MELLEKA MARKETING

Vegamour NB Campaign
Optimization Playbook

Account: 756-784-6915  |  Data: Mar 17 — Apr 15, 2026 (30 days)

Team Execution Doc
Account Overview — 30 Day Performance

Total Spend

$214K
Across all campaigns

Total Revenue

$501K
Primary conversions value

Blended ROAS

2.34x
$501K rev / $214K spend

NB ROAS (excl. Brand)

~0.50x
NB campaigns losing money
The Core Problem: Branded Search + Shopping carry 74% of revenue at 4.28x ROAS. The nonbranded campaigns collectively run at ~0.50x ROAS — burning cash. This playbook focuses on fixing NB campaigns or cutting the ones that can't be fixed.
Campaign Status Spend Rev ROAS Conv Priority
Branded Search USA Enabled $86,816 $371,252 4.28x 3,310 Review
Branded Shopping USA Enabled $36,854 $58,122 1.58x 584 Monitor
DG Remarketing Enabled $13,675 $8,544 0.63x 83 Audit
Branded Search USA 2 Paused $12,224 $20,641 1.69x 197 Paused OK
NB Shopping USA Enabled $10,719 $11,138 1.04x 126 Optimize
PMax Hair Growth Serums Enabled $10,608 $17,533 1.65x 108 Monitor
NB Search Problem Aware (DHT) Enabled $1,499 $1,430 0.95x 9 Optimize
NB Broad+AI-Max Enabled $1,955 $421 0.22x 5.5 Cut/Pause
NB DSA (Combined) Paused $1,705 $473 0.28x 6.2 Keep Paused
Search | Problem-Aware || Enabled $16 $0 0.00x 0 Fix or Pause
NB Hair Growth Serum Enabled $24 $723 29.6x 1 Build Out
Nonbranded Exact USA Enabled $372 $212 0.57x 2 Restructure
Search | Lash & Brow Growth Enabled $5 $0 0.00x 0 Build Out
NB Lash (legacy) Enabled $0 $0 — 0 Pause
NB Brow (legacy) Enabled $0 $0 — 0 Pause
Branded Search Anomaly: Only capturing 10% impression share with 90% lost to rank. For a branded campaign spending $87K/mo this is very unusual — investigate bid strategy, budget caps, and quality score. Potentially leaving $800K+ in branded revenue on the table.
Campaign 1: NB Hair Growth Serum P0 — Build Out
US_Mid_C_Hair_Search-NB-Hair Growth Serum
Campaign ID: 11866541445  |  Status: ENABLED  |  Budget: $450/day (shared)
29.6x ROAS
Best in entire account
30-Day Spend
$24
Revenue
$723
Conversions
1
Impression Share
31%
Lost to Rank
69%
Active Keywords
1 real
Why it barely spends: Only 1 real keyword ("hair growth serum" BROAD + EXACT). The AUTO ad group is splitting signal with 0 clicks. The RSA only has 6 headlines (Google wants 15 for max Ad Strength). 69% of impressions lost to ad rank — directly caused by weak ad + low keyword coverage. 44 campaign-level negatives block variant queries.
Step 1: New RSA Ad — 15 Headlines + 4 Descriptions

Replace the current 6-headline ad. Apply to main ad group Serum_broad (112605082081). Landing page should be changed to the GRO Hair Serum PDP (e.g., vegamour.com/products/gro-hair-serum).

#Headline (30 char max)AnglePin?
1{KeyWord:Hair Growth Serum}Dynamic keyword insertH1
2VEGAMOUR Hair Growth SerumBrand + product—
3Clinically Tested ResultsProof / authority—
4See Results In 90 DaysTimeline—
5100% Vegan & Cruelty-FreeValues—
6Over 1 Million SoldSocial proof—
7Thicker, Fuller Hair StartsOutcome—
8Plant-Based Hair ScienceDifferentiator—
9Shop Our Best-Selling SerumCommercial intent—
10Award-Winning Hair SerumAuthority—
11Free Shipping On OrdersIncentive—
12As Seen In Vogue & AllurePress—
13Hair Thinning? We Can HelpProblem-aware—
14Subscribe & Save 15%Offer—
15Try Risk-Free TodayRisk reversal—
#Description (90 char max)
1Our best-selling GRO Hair Serum is clinically shown to reduce shedding in 90 days.
2100% vegan, cruelty-free hair growth backed by science. Shop VEGAMOUR today.
3Over 1 million customers trust VEGAMOUR for thicker, fuller-looking hair.
4Plant-powered hair wellness. Free shipping & easy returns. As seen in Allure.
Step 2: Pause the AUTO Ad Group
Pause ad group AUTO_Mid_C_Value_StandardBid_Hair-Growth-Serum (130406922433) — 60 impressions, 0 clicks, $0 spend. It's splitting signal from the main ad group and serving nothing.
Step 3: Add 10 PHRASE Match Keywords

Add to Serum_broad (112605082081). Currently has only "hair growth serum" in BROAD + EXACT.

Keyword (PHRASE match)Monthly VolEst. CPCIntent
best hair growth serum5,400$2.04High — buyer comparison
hair growth serum for women2,900$2.36High — gender-specific buyer
natural hair growth serum1,900$1.97High — values-aligned
hair regrowth serum1,300$2.36High — problem-aware
scalp serum for hair growth1,600$2.04High — product-specific
hair thinning serum880$4.54High — problem-aware
vegan hair growth serum720$2.10High — Vegamour differentiator
best hair serum for hair growth4,400$2.04High — buyer comparison
hair growth serum that works590$2.36High — skeptical buyer
hair loss serum for women1,300$4.44High — problem-aware

Total addressable volume: ~21,000/mo. At 31% impression share and 1.7% CTR, this unlocks ~110+ additional clicks/mo.

Step 4: Campaign-Level Negatives — Review & Remove

44 campaign-level EXACT match negatives exist. Most are misspelling variants (OK to keep). 6 are blocking legitimate buyer searches.

Negative KeywordMatchRecommendationReason
best hair regrowth serumEXACTREMOVEHigh-intent buyer (1,300/mo)
hair thinning serumEXACTREMOVEProblem-aware buyer (880/mo)
scalp serum for hair growthEXACTREMOVEProduct-specific buyer (1,600/mo)
hair follicle serumEXACTREMOVEBuyer intent (720/mo)
hair regrowth serumsEXACTREMOVEBuyer intent (590/mo)
hair boosting serumEXACTREMOVEBuyer intent (480/mo)
hair fall serumEXACTKEEPIndian market term, low US intent
hair scalp serumEXACTKEEPToo generic
hair growth essenceEXACTKEEPDifferent product category
black owned [PHRASE]PHRASEKEEPDemographic filter
~30 misspelling variantsEXACTKEEPAuto-generated typo protections
Step 5: Update Landing Page
Current landing: vegamour.com/collections/hair (general collection). Change to the GRO Hair Serum product page for better Quality Score relevance and higher conversion rate.
Campaign 2: NB Broad+AI-Max P0 — Cut/Pause
US_Mid_C_Hair_Search-NB-Broad+AI-Max
Campaign ID: 11154612218  |  Status: ENABLED  |  Budget: $450/day (shared)
0.22x ROAS
Burning $65/day
30-Day Spend
$1,955
Revenue
$421
Conversions
5.5
CPA
$355
Recommendation: PAUSE this campaign. $1,955 spent to generate $421 in revenue. The single ad group "Hair-Growth" runs broad match with AI-Max bidding that's clearly not finding quality traffic. All spend comes from one ad group; the other 5 (Pills_bm, Pills_ex, Shampoo, Supplements, Serum) are dead with $0 spend.
  • 1
    PAUSE the campaign. $65/day savings with virtually zero conversion loss. The 5.5 conversions at $355 CPA are unprofitable.
  • 2
    Redirect the intent: The "hair growth" broad match queries this campaign captures should be handled by the NB Hair Growth Serum campaign (once built out) at much better efficiency.
Campaign 3: NB DSA Campaigns P0 — Keep Paused
US_Mid_C_Combo_Search-NB-DSA + NB-DSA-Hair
Campaign IDs: 16639648950 + 11303629635  |  Status: BOTH PAUSED
0.28x ROAS
Combined
Combined Spend
$1,705
Revenue
$473
Conversions
6.2
CPA
$275
Already paused — good call. Both DSA campaigns were unprofitable. The Combo DSA had 6 ad groups spanning All-Webpages, Hair, Shampoo, Graying, Scalp-Relief — all losing money. DSA-Hair had $245 spend with 0 conversions. No action needed, keep paused.
Campaign 4: Search | Problem-Aware || P0 — Build Out or Pause
Search | Problem-Aware ||
Campaign ID: 23753527392  |  Status: ENABLED  |  NEW CAMPAIGN (Melleka built)
0.00x
$16 spend, 0 conv

This is a newer campaign with 3 ad groups targeting problem-aware searchers. It has barely spent ($16 total) and has well-structured ads with 15 headlines each. The issue is minimal keyword volume delivery.

Ad GroupSpendClicksImprKeywords
Hair Thinning & Loss$9.29417hair thinning, hair loss women, etc.
Postpartum & Hormonal Hair Loss$6.9812postpartum hair loss, hormonal hair loss
Stress & Aging Hair Loss$000stress hair loss, aging hair loss
Note: The ads on this campaign are actually well built (15 headlines, 4 descriptions, good landing pages). The low volume may be due to budget allocation within the shared budget pool, or the keywords need time. Monitor for 2 more weeks before deciding to pause.
Comparison: Legacy Problem-Aware Campaign (DHT)

The older US_Mid_C_Combo_Search-NB-Problems (22704967880) has the same intent but different structure. It spent $1,499 on its DHT ad group alone with 9 conversions at 0.95x ROAS — nearly break-even. Consider consolidating these two campaigns.

Campaign 5: Nonbranded Exact USA P1 — Restructure
Nonbranded Exact USA
Campaign ID: 23670020130  |  Status: ENABLED  |  NEW CAMPAIGN (Melleka built)
0.57x
$372 spend
Ad GroupSpendClicksConvRevStatus
hair growth products$2211370$0$221 wasted
hair growth serum$123242$2121.72x ROAS
hair serum$2790$0$27 wasted
hair growth serum for women$110$0Too new
how to stop hair loss from glp 1 female$000$0No volume
scalp roller Paused$000$0—
"hair growth products" ad group is the problem: $221 spent, 137 clicks, ZERO conversions. This is a very broad EXACT match keyword — people searching "hair growth products" are early in the funnel and browsing. Vegamour's $50+ serums don't convert this traffic.
  • 1
    PAUSE "hair growth products" ad group (196048741082) — $221 wasted on 0 conversions. This keyword is too top-of-funnel for direct conversion.
  • 2
    PAUSE "hair serum" ad group (192859020125) — $27 on 9 clicks, 0 conversions. Keyword too generic (also includes random terms like "best serum for frizzy hair", "hair thickening styling products").
  • 3
    KEEP "hair growth serum" ad group (200146379408) — only converting group (2 conv, $212 revenue, 1.72x ROAS). This overlaps with the main NB Hair Growth Serum campaign — consider consolidating once that campaign is built out.
  • 4
    Monitor "hair growth serum for women" (195261217180) — only 1 click so far, needs more time. Good keyword match for Vegamour's audience.
  • 5
    PAUSE "GLP-1" ad group (197594011194) — 5 impressions, 0 clicks. The GLP-1/Ozempic hair loss angle is interesting but needs its own dedicated campaign with proper ads, not a single keyword in a catch-all.

The ads on this campaign are well-built (9+ headlines each, good descriptions). The issue is keyword selection, not ad quality.

Campaign 6: Search | Lash & Brow Growth P0 — Build Out
Search | Lash & Brow Growth ||
Campaign ID: 23758845749  |  Status: ENABLED  |  NEW CAMPAIGN (Melleka built)
$5 spent
Barely running
Ad GroupSpendClicksImprKeywords
Lash Serums$3.48121lash growth serum [EXACT+PHRASE], best lash growth serum [EXACT+PHRASE], eyelash growth serum [EXACT+PHRASE], how to grow eyelashes [EXACT+PHRASE]
Brow Serums$1.3318brow growth serum [EXACT+PHRASE], best eyebrow growth serum [EXACT+PHRASE], how to grow eyebrows [EXACT+PHRASE], eyebrow growth serum [EXACT+PHRASE]
Massive opportunity: Lash serum keywords have 70,000+/mo combined volume. Brow serum keywords have 40,000+/mo. This campaign has good keyword selection but barely any spend — likely getting outcompeted on ad rank. Needs expanded keywords and stronger ads.
Add Keywords — Lash Serums Ad Group
Keyword (PHRASE match)Monthly VolCPC
eyelash serum14,800$1.72
lash serum27,100$1.30
best eyelash growth serum12,100$1.53
best lash serum6,600$1.02
best eyelash serum4,400$1.14
best lash serum for growth3,600$1.53
eyelash enhancing serum4,400$1.60
natural lash growth serum720$1.53
Add Keywords — Brow Serums Ad Group
Keyword (PHRASE match)Monthly VolCPC
eyebrow serum5,400$1.52
brow serum2,900$1.52
best brow growth serum880$1.80
best eyebrow serum1,900$1.61
eyebrow growth2,400$1.21
brow growth1,000$1.80
best brow enhancing serums1,900$1.61
natural eyebrow growth serum480$1.61
New RSA Ads Needed

Check if existing ads have 15 headlines. If not, build new RSAs for each ad group:

Lash Serums RSA — 15 Headlines:

#HeadlineAngle
1{KeyWord:Lash Growth Serum}Dynamic insert
2VEGAMOUR GRO Lash SerumBrand + product
3Longer Lashes In 90 DaysTimeline / outcome
4Clinically Tested FormulaProof
5100% Vegan & Cruelty-FreeValues
6Over 1 Million SoldSocial proof
7No Prostaglandins UsedSafety differentiator
8Thicker, Fuller LashesOutcome
9As Seen In Allure & VoguePress authority
10Plant-Based Lash GrowthBrand value
11Shop Our Best-Selling SerumCommercial
12Free Shipping On OrdersIncentive
13Subscribe & Save 15%Offer
14Award-Winning Lash SerumAuthority
15Try Risk-Free TodayRisk reversal

Brow Serums RSA — 15 Headlines:

#HeadlineAngle
1{KeyWord:Brow Growth Serum}Dynamic insert
2VEGAMOUR GRO Brow SerumBrand + product
3Fuller Brows In 90 DaysTimeline / outcome
4Clinically Tested FormulaProof
5100% Vegan & Cruelty-FreeValues
6Over 1 Million SoldSocial proof
7No Harsh ChemicalsSafety
8Thicker, Natural BrowsOutcome
9As Seen In Allure & VoguePress authority
10Plant-Based Brow GrowthBrand value
11Shop Our Brow Best-SellerCommercial
12Free Shipping On OrdersIncentive
13Subscribe & Save 15%Offer
14Award-Winning Brow SerumAuthority
15Try Risk-Free TodayRisk reversal
Also: Pause Legacy Lash & Brow Campaigns
Two legacy campaigns are ENABLED but spending $0: US_Mid_C_LashBrow_Search-NB-Lash (11237776309) and US_Mid_C_LashBrow_Search-NB-Brow (11193524873). Pause both to consolidate all lash/brow Search into the new "Search | Lash & Brow Growth ||" campaign.
Campaign 7: Branded Search USA P1 — Investigate
Branded Search USA
Campaign ID: 14179224685  |  Status: ENABLED
4.28x ROAS
$86,816 spend → $371K revenue
Impression Share
10%
Lost to Rank
90%
Lost to Budget
0%
Revenue/Day
$12,375
90% impression share lost to RANK on a branded campaign is abnormal. This is not a budget issue (0% lost to budget). Possible causes:

1. Bid strategy too conservative — check if Target ROAS is set too high, preventing competitive bids on branded terms
2. Quality Score issues — check keyword QS scores, ad relevance, landing page experience
3. Competitors aggressively bidding on "Vegamour" — if competitors outbid, Vegamour loses position on its own brand
4. Ad Rank threshold not met — with 263K impressions from 24K clicks, the CTR seems OK (~9.3%). Investigate the bid component.

If this campaign could capture even 30% impression share (3x current), that's potentially $1M+ additional monthly revenue at the same 4.28x ROAS.
  • 1
    Check bid strategy. If Target ROAS is set, lower the target to allow more aggressive bidding on brand terms.
  • 2
    Check keyword Quality Scores. Pull QS breakdown for all branded keywords.
  • 3
    Run auction insights to see who's competing on "Vegamour" branded terms.
  • 4
    Review daily budget. Even though 0% lost to budget, verify the daily cap isn't limiting aggressiveness.
Execution Priority Matrix
PriorityCampaignActionImpact
P0NB Hair Growth SerumNew RSA (15 headlines), add 10 keywords, remove 6 negatives, update landing page, pause AUTO ad groupUnlock 29.6x ROAS campaign from $24/mo to $1,500+/mo spend
P0NB Broad+AI-MaxPAUSE entire campaignSave $65/day ($1,950/mo) from 0.22x ROAS waste
P0Search | Lash & Brow GrowthAdd 16 keywords (8 lash + 8 brow), build 2 new RSAs (15 headlines each), pause legacy lash/brow campaignsUnlock 70K+ monthly lash volume + 40K+ brow volume
P1Nonbranded Exact USAPause "hair growth products" + "hair serum" + "GLP-1" ad groupsSave $248/mo from 0 conv ad groups
P1Branded Search USAInvestigate 90% impression share lost to rank — check bid strategy, QS, auction insightsPotentially $1M+/mo additional branded revenue
P2Search | Problem-AwareMonitor 2 more weeks. Consider consolidating with legacy NB-Problems campaignTBD — campaign too new for conclusions
P3NB DSA campaignsKeep paused — already handled$1,705/mo saved

Estimated monthly impact if all P0 + P1 items executed:

Savings from paused campaigns: ~$3,700/mo
New revenue from built-out NB Serum campaign: TBD (currently at 29.6x ROAS — even 3-5x would be a win)
Branded impression share investigation: Potentially $1M+/mo opportunity

Generated by Melleka Marketing

Vegamour NB Campaign Optimization Playbook — April 2026