Vegamour | Google Ads October 2026 Performance Report

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Blended Goals Scorecard

Account-wide performance vs. October targets (Amazon Pilot excluded)

New Customer Acq. Cost

$349

Target: Minimize

▲ +23.3% vs Sept ($283)

Primary ROAS

1.34x

Target: Maximize

▼ -19.3% vs Sept (1.66x)

New Customers

924

Target: Maximize

▼ -47.1% vs Sept (1,745)

Budget Pacing

$322K

of $500K goal (64.5%)

Under-paced by $178K

Budget ($500K)

64.5%

Methodology

NCAC = Total Account Spend (ex-Amazon Pilot) / New Customers (segment = NEW)
October: $322,506.43 spend (excluding Amazon Pilot $8,972.43) / 924 new customers = $349.03 NCAC
Primary ROAS uses only primary conversion value tracked by the account. New Customers are identified via Google's "New vs Returning" customer segment.

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Full Account Campaign Breakdown

All 17 active campaigns ranked by spend (Amazon Pilot excluded)

Total Spend

$322,506

ex-Amazon Pilot

Conv. Value

$445,500

Primary ROAS

1.38x

ex-Amazon

Total Clicks

192,468

Impressions

18.73M

New Customers

924

Campaign	Spend	Clicks	Impr.	Conv.	Conv. Value	ROAS	New Cust.
Branded Search USA Brand	$62,530	16,439	110,469	2,144	$210,613	3.37x	261
Demand Generation TOF	$56,886	106,258	2,807,643	302	$22,820	0.40x	21
Video views - 2026-09-04 TOF	$48,204	193	3,719,796	5	$622	0.01x	0
Shopping USA ROAS	$34,023	8,111	1,847,654	780	$70,225	2.06x	201
Shopping USA \| NCAC NCAC	$31,039	6,749	2,311,747	276	$21,011	0.68x	159
Hair Quiz \| PMax \| NCAC NCAC	$23,179	12,631	2,141,644	227	$16,615	0.72x	125
Scalp Duo \| PMax \| New Product ROAS	$19,216	12,989	1,432,740	549	$45,938	2.39x	33
Pmax - Shampoo Conditioner Kits - USA ROAS	$11,533	5,245	596,728	218	$18,343	1.59x	54
Non-Brand Search USA ROAS	$9,851	6,848	157,165	38	$3,497	0.36x	8
Pmax - Shampoo Conditioner \| NCAC NCAC	$7,137	2,287	707,919	48	$4,377	0.61x	21
Male \| Hair Serum \| PMax ROAS	$5,762	2,012	595,781	118	$13,695	2.38x	11
PMax \| Hair Serums \| NCAC NCAC	$4,874	4,324	300,310	21	$1,733	0.36x	9
GRO Ageless \| PMax ROAS	$4,219	1,490	206,144	104	$8,833	2.09x	11
PMax \| Hair Serums \| ROAS	$2,046	1,211	45,336	33	$3,652	1.78x	7
Subscription \| PMax \|\| ROAS	$948	2,188	106,489	30	$2,509	2.65x	1
PMax \| Style Wand ROAS	$541	232	37,119	9	$474	0.88x	0
PMax \| Lash Serum ROAS	$342	118	8,637	7	$446	1.30x	0
Hydr8 Oil \| PMax ROAS	$176	83	11,871	2	$97	0.55x	0
TOTAL (ex-Amazon)	$322,506	192,468	18,727,142	4,912	$445,500	1.38x	924

Spend Allocation by Strategy

46.8%

20.5%

19.4%

32.6%

ROAS Campaigns ($150,836)

NCAC Campaigns ($66,229)

Branded Search ($62,530)

Top of Funnel ($105,090)

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ROAS Campaign Cluster

Revenue-focused campaigns: PMax, Shopping, Search (excludes NCAC, TOF, and Brand)

Cluster Spend

$88,307

Conv. Value

$167,908

Cluster ROAS

1.90x

Total Conv.

1,890

New Customers

326

% of Acct Spend

27.4%

Key Insight: These 11 campaigns drive the bulk of measurable revenue. Scalp Duo PMax leads with $45,938 in conversion value at 2.39x ROAS. Shopping USA contributes $70,225 in value at 2.06x ROAS. Male Hair Serum PMax delivers strong efficiency at 2.38x despite lower spend. Subscription PMax punches above its weight at 2.65x ROAS on only $948 spend.

Campaign	Spend	Clicks	Conv.	Conv. Value	ROAS	New Cust.
Shopping USA	$34,023	8,111	780	$70,225	2.06x	201
Scalp Duo \| PMax \| New Product	$19,216	12,989	549	$45,938	2.39x	33
Pmax - Shampoo Conditioner Kits - USA	$11,533	5,245	218	$18,343	1.59x	54
Non-Brand Search USA	$9,851	6,848	38	$3,497	0.36x	8
Male \| Hair Serum \| PMax	$5,762	2,012	118	$13,695	2.38x	11
GRO Ageless \| PMax	$4,219	1,490	104	$8,833	2.09x	11
PMax \| Hair Serums \|	$2,046	1,211	33	$3,652	1.78x	7
Subscription \| PMax \|\|	$948	2,188	30	$2,509	2.65x	1
PMax \| Style Wand	$541	232	9	$474	0.88x	0
PMax \| Lash Serum	$342	118	7	$446	1.30x	0
Hydr8 Oil \| PMax	$176	83	2	$97	0.55x	0
ROAS CLUSTER TOTAL	$88,307	40,527	1,890	$167,908	1.90x	326

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New Customer Acquisition Campaigns

Campaigns optimized for acquiring new customers at scale, showing true NCAC per campaign

Cluster Spend

$66,229

New Customers

314

True NCAC

$211

cluster spend / new cust.

Total Conv.

572

Conv. Value

$43,735

% of Acct Spend

20.5%

Key Insight: The 4 NCAC campaigns spent $66,229 and drove 314 new customers for a true cluster NCAC of $211, significantly better than the blended account NCAC of $349. Hair Quiz PMax NCAC leads in efficiency at $186 per new customer. Shopping USA NCAC drives the highest volume of new customers (159) at $195 each.

Campaign	Spend	New Cust.	True NCAC	Total Conv.	Conv. Value	ROAS
Shopping USA \| NCAC	$31,039	159	$195	276	$21,011	0.68x
Hair Quiz \| PMax \| NCAC	$23,179	125	$186	227	$16,615	0.72x
Pmax - Shampoo Conditioner \| NCAC	$7,137	21	$340	48	$4,377	0.61x
PMax \| Hair Serums \| NCAC	$4,874	9	$541	21	$1,733	0.36x
NCAC CLUSTER TOTAL	$66,229	314	$211	572	$43,735	0.66x

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Top of Funnel Awareness

Demand Generation and Video campaigns driving awareness and feeding lower-funnel conversions

Cluster Spend

$105,090

Impressions

6.53M

Blended CPM

$16.11

Total Clicks

106,451

New Customers

21

direct attribution

% of Acct Spend

32.6%

Campaign	Spend	Clicks	Impressions	CPM	Conv.	New Cust.
Demand Generation	$56,886	106,258	2,807,643	$20.26	302	21
Video views - 2026-09-04	$48,204	193	3,719,796	$12.96	5	0
TOF CLUSTER TOTAL	$105,090	106,451	6,527,439	$16.10	307	21

Trickle-Down Impact: While TOF campaigns show only 21 directly attributed new customers, their real impact is measured by the downstream effect on Branded Search and Shopping campaigns. Branded Search alone captured 261 new customers, many of whom first encountered Vegamour through Demand Gen and Video. The 6.53M impressions generated awareness that flows into branded queries, shopping clicks, and direct site visits. Branded Search ROAS of 3.37x is partially fueled by TOF introducing new prospects to the brand. Without these awareness drivers, branded search volume and new customer acquisition across all lower-funnel campaigns would decline significantly.

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Month-over-Month: October vs September

Full account comparison (Amazon Pilot excluded from October)

Spend

September$493,270

October$322,506

-34.6%

Conv. Value

September$818,757

October$445,500

-45.6%

Primary ROAS

September1.66x

October1.38x

-16.9%

New Customers

September1,745

October924

-47.0%

NCAC

September$283

October$349

+23.3%

Impressions

September37.45M

October18.73M

-50.0%

Context: October ran at 65% of September's spend ($322K vs $493K), which is the primary driver of the volume declines. The account was under-paced against the $500K budget target. NCAC increased 23% month-over-month ($349 vs $283), partly due to lower spend reducing scale efficiencies and TOF campaigns absorbing a larger share of the budget (32.6%) with less direct new customer attribution.

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Methodology