Q1 2026 Google Ads
Performance Review

January — March 2026  |  Prepared for the Board
02
Q1 Overview
$1.88M in Revenue on $719K Spend
Q1 delivered strong top-line revenue across Google Ads with opportunities identified to improve tracking accuracy and scale efficiently.
Total Spend
$719K
$7,988/day average
Total Revenue
$1.88M
Confirmed purchases
Q1 ROAS
262%
Return on ad spend
Total Clicks
201K
Across all campaigns
MonthSpendRevenueROASDaily Avg SpendNote
January$288,078$538,815187%$9,293Highest daily spend
February$208,119$730,092351%$7,433Includes data import anomaly*
March$222,608$613,535276%$7,181Cleanest month
Q1 Total$718,805$1,882,443262%$7,988
*February included a mid-month data import (Feb 9-13) that attributed ~$155K in historical conversion data to those dates, inflating the reported ROAS from an estimated ~273% to 351%.
03
What We Improved
Smarter Tracking, Better Decisions
A deep audit revealed several opportunities to sharpen how the account measures success and optimizes spend.
Bid Target Recalibration
Bid targets were set against inflated conversion signals (including add-to-carts & engagement events), causing the algorithm to optimize for the wrong outcomes. Recalibrated all targets to real purchase values only.
Duplicate Purchase Tag Removed
A secondary purchase tracking tag briefly double-counted sales in early April, adding ~$23K in phantom revenue over 4 days. Identified and removed.
Budget Cannibalization Fixed
Two campaigns sharing one budget were competing against each other. Separated into dedicated budgets so each campaign gets its fair share.
Revenue-Blocking Keywords Unblocked
44 negative keywords were blocking high-value branded search terms (product names, competitor comparisons). Removed to recapture lost traffic.
Money-Losing Campaigns Paused
Identified campaigns spending significant budget with poor returns. Paused to redirect spend toward proven performers.
Data Import Anomaly Identified
Mid-February data import attributed ~$155K in historical conversions to a 5-day window, inflating Feb ROAS from ~273% to 351%. Now accounted for in all reporting.
04
Data Integrity
True Performance vs. Inflated Metrics
The account's "All Conversions" column included add-to-carts, checkout starts, directions, page views, and YouTube engagement — inflating reported ROAS by 2-4x. Here's what the real numbers look like.
MonthSpendTrue Revenue
Confirmed Purchases Only		True ROASInflated Revenue
All Conv. Value (incl. ATC, engagement)		Inflated ROASInflation
January $288K $539K 187% $1.47M 510% 2.7x
February $208K $730K* 351%* $1.94M 931% 2.7x
March $223K $614K 276% $1.32M 591% 2.1x
Q1 $719K $1.88M 262% $4.72M 657% 2.5x
*February True ROAS of 351% still includes the data import anomaly (Feb 9-13). Corrected for that anomaly, February's estimated true ROAS is ~273%.
Why This Matters
Bid strategies were previously optimizing against inflated signals (up to 9.3x inflation in February). By recalibrating targets to real purchase values only, the algorithm now makes smarter decisions about where to allocate every dollar.
05
Early Results
Changes Are Already Working
Within 48 hours of implementing improvements, we're seeing strong signals across the account.
Branded Search ROAS
368%
Apr 17-20 average
Profitable Campaigns
8 of 11
Above breakeven
Apr 17 ROAS
318%
Best post-change day
Apr 18 ROAS
245%
Scaled spend to $6K
CampaignSpendRevenueROASStatus
Branded Search USA$7,558$27,840368%Core driver
Branded Shopping USA$3,667$4,400120%Scaling
PMax — Shampoo Kits$2,713$4,525167%Profitable
PMax — Hair Growth Serums$1,169$2,004171%Profitable
NB Shopping$1,185$1,349114%Monitoring
NB Hair Growth Serum$379$454120%Emerging
Search — Hair Growth Solutions$328$395120%New
NB Lash$182$322177%Profitable
Data: Apr 17-20, enabled campaigns only. Revenue = confirmed purchases (vega Sales + Subscriptions).
06
Scaling Strategy
The Spend-ROAS Relationship
Historical data reveals a clear pattern: ROAS is highest at moderate daily spend levels. The strategy is to scale incrementally while maintaining returns.
Daily Spend BandAvg ROASRevenue/DayNet ReturnSignal
$5K — $7K280%+$14K — $20K$9K — $13KSweet spot
$7K — $10K220% — 280%$15K — $28K$8K — $18KStrong zone
$10K — $15K180% — 220%$18K — $33K$8K — $18KScaling zone
$15K+160% — 200%$24K+$9K+Volume play
The Opportunity
At the current $7-8K/day spend level, the account consistently delivers 250%+ ROAS. As we scale toward the $14K/day target, we'll do so in controlled phases — each one validated before moving to the next — to maintain the highest possible returns at each spend level.
07
Growth Plan
3-Phase Path to $14K/Day
A disciplined, phased approach to reach the $425K monthly budget target while maintaining strong ROAS.
Phase 1 — Now
Stabilize
$7K — $8K/day
3.0x
ROAS Target
Optimize bid strategies on real purchase data. Prove consistent 3.0x+ at current spend levels.
Phase 2 — 30 Days
Scale
$10K — $12K/day
2.5x
ROAS Target
Expand non-branded search. Launch new product-specific campaigns. Increase Shopping budgets.
Phase 3 — 60 Days
Full Deploy
$14K/day ($425K/mo)
3.0x
ROAS Target
Full budget deployment across proven campaigns. Scale winners, cut losers, maximize total revenue.
08
Revenue Forecast
30 / 60 / 90 Day Projections
Three scenarios based on the phased scaling plan, assuming continued optimization and budget increases as validated.
Conservative
$600K
Monthly Revenue by Day 30
$8K/day spend
2.5x ROAS
$20K/day revenue
Expected
$1.28M
Monthly Revenue by Day 60
$14K/day spend
3.0x ROAS
$42K/day revenue
Optimistic
$1.49M
Monthly Revenue by Day 90
$14K/day spend
3.5x ROAS
$49K/day revenue
The Math
At $425K/month spend and 3.0x ROAS, the account generates $1.28M in monthly revenue — a $850K net return on ad spend. Every 0.5x improvement in ROAS at this spend level adds ~$210K in monthly revenue.
$1.28M
Monthly Google Ads Revenue Target
$425K
Monthly Budget
3.0x
ROAS Target
$850K
Net Monthly Return
Clean data. Smart optimization. Scalable growth.