Google Ads Account Restructure

Vegamour — What We've Done

Full audit completed. Underperforming campaigns paused, 4 new campaigns launched, Bing expansion underway.

Prepared by Melleka Marketing
Date April 15, 2026
Account vegaLASH (756-784-6915)
Executive Summary
Account Overview
Total Active
16
campaigns running
Paused by Us
5
underperformers stopped
New by Melleka
4
campaigns launched
Bing Transfer
4
campaigns in progress
The strategy: We kept your high-performing branded campaigns untouched, paused 5 non-brand campaigns that were averaging 0.3x ROAS, and replaced them with 4 tightly structured new campaigns targeting keyword gaps and competitor opportunities. All 4 new campaigns are also being transferred to Microsoft Bing Ads to expand reach.
Campaigns Paused
5 Underperforming Campaigns Stopped

These campaigns were spending a combined ~$3,750/month at a blended 0.3x ROAS — meaning for every $1 spent, only $0.30 was coming back in revenue. We've paused them to stop the waste.

Campaign 30-Day Spend Conv ROAS Why Paused
US_Mid_C_Hair_Search-NB-Broad+AI-MaxNon-brand — Broad match + AI Max
 $1,978 6.5 0.3x Broad match bleeding money on irrelevant queries
US_Mid_C_Combo_Search-NB-DSANon-brand — Dynamic Search Ads
 $1,434 7 0.4x DSA targeting too loose, capturing low-intent traffic
US_Mid_C_Hair_Search-NB-DSA-HairNon-brand — Dynamic Search Ads (Hair)
 $268 0 0.0x Zero conversions
US_Mid_C_Hair_Search-NB-GummiesNon-brand — Gummies
 $56 0 0.0x Zero conversions
US_Mid_C_Hair_Search-NB-Hair-Dry-ShampooNon-brand — Dry Shampoo
 $17 0 0.0x Zero conversions
Combined waste eliminated: $3,753/mo at 0.3x blended ROAS
Campaigns Launched
4 New Melleka Campaigns — Now Live

Each campaign is built with tightly themed ad groups, phrase-match keywords for precision targeting, 15 keyword-rich headlines per ad group for maximum Quality Score, and comprehensive negative keyword lists to prevent wasted spend.

1
Search | Hair Growth Solutions ||
Budget: $100/day · Maximize Conversion Value · 3 Ad Groups
LIVE
Ad Group 1
Hair Growth Serum
Ad Group 2
Hair Growth Shampoos & Kits
Ad Group 3
Hair Supplements & Gummies
2
Search | Lash & Brow Growth ||
Budget: $100/day · Maximize Conversion Value · 2 Ad Groups
LIVE
Ad Group 1
Lash Serums
Ad Group 2
Brow Serums
3
Search | Competitor Conquesting ||
Budget: $100/day · Maximize Conversion Value · 3 Ad Groups
LIVE
Ad Group 1
Nutrafol Competitors
Ad Group 2
Lash Serum Competitors
Ad Group 3
Rogaine & Minoxidil
4
Search | Problem-Aware ||
Budget: $100/day · Maximize Conversion Value · 1 Ad Group (3 in progress)
BUILDING
Ad Group 1 — Live
Postpartum & Hormonal Hair Loss
Additional ad groups (Hair Thinning & Loss, GLP-1 / Stress / Aging) being finalized
Campaigns Maintained
Existing Campaigns — No Changes

These campaigns are performing well. We're monitoring them and will optimize as needed, but no structural changes were made.

Campaign Type Daily Budget 30-Day ROAS Status
Branded Search USA
 Search $4,500 4.5x Kept
Branded Shopping USA
 Shopping $3,200 1.6x Kept
Nonbranded Shopping USA
 Shopping $1,000 1.1x Kept
Pmax - Hair Growth Serums - USA
 PMax $3,000 1.7x Kept
Pmax - Shampoo Conditioner Kits - USA
 PMax $1,000 2.4x Kept
Remarketing (DG-RM)
 Demand Gen $600 0.6x Monitoring
US_Mid_C_Combo_Search-NB-Exact
 Search $760 0.7x Monitoring
US_Mid_C_Combo_Search-NB-Problems
 Search $300 1.0x Monitoring
US_Mid_C_LashBrow_Search-NB-Lash
 Search $200 0.6x Monitoring
US_Mid_C_LashBrow_Search-NB-Brow
 Search $200 0.8x Monitoring
US_Mid_C_Hair_Search-NB-Hair Growth Serum
 Search $200 5.9x Kept
US_Mid_C_Hair_Search-NB-DHT
 Search $200 2.6x Kept
Platform Expansion
Microsoft Bing Ads — Transfer in Progress

All 4 new Melleka campaigns are being transferred to Microsoft Bing Ads to capture additional search volume at typically lower CPCs.

Why Bing
Bing typically delivers 20-40% lower CPCs than Google for the same keywords. The Vegamour demographic (25-55, health-conscious) indexes well on Bing/Edge users.
Campaigns Transferring
1. Search | Hair Growth Solutions
2. Search | Lash & Brow Growth
3. Search | Competitor Conquesting
4. Search | Problem-Aware
Next Steps
What's Coming

This Week

  • Finish building Problem-Aware ad groups
  • Complete Bing Ads campaign transfer
  • Monitor new campaign learning phase
  • Add negative keyword exclusions as data comes in

Weeks 2-3

  • Analyze initial performance data from new campaigns
  • Compare our Lash & Brow vs existing NB-Lash and NB-Brow
  • Optimize bids and budgets based on ROAS data
  • Scale top performers, cut underperformers

Month 2

  • Full performance review vs previous agency baseline
  • Scale winning campaigns and expand keyword coverage
  • Shopping feed optimization (titles, descriptions)
  • PMax asset group improvements

Target KPIs

  • Non-brand ROAS: 1.5x+ (from current 0.6x avg)
  • Branded ROAS: maintain 4.0x+
  • Overall impression share: increase by 15%+
  • Bing Ads: incremental revenue at lower CPA
Prepared by Melleka Marketing · Vegamour Google Ads Account Restructure · April 2026