Full Marketing Gameplan

Executive Summary

Over the past 62 days managing Vegamour's Google Ads account, Melleka Marketing has delivered measurably stronger performance than the prior period. Revenue increased 72% year over year while total ad spend decreased 8.1%, resulting in a ROAS improvement from 1.71x to 3.20x.

Shopping campaigns, which were previously operating below breakeven, have been restructured and now deliver approximately 280% ROAS. Performance Max campaigns were rebuilt with refined audience signals and search themes, and non-branded Search was consolidated to eliminate inefficiencies across fragmented campaigns.

This document outlines the work completed, the current performance landscape across Google, Meta, Bing, and emerging channels, and a forward-looking strategy designed to drive ROAS higher while reducing customer acquisition cost across the entire paid media ecosystem.

Google Ads: Results & Forward Plan

What We Inherited

When Melleka took over management on April 15, the Google Ads account had several structural issues. Shopping campaigns were running below breakeven, losing money on every dollar spent. Multiple non-branded Search campaigns were competing against each other, fragmenting budget and diluting performance signals. Performance Max campaigns lacked refined search themes and audience signals.

What We Did

Shopping Campaigns: We restructured the Shopping architecture from the ground up. What was previously losing money is now generating approximately 280% ROAS, representing a complete turnaround in the channel's profitability.

Performance Max: We created new, product-specific PMax campaigns with refined search themes and improved creative assets. PMax now represents a growing share of total revenue at strong efficiency. Hair Growth Serums PMax alone has generated $156,500 in revenue at 3.57x ROAS.

Non-Branded Search: The previous structure had search campaigns divided across too many segments, none of which had enough budget or data to optimize effectively. Through testing and iteration, we consolidated into a single, well-funded Non-Brand Search campaign. This allowed the algorithm to learn from a unified data set rather than splitting signals across multiple small campaigns.

June Context

The first two weeks of June saw ROAS compression due to promotional fatigue following the Memorial Day campaign period. This is a normal seasonal pattern: heavy promotional spending in late May leads to temporarily reduced conversion rates in early June as audiences reset. By mid-June, performance had recovered to the 250-270% range and continues to trend upward.

Forward Plan

• Branded Search: Continue protecting branded traffic at strong efficiency. Currently delivering 3.60x ROAS on $261K spend, this remains the most efficient channel and should be maintained.
• Performance Max: Continue scaling product-specific PMax campaigns. The Hair Serums, Shampoo Kits, and Lash Serum PMax campaigns are all performing above target. We will introduce additional product-line PMax campaigns as new products launch.
• Non-Branded Search: Expand keyword coverage methodically while maintaining CPA discipline. Focus on high-intent queries that indicate purchase readiness.
• Shopping: Maintain the current architecture and optimize feed quality for improved impression share and click-through rates.

Google Ads: Performance Data

Year-Over-Year Comparison (Apr 15 to Jun 16)

Campaign Breakdown (Apr 15 to Jun 16, 2026)

Shopping Performance Detail

Meta Ads: Strategy & Opportunity

Current Landscape

The primary Meta Ads account is currently managed by other agencies, with Melleka not yet involved in day-to-day Meta operations. Based on our analysis of the account data, there is meaningful opportunity to improve efficiency, particularly around cost per acquisition.

The current Meta CPA is approximately $143 across all purchase campaigns. Our recommended approach focuses on reducing this further while maintaining or increasing purchase volume.

Cross-Platform Synergy

Google and Meta do not operate in isolation. Prospecting campaigns on Meta build awareness that later converts through Google branded search. Similarly, strong Google Shopping visibility reinforces brand recall that improves Meta retargeting performance. Managing both platforms under one team enables holistic optimization that isolated management cannot achieve.

Recommended Meta Structure

• ASC+ (Advantage Shopping Campaigns): Broad prospecting with dynamic creative optimization, leveraging Meta's algorithm for audience discovery.
• DPA Retargeting: Dynamic Product Ads targeting website visitors and cart abandoners with the specific products they viewed.
• Prospecting: Interest-based and lookalike campaigns focused on new customer acquisition.
• CTV/Connected TV: Upper-funnel awareness campaigns that feed the conversion campaigns on both Meta and Google.

Research Areas for Meta Optimization

• Which creative formats are generating the strongest purchase ROAS (video vs. static vs. carousel)?
• What is the optimal budget allocation between ASC+, DPA, and prospecting?
• Which audience segments are driving the lowest CPA?
• What is the true cross-platform attribution impact (Meta view-through to Google branded search)?
• How can we reduce CPA from the current $143 to below $150 while maintaining volume?
• What role does the product catalog feed quality play in DPA performance?
• Are there audience exclusions that would reduce wasted spend?
• What is the creative fatigue cycle, and how frequently should we rotate assets?
• What new product launches would benefit from dedicated Meta campaigns?
• How should budget shift between Meta and Google during promotional periods?

Meta Ads: Performance Data

Last 30 Days (Main Account)

Bing Ads: Scaling Opportunity

Bing represents an underutilized channel with strong potential. The primary challenge has been getting the platform to spend budget efficiently. While budgets are allocated, the Bing algorithm has been conservative in its deployment, resulting in lower-than-expected daily spend.

When Bing does spend, it can deliver strong ROAS, but increasing budget has at times caused ROAS dips as the algorithm explores new audiences. The strategy is to segment ad sets carefully, identify which segments deliver strong returns, and scale those specifically while reducing allocation to underperforming segments.

This is an ongoing optimization process. The algorithm is gradually finding a productive equilibrium, and we expect Bing to become a meaningful contributor as the campaign matures.

Vibe TV / Connected TV

Connected TV advertising represents a significant growth opportunity for Vegamour. The competitive landscape has evolved, and competitors are already investing in CTV. Branded search volume has recovered from earlier declines, and CTV is one of the most effective channels for driving further branded search growth.

Three-Phase Test Plan

Content & Creative Strategy

Creative quality is the single largest lever for improving Meta Ads performance and supporting Google's Performance Max campaigns. The following recommendations are designed to complement the existing creative efforts from the Vegamour team, including their strong UGC content, and provide additional angles and formats that we believe will improve acquisition efficiency.

Creative Directions That Have Shown Strong Performance

• Shedding reduction messaging: Content that speaks directly to the hair shedding concern resonates strongly with the target audience.
• Thinning hair pain points: Authentic, relatable content about the emotional and practical impact of thinning hair.
• Consumer-study statistics: Third-party validated claims and data points build credibility and drive conversion.
• Before-and-after content: Visual transformation content continues to be among the highest-performing creative types.
• Educational content: Ingredient spotlights, routine tutorials, and science-backed explanations of product efficacy.
• Simple product-focused content: Clean, straightforward product demonstrations that let the product speak for itself.

Areas for Creative Exploration

Based on performance data and competitive analysis, we recommend testing the following directions alongside the existing creative strategy:

• Moving away from heavily stylized, studio-produced aesthetics toward more authentic, relatable formats.
• Testing direct-response hooks over brand-awareness messaging in acquisition campaigns.
• Increasing the ratio of video and motion content to static imagery across paid channels.
• Experimenting with testimonial-driven content that combines UGC authenticity with professional production quality.

Recommended Testing Framework

We propose a structured creative testing program across five campaign themes:

1. Hair Thinning / Shedding Angle (35% of creative budget): Directly addressing the primary concern that drives purchases.
2. Summer Campaign (25%): Seasonal messaging around UV protection, humidity, and summer hair routines.
3. Gray Hair Market (15%): Testing messaging for the gray hair audience with the GRO Ageless product line.
4. Sephora Credibility (10%): Leveraging the Sephora partnership for trust and social proof.
5. Consumer Study Results (10%): Clinical data and consumer study statistics as primary messaging hooks.

A 5% reserve is maintained for rapid testing of emerging trends and opportunistic creative concepts.

Creative Process

Our recommended approach is collaborative: the Vegamour team continues to produce strong UGC and brand content, while Melleka develops performance-focused creative concepts, provides data-driven feedback on what is and is not converting, and systematically tests new angles. The goal is to build a shared creative intelligence loop where performance data informs creative direction.

90-Day Roadmap

Phase 1: Foundation (Weeks 1 to 4)

• Google: Continue optimizing current campaign structure. Scale PMax campaigns showing strong returns. Expand Shopping feed optimization.
• Meta: Complete account audit. Identify highest-waste campaigns and quick-win optimizations. Begin structured creative testing.
• Bing: Segment campaigns by performance. Scale high-ROAS segments, reduce underperformers.
• CTV: Launch Phase 1 Vibe TV test at $5,000/month. Establish branded search lift baseline.
• Creative: Launch first round of creative tests across the five campaign themes.

Phase 2: Optimization (Weeks 5 to 8)

• Google: Refine audience signals based on 60 days of accumulated performance data. Test new product-line PMax campaigns.
• Meta: Implement campaign restructuring based on audit findings. Scale winning creatives. Introduce DPA retargeting improvements.
• Bing: Apply learnings from Phase 1 segmentation. Begin mirroring high-performing Google structures on Bing.
• CTV: Analyze Phase 1 results. If branded search lift is positive, scale to Phase 2 ($15K/month).
• Creative: Second round of testing. Double down on winning themes, retire underperformers.

Phase 3: Scale (Weeks 9 to 12)

• Google: Scale proven campaigns for Q3 and begin Q4/BFCM preparation.
• Meta: Full optimization cycle complete. Implement evergreen campaign structure with ongoing creative rotation.
• Bing: Stable, profitable contribution with clear scaling path.
• CTV: If performance supports it, scale to $25K+/month and integrate with cross-platform attribution.
• Creative: Establish ongoing creative cadence with monthly new asset production and testing.

90-Day Performance Targets

Pricing & Partnership

Fee Structure

What This Means at Current Spend Levels

Performance Bonus Tiers

The base fee adjusts upward based on measurable performance. Bonus tiers are evaluated monthly and apply only when ROAS and CAC targets are met:

How ROAS Is Calculated

ROAS is calculated using the combined Google and Meta conversions_value divided by total ad spend. This is the same metric reported in our daily and weekly briefs, directly from the ad platform APIs using only PRIMARY conversion actions.

How CAC Is Determined

Customer Acquisition Cost is sourced from Vegamour's internal Tableau reporting: Total Performance Marketing Spend divided by New Customers. This ensures both parties are working from the same trusted data source, eliminating any discrepancy between platforms. Vegamour's team provides the monthly CAC figure, and both sides agree on it before bonus tier evaluation.

Scope

The fee covers all things digital: paid media management, reporting, strategy, creative direction, conversion tracking, analytics, and ongoing optimization across all managed platforms. There are no exclusions and no hidden fees.

Terms

• First 6 months: Month-to-month. Either party can cancel with 30 days notice.
• After 6 months: 3-month rolling agreement.
• Payment: Net 15.

Decks & Resources

All supporting materials are available at the links below:

Why Melleka

In 62 days, we took a Google Ads account that was underperforming and turned it into a consistently profitable growth engine. Revenue increased 72% while spend decreased 8.1%. Shopping went from losing money to delivering 280% ROAS. Every campaign was restructured, a complete reporting infrastructure was built from scratch, and daily performance visibility was delivered to the entire team.

Our fee structure is aligned to results, not retainers. At 7% of ad spend, we earn more when you earn more. The bonus tiers ensure we are financially motivated to drive ROAS higher and CAC lower every single month.

The opportunity ahead is significant. Google is performing well and has room to scale further. Meta has clear optimization potential. Bing is an untapped channel. CTV can drive incremental branded search volume. With all channels under one team, the cross-platform synergies compound.

We are not just an agency. We are a performance marketing team that operates as an extension of yours.