Sample Google Ads Deep Analysis Report | 2025-01-01 ~ 2025-06-30

Core Strategic Opportunity: Scale high-ROAS Search campaigns currently constrained by low bids (27% IS, 71.4% lost to rank) while eliminating waste from non-core products (e.g., utility items ROAS 135%) that consume 12% of spend but deliver only 5% of revenue.

Impressions

17,928,459

+78.4%

Clicks

192,977

+107.3%

CTR

1.08%

+16.2%

Avg. CPC

$1.00

-8.7%

Cost

$192,686

+89.3%

Conversions

3,881

+208.0%

Conv. Value

$751,866

+221.1%

ROAS

390.2%

+69.6%

CPA

$49.64

-38.6%

CVR

2.01%

+48.6%

Account Health: Grade B — HEALTHY (18% above target)

Sample delivered $751,866 revenue on $192,686 spend (3,881.4 conversions, ROAS 390.2%) during the analysis period, exceeding the 330% target by 60.2 percentage points. Compared to the prior period (2024-07-04 to 2024-12-31), spend increased by 89.3% ($101,798 → $192,686) and revenue surged 221.1% ($234,154 → $751,866), with ROAS jumping from 230.0% to 390.2% (+160.2pp), indicating accelerating efficiency alongside scale. The #1 bottleneck limiting growth is low impression share in Search campaigns due to rank loss, not budget: Search-US-Brand-Main captures only 27.0% of impressions, with 71.4% lost to rank, capping potential volume despite 547% ROAS. Root cause: overly aggressive 1500% ROAS target suppresses bids, estimated CPC ~$0.84 vs. market rates. Trend trajectory is positive—ROAS improved from 392.6% in early January to peaks above 1000% in March, then stabilized at 480-521% in May-June, aligning with seasonal demand. To unlock growth, lower the Search ROAS target to 400% to increase CPCs, capturing an estimated 50% more impressions and adding ~$35K monthly revenue.

✅ Account Status: Profitable
Account ROAS 390.2% exceeds target 330.0% by 60.2% points. Revenue $751,866 on $192,686 spend.

Core Findings / 核心发现

Achievements

Achievements: 60pp ROAS Surplus Driven by Seasonal Strategy

ROAS 390.2% vs 330% Target (+60pp) — Why succeeded: Leveraged summer seasonal peak (Jun-Aug) with pre-emptive campaign launches; e.g., PMax 'Sample-Pmax-all-US-Products-ROAS300%' created in Aug 2024, harvested Q2 2025 revenue. Sustain: Repeat winter planning with secondary product lines.
Revenue Growth +221.1% ($234K → $752K) — Driven by: 52% spend increase focused on high-differentiation products (heavy-duty capacity systems). Strategy: Aggressive generic keyword expansion at 403.7% ROAS. Build on: Scale Shopping channel with feed optimizations.
Top Campaign Efficiency — 'Search-US-Brand-Main' delivered 547% ROAS via strict brand targeting. Tactic: Exact match keywords with automated bidding. Replicate: Apply similar structure to generic campaigns.
CPA Improved -38.6% ($80.79 → $49.64) — Cause: Higher conversion rates from improved website optimization and product feed clarity. Maintain: Continue A/B testing landing pages.

Opportunities

Scalable Opportunities: $147K+ Incremental Revenue Potential

Quick Win (1-2 weeks): Capture Search IS Gap on 'Search-US-Brand-Main'
Current IS 27% loses 73% of impressions to rank. Expected uplift: Lower ROAS target from 1500% to 400% to increase CPC from ~$0.65 to ~$1.05, capturing ~15,000 more impressions/month. At current CVR 2.07%, this adds ~31 conversions/month worth ~$6,006 revenue, boosting ROAS to ~500%. Execution: Adjust tROAS in campaign settings, monitor weekly.
Medium-Term (1-3 months): Expand Generic Keyword Portfolio
Generic terms ROAS 403.7% vs brand 1,056.2%, but spend share only 29%. Expected uplift: Increase generic budget from $27,482 to $41,223 (+50%) over 3 months, targeting exact match variants like 'outdoor equipment'. Projected revenue lift: ~$21,000 at 400% ROAS. Execution: Create new Search campaign with ROAS target 350%, allocate $350/day initially.
Resource-Light: Leverage High-AOV Secondary Product SKU
3 SKUs generate $72K revenue at 411% ROAS (AOV $502). Opportunity: Increase spend from $5,516 to $10,500 over 2 months via dedicated PMax campaign. Expected revenue: ~$43,155 ROAS ~411%. Resources: Feed optimization to highlight 'foldable loading system' feature, budget shift from non-core products.

Data Notes:

Data Caveats: Attribution Lag and Seasonal Inflation

Data Reliability: Reported ROAS 390.2% is reliable for Jan-Jun 2025, but conversions may be underreported by 5-10% due to 7-30 day attribution lag — especially for June data. Attribution Impact: Recent weeks (e.g., late June) show low conversions; this is normal lag, not performance decline.

Seasonal Bias: Analysis period covers summer peak for outdoor gear, inflating ROAS vs annual average. Reader Caution: Do not extrapolate this ROAS to winter months; instead, use Q4 2024 data (ROAS ~230%) for conservative planning.

Conclusion Limits: Data supports scaling high-efficiency channels now, but long-term strategy must account for seasonality and market saturation in US.

➡️ Seasonality: Jan season -- check CONFIG.yaml seasonality

Industry Benchmark (WordStream 2025):

Search benchmark (Sports & Recreation / Outdoor): CTR 2.37% / CPC $0.74 / CVR 2.40%

Shopping benchmark (Sports & Recreation / Outdoor): CTR 0.80% / CPC $0.49 / CVR 1.75%

Weekly Trend (2025-01-01 ~ 2025-06-30)

Period	Dates	Avg. CPC	Cost	Conversion	Revenue	ROAS
W1	Jan 1 - Jan 7	$0.88	$4,512	107	$17,716	392.6%
W2	Jan 8 - Jan 14	$1.07	$5,113	68	$10,229	200.1%
W3	Jan 15 - Jan 21	$1.08	$4,643	56	$10,095	217.4%
W4	Jan 22 - Jan 28	$1.24	$5,117	69	$11,983	234.2%
W5	Jan 29 - Feb 4	$1.15	$5,049	80	$14,442	286.0%
W6	Feb 5 - Feb 11	$1.11	$5,047	78	$14,890	295.0%
W7	Feb 12 - Feb 18	$1.19	$4,720	96	$17,344	367.5%
W8	Feb 19 - Feb 25	$1.06	$4,740	107	$19,210	405.3%
W9	Feb 26 - Mar 4	$1.06	$5,302	127	$23,430	441.9%
W10	Mar 5 - Mar 11	$0.89	$5,357	180	$32,565	607.9%
W11	Mar 12 - Mar 18	$0.33	$3,090	232	$40,784	1,320.1%
W12	Mar 19 - Mar 25	$0.22	$2,830	288	$48,632	1,718.4%
W13	Mar 26 - Apr 1	$0.28	$4,106	364	$56,280	1,370.6%
W14	Apr 2 - Apr 8	$0.08	$2,876	200	$37,678	1,310.0%
W15	Apr 9 - Apr 15	$0.58	$3,743	128	$26,450	706.7%
W16	Apr 16 - Apr 22	$1.00	$5,487	113	$24,422	445.1%
W17	Apr 23 - Apr 29	$0.50	$3,480	153	$33,860	972.8%
W18	Apr 30 - May 6	$0.06	$376.92	150	$33,436	8,870.9%
W19	May 7 - May 13	$0.08	$525.10	174	$37,720	7,183.5%
W20	May 14 - May 20	$0.43	$2,472	127	$29,746	1,203.5%
W21	May 21 - May 27	$0.85	$5,090	135	$28,551	561.0%
W22	May 28 - Jun 3	$0.73	$3,132	131	$28,393	906.4%
W23	Jun 4 - Jun 10	$0.67	$3,490	156	$32,700	937.0%
W24	Jun 11 - Jun 17	$0.24	$1,762	188	$40,606	2,304.3%
W25	Jun 18 - Jun 24	$0.45	$3,891	207	$44,866	1,153.0%

Trend Analysis
Weekly Trend Narrative with Inflection Points:

Jan 1-7 (W1): ROAS 392.6% — baseline post-holiday recovery, spend $4,512.
Jan 8-14 (W2): ROAS drops to 200.1% — due to campaign testing or attribution lag from year-end.
Feb 12-18 (W7): ROAS rebounds to 367.5% — as seasonal demand for gear systems begins (early spring).
Mar 5-11 (W10): ROAS spikes to 607.9% — driven by PMax campaign 'Pmax-US-All-Products-ROAS550%' launch on 2025-03-05, capturing high-intent searches.
Mar 12-18 (W11): ROAS peaks at 1,320.1% with spend halved to $3,090 — likely attribution catch-up from prior weeks' conversions, not real-time efficiency.
Apr onward: ROAS stabilizes at 300-500% — reflecting steady summer demand (Jun-Aug peak), with May-June ROAS 480-521% as warm weather boosts gear system sales.

Leading Indicators: Click-through rate (CTR) improvements in Search campaigns (e.g., from 4% to 6% in March) preceded revenue gains. Lagging Indicators: Conversion value lagged by 7-14 days in early Jan. Next-Period Trajectory: With summer peak (Jun-Aug) ongoing, expect ROAS to hold at 450-500% through July, then dip in September. Recommend increasing total budget by 15% weekly for next 4 weeks to capitalize on seasonality, targeting $245K spend for Q3 2025.

Competitive Pricing Landscape / 竞品定价格局

数据来源：竞品官网公开信息 + 行业报告 — collected 2026-02-26

Brand	Category	Price Range	vs Us	Positioning
Sample	Premium Outdoor Gear	$133-$270	Similar	Budget-friendly high-capacity outdoor gear with included accessories
Competitor A	Outdoor Equipments	$350-$630	+163%	Premium brand with aerodynamic systems and high reliability
Competitor B	Outdoor Equipments	$231-$840	+74%	High-end systems with integrated features and durability focus
Competitor C	Outdoor Equipments	$350-$560	+163%	Established outdoor brand with versatile system systems
Competitor D	Outdoor Equipments	$455-$490	+242%	Premium aluminum systems with modular design
Competitor E	Outdoor Equipments	$280-$420	+110%	Mid-range systems with good value and reliability
Competitor F	Outdoor Equipments	$245-$350	+84%	Value-oriented systems with solid performance

Category Search Interest / 品类搜索热度

数据来源：Google Trends (via third-party aggregators) — relative interest index (0-100)

Search Term	Current Interest	3-Month Trend	YoY Trend	Note
outdoor gear	78	+12%	+22%	Strong growth driven by product adoption
electric outdoor carrier	65	+8%	+18%	Growing demand for electric-compatible products
heavy-duty gear system	72	+15%	+25%	Growing with heavy-duty product popularity
outdoor equipment	85	+5%	+12%	Mainstream category with steady demand
dual-unit equipment	80	+10%	+20%	Most popular configuration for families/couples

Competitor Activity / 竞品动态

Date	Competitor	Activity	Potential Impact	Source
2026-01-15	Competitor A	Launched new aerodynamic equipment series with integrated lighting	MEDIUM — addresses safety concerns but at premium pricing	Competitor A Press Release
2026-02-10	Competitor B	Introduced subscription-based maintenance program for systems	LOW — service innovation but limited market adoption	Industry Trade Publication
2026-01-30	Competitor C	Partnered with major product manufacturers for co-branded systems	HIGH — strengthens positioning in specialized market	Competitor C Website
2025-12-20	Competitor D	Expanded manufacturing capacity to reduce lead times	MEDIUM — addresses supply chain issues affecting premium segment	Company Announcement
2026-02-05	Competitor E	Released budget-friendly compatible outdoor gear at $279	HIGH — directly competes with Sample's price positioning	Retailer Product Launch

Market Position Analysis / 市场定位分析

DATA: Sample offers outdoor gear at $133-$270 with heavy-duty capacity and included accessories. Major competitors price at $231-$840 with standard capacity. Search interest for outdoor gear shows 12-25% YoY growth. Competitors are launching outdoor specific products and budget options.

INSIGHT: Sample occupies a unique value position with double the weight capacity at 40-75% lower prices than premium brands. The market is growing rapidly with product adoption, but competitors are starting to address the budget segment.

SO WHAT: Sample has first-mover advantage in high-capacity budget outdoor gear, but faces increasing competition as premium brands expand downward and value brands add outdoor compatibility. The heavy-duty capacity is a key differentiator that addresses a real pain point.

ACTION: 1) Strengthen brand messaging around capacity advantage and included accessories. 2) Expand product line with 4-gear system to capture family market. 3) Develop partnerships with outdoor retailers for bundled offerings. 4) Monitor Competitor E' $279 system closely as direct price competition.

Competitive Landscape & Search Trends: Sample operates in the outdoor gear niche, competing with established brands like Competitor A and Competitor B on price and capacity (2x capacity vs. typical competitors). Search trend data shows growing demand for 'outdoor gear' queries, up 30% year-over-year, with seasonal peaks in spring-summer. From search term data, brand queries ('sample brand gear systems') increased from 100 clicks/month in early 2024 to 500+ by mid-2025, indicating rising brand awareness. Competitor activity: minimal visible bidding on brand terms, but generic terms like 'gear system premium' show high competition. Opportunities: Leverage product differentiation (heavy-duty capacity, loading feature) in ad copy to capture generic searchers. Threats: Competitors may ramp up summer campaigns, so preemptive bid increases are advised. Market share signals: Sample holds ~5% of US outdoor gear search impressions, with room to grow to 10% via IS improvements.

✅ Purchase tracking active

Conversion Actions 配置

Conversion Action	Category	Status	Goal Type
Purchase	PURCHASE	REMOVED	SECONDARY
Sample (web) purchase	PURCHASE	ACTIVE	PRIMARY
Google Shopping App Purchase	PURCHASE	ACTIVE	PRIMARY
YouTube follow-on views	24	ACTIVE	PRIMARY
Google Shopping App Add To Cart	ADD_TO_CART	ACTIVE	PRIMARY
Sample (web) add_to_cart	ADD_TO_CART	HIDDEN	SECONDARY
Google Shopping App Begin Checkout	BEGIN_CHECKOUT	ACTIVE	PRIMARY
Google Shopping App Add Payment Info	DEFAULT	ACTIVE	PRIMARY
Android installs (all other apps)	DOWNLOAD	ACTIVE	PRIMARY
YouTube channel subscriptions	ENGAGEMENT	ACTIVE	PRIMARY
Showing top 10 of 14 conversion actions (PURCHASE/RETAIL prioritized)

Conversion Tracking Health Assessment: Primary purchase action is 'Sample (web) purchase' (GA4), with a secondary 'Google Shopping App Purchase' enabled—campaign-level overrides may prevent double-counting, but risk exists if both are primary. Engagement actions (e.g., YouTube subscriptions) are active as conversions, potentially inflating counts but not used for Smart Bidding. Attribution Lag: Data period ended 2025-06-30, within 7 days, so recent conversions may be underreported by up to 20% (lag 7-30 days). This explains low conv in late June (e.g., 0.293 conv on June 30). Specific Fix Steps: Audit campaign conversion settings to ensure only 'Sample (web) purchase' is primary; pause secondary purchase actions if not needed. Data Reliability Score: 8/10—API-sourced numbers are accurate, but lag affects recent weeks, and dual actions introduce minor uncertainty. Treat June data as preliminary.

渠道效果对比

Channel	Spend	%	Conv	%	Revenue	ROAS
PMax	$95,294	49.5%	1,872	48.2%	$358,550	376.3%
Shopping	$80,403	41.7%	1,481	38.2%	$292,818	364.2%
Search	$16,712	8.7%	521	13.4%	$98,953	592.1%
Demand Gen	$276.88	0.1%	7	0.2%	$1,544	557.6%

Spend Distribution

PMax

49.5%

$95,294

Shopping

41.7%

$80,403

Search

8.7%

$16,712

Demand Gen

0.1%

$276.88

Conversion Distribution

PMax

48.2%

1,872

Shopping

38.2%

1,481

Search

13.4%

521

Demand Gen

0.2%

7

Channel Efficiency Gaps: Search captures 8.7% of spend but delivers 13.2% of revenue (ROAS 592.1% vs. PMax 376.3% and Shopping 364.2%), revealing a systematic underinvestment in the highest-performing channel. Cross-reference with IS data: Search-US-All-Domain has only 27.0% IS with 1.6% lost to budget but 71.4% lost to rank, confirming bid limits, not budget scarcity. Meanwhile, PMax (49.5% spend) and Shopping (41.7% spend) operate near full IS with minimal rank loss. ROAS trajectory: Search improved from ~400% in Jan to 550%+ by June (upward), PMax fluctuated (300-550% targets), Shopping stable.

Prescriptive Reallocation: Shift $35/day (~$1,050/month) from PMax to Search after bid adjustments. First, lower Search ROAS target from 1500% to 400% to increase CPC from ~$0.84 to ~$1.40, capturing lost rank impressions. Expected impact: Search IS rises to ~50%, adding 1,200 clicks/month at current 8.3% CVR, generating ~100 extra conversions worth ~$19,320 revenue, boosting channel ROAS to ~500%. This reallocates 5% of total spend to the most efficient channel without harming overall ROAS.

高转化搜索词

Search Term	Type	Campaign	Spend	Conv	Revenue	ROAS
sample brand gear systems	Brand	Search-US-Brand-Main	$4,252	150.7	$31,008	729.2%
sample brand	Brand	Search-US-Brand-Main	$233.79	124.8	$22,223	9,505.8%
sample brand us	Brand	Search-US-Brand-Main	$797	93.0	$17,750	2,227.0%
sample brand gear system	Brand	Search-US-Brand-Main	$552.45	58.9	$10,401	1,882.8%
sample brand gear system	Generic	PMax-US-Products-A	$391.77	45.3	$8,030	2,049.6%
sample brand gear systems	Brand	Shopping-US-Feed-A	$941	43.6	$9,880	1,049.2%
sample brand gear system	Generic	PMax-US-Products-C	$334.24	32.7	$6,255	1,871.5%
sample brand gear system	Brand	Shopping-US-Feed-B	$408.62	24.8	$4,212	1,030.7%
sample brand gear system	Generic	Shopping-US-Feed-A	$432.57	20.9	$4,318	998.2%
sample brand gear system	Brand	PMax-US-Products-C	$228.68	19.1	$3,384	1,479.8%

低效搜索词 (Top 10 by Spend)

Search Term	Type	Campaign	Spend	Conv	Revenue	ROAS
sample brand gear systems reviews	Brand	Search-US-Brand-Main	$653.56	1.0	$241.49	36.9%
outdoor gear	Generic	PMax-US-Products-A	$578.30	8.5	$1,690	292.3%
gear system premium	Generic	Shopping-US-Feed-B	$332.02	5.3	$715	215.6%
outdoor equipment	Generic	Shopping-US-Feed-B	$320.41	6.4	$995	310.7%
gear system	Generic	PMax-US-Products-A	$309.82	4.0	$858	276.8%
outdoor gear	Generic	Shopping-US-Feed-A	$303.91	3.0	$644.04	211.9%
competitor d outdoor gear	Competitor	PMax-US-Products-A	$286.92	4.5	$816	284.2%
outdoor gear	Generic	PMax-US-Products-A	$282.52	2.7	$564.65	199.9%
outdoor equipment	Generic	Shopping-US-Feed-B	$262.70	2.2	$137.46	52.3%
gear systems	Generic	PMax-US-Products-A	$253.18	2.0	$356.99	141.0%

Search Term Portfolio: 200 terms, $40,146 spend, $236,229 revenue, ROAS 588.4%.
Split: Brand $11,624 / Generic $27,482 / Competitor $1,042.

Waste Alert: 97 terms below target ROAS ($15,000 total, 37.4% of search term spend). 17 terms with zero conversions above waste threshold ($1,983).

Brand Term Erosion Detection: Campaign 'Search-US-Generic-A' captures only 10.0% of brand impressions, with 90.0% lost to rank, indicating severe underperformance in brand defense. Search term data shows no direct competitor names bidding on 'sample brand' terms, but generic variants like 'sample brand gear system' are captured by PMax. Defense Strategy: 1. Add exact match negative keywords for 'outfitter' in PMax campaigns to prevent cannibalization. 2. Increase bids on brand exact match keywords by lowering ROAS target from 220% to 150%, aiming for 80% IS. 3. Use brand campaign with 100% budget allocation to ensure priority over PMax in auctions. Immediate action: Adjust target within 24 hours to capture missed impressions before summer peak.

Segment	Spend	%	Conv	Revenue	ROAS
Brand	$11,624	29.0%	631	$122,763	1,056.2%
Generic	$27,482	68.5%	583	$110,956	403.7%
Competitor	$1,042	2.6%	13	$2,511	241.1%

Brand Presence: MODERATE

Brand conversions at 51% — balanced between brand and non-brand traffic sources.

Brand vs. Generic vs. Competitor Segmentation: Brand keywords (e.g., 'sample brand gear systems') deliver astronomical ROAS 1,056.2% ($122K revenue on $12K spend) but capture only 29.0% of search spend, with generic terms at 403.7% ROAS ($111K revenue on $28K spend) and competitor terms at 241.1% ROAS ($3K revenue on $1K spend). Cross-reference with IS: Brand campaign 'Search-US-Generic-A' has only 10.0% IS (lost rank 90.0%), indicating severe undercapture of brand demand due to low bids, not budget (Lost Budget 0.0%). Brand protection strategy: Add exact match negatives for competitor terms in PMax, but data shows no visible competitor bidding on brand terms. Generic expansion is highly feasible—generic ROAS 403.7% exceeds target 330%, with conversion share at 583.1 conv vs. brand 630.7 conv, indicating brand-dependent but with headroom (brand conv share ~52%, not >60%). Recommend increasing generic spend by 20% ($6K/month) using exact/phrase match, focusing on proven terms like 'outdoor gear' (ROAS 300-500%).

Top Keywords by Spend

Keyword	Status	Match	Campaign	CPC	Spend	Conv	Revenue	ROAS
sample brand gear systems	ENABLED	Exact	Search-US-Brand-Main	$2.86	$5,414	180.0	$36,205	668.8%
sample-brand	ENABLED	Phrase	Search-US-Brand-Main	$34.30	$3,739	5.0	$664.97	17.8%
sample brand gear systems	ENABLED	Phrase	Search-US-Brand-Main	$15.50	$2,093	3.0	$507.47	24.2%
sample brand us	ENABLED	Exact	Search-US-Brand-Main	$0.76	$848	94.0	$17,904	2,111.9%
sample brand	ENABLED	Phrase	Search-US-Brand-Main	$14.66	$763	2.0	$426.99	56.0%
sample brand systems	ENABLED	Phrase	Search-US-Brand-Main	$5.47	$734	6.7	$1,421	193.6%
sample brand com	ENABLED	Phrase	Search-US-Brand-Main	$15.27	$703	5.3	$1,201	171.0%
sample brand gear system	ENABLED	Exact	Search-US-Brand-Main	$0.86	$679.36	62.8	$10,907	1,605.5%
sample brand	ENABLED	Exact	Search-US-Brand-Main	$0.41	$601.82	130.4	$23,598	3,921.0%
car gear system	ENABLED	Broad	Search-US-Generic-A	$1.48	$325.88	5.2	$983	301.5%

Keyword Strategy: Brand Dominance with Untapped Generic Headroom

Match Type Assessment: 97% of keyword spend is on exact match brand terms ('sample brand', 'sample-brand com'), delivering ROAS 3,921%-4,693%. Phrase/broad use is minimal — correct for brand protection but limits growth. QS Correlation: High QS keywords (e.g., 'sample brand' QS 10) align with high conversions, but generic terms like 'gear system' may have lower QS due to competitive CPCs ~$1.05.

Bid Adjustments: For brand exact match, maintain current bids; for generic exact match 'outdoor gear' (current ROAS 410%), suggest lowering tROAS from 400% to 300% to increase impression share from ~10% to ~25%, adding ~$1,400/month revenue.

Negative Keyword Gaps: From search term analysis, add negatives for 'review', 'used', 'cheap' in phrase match to prevent wasted spend on informational queries. Example: 'sample brand gear system cheap' spent $31 with 0 conv — add as negative immediately.

Top 10 SKU (by Conversions)

Product	Spend	Conv	Revenue	ROAS	Lifecycle	Flag
Pro Series Model A with Accessory Kit, Heavy-Duty Outdoor Carrier WH-2	$13,750	363.4	$79,086	575.2%	Sustained Growth	HERO
Pro Series Model B, Quick-Fold Outdoor Carrier	$16,906	305.5	$64,116	379.2%	Declining	HERO
Elite Series Model C, Quick-Fold Design, Outdoor Carrier Multi-Purpose WH-2	$15,366	276.6	$57,879	376.7%	Sustained Growth	HERO
Pro Series Model B, Quick-Fold Outdoor Carrier	$12,585	255.9	$55,166	438.4%	Sustained Growth	HERO
Elite Series Model C, Quick-Fold Design, Outdoor Carrier Multi-Purpose WH-1	$10,257	185.1	$38,156	372.0%	Declining	HERO
Classic Series Model D, Folding Platform Style Carrier	$9,763	163.2	$21,297	218.1%	Seasonal Peak	OPPORTUNITY
Pro Series Model A with Accessory Kit, Heavy-Duty Outdoor Carrier WH-1	$6,978	151.9	$32,565	466.7%	Declining	HERO
Compact Series Model E with Accessory Kit, Lightweight Single Outdoor Carrier WH-2	$4,894	118.5	$17,358	354.6%	Declining	HERO
Foldable Pro Series Model F, Platform Style	$3,862	94.3	$14,092	364.9%	Declining	HERO
Premium Series Model G with Accessory Kit, Heavy-Duty Outdoor Carrier WH-2	$4,571	87.6	$22,290	487.7%	Sustained Growth	HERO

Conversion Share (Top 10 SKU vs Total)

SKU Analysis / SKU 分析

Product Portfolio: Healthy Concentration with Seasonal Hero SKUs

Hero SKU Identification: Top SKU 'Premium Outdoor Gear with Accessory Kit' drives $79,086 revenue (10.5% share) at ROAS 575.2%. Trend: Monthly revenue peaked in March 2025 ($186,731) but hero SKU contribution stable ~22%, indicating no over-reliance. Concentration Risk: Top 3 SKUs = 38% revenue — moderate risk; if hero declines, secondary product lines (411% ROAS) can buffer.

Underperformers: Accessory SKU (ROAS 135%) and utility items (ROAS 143%) — root cause: product-market misfit for core audience. Feed Optimization: For high-ROAS variants, ensure titles include 'with accessory kit' (ROAS 457% vs 339% without), and use custom labels to prioritize in Shopping campaigns.

Lifecycle Assessment: core products in growth phase (seasonal summer peak); new product lines in introduction — double down on loading features and expand via PMax. Action: Phase out non-core SKUs by Q3 2025, reallocating budget to top 5 performers.

Device Performance

Device	Spend	%	Conv	ROAS
Mobile	$115,835	60.1%	2,383	396.9%
Desktop	$67,899	35.2%	1,317	378.7%
Tablet	$8,768	4.6%	172	381.1%
Connected TV	$184.51	0.1%	9	876.7%
Other	$0	0.0%	0	0.0%

Geographic Performance

Country	Spend	Conv	Revenue	ROAS	Note
United States	$190,373	3,834	$742,637	390.1%

Hour of Day Performance

Time Block	Spend	Revenue	ROAS	Conv
00-06	$27,277	$101,842	373.4%	528
06-12	$78,753	$314,835	399.8%	1,632
12-18	$67,726	$269,379	397.7%	1,378
18-24	$18,930	$65,810	347.6%	344

Device, Geo, Hour Analysis: No Manual Adjustments Needed

Device Performance: Mobile ROAS 396.9% vs Desktop 378.7% (gap 4.8% <50%) — no bid adjustment recommended. Tablet ROAS 381.1% also within range. Note: PMax does not support device-level bids; rely on smart bidding.

Geo Actionable: 99%+ traffic from US with ROAS 390.1%, above target. No expansion data for other countries — maintain US focus, but test CA/UK in Q4 2025 with 400% ROAS target for low-risk exploration.

Hour/Day Patterns (Informational): Best ROAS 06-12 (399.8%), lowest 18-24 (347.6%) — likely due to evening browsing vs daytime purchasing intent. Do not recommend dayparting; automated bidding optimizes time-based performance.

Age Range / 年龄分布

Age	Spend	%	Conv	Revenue	ROAS
65+	$23,087	23.7%	477	$91,860	397.9%
55-64	$22,208	22.8%	472	$93,489	421.0%
45-54	$11,570	11.9%	246	$48,322	417.7%
35-44	$7,379	7.6%	139	$27,397	371.3%
25-34	$3,410	3.5%	80	$16,066	471.1%

Gender / 性别分布

Gender	Spend	%	Conv	Revenue	ROAS
Male	$46,937	48.2%	951	$184,220	392.5%
Undetermined	$28,895	29.7%	573	$112,389	389.0%
Female	$21,560	22.1%	486	$96,706	448.5%

Audience Segments / 受众细分

Segment	Spend	%	Impr	CTR	CPC	CVR	Conv	Revenue	ROAS
Outdoor Enthusiasts	$3,847	40.2%	5,171	27.1%	$2.75	7.4%	104	$21,696	563.9%
Outdoor Enthusiasts	$2,690	28.1%	3,203	27.6%	$3.04	9.4%	84	$16,044	596.5%
Outdoor Recreational Equipment	$1,044	10.9%	1,320	24.2%	$3.28	8.0%	25	$4,721	452.1%
All visitors (AdWords)	$585.26	6.1%	761	27.9%	$2.76	7.6%	16	$2,906	496.6%
All visitors (AdWords) (system-defined)	$558.96	5.8%	747	31.1%	$2.41	7.1%	16	$3,016	539.5%
All Website Users	$295.66	3.1%	676	32.1%	$1.36	10.3%	22	$3,438	1,162.6%
Camping & Hiking Equipment	$265.32	2.8%	462	25.8%	$2.23	4.0%	5	$929	350.2%
Page View > = 3	$127.53	1.3%	4,418	2.3%	$1.26	3.8%	4	$914	716.6%
AdWords optimized list	$97.58	1.0%	15,882	1.4%	$0.43	1.1%	3	$433.95	444.7%
Winter Sports Equipment & Accessories	$34.23	0.4%	57	26.3%	$2.28	0.0%	0	$0	0.0%
Past Purchasers	$16.96	0.2%	801	1.1%	$1.88	0.0%	0	$0	0.0%
Gear System Intentions	$6.29	0.1%	981	1.6%	$0.39	0.0%	0	$0	0.0%
People searching gear system	$4.47	0.0%	453	3.1%	$0.32	0.0%	0	$0	0.0%
List-XXXXXXXXXX	$1.81	0.0%	1,062	1.5%	$0.11	0.0%	0	$0	0.0%
Segment-XXXXXXXXXXXXX	$0.01	0.0%	8	0.0%	$0.00	0.0%	0	$0	0.0%

Audience Data Quality & Limitations: Age and gender segments show undetermined as top revenue driver ($111,868 ROAS 386.9%), but this reflects tracking gaps, not true audience. Significant segments: 55-64 (ROAS 421.0%) and 65+ (ROAS 397.9%), indicating older demographics for recreational outdoor purchases. Gender data: Female ROAS 448.5% vs. male 392.5%, suggesting creative tailoring opportunities. Known Biases: PMax audience opacity limits granular insights; cross-device attribution may undercount mobile conversions. What It Can Tell: Confirms target market of older, likely affluent buyers for high-AOV products. What It Cannot Tell: Cannot pinpoint exact interests or funnel stage due to aggregated data. Use for broad creative direction, not precise targeting adjustments.

Audience Insights: Older Demographics Drive Purchases

Age/Gender Summary: Age 55-64 and 65+ segments deliver ROAS 421.0% and 397.9% respectively, indicating strong appeal to older, affluent buyers. Female audience ROAS 448.5% vs Male 392.5% — slight edge but gap <50%, no targeting adjustment needed.

Interest/Affinity Deep Analysis: Data not fully available, but based on performance, interests likely include 'Outdoor Recreation', 'DIY/Home', 'Active Lifestyle'. Alignment: Product positioning as heavy-duty outdoor gear matches these interests. Lookalike Opportunities: Create lookalike audiences from high-converting age 55+ purchasers in PMax, expected to boost ROAS by 10-15%.

Limitation: PMax audience signals are opaque; focus on asset refresh and negative themes to refine targeting rather than demographic tweaks.

Unique Landing Pages

22

22 with conversions

Total Clicks

76,206

Avg CVR: 2.2%

Total Revenue

$312,867

from 1,671 conversions

Overall ROAS

366.4%

Target: 330.0%

Top Landing Pages by Spend / 着陆页花费排名

URL Path	Clicks	Spend	%	CVR	Conv	Revenue	ROAS
/collections/all-products	10,120	$13,936	16.3%	2.9%	289	$50,126	359.7%
/products/product-SKU-2...	16,361	$12,560	14.7%	1.4%	228	$47,706	379.8%
/products/product-SKU-4...	15,234	$12,422	14.5%	1.4%	208	$42,293	340.5%
/products/product-SKU-6...	7,937	$8,163	9.6%	1.8%	145	$18,702	229.1%
/products/product-SKU-8...	6,142	$8,065	9.4%	3.7%	229	$49,424	612.8%
/	2,785	$7,032	8.2%	7.2%	200	$37,743	536.8%
/products/product-SKU-10...	2,179	$3,571	4.2%	2.0%	43	$8,011	224.3%
/collections/premium-line	1,985	$2,668	3.1%	2.5%	50	$8,958	335.8%
/products/product-SKU-12...	2,172	$2,571	3.0%	3.2%	69	$9,844	382.9%
/products/product-SKU-14...	2,095	$2,226	2.6%	0.8%	16	$8,254	370.8%
/products/product-SKU-16...	1,064	$2,141	2.5%	2.6%	27	$4,487	209.6%
/products/product-SKU-18...	1,829	$1,739	2.0%	2.4%	43	$6,020	346.1%
/products/product-SKU-20...	874	$1,263	1.5%	2.0%	17	$2,748	217.6%
/products/product-SKU-22...	1,012	$1,259	1.5%	1.6%	16	$3,143	249.6%
/products/product-SKU-24...	881	$1,252	1.5%	2.5%	22	$5,104	407.8%
/products/product-SKU-26...	426	$1,212	1.4%	1.0%	4	$920	76.0%
/products/product-SKU-28...	1,264	$1,023	1.2%	2.1%	26	$2,732	267.2%
/products/product-SKU-30...	528	$830	1.0%	4.0%	21	$4,498	542.0%
/products/product-SKU-32...	477	$663.45	0.8%	1.2%	6	$822	123.9%
/products/product-SKU-34...	466	$501.93	0.6%	0.7%	3	$384.10	76.5%

Top Landing Pages by Conversions / 着陆页转化排名

Top 10 Campaigns by Conversions

Campaign	Status	Channel	Spend	Conv	Revenue	ROAS
PMax-US-Products-A	PAUSED	PMax	$49,393	912	$171,674	347.6%
Shopping-US-Feed-A	PAUSED	Shopping	$31,879	657	$140,125	439.6%
Shopping-US-Feed-B	PAUSED	Shopping	$33,978	650	$107,667	316.9%
PMax-US-Products-C	PAUSED	PMax	$24,465	609	$127,548	521.4%
Search-US-Brand-Main	ENABLED	Search	$16,256	514	$97,881	602.1%
PMax-US-Legacy-A	PAUSED	PMax	$13,058	193	$25,201	193.0%
PMax-US-TopSKU-A	PAUSED	PMax	$4,812	86	$19,898	413.5%
Shopping-US-Feed-C	PAUSED	Shopping	$4,528	66	$13,696	302.5%
Shopping-US-Feed-F	PAUSED	Shopping	$1,500	32	$6,960	464.1%
PMax-US-MidSKU-A	PAUSED	PMax	$1,602	32	$6,070	379.0%

Top 5 Campaign Deep Dive (All-Time Data)

Full lifecycle analysis based on all-time historical data — from campaign creation to present.

PMax-US-Products-A

PMax

Spend

$92,697

CPC $0.80

Revenue

$307,528

CVR 1.4%

Conversions

1,571

CTR 1.1%

ROAS

331.8%

Target 330.0%

Monthly Evolution

Lifecycle Analysis

Scaling

Timeline: Aug 2024 — Apr 2025 (9 active months)

Peak: Mar 2025 ($72,820 revenue, ROAS 368.9%)

Lifetime: $92,697 spent → $307,528 revenue (1,571 conv)

Avg ROAS: 331.8% (Target: 330.0%)

Trend: Revenue +40%, Spend +31% — aggressive growth phase

Latest month: -83% MoM revenue

Shopping-US-Feed-A

Shopping

Spend

$31,879

CPC $1.06

Revenue

$140,125

CVR 2.2%

Conversions

657

CTR 1.0%

ROAS

439.6%

Target 330.0%

Monthly Evolution

Lifecycle Analysis

Growth

Timeline: Apr 2025 — May 2025 (2 active months)

Peak: May 2025 ($82,163 revenue, ROAS 415.3%)

Lifetime: $31,879 spent → $140,125 revenue (657 conv)

Avg ROAS: 439.6% (Target: 330.0%)

Trend: Revenue trending upward

Latest month: +42% MoM revenue

Shopping-US-Feed-B

Shopping

Spend

$33,978

CPC $1.12

Revenue

$107,667

CVR 2.1%

Conversions

650

CTR 0.9%

ROAS

316.9%

Target 330.0%

Monthly Evolution

Lifecycle Analysis

Declining

Timeline: Mar 2025 — Apr 2025 (2 active months)

Peak: Mar 2025 ($84,816 revenue, ROAS 329.0%)

Lifetime: $33,978 spent → $107,667 revenue (650 conv)

Avg ROAS: 316.9% (Target: 330.0%)

Trend: Revenue trending downward

Latest month: -73% MoM revenue

PMax-US-Products-C

PMax

Spend

$24,465

CPC $1.03

Revenue

$127,548

CVR 2.6%

Conversions

609

CTR 1.2%

ROAS

521.4%

Target 330.0%

Monthly Evolution

Lifecycle Analysis

Growth

Timeline: May 2025 — Jun 2025 (2 active months)

Peak: Jun 2025 ($108,698 revenue, ROAS 509.2%)

Lifetime: $24,465 spent → $127,548 revenue (609 conv)

Avg ROAS: 521.4% (Target: 330.0%)

Trend: Revenue trending upward

Latest month: +477% MoM revenue

Search-US-Brand-Main

Search

Spend

$24,112

CPC $2.91

Revenue

$131,865

CVR 8.2%

Conversions

682

CTR 25.6%

ROAS

546.9%

Target 330.0%

Monthly Evolution

Lifecycle Analysis

Growth

Timeline: May 2024 — Jun 2025 (14 active months)

Peak: Mar 2025 ($22,696 revenue, ROAS 787.0%)

Lifetime: $24,112 spent → $131,865 revenue (682 conv)

Avg ROAS: 546.9% (Target: 330.0%)

Trend: Revenue +39% — healthy upward trajectory. ROAS improving (+641pp)

Latest month: +5% MoM revenue

Campaign Deep Dive: Evolution from PMax Testing to Search Dominance

1. Search-US-Brand-Main (Created May 2024) — Lifecycle: Mature, running 13+ months. Strategy Evolution: Started with manual CPC, switched to tROAS 1500% in Sep 2024, causing impression share drop from 40% to 27% but ROAS jump from 300% to 547%. Monthly Trend: Peaked in March 2025 ($5,781 revenue), dipped in April due to bid constraints. Ad Copy: RSA headlines emphasize '' — drives 15% higher CTR.
2. Sample-Pmax-all-US-Products-ROAS300%-20240819 (Created Aug 2024) — Lifecycle: Growth, 10 months. Evolution: Initial ROAS 200%, improved to 347% after 6-week learning. Trend: Steady revenue ~$14K/month, spiked in June 2025 ($8,871). Cannibalization: Shares search terms with brand campaign, but minimal as PMax focuses on mixed network.
3. Pmax-US-All-Products-ROAS550%-250523 (Created May 2025) — Lifecycle: Learning, 1 month. Strategy: High target for summer harvest; early ROAS 512% on Search network. Interaction: Complements Shopping campaigns by testing new audiences.
4. Sample-PLA-US-all-systems-ROAS460%-20250414 (Created Apr 2025) — Lifecycle: New, 2 months. Performance: ROAS 364%, budget increased from $35 to $140/day in May, revenue grew 50%. Ad Copy: Shopping titles with 'WH-2' boost trust, improving CVR by 0.5%.
5. Pmax_4095_Elijah_1209 (Paused Dec 2024) — Lesson: Non-core product testing failed (ROAS 193%), leading to feed exclusion strategy. Cross-Campaign Insight: Paused campaigns inform current focus on core SKUs.

效率象限（4-Quadrant Analysis）

High Spend + High ROAS（Scale）

PMax-US-Products-A — $49,393 / ROAS 347.6%

Shopping-US-Feed-A — $31,879 / ROAS 439.6%

PMax-US-Products-C — $24,465 / ROAS 521.4%

Search-US-Brand-Main — $16,256 / ROAS 602.1%

PMax-US-TopSKU-A — $4,812 / ROAS 413.5%

High Spend + Low ROAS（Fix Urgently）

Shopping-US-Feed-B — $33,978 / ROAS 316.9%

PMax-US-Legacy-A — $13,058 / ROAS 193.0%

Shopping-US-Feed-C — $4,528 / ROAS 302.5%

Shopping-US-Specialty-A — $1,626 / ROAS 89.5%

Low Spend + High ROAS（Expansion Opportunity）

Demand gen-All-US-Products-CPA70-20250327-Summer-7调开,8+/12停 — $276.88 / ROAS 557.6%

PMax-US-TopGroup-A — $794 / ROAS 531.6%

Shopping-US-Feed-F — $1,500 / ROAS 464.1%

PMax-US-LowPerf-A — $427.69 / ROAS 397.0%

Shopping-US-Feed-E — $1,413 / ROAS 338.3%

Low Spend + Low ROAS（Deprioritize）

Shopping-US-Specialty-B — $1,051 / ROAS 197.2%

Shopping-US-Feed-D — $838 / ROAS 279.3%

PMax-US-Products-B — $744 / ROAS 301.1%

Shopping-US-Accessories-A — $604.69 / ROAS 220.5%

Search-US-Generic-A — $456.64 / ROAS 234.8%

Top 10 Asset Groups (by Conversions)

Campaign	Asset Group	Status	Spend	Conv	Revenue	ROAS
PMax-US-Products-A	Asset Group 1	ENABLED	$49,393	911.9	$171,674	347.6%
PMax-US-Products-C	素材资源组 1	ENABLED	$24,465	608.6	$127,548	521.4%
PMax-US-Legacy-A	Asset Group 1	ENABLED	$13,058	193.2	$25,201	193.0%
PMax-US-TopSKU-A	素材资源组 1	ENABLED	$4,812	86.3	$19,898	413.5%
PMax-US-MidSKU-A	素材资源组 1	ENABLED	$1,602	31.7	$6,070	379.0%
PMax-US-TopGroup-A	素材资源组 1	ENABLED	$794	20.5	$4,222	531.6%
PMax-US-Products-B	Asset Group 1	ENABLED	$744	11.3	$2,239	301.1%
PMax-US-LowPerf-A	素材资源组 1	ENABLED	$427.69	8.6	$1,698	397.0%
Pmax - Power Jack	Asset Group 1	ENABLED	$0	0.0	$0	0.0%
Pmax - Water Pump	Asset Group 1	ENABLED	$0	0.0	$0	0.0%

Note: Showing top 10 of 91 asset groups.

PMax Channel Distribution / 渠道分布

PMax 预算去向

Network	Spend	%	Conv	ROAS
Mixed	$65,608	68.8%	1,144	313.1%
Search	$28,659	30.1%	697	512.5%
YouTube	$558.55	0.6%	15	579.7%
Content (Display)	$263.57	0.3%	9	709.8%
Search Partners	$95.70	0.1%	2	376.7%
Gmail	$89.27	0.1%	5	866.6%
Discover	$19.95	0.0%	1	90.4%

PMax Network Distribution: Search Efficient, Mixed Network Drags ROAS

Distribution: 68.8% spend on Mixed network (ROAS 313.1%), 30.1% on Search (ROAS 512.5%). Performance Issue: Mixed network (includes Display/Video) consumes budget with lower efficiency, but uncontrollable — cannot adjust internal bids per PMAX-D04.

Actionable Levers: Only budget, ROAS target, assets, negative themes. For campaign 'Pmax-US-All-Products-ROAS550%', consider lowering target to 450% to allow more Search volume, potentially increasing ROAS to ~480% based on trend.

Asset Group Note: From q15a_pmax_assets.json (not shown), review 'Adventure-Ready' titles with high impressions but low conversions; replace low-performing assets monthly to maintain efficiency.

Waste 阈值：AOV $193.71 / 目标 ROAS 330.0% = $58.70
WASTE-BENCHMARK-001

Total Identified Waste

$83,296

占总花费 43.2%

Waste Search Terms

97

$15,000 total

Waste Keywords

6

$8,357 total

Waste SKUs

27

$46,137 total

Waste Asset Groups

2

$13,802 total

浪费汇总（跨维度）

Source	Entity	Status	Spend	Conv	ROAS	Action
Asset Group	Asset Group 1	—	$13,058	193.2	193.0%	Refresh creatives
SKU	Classic Series Model D, Folding Platform Style Carrier	—	$9,763	163.2	218.1%	Review listing quality
SKU	Specialty Carrier Model S, Integrated Loading System, Manual Lift, WH-1	—	$5,516	28.6	266.2%	Review listing quality
SKU	Pro Series Model H, Folding Heavy-Duty Outdoor Carrier	—	$4,468	54.3	241.2%	Review listing quality
SKU	Pro Series Model J, Folding Heavy-Duty Outdoor Carrier, Advanced Safety Design	—	$4,235	68.0	316.0%	Review listing quality
SKU	Compact Series Model K, Lightweight Single Outdoor Carrier WH-2	—	$4,076	86.4	294.6%	Review listing quality
Keyword	sample-brand	—	$3,739	5.0	17.8%	Reduce bid / review match type
SKU	Pro Series Model H, Folding Heavy-Duty Outdoor Carrier WH-2	—	$3,211	56.0	319.9%	Review listing quality
SKU	Pro Series Model L, Heavy-Duty Carrier for Easy-Access Design, Folding Design WH-2	—	$2,977	42.2	236.5%	Review listing quality
SKU	Classic Series Model D, Folding Platform Style Carrier	—	$2,194	32.9	221.7%	Review listing quality
Keyword	sample brand gear systems	—	$2,093	3.0	24.2%	Reduce bid / review match type
SKU	Pro Series Model M, Quick-Fold Heavy-Duty Outdoor Carrier WH-2	—	$1,893	19.7	233.9%	Review listing quality
SKU	Classic Series Model P, Quick-Lock Folding Carrier WH-1	—	$1,612	27.4	193.0%	Review listing quality
SKU	Pro Series Model N with Lock, Folding Heavy-Duty Carrier WH-2	—	$1,318	15.0	160.4%	Review listing quality
SKU	Classic Series Model P, Quick-Lock Folding Carrier WH-2	—	$947	32.8	296.4%	Review listing quality
SKU	Max Series Model Q, Folding Carrier WH-1	—	$863	6.1	99.0%	Review listing quality
SKU	Max Series Model Q, Folding Carrier WH-2	—	$843	10.4	239.7%	Review listing quality
Keyword	sample brand	—	$763	2.0	56.0%	Reduce bid / review match type
Asset Group	Asset Group 1	—	$744	11.3	301.1%	Refresh creatives
Keyword	sample brand systems	—	$734	6.7	193.6%	Reduce bid / review match type

清理后预估影响：

Waste Cleanup Impact: $83K Savings → $326K Revenue Uplift

Total Savings: Eliminating active waste of $83,296 (43.2% of spend) frees up ~$13,883/month. Reallocation Plan: Redirect $7,000/month to Search-US-All-Domain campaign (current ROAS 547%) and $6,883/month to top Shopping SKUs (ROAS 575%).

Expected ROAS Improvement: Current account ROAS 390.2%; after reallocation, projected ROAS increases to ~425% (+35pp) due to higher efficiency channels. Revenue Uplift: $83,296 × 390.2% = $325,026 potential, achievable over 3 months with phased implementation.

Timeline: Immediate pause of wasteful search terms (1 week), SKU feed exclusions (2 weeks), full impact visible in 30 days as attribution catches up.

Previous Recommendations Tracking / 历史建议追踪

Priority	Recommendation	Status
P0	Launch Q1 2026 Campaign Coverage: Only 3 campaigns are ENABLED at year-end. Build and launch a consolidated campaign structure (PMax + Shopping + Search) before the spring ramp-up in March. Missing th	Unknown
P0	Fix Budget-Lost IS on ROAS410% Campaign: This profitable campaign (28% budget-lost IS) is being starved. Increase daily budget by 30-50% to capture additional conversions at proven 410%+ ROAS. Estimat	Unknown
P0	Pause or Restructure Demand Gen: 201% ROAS is 129 points below the 330% target. Either pause entirely and reallocate the $941 to PMax/Shopping, or restructure with tighter audience targeting and tes	Unknown
P1	Campaign Consolidation Plan: Map all 121 campaigns by targeting, channel, and performance tier. Consolidate into 15-20 campaigns: 3-4 PMax (by product line), 3-4 Shopping (by product line), 3-4 Search	Unknown
P1	Quality Score Audit: Pull Quality Score breakdown (expected CTR, ad relevance, landing page experience) for top 20 keywords. Identify which factor is driving the 90% rank-lost IS. Priority fix: landin	Unknown
P1	Power Chair Carrier Dedicated Campaign: Create a dedicated Shopping and/or PMax campaign for the Specialty Model Carrier ($566 AOV, 40 conv). Target mobility/accessibility keywords. Separate from	Unknown

Forecasting Methodology: Projections derived from historical weekly data (q4_weekly.json) showing average monthly spend $32K and ROAS 390.2% for Jan-Jun 2025, adjusted for seasonal amplitude (3-5x summer peak). Conservative scenario assumes no intervention, with spend dropping to $32K/month post-August and ROAS stable. Base case incorporates P1 actions: reallocating $10K/month from PMax to Search improves IS, increasing spend to $38K/month but with efficiency loss to 373.9% ROAS due to marginal traffic. Aggressive scenario includes P2 expansions, adding $7K/month for new geos/products, spend $48K/month, ROAS 338.2% reflecting diminishing returns.

Key Assumptions: (1) Seasonal decline of 40% revenue from August to December, based on all-time monthly trends. (2) Efficiency loss of 15-20% per 50% budget increase, per LEARNED-AUTO 52. (3) P0 waste cleanup saves $4K/month, reinvested. (4) Attribution lag of 7-30 days may slightly underreport recent conversions.

Known Unknowns: Competitor response to bid changes, exact impact of PMax asset refresh, and market saturation points could invalidate forecasts; monitor weekly and adjust.

下月关键变量

Variable	January 2025	February 2025 Projection	ROAS	Rationale
Conservative	$31,937	$124,619	390.2%	Maintain current spend and efficiency; no changes, reflecting post-summer decline.
Base Case	$38,324	$143,312	373.9%	Implement P1 actions: lower Search ROAS target, reallocate $10K from PMax, capturing IS gaps; +20% spend with 15-20% efficiency loss as per scaling norms.
Aggressive	$47,905	$162,004	338.2%	Execute all P0-P2 actions: waste cleanup, geo expansion, product launch; +50% spend pushes ROAS near target 330%, maximizing revenue growth.

风险与机会

下行风险

Downside Risks: Seasonal Drop and Brand Dependency

Risk 1: Post-Summer Revenue Decline (High Probability) — Impact: ROAS could drop from 390% to ~300% in Q4, risking ~$140K revenue loss. Trigger: End of peak season (September). Mitigation: Ramp up secondary product campaigns in August, lower PMax ROAS targets to 300% to maintain volume.
Risk 2: Over-Reliance on Brand Keywords (Medium Probability) — Impact: If brand search volume stagnates, growth caps at ~$840K/year. Trigger: External brand awareness efforts slow. Mitigation: Increase generic spend share to 40% by Q3, using exact match proving.
Risk 3: Competitor Price Wars (Low Probability) — Impact: 10-15% ROAS erosion if major players discount. Trigger: Holiday sales events. Mitigation: Highlight product differentiation (heavy-duty capacity) in ad copy, monitor auction insights quarterly.

上行机会

Upside Opportunities: $350K+ TAM from IS Gaps and New Markets

Opportunity 1: Capture Search IS Gaps (TAM ~$210K) — 'Search-US-Brand-Main' has 27% IS, losing 73% to rank. Expected Revenue: Lower target to 400% to gain ~15,000 impressions/month, adding ~$70K revenue in 6 months. Time Window: Execute by July 2025 for back-to-school outdoor activities. Resources: 2 hours for bid adjustment, no extra budget.
Opportunity 2: Expand into Canada (TAM ~$105K) — Potential: Similar outdoor culture, AOV ~$175. Expected ROAS: 350% after 6-week learning. Time Window: Launch in September 2025 to align with fall camping. Resources: $3,500 test budget, feed localization.
Opportunity 3: Leverage YouTube for Brand Building (TAM ~$35K) — Current: YouTube ROAS 579.7% but only 0.6% spend. Upside: Increase spend to $3,500/month to boost brand searches by 20%. ROI Timeline: 3 months for attribution lag; use for Q4 holiday funnel.

Quality Score Distribution / 质量得分分布

Avg Quality Score

9.0

Impression-weighted

Keywords Scored

23

with QS data

High QS (7-10)

20

87.0% of keywords

Low QS (1-3)

1

4.3% of keywords

Top Keywords by Quality Score / 关键词质量得分明细

Keyword	Campaign	QS	Ad Relevance	Landing Page	Expected CTR	Impressions	Cost
sample brand gear systems	Search-US-Brand-Main	9	Average	Above Avg	Above Avg	5,548	$5,414
sample brand	Search-US-Brand-Main	10	Above Avg	Above Avg	Above Avg	3,899	$601.82
sample brand gear system	Search-US-Brand-Main	9	Average	Above Avg	Above Avg	3,480	$679.36
car gear system	Search-US-Generic-A	—				3,328	$325.88
sample brand us	Search-US-Brand-Main	8	Below Avg	Above Avg	Above Avg	2,569	$848
sample-brand	Search-US-Brand-Main	8	Below Avg	Above Avg	Above Avg	1,662	$3,739
sample brand systems	Search-US-Brand-Main	10	Above Avg	Above Avg	Above Avg	1,256	$734
sample brand gear systems	Search-US-Brand-Main	9	Average	Above Avg	Above Avg	783	$2,093
outdoor gear system	Search-US-Generic-A	—				781	$51.77
outdoor accessories	Search-US-Generic-A	—				609	$20.61
outdoor carrier	Search-US-Generic-A	—				412	$26.75
sample brand com	Search-US-Brand-Main	8	Below Avg	Above Avg	Above Avg	370	$703
vehicle accessories	Search-US-Generic-A	—				309	$10.07
sample-brand	Search-US-Brand-Main	8	Below Avg	Above Avg	Above Avg	288	$98.08
outdoor activities accessories	Search-US-Generic-A	—				251	$11.90
sample-brand com	Search-US-Brand-Main	8	Below Avg	Above Avg	Above Avg	210	$51.06
sample-brand com	Search-US-Brand-Main	8	Below Avg	Above Avg	Above Avg	185	$57.15
outdoor carrier	Search-US-Generic-A	—				102	$0
sample brand com	Search-US-Brand-Main	8	Below Avg	Above Avg	Above Avg	73	$13.01
sample brand systems	Search-US-Brand-Main	10	Above Avg	Above Avg	Above Avg	71	$51.28

Bidding Strategy Mix / 出价策略分布

Strategy by Campaign Count

Strategy	Enabled	Paused	Total	Daily Budget
Max Conv. Value	2	40	42	$15,687/day
Manual CPC	0	16	16	$1,897/day
Max Conversions	0	37	37	$7,294/day
Target ROAS	0	19	19	$12,180/day
Target CPA	0	2	2	$770/day

Google Recommendations / Google 优化建议

Total Recommendations

12

Active (not dismissed)

Recommendation Types

6

unique categories

Top Category

IMPROVE_PERFORMANCE_MAX_AD_STRENGTH

5 recommendations

Recommendations by Type

Recommendation Type	Count	Affected Campaigns
IMPROVE_PERFORMANCE_MAX_AD_STRENGTH	5	PMax-US-Products-D, PMax-US-Products-E
Budget	2	Shopping-US-Specialty-C, PMax-US-Products-D
SHOPPING_TARGET_ALL_OFFERS	2	—
DISPLAY_EXPANSION_OPT_IN	1	Search-US-Brand-Main
RSA	1	Search-US-Brand-Main
Broad Match	1	Search-US-Brand-Main

P0 立即执行（24h 内）

Data-Driven Status Alerts:

TRACKING 6 recommendation(s) from previous report: 0 executed, 6 pending review. See S15 for full tracking table.

P0 ACTIONS: Immediate Waste Stop-Loss (Urgent – Execute Within 48 Hours)

Action 1: Negative Keyword for 'www competitor-site com' – Spend $214.98, 0 conversions (exceeds $58.69 waste threshold). Root cause: Irrelevant search term from broad match leakage. Execution: Add as negative keyword in 'Search-US-Brand-Main' campaign. Expected outcome: Save $215/month, reallocate to high-ROAS brand terms. Deadline: Immediate to prevent further waste.
Action 2: Negative Keyword for 'sample-brand com reviews' – Spend $199.68, 0 conversions. Root cause: Misspelled brand term with no purchase intent. Execution: Add as negative keyword across all Search campaigns. Expected outcome: Eliminate $200/month waste, improve CPC efficiency. Deadline: Within 24 hours.
Action 3: Negative Keyword for 'local retailer store' – Spend $168.01, 0 conversions. Root cause: Competitor or unrelated search term. Execution: Add as negative keyword in Shopping and PMax campaigns via negative themes. Expected outcome: Stop $168/month bleed, protect ROAS. Deadline: 48 hours.
Action 4: Review and Pause Non-Core SKUs – e.g., accessory SKU (ROAS 135%, $3,544 spend) and utility items (ROAS ~150%, $2,568 spend). Root cause: Product-market misfit across channels. Execution: Exclude from merchant feed or pause in campaigns. Expected outcome: Save $6,112 in active waste, boost account ROAS by ~5pp. Deadline: This week.

P1 近期执行（7 天内）

P1 ACTIONS: Efficiency Optimization (Important – Complete Within 2 Weeks)

Action 1: Lower ROAS Target for Search Campaign XXXXXXXXXX – Current ROAS 547% at 27% IS with 71.4% lost to rank. Why: 1500% target is too aggressive, capping bids and impressions. Execution: Reduce target to 600% (still above 330% target). Expected outcome: Increase IS to ~50%, capturing ~3x more impressions; at current CVR 8.3%, add ~15 conversions/week worth ~$2,905 revenue. Dependency: After P0 waste cleanup to ensure clean traffic.
Action 2: Optimize PMax Asset Groups – PMax channel distribution shows 68.8% spend on MIXED network at 313.1% ROAS, lower than Search network 512.5%. Why: Underperforming assets may drag efficiency. Execution: Refresh low-rated assets in top PMax campaigns, emphasize 'with accessory kit' product features. Expected outcome: Improve PMax ROAS from 376% to ~400%, adding $2K/month revenue. Dependency: Requires asset creation resources.
Action 3: Scale High-ROAS Generic Keywords – Generic ROAS 403.7% with spend $27,482 but IS gaps exist. Why: Opportunity to diversify from brand dependency. Execution: Increase bids on exact match terms like 'outdoor equipment' (ROAS 554% from PMax data). Expected outcome: Boost generic revenue share from 47% to 55% in 4 weeks, adding $4K/month revenue. Dependency: After Search target adjustment to avoid cannibalization.

P2 战略执行（30 天内）

P2 ACTIONS: Strategic Growth Initiatives (Long-Term – 1-3 Months)

Action 1: Geographic Expansion to Canada – US accounts for 99% of spend; test adjacent market. Rationale: Similar seasonal patterns, AOV $193 scalable. Resource requirements: $4K budget, localized feed setup. Execution: Launch PMax campaign with ROAS target 400% in October. Expected payoff: 4-6 week learning dip, then ~300% ROAS by Q1 2026, adding $10K quarterly revenue. Success measure: ROAS >330% after 8 weeks.
Action 2: Product Line Expansion for Winter – Leverage secondary product success (411% ROAS, AOV $502). Rationale: Off-season revenue stream to counter gear system decline. Resource requirements: $7K development budget for new variants. Execution: Introduce 1-2 new SKUs by September, promote via Shopping campaigns. Expected payoff: $14K additional revenue in Q4 2025, improving annual ROAS stability. Success measure: SKU ROAS >350% within 60 days.
Action 3: Brand Building via Upper-Funnel Channels – Brand search growth from 1 to 461 clicks/month indicates effective awareness. Rationale: Sustain long-term growth beyond ad spend. Resource requirements: Allocate $1K/month to Demand Gen with add-to-cart goals. Execution: Run YouTube/Display campaigns highlighting product differentiation (heavy-duty capacity). Expected payoff: Increase brand search volume by 20% in 6 months, reducing CPA on generic terms. Success measure: Brand click growth >10% month-over-month.

Based on All-Time account history — providing a full-lifecycle view for strategic resource allocation decisions.

Account Evolution / 账户演进

Channel Strategy Matrix / 渠道策略矩阵

Channel	Spend	Spend %	Revenue	Rev. %	Conv.	ROAS	Verdict
PERFORMANCE_MAX	$190,546	62.4%	$559,498	56.2%	2,960.0	293.6%	Optimize
SHOPPING	$90,100	29.5%	$302,282	30.3%	1,562.3	335.5%	Maintain
SEARCH	$24,569	8.0%	$132,937	13.3%	688.7	541.1%	Scale Up
DEMAND_GEN	$276.88	0.1%	$1,544	0.2%	7.4	557.6%	Scale Up

Product Investment Matrix / 产品投资矩阵 (Top 15)

Product	Spend	Spend %	Revenue	Rev. %	Conv.	ROAS	Verdict
Pro Series Model B, Quick-Fold Outdoor Carrier	$42,486	22.2%	$160,058	24.9%	753.4	376.7%	Maintain
Pro Series Model H, Folding Heavy-Duty Outdoor Carrier	$23,335	12.2%	$64,655	10.1%	311.8	277.1%	Optimize
Classic Series Model D, Folding Platform Style Carrier	$21,398	11.2%	$40,501	6.3%	304.1	189.3%	Review
Elite Series Model C, Quick-Fold Design, Outdoor Carrier Multi-Purpose WH-2	$17,593	9.2%	$60,875	9.5%	291.6	346.0%	Maintain
Pro Series Model A with Accessory Kit, Heavy-Duty Outdoor Carrier WH-2	$17,284	9.0%	$91,499	14.2%	419.8	529.4%	Scale Up
Elite Series Model C, Quick-Fold Design, Outdoor Carrier Multi-Purpose WH-1	$15,669	8.2%	$47,881	7.5%	229.1	305.6%	Optimize
Compact Series Model E with Accessory Kit, Lightweight Single Outdoor Carrier WH-2	$8,721	4.6%	$24,140	3.8%	155.5	276.8%	Optimize
Pro Series Model J, Folding Heavy-Duty Outdoor Carrier, Advanced Safety Design	$8,530	4.5%	$19,176	3.0%	97.3	224.8%	Review
Pro Series Model A with Accessory Kit, Heavy-Duty Outdoor Carrier WH-1	$8,202	4.3%	$38,295	6.0%	178.9	466.9%	Maintain
Specialty Carrier Model S, Integrated Loading System, Manual Lift, WH-1	$5,516	2.9%	$14,685	2.3%	28.6	266.2%	Optimize
Foldable Pro Series Model F, Platform Style	$5,496	2.9%	$16,504	2.6%	111.3	300.3%	Optimize
Pro Series Model M, Quick-Fold Heavy-Duty Outdoor Carrier WH-2	$4,731	2.5%	$11,389	1.8%	48.7	240.7%	Optimize
Premium Series Model G with Accessory Kit, Heavy-Duty Outdoor Carrier WH-2	$4,571	2.4%	$22,290	3.5%	87.6	487.7%	Maintain
Compact Series Model K, Lightweight Single Outdoor Carrier WH-2	$4,076	2.1%	$12,006	1.9%	86.4	294.6%	Optimize
Pro Series Model R with Accessory Kit, Folding Heavy-Duty Outdoor Carrier WH-2	$3,652	1.9%	$18,465	2.9%	87.2	505.6%	Scale Up

Geographic Strategy / 地域策略

Market	Spend	Spend %	Revenue	Rev. %	Conv.	ROAS	Verdict
United States	$305,491	100.0%	$993,014	100.0%	5,198.9	325.1%	Optimize

PMax Network Distribution / PMax 渠道分布

Network	Spend	Share	Revenue	Conv.	ROAS
Mixed	$160,859	84.4%	$406,347	2,231.8	252.6%
Search	$28,659	15.0%	$146,890	696.9	512.5%
YouTube	$558.55	0.3%	$3,238	15.0	579.7%
Content (Display)	$263.57	0.1%	$1,871	8.8	709.8%
Search Partners	$95.70	0.1%	$360.49	2.0	376.7%
Gmail	$89.27	0.0%	$774	4.8	866.6%
Discover	$19.95	0.0%	$18.04	0.7	90.4%

Recommendations:

Search ROAS 512.5% exceeds target — consider dedicated Standard Shopping / Search campaigns to gain more control over this high-performing channel.
Content (Display) shows viable ROAS 709.8% — consider testing Demand Gen campaigns for more targeted display/video reach.
Search Partners ROAS 376.7% exceeds target — consider dedicated Standard Shopping / Search campaigns to gain more control over this high-performing channel.

Account Lifecycle / 账户生命周期

Account History14 months

Current PhaseOptimization

Dominant PhaseGrowth (31%)

Last 3M Spend Trend-19%

Last 3M ROAS Trend+180pp

Phase Transitions7

Key Transitions:

2024-11: Contraction → Scaling
2024-12: Scaling → Optimization
2025-03: Optimization → Growth
2025-04: Growth → Contraction
2025-06: Contraction → Optimization

Channel Efficiency Gap / 渠道效率差

Rev.% > Spend% = under-invested (scale opportunity). Spend% > Rev.% = over-invested (optimize or reallocate).

Channel	Spend %	Rev. %	Gap	ROAS	Verdict
PERFORMANCE_MAX	62.4%	56.2%	-6.2pp	293.6%	Over-invested
SEARCH	8.0%	13.3%	+5.3pp	541.1%	Under-invested
SHOPPING	29.5%	30.3%	+0.8pp	335.5%	Balanced
DEMAND_GEN	0.1%	0.2%	+0.1pp	557.6%	Balanced

Seasonal Pattern / 季节性规律

Demand seasonality index from 14 months of data. 100% = monthly average. Bars show relative index per dimension.

Month	Impressions	Clicks	Conv.	Revenue	ROAS
Jan	79%	91%	89%	80%	261.4%
Feb	65%	80%	102%	99%	346.7%
Mar	175%	198%	297%	267%	365.2%
Apr	273%	252%	175%	191%	341.5%
May	62%	66%	85%	101%	457.8%
Jun	85%	87%	112%	124%	435.3%
Jul	87%	60%	33%	29%	136.7%
Aug	121%	86%	55%	52%	153.8%
Sep	64%	63%	58%	62%	292.6%
Oct	51%	58%	48%	50%	292.8%
Nov	74%	78%	65%	66%	262.0%
Dec	64%	83%	81%	79%	269.5%

Pattern: Peak demand in Mar (avg revenue $186,731 ROAS 365.2%), lowest in Jul (avg revenue $20,222 ROAS 136.7%). Peak month ROAS exceeds target — maximize budget allocation during Mar. Low-season ROAS is weak — consider reducing spend in Jul and reallocating to high-demand months.

Strategic Outlook / 战略展望

STRATEGIC ASSESSMENT: Scaling Beyond Seasonal Peaks with Channel Rebalancing

1) GROWTH CEILING: Current ROAS of 390.2% is 60pp above target 330%, indicating headroom for scale. However, all-time data shows efficiency drops at higher spend: March 2025 peak at $51K spend yielded 365% ROAS vs June 2025 $32K spend at 521% ROAS, revealing a 15-20% efficiency loss per 50% budget increase (aligning with LEARNED-AUTO 52). Theoretical max profitable spend is ~$56K/month before ROAS dips below 330%, based on March trend.

2) CHANNEL PORTFOLIO: Search is critically under-invested: 8.7% of spend drives 13.2% of revenue at 592.1% ROAS, while PMax (49.5% spend, 376.3% ROAS) and Shopping (41.7% spend, 364.2% ROAS) are over-invested relative to efficiency. Reallocate $10K/month from PMax to Searchshifting Search spend from $17K to $27K (63% increase), expected to capture lost IS and boost revenue by ~$31K/month at maintained ROAS.

3) NEXT 6-MONTH PRIORITIES: (1) Fix Search IS gaps by lowering ROAS target from 1500% to 600% in 'Search-US-All-Domain' campaign, unlocking 71.4% rank-lost impressions; impact: +$21K/month revenue, risk: ROAS drop to ~400%, timeline 2 weeks. (2) Eliminate waste by adding negative keywords for terms like 'sample brand gear systems reviews' ($653.56 spend, 37% ROAS); save $4K/month, reinvest. (3) Prepare for winter by testing secondary product lines (AOV $502 ROAS 411%) as off-season fill; budget $4K/month starting September.

4) TOP 3 RISKS: (1) Seasonal decline post-August: Historical 3-5x amplitude drop could slash revenue by 60% by December; mitigate with product diversification. (2) Single-campaign dependency: Search campaign XXXXXXXXXX contributes 54% of Search revenue; diversify with new generic campaigns. (3) Competitor bidding on brand terms: Brand IS only 10% in some campaigns; defend with exact match negatives.

5) PRODUCT INVESTMENT MATRIX: Stars: outdoor gears with accessory kit (ROAS 457%) and without ramp (339%); double down on 'with accessory kit' variants. Question marks: Non-core SKUs like accessory SKU (ROAS 135%) and utility items (ROAS ~150%); pause or exclude from feed. Hidden gem: Secondary product lines (3 SKUs, $72K revenue, 411% ROAS) warrant expansion.

6) GEO VERDICT: US dominates 99% of spend with 390.1% ROAS, proven at scale. No international data, but given AOV $193 and seasonal demand, test Canada in Q4 2025 with $1K budget, expecting 4-6 week ROAS dip per SCALE-D03.

7) BRAND vs GENERIC DEPENDENCY: Brand conversions share is 54.8% of Search revenue (630.7 conv vs 583.1 generic), indicating strong brand power but over-reliance; generic ROAS 403.7% shows expansion headroom. Strategy: Increase generic spend from 58.5% to 70% of Search budget over 3 months.

本节说明报告分析所基于的数据背景、覆盖范围和已知约束条件，帮助读者理解分析结论的适用边界。

维度	状态	说明
Data Coverage	Complete	Loaded 17 data files from Google Ads API.
Conversion Tracking	Review Needed	Purchase tracking configuration needs verification.
Sample Size	Sufficient	3,881 conversions in analysis period.
Attribution Model	Last-Click	Last-click attribution model. Cross-device: 0, View-through: 0.
Seasonal Coverage	Full Cycle	Partial period — seasonal context noted where relevant. Current season: moderate.
Account Maturity	Established	Account is 410 days old with sufficient history for trend analysis.

应用规则：

Rules Applied in Analysis:

TRIAGE-002 (Waste Detection): Used waste threshold $58.69 (AOV $193.71 / target ROAS 330%) to flag search terms like 'sample brand gear systems reviews' ($653.56 cost, 0 conv) as P0 waste, recommending negation.
BRAND-D01 (Brand IS): Brand campaign IS 10% <90% and Lost Budget 0% <5%, so no budget increase recommended; instead, bid adjustments to capture rank loss.
PMAX-D01 (Learning): PMax campaigns like 'Pmax-US-All-Products-ROAS550%' running >6 weeks, so judged on ROAS trend (improving), not killed.
SCALE-D04 (Seasonal Scaling): Summer peak within 8-10 weeks (Jun-Aug), so recommended 15-20% weekly budget ramp from May.
DATA-D01 (Conversion Lag): Period ended 2025-06-30 <7 days ago, flagged incomplete data for late June.
CHANNEL-D01 (Shopping vs. Search): Shopping ROAS 364.2% < Search 592.1%, so recommended fixing Search keyword quality via bid adjustments.

Rules Not Applicable:

Confidence Caveats: Critical Limitations for Decision-Making

Attribution Lag: Conversions attributed up to 30 days post-click; data for late June 2025 may be incomplete, potentially understating ROAS by 5-10%.
Seasonal Bias: Analysis period (Jan-Jun) captures summer ascent but not winter decline; conclusions about annual efficiency may overstate performance.
Data Gaps: No auction insights or competitor bid data available; brand protection assessments rely on IS metrics only.
Tracking Uncertainty: Dual purchase actions could inflate conversion counts; validate with GA4 cross-referencing before major budget shifts.
Recommendation Validation: Readers should pilot P1 actions (e.g., lower Search ROAS target) on a small scale for 2 weeks, monitor IS and ROAS trends, then scale if results align with forecasts.