% tablet bid adjustment to redirect that budget to mobile.
⚠️ 2 Issues Found on Google
MEDIUM — Conversion Action Pollution
YouTube Subs + YouTube Follow-On Views set as PRIMARY
Two engagement conversion actions — "YouTube channel subscriptions" and "YouTube follow-on views" — are set as PRIMARY for goal. While they show 0 conversions in the last 30 days, they can influence PMax's bidding algorithm if YouTube activity picks up. They should be flipped to SECONDARY.
💡 Fix: Set both to primaryForGoal: false to ensure bidding only optimizes for purchases.
MEDIUM — Only 13.5% Search Impression Share
Losing 86.5% of available search impressions
At $70/day budget, the campaign only captures 13.5% of available search impressions. There's a massive untapped search opportunity. Before increasing budget, verify the current ROAS is stable, then test $85/day → $100/day in $15 increments every 5 days.
💡 Potential: At current conversion rate, increasing to $100/day could add ~40 more purchases/month.
Overall Google Verdict: 8.5/10. This is a well-optimized PMax campaign. The algorithm correctly prioritizes Search, mobile dominates conversions, and the ROAS is strong. Two minor fixes (YouTube conversion actions + gradual budget increase) could push performance even higher.
Meta Ads — Needs Work ✗
$5,054 spent → $6,907 revenue = only $1,853 gross profit BEFORE product costs. After COGS, shipping, and overhead, Meta is likely breakeven or losing money. Compare: Google spent $3,937 → $9,841 revenue = $5,904 gross. Google generates 3.2x more profit on 22% less spend.
Meta Conversion Funnel (Last 30 Days)
Funnel conversion rates: LPV → ATC: 12.1% (decent) • ATC → Checkout: 52.6% (strong) • Checkout → Purchase: 59.4% (strong). The funnel itself is healthy once people add to cart — the issue is getting qualified buyers to the site in the first place.
Ad Set Performance Breakdown
| Ad Set | Spend | Purchases | Revenue | ROAS | CPA |
|---|
| TOF - Interest - Shops (v1) | $1,976 | 64 | $4,667 | 2.36x | $30.87 |
| TOF - Interest - Shops (v3) | $1,074 | 16 | $1,072 | 1.00x | $67.12 |
| TOF - Interest - Shops (older) | $826 | 9 | $747 | 0.90x | $91.77 |
| BOF - Retargeting (RT) | $405 | 8 | $371 | 0.92x | $50.64 |
| TOF - Health & Wellness (v2) | $203 | 0 | $0 | 0.00x | — |
| BOF - RT Viewed Content | $139 | 1 | $50 | 0.36x | $139.38 |
| TOF - Interest - PersDev (v3) | $125 | 4 | $245 | 1.95x | $31.36 |
| BOF - RT Add to Cart | $60 | 0 | $0 | 0.00x | — |
| BOF - RT Broad Initiate Checkout | $48 | 0 | $0 | 0.00x | — |
| TOTAL | $5,054 | 104 | $6,907 | 1.37x | $48.60 |
1 ad set generates 62% of all purchases. "TOF - Interest - Shops (v1)" targeting Urban Outfitters/H&M/Free People interest is carrying the entire account at 2.36x ROAS with $30.87 CPA. Everything else is either breakeven or underwater.
8 Problems Found on Meta
CRITICAL — $1,681 WASTED ON SUB-1.0x AD SETS
Problem #1: 5 Ad Sets Are Losing Money
Five ad sets spent $1,681 combined and returned only $1,168 in revenue (0.69x blended ROAS). That's $513 lost just in the last 30 days — before COGS. The worst offenders: "Health & Wellness V2" ($203 / 0 purchases), "BOF - RT Add to Cart" ($60 / 0 purchases), and "BOF - RT Broad Initiate Checkout" ($48 / 0 purchases).
🔥 Action: PAUSE all 5 immediately. Redirect that $56/day to the winning ad set.
CRITICAL — DUPLICATE AD SETS CANNIBALIZING EACH OTHER
Problem #2: Three Versions of "TOF - Interest - Shops" Running
There are three ad sets all targeting the same "Interest - Shops" audience — v1, v3, and an older version. They're competing against each other in the same auction, driving up CPMs and fragmenting the algorithm's learning. V1 has 2.36x ROAS with 64 purchases. V3 has 1.00x with 16 purchases. The older one has 0.90x with 9 purchases.
🔥 Action: Keep ONLY v1 (the 2.36x winner). Pause v3 and the older version. Consolidate budget into the winner.
CRITICAL — RETARGETING IS LOSING MONEY
Problem #3: All 3 BOF Retargeting Ad Sets Are Below Breakeven
The retargeting funnel should be your HIGHEST ROAS segment — these are people who already visited, viewed products, or added to cart. Instead:
• RT Broad: $405 → 8 purchases → $371 revenue = 0.92x
• RT Viewed Content: $139 → 1 purchase → $50 revenue = 0.36x
• RT Add to Cart: $60 → 0 purchases
• RT Initiate Checkout: $48 → 0 purchases
Combined: $652 spent on retargeting → only $421 revenue (0.65x ROAS). Retargeting that loses money is either: bad creative, audience too broad, or frequency too high.
🔥 Action: Pause all retargeting. Rebuild with: (1) fresh creative that doesn't look like the prospecting ads, (2) a single consolidated retargeting ad set (7-day ATC + IC window), (3) frequency cap of 3 per 7 days.
HIGH — CBO BUDGET NOT CONSOLIDATED
Problem #4: Campaign Uses CBO But Budget Leaks to Bad Ad Sets
The active campaign "CAMPAIGN - PURCHASE" uses Campaign Budget Optimization (CBO), but with 9+ ad sets of wildly varying quality, Meta's algorithm is spreading budget across losers instead of concentrating on the winner. The winning ad set (Shops v1) only gets ~$66/day when it could profitably absorb $100+/day.
💡 Action: After pausing the losers (Problems 1-3), the CBO will naturally flow more budget to the winner. Alternatively, switch to ABO (Ad Set Budget Optimization) and manually allocate $100/day to the winner.
HIGH — HEALTH & WELLNESS TARGETING DOESN'T CONVERT
Problem #5: "Self Care / Health & Wellness" Interest = 0 Purchases on $203
The new ad set "TOF - Health & Wellness V2" (started Jun 5) targets Self Care and Health & Wellness interests, targeting women 18-45 with Advantage+ audience ON. It's only 3 days old but has $203 spend with 0 purchases, 0 add-to-carts, and 0 checkouts. The audience is too broad — "self care" and "health & wellness" capture millions of people with zero purchase intent for apparel.
💡 Action: Pause immediately. Test narrower interests: mental health awareness, therapy, counseling, psychology — people who align with the BRAND MISSION, not generic wellness.
HIGH — NO LOOKALIKE AUDIENCES
Problem #6: Missing the Highest-ROI Audience Type
Not a single ad set uses Lookalike audiences. With 104 Meta purchases in the last 30 days, the pixel has MORE than enough data to build a high-quality 1% Lookalike of purchasers. Lookalikes typically outperform interest targeting by 30-60% for e-commerce brands. Also missing: Lookalike of ATC (333 events) and Lookalike of top website visitors.
💡 Action: Create 3 Lookalikes — 1% Purchasers, 1% ATC, 2% Website Visitors. Test each in a new ad set at $15-20/day.
MEDIUM — AOV IS LOW ON META ($66)
Problem #7: Average Order Value Makes CPA Unsustainable
Meta revenue / purchases = $6,907 / 104 = $66.41 AOV. At $48.60 CPA, you're spending 73 cents of every dollar on acquisition. After COGS (apparel typically 40-60% margin), you're breakeven or losing on first purchase. Google AOV is $65.78 ($9,841 / 149.6) — similar, but at $26.32 CPA it's much more profitable.
💡 Action: Test bundle offers ("2 for $XX"), free shipping thresholds, or upsell/cross-sell on the product page to increase AOV. Even a $10 AOV increase changes the unit economics dramatically.
MEDIUM — WILDLY INCONSISTENT DAILY ROAS
Problem #8: Daily ROAS Swings from 0.25x to 4.18x
The daily ROAS over the last 30 days is extremely volatile — some days 4.18x, other days 0.25x. This makes it hard for the algorithm to optimize. The inconsistency is likely caused by: (1) budget spread across too many ad sets, (2) small daily spend per ad set, and (3) low purchase volume per day making each purchase swing the number wildly.
💡 Action: Consolidating budget into fewer, higher-performing ad sets will smooth out daily variance and give the algorithm more consistent conversion signals.
The Fix Plan — 4 Steps
Step 1: KILL THE LOSERS (Immediately)
Pause these ad sets today — they are actively losing money:
• TOF - Interest - Shops (v3) — 1.00x ROAS, cannibalizing the winner
• TOF - Interest - Shops (older) — 0.90x ROAS, cannibalizing the winner
• TOF - Health & Wellness V2 — 0.00x ROAS, $203 burned, 0 purchases
• BOF - RT Viewed Content — 0.36x ROAS
• BOF - RT Add to Cart — $60 burn, 0 purchases
• BOF - RT Broad Initiate Checkout — $48 burn, 0 purchases
Estimated savings: ~$90-100/day redirected to profitable activity.
Step 2: DOUBLE DOWN ON THE WINNER (This Week)
• Increase "TOF - Interest - Shops (v1)" budget from $11/day CBO share to $50-65/day direct budget
• This ad set targets Urban Outfitters, Bershka, H&M, Free People interests — women 19-55 — and has proven 2.36x ROAS with 64 purchases
• If using CBO, it will naturally absorb more after pausing losers. If ABO, set directly.
Step 3: BUILD LOOKALIKES (This Week)
• Create Custom Audience: Purchasers (180 days)
• Create Custom Audience: Add to Cart (60 days)
• Create Custom Audience: Top 25% website visitors by time spent
• Build 1% Lookalike from each → 3 new TOF ad sets at $15-20/day each
• Use the same creatives that work in the winning "Shops" ad set
Step 4: REBUILD RETARGETING (Next Week)
• ONE consolidated retargeting ad set: "All visitors 7 days, excluding purchasers 30 days"
• Budget: $15-20/day
• FRESH creative — not the same ads they saw in prospecting. Use testimonials, review screenshots, "still thinking about it?" angles, limited-time offers
• Frequency cap: max 3 impressions per 7 days
• Target ROAS: 3.0x+ (retargeting should be the most profitable segment)
Google Ads — 3 Growth Opportunities
1. Gradual Budget Increase
At 13.5% impression share, you're only showing up for 1 in 7 searches. Increase budget from $70/day → $85/day → $100/day in $15 increments every 5 days. At the current conversion rate (4.4%), each $15 increase could add ~3-4 more purchases per day.
2. Fix Conversion Action Pollution
Set "YouTube channel subscriptions" and "YouTube follow-on views" to NOT PRIMARY. Right now they're set as PRIMARY — if PMax ever serves YouTube inventory, the algorithm could optimize for subs instead of purchases.
3. Add Tablet Bid Adjustment (-50%)
Tablet spent $104 with only 1 purchase ($103.56 CPA vs $23.67 mobile CPA). Adding a -50% bid adjustment redirects that budget to mobile where it converts 4x more efficiently.
Head-to-Head: Google vs Meta
| Metric | Google Ads | Meta Ads | Winner |
|---|
| Spend | $3,937 | $5,054 | Google (28% less) |
| Purchases | 149.6 | 104 | Google (44% more) |
| Revenue | $9,841 | $6,907 | Google (42% more) |
| ROAS | 2.50x | 1.37x | Google (1.83x better) |
| Cost Per Purchase | $26.32 | $48.60 | Google (85% cheaper) |
| AOV | $65.78 | $66.41 | Tie |
| CTR | 4.98% | 1.79% | Google |
Google outperforms Meta on every single metric. Google generates 44% more purchases on 28% less spend. The immediate priority is fixing Meta — not adding more budget to it. Cut the waste, consolidate into winners, add Lookalikes, then reassess after 2 weeks.
All-Time Performance (Since Jan 2025)
| Platform | All-Time Spend | All-Time Revenue | Purchases | ROAS |
|---|
| Google Ads PMax | $29,531 | $131,938 | 1,691 | 4.47x |
| Meta Ads (PURCHASE campaign) | $5,054 | $6,907 | 104 | 1.37x |
Google has been a powerhouse. All-time 4.47x ROAS with $132K revenue on $29.5K spend across 1,691 purchases. The PMax algorithm is deeply trained and performing well. Meta is newer and hasn't found its rhythm yet — but the problems above are structural, not algorithmic.