Full Marketing Gameplan

Google Ads: Results & Strategy

Since you allowed us to work on Google, 72% revenue increased on 8% less spend. ROAS 171%. 80% increase year over year.

The acquisition side of your business had been declining ~38% before we arrived. Since takeover it reversed to +14% growth.

Google is mid to bottom of funnel and we did run light YouTube ads on top of funnel.

Demand Gen is projected at a surprising 2.8x ROAS MTD ad spend $1,600.

What We Did and What Happened

The shopping campaigns have been less than 100%, basically losing money before we took over. Now, those campaigns are close to 300% (I'll have to check to make sure), so we've basically turned that around as well.

The PMax campaigns before we took over were also very down, but now we have basically created new ones and improved the creatives and the search themes. This has allowed them to take up a higher percentage of the overall ads, and they are improving significantly, with a ROAS of over 300%.

Through trial and error, we learned that having divided-up campaigns for non-branded search wasn't performing as well. That is why we ditched those and consolidated them into the non-branded search, which is getting good results.

Overall, through trial, we learned that PMax campaigns do the best because they cover all different areas, such as search and creating intent through creative ads.

The Full Picture

Overall, Google is holding steady, and we are really proud of the work we have done. We were able to increase year-over-year revenue by 72% while spending 8% less. ROAS itself increased year-over-year, and that is not including the fake conversions we identified and removed earlier in our engagement.

While June was slightly down, the year-over-year comparison is strong:

1. Last year: 1.37x ROAS
2. This year: 2.4x ROAS

We are essentially using Google for the bottom of the funnel, so we remain reliant on what is happening at the top of the funnel. You could argue it covers the mid-funnel as well due to shopping ads. We also ran a Demand Gen campaign (top of funnel), which saw a surprising 2.8 ROAS, though we only spent $1,600, so it is negligible compared to the total budget.

Moving Forward

Moving forward, our plan is:

1. Keep branded search the same
2. Expand further on PMax campaigns

We are very happy with where Google is at and do not anticipate many necessary changes unless the team thinks otherwise.

June Context: The Promotional Fatigue Explanation

Regarding the point about June, we can see that in the beginning of the month... it's been a dip in ROAS, which is explained by the promotional fatigue coming from the end of May and the Memorial Day weekend.

However, we can now see that as we reach the middle of June, the ROAS is going back up to a steady 250-270%, and we're going to keep growing from there.

Google Ads: Numbers Deep Dive

This section contains the full numbers breakdown, campaign-level performance, YoY comparisons, and data tables. See the linked deck above for the complete interactive version with all tables, charts, and campaign breakdowns.

Bing Ads: Scaling Opportunity

The core tension in this account has been deploying budget efficiently. Early efforts to increase spend caused ROAS dips as campaigns explored new audiences. The team has since found a healthier equilibrium; the account is now spending at scale while maintaining ROAS above breakeven. This remains a work in progress, with the goal of pushing ROAS higher while sustaining current spend levels.

The Full Context

The core tension in this account has been that we have had trouble getting Bing to spend the budget we have allocated toward it; it currently has a much larger budget than what it is actually spending.

As we tried to increase the spend, we initially saw ROAS dip. However, we have since found a healthier equilibrium where the account is spending more while maintaining ROAS above breakeven. We are still working on pushing ROAS higher while sustaining these higher spend levels.

Our plan is to mirror the successful Google campaign structure onto Bing, focusing on PMax equivalents and branded search to capture incremental volume from Microsoft's search network at a lower CPC than Google.

Meta Ads: Strategy & Opportunity

The Cross-Platform Argument

Cross-platform search data shows that impression-driving activity on Meta directly fuels branded search volume on Google. When Meta is running strong awareness and prospecting campaigns, Google branded search queries increase, which improves our Google ROAS.

Every $1 Meta spent while Google was running generated an estimated $3-5 in combined cross-platform revenue. This is the single most important data point for why Meta needs to be managed by the same team running Google.

PMax campaigns (which include YouTube, Display, Discovery) already function as a top-of-funnel and mid-funnel driver on Google. But they are limited in scale compared to what a proper Meta prospecting campaign can do. Meta is the top-of-funnel engine that makes Google's bottom-of-funnel work harder.

Recommended Structure for Meta

• ASC+ (Advantage Shopping Campaign): Broad prospecting, let Meta's algorithm find high-intent buyers. This should be the largest campaign by budget.
• DPA Retargeting: Dynamic Product Ads showing exact products people viewed but didn't purchase. Cart abandoners, product page visitors, add-to-cart non-purchasers. This is the highest-ROAS campaign type.
• Prospecting Campaigns: Interest-based and lookalike audiences targeting cold traffic. The goal here is CAC efficiency, not immediate ROAS. These feed the retargeting funnel.
• CTV Test: Connected TV ads through Meta's CTV inventory. This is a top-of-funnel awareness play that feeds branded search on Google. Test with $2-5K/month.

Research Questions

Before taking over Meta, we need to answer these questions:

• What is the current Meta pixel health? Are all standard events firing correctly (ViewContent, AddToCart, InitiateCheckout, Purchase)?
• What audiences have been tested and exhausted vs. untouched?
• What creative formats have been tested? What was the best-performing angle?
• Is there a product feed connected for DPA/catalog campaigns?
• What is the current attribution window setting?
• What is the LTV of a Meta-acquired customer vs. Google-acquired?
• Are there any brand safety or category restrictions on the ad account?
• What is the historical best-performing month and why?
• What creative testing cadence does the current agency use?
• What percentage of Meta spend goes to retargeting vs. prospecting?

Meta Ads: Numbers Deep Dive

The Meta numbers deck contains the complete YTD breakdown, campaign-level performance tables, agency comparison (LSG vs NRM vs previous agency), purchase funnel analysis showing 81.6% cart abandonment rate, and monthly trend data. See the linked deck above for all tables and charts.

Vibe TV Ads: New Channel

Our PMax campaigns include YouTube and connected TV inventory already, which validates the concept. But a dedicated Vibe TV (CTV) campaign gives us controlled, premium inventory on streaming services (Hulu, Peacock, Roku, Fire TV, etc.) with brand-safe placements and full household-level targeting.

3-Phase Test Plan

How CTV Feeds Google

The integration benefit is straightforward: CTV drives brand awareness at the household level. People who see a CTV ad then search for the brand on Google. This increases branded search volume, which is our highest-ROAS campaign type. The cycle is: CTV impression → brand recall → Google search → conversion on branded search at 3-5x ROAS.

Success Metrics

• Branded search volume lift (compare weeks with vs. without CTV)
• View-through conversion rate
• Cost per completed view
• Incremental ROAS contribution to Google
• Household reach and frequency

Content & Creative Strategy

Old Content vs. New Content

What Kind of Content to Make

1. UGC-Style Testimonials: Real customers showing their hair transformation journey. Before/after format. Shot on iPhone, authentic feel. 15-30 seconds. This is the #1 converting format across DTC beauty brands.
2. Problem-Agitation-Solution Videos: Open with the pain point ("Thinning hair is ruining your confidence"), agitate it ("You've tried everything"), then present Vegamour as the solution. Hook in the first 2 seconds.
3. Product Education Shorts: How the GRO serum works, what biotin does, the science behind the ingredients. Positions Vegamour as premium/clinical without being boring. Great for mid-funnel.
4. Lifestyle/Aspiration Content: Beautiful women with full, healthy hair living their best life. Subtly features the product. Works for top-of-funnel awareness and brand building. No hard sell.

What to Do With It

1. Test systematically: Every piece of creative gets tested against a control. Minimum 3-5 variants per concept. Kill losers in 3-5 days, scale winners within 48 hours.
2. Platform-native sizing: Every creative must be produced in 9:16 (Stories/Reels), 1:1 (Feed), and 4:5 (Feed alternate). Never run a square video in a Stories placement.
3. Refresh weekly: Creative fatigue is the #1 killer of Meta ad performance. New variants every week. At minimum, new hooks and thumbnails. Full new concepts monthly.
4. Whitelist/Spark strategy: Run the best-performing UGC through the creator's own handle (whitelisting on Meta, Spark Ads on TikTok). This gets higher engagement and lower CPMs because it looks organic, not like an ad.
5. Sequential storytelling: Show different messages based on where someone is in the funnel. Cold traffic sees the problem/solution hook. Warm traffic sees social proof/testimonials. Hot traffic sees the offer/urgency CTA.
6. Cross-platform repurposing: Best-performing Meta creative gets adapted for CTV (longer format), Google Demand Gen (shorter format), and PMax (asset groups). One shoot, multiple placements.

Testing Principles

• Hook testing: Test 3-5 different opening hooks per concept. The first 2 seconds determine whether someone watches or scrolls. This is the highest-leverage test.
• Format testing: Test the same message as a talking-head UGC, a product demo, a text-on-screen video, and a lifestyle montage. Same message, different format.
• Offer testing: Test different offers (free shipping vs % off vs gift-with-purchase vs bundle pricing). Track which offer structure drives the lowest CAC, not just the highest CTR.
• Audience x creative matrix: The winning creative for lookalike audiences might be different from the winner for interest-based audiences. Test creative variants per audience, not just globally.

Full 90-Day Roadmap

Pricing & Partnership

Base Rate

Performance Bonus Tiers (Monthly Evaluation)

Definitions

• ROAS: Combined Google + Meta conversions_value / spend (PRIMARY conversion actions only). Same methodology as our daily ROAS briefs.
• CAC: Vegamour's Tableau-reported number (Total Performance Marketing Spend / New Customers). Their data, their number, no arguments.

Scope

ALL things digital. No exclusions. Full marketing department. Google Ads, Meta Ads, Bing Ads, CTV/Vibe TV, SEO, content strategy, creative direction, reporting and analytics, conversion tracking, email marketing integration, landing page optimization, and any other digital channel that drives revenue.

Terms

• First 6 months: Month-to-month (no long-term commitment)
• After 6 months: 3-month rolling
• Payment: Net 15

All Decks & Resources

Every deck and resource we have built for this engagement, organized by topic:

Why Melleka

We took over an account that was declining 38% on acquisition and reversed it to +14% growth. We increased revenue 72% on 8% less spend. We identified and removed fake conversions that were corrupting your bidding algorithm. We recalibrated every tROAS target, paused wasteful campaigns, and built a system that gets stronger every week.

We send you a daily ROAS brief at 8 AM. We grade every single day. We track every campaign, every dollar, every conversion. We do not hide behind monthly reports and scheduled calls. You have real-time visibility into everything we do.

This is not an agency relationship. This is a marketing department. We are not pitching you a retainer. We are pitching you a partnership where we only make more money when you make more money.

7% of ad spend at base. 14% only if we deliver 3x+ ROAS and sub-$160 CAC. If we underperform, we make less. If we outperform, we earn more. Our incentives are perfectly aligned with yours.