VEGAMOUR PERFORMANCE JOURNEY
Melleka Marketing
The Vegamour Performance Journey
From Foundation to Scale: Google Ads, Microsoft, Reddit & Vibe TV
April 15 – September 11, 2026 | ~5 Months of Strategic Growth
Executive Summary
A single-platform spend, rebuilt into a multi-channel growth engine.
Over the past five months, Melleka Marketing transformed Vegamour's paid media operation from a single-platform spend into a multi-channel, strategically layered growth engine. What began as a focused effort to achieve and maintain a minimum 3x ROAS on Google Ads evolved into a sophisticated multi-platform strategy spanning Google, Microsoft (Bing), Reddit, and Vibe TV, while simultaneously scaling toward a $300K+ monthly Google Ads budget target.
The journey included major milestones: resurrecting a dormant Bing account into a high-performing channel, launching Reddit as a new testing ground for view-through conversions, navigating critical compliance changes in July, pivoting toward NCAC (New Customer Acquisition Cost) strategies in August, launching top-of-funnel awareness campaigns in September to halo existing campaigns ahead of Q4, and managing active partnerships with Google and Microsoft rep teams to maximize algorithmic efficiency. A Black Crow AI integration test and an Amazon Pilot bridging Google and Amazon were also activated during this period.
Google Spend (Apr 15 - Sep 11)
Across 20+ campaigns
Bing ROAS Progression
Apr → Sep (MTD)
Reddit (New Channel)
Launched Jun, scaling for VTC
Platforms Active
Google, Bing, Reddit, Vibe
Chapter 1
The Strategic Evolution
Strategy Timeline
Strategy Timeline: From ROAS Focus to Multi-Channel Scale
Every strategic decision made during this period served one of two core objectives: maintaining a minimum 3x blended ROAS on Google, and scaling total paid media budget toward $300K+/month while sustaining that efficiency target. Here is the chronological progression:
April 15, 2026
1Melleka Takes the Reins
Assumed full management of the Vegamour Google Ads account. Primary goal established: hit and maintain a minimum 3x ROAS. Campaign restructuring began immediately, consolidating PMax campaigns by product category (Hair Serums, Shampoo/Conditioner Kits, Lash Serum, Style Wand) and launching dedicated Shopping campaigns.
Late April
2Bing Account Activation
Inherited a largely dormant Microsoft Ads account. Began building out campaigns mirroring Google's structure: Branded Search, Shopping, PMax, and Hair Growth Solutions search campaigns. Starting from near-zero activity.
May 2026
3Budget Scaling + Subscription PMax Launch
Google spend scaled to $311K (peak month). Launched dedicated "Subscription | PMax" campaign to drive recurring revenue. Memorial Day Sale PMax campaign drove $17.3K in spend with 469 conversions. Demand Generation campaigns activated. Budget goal of $300K+ achieved while maintaining efficiency.
June 2026
4Multi-Platform Expansion + Male Market
Launched "Male | Hair Serum | PMax" targeting the male hair care market ($7.5K spend, 252 conversions in first month). GRO Ageless PMax launched ($4.6K, 88 conv). Reddit Ads testing initiated mid-June with three product-focused campaigns.
July 2026
5Compliance Overhaul + Google Rep Partnership
Major compliance changes implemented per Vegamour's legal settlement. Specific claims about hair serum products removed from all ad copy and landing pages. Regular meetings established with Google and Bing rep teams to maximize Smart Bidding efficiency, campaign structure, and audience signals. Bing spend scaled to $13.5K with ROAS improving to 1.62x. Reddit first full month: $2.5K invested, 295K impressions.
August 2026
6NCAC Strategy Pivot
Strategic pivot toward New Customer Acquisition Cost (NCAC) optimization. Launched dedicated NCAC Shopping and PMax campaigns (Hair Serums | NCAC, Shampoo Conditioner | NCAC, Shopping USA | NCAC) to bring net-new customers into the Vegamour ecosystem, supporting the long-term health of the subscription and repeat purchase flywheel. Black Crow AI test activated on Google campaigns. Bing ROAS reached 1.95x. Reddit scaled to $3.5K with 395K impressions.
September 2026
7TOF Awareness + Amazon Pilot + Q4 Prep
Launched top-of-funnel awareness strategy with Video Views campaign ($12.9K in first week) and expanded Demand Gen ($12.5K). These campaigns are designed to halo all lower-funnel campaigns, building brand awareness ahead of Q4 holiday season. Amazon Pilot | Demand Gen campaign launched ($17.2K, bridging Google and Amazon ecosystems). Bing ROAS surged to 2.90x. Scalp Duo new product PMax activated ($9.2K, 194 conv). Vibe TV campaigns running for connected TV awareness.
Chapter 2
Google Ads: The Core Engine
Google Ads
Google Ads Monthly Spend & Conversion Progression
Google Ads has been the primary revenue driver throughout, with monthly spend scaling from $252K in April to a peak of $311K in May, then optimizing for efficiency. The account evolved from a heavily branded-search-dependent model to a diversified strategy spanning PMax, Shopping, Non-Brand Search, Demand Gen, TOF video, NCAC-dedicated campaigns, and an Amazon pilot.
Monthly Spend Trajectory
Apr
81K
clicks
May
137K
clicks
Jun
114K
clicks
Jul
94K
clicks
Aug
109K
clicks
Sep*
182K
clicks
*11 days
September Pacing
Performance Data
Monthly Performance Summary
| Month | Spend | Clicks | Impressions | Conversions | CPA |
|---|---|---|---|---|---|
| Apr (15-30) | $252,505 | 81,140 | 5,198,978 | 7,842 | $32.20 |
| May | $311,537 | 136,693 | 7,050,490 | 9,133 | $34.11 |
| Jun | $209,325 | 113,897 | 6,202,684 | 5,728 | $36.55 |
| Jul | $228,130 | 93,597 | 5,424,843 | 5,792 | $39.39 |
| Aug | $192,614 | 109,271 | 6,653,133 | 5,319 | $36.21 |
| Sep (1-11) | $195,103 | 181,775 | 4,085,629 | 3,797 | $51.38 |
| TOTAL | $1,389,214 | 716,373 | 34,615,757 | 37,611 | $36.94 |
Note: April data reflects partial month (Apr 15-30). September is MTD through Sep 11. Conversions include all tracked purchase events in the Google Ads account. September CPA increase reflects intentional TOF/awareness and NCAC campaign ramp, which invest in future conversion volume.
Three Phases
Google Ads: The Three Strategy Phases
Phase 1
Apr - Jun
Foundation & ROAS Optimization
Restructured the entire account around product-category PMax campaigns (Hair Serums, Shampoo/Conditioner Kits, Lash Serum, Style Wand). Launched Shopping USA and Non-Brand Search campaigns. Optimized Branded Search for maximum conversion capture. Established the Subscription PMax campaign to drive recurring revenue. Primary focus: hit and sustain minimum 3x ROAS.
Avg Monthly Spend
$258K
Avg CPA
$34.00
Key Campaigns Launched
8+
Phase 2
Jul - Aug
NCAC Pivot + Compliance + Scale Bing & Reddit
July brought critical compliance changes that required updating ad copy across all hair serum campaigns. August marked the strategic pivot to NCAC (New Customer Acquisition Cost), launching dedicated campaigns designed to acquire net-new customers rather than retarget existing ones. Black Crow AI integration tested on Google campaigns for audience segmentation. Meanwhile, Bing was scaled from dormant to $13K+/month and Reddit was tested as a new view-through conversion channel.
NCAC Campaigns
4
Shopping + PMax dedicated
Compliance Items
Cleared
Hair serum claims updated
Black Crow
Active
AI audience testing
Phase 3
Sep (Current)
TOF Awareness + Amazon Pilot + Q4 Staging
September introduced top-of-funnel awareness campaigns (Video Views + expanded Demand Gen) designed to create a halo effect across all existing campaigns. The strategy: build brand awareness now so that by Q4/holiday season, the lower-funnel campaigns have a larger pool of brand-aware prospects to convert. The Amazon Pilot | Demand Gen campaign bridges Google Ads traffic to Amazon product listings, opening a new conversion pathway. New product launch: Scalp Duo PMax already producing 194 conversions in 11 days.
TOF + DemGen Spend
$42.7K
Sep 1-11 (awareness investment)
Amazon Pilot
$17.2K
Google → Amazon bridge
Scalp Duo (New)
194
Conversions in 11 days
Sep 1-11
Google Ads: September Campaign Breakdown
The September campaign mix shows the diversified strategy in action: branded search remains the anchor, but TOF, NCAC, and new product campaigns now represent significant portions of the budget.
| Campaign | Strategy | Spend | Clicks | Conv |
|---|---|---|---|---|
| Branded Search USA | Brand | $34,883 | 6,526 | 1,694 |
| Shopping USA | Shopping | $26,226 | 5,112 | 442 |
| Amazon Pilot | Demand Gen | Amazon Pilot | $17,194 | 84,426 | 0 |
| Video Views (TOF) | TOF | $12,930 | 129 | 2 |
| Demand Generation | TOF / Awareness | $12,532 | 37,550 | 39 |
| Subscription | PMax | Subscriptions | $9,758 | 12,509 | 96 |
| PMax | Shampoo Conditioner Kits | PMax | $9,724 | 2,496 | 142 |
| Shopping USA | NCAC | NCAC | $9,279 | 2,790 | 95 |
| Scalp Duo | PMax | New Product | New Product | $9,218 | 3,706 | 194 |
| GRO Ageless | PMax | PMax | $8,729 | 2,719 | 299 |
| PMax | Hair Serums | PMax | $8,417 | 1,640 | 143 |
| PMax | Shampoo Conditioner | NCAC | NCAC | $8,009 | 2,921 | 70 |
| Male | Hair Serum | PMax | Male Market | $7,412 | 6,849 | 119 |
| PMax | Hair Serums | NCAC | NCAC | $7,054 | 2,381 | 73 |
| Labor Day 26' | PMax | Seasonal | $5,656 | 5,861 | 266 |
Note: Amazon Pilot and Video Views campaigns are awareness/TOF investments. Their value is measured by the halo effect on lower-funnel campaigns (branded search, shopping, PMax), not by direct conversions. The Scalp Duo PMax is a new product launch performing exceptionally well at 194 conversions in 11 days.
Launched August 2026
NCAC: New Customer Acquisition Strategy
In early August, the strategy expanded beyond optimizing for overall purchase volume to specifically targeting new customers. Four dedicated NCAC campaigns were launched, designed to acquire first-time Vegamour buyers rather than re-converting existing customers. This is critical for the long-term health of the business: without a steady pipeline of new customers, the repeat purchase and subscription revenue eventually plateaus.
NCAC Campaign Performance
September 1-11
| NCAC Campaign | Spend | Clicks | New Customer Conv | CPA |
|---|---|---|---|---|
| Shopping USA | NCAC | $9,279 | 2,790 | 95 | $97.67 |
| PMax | Shampoo Conditioner | NCAC | $8,009 | 2,921 | 70 | $114.41 |
| PMax | Hair Serums | NCAC | $7,054 | 2,381 | 73 | $96.63 |
| Branded Search USA | NCAC | Data pending | |||
| NCAC Total | $24,342 | 8,092 | 238 | $102.27 |
Why NCAC Matters
TOF Awareness
Brand Consideration
New Customer Purchase
Subscription / Repeat
Every new customer acquired today feeds the subscription pipeline tomorrow. An NCAC CPA of ~$102 is an investment in future LTV, not a one-time cost. These campaigns support the long-term revenue ceiling for Vegamour.
Platform Partnerships
Google & Microsoft Rep Partnerships
A key component of the Vegamour strategy has been active collaboration with platform rep teams. Regular meetings with both Google Ads and Microsoft Advertising account managers have enabled optimization at the account architecture level, not just campaign-by-campaign adjustments.
Google Rep Meetings
Focused on Smart Bidding algorithm alignment, audience signal optimization for PMax campaigns, conversion action prioritization, and ensuring the account structure maximizes Google's machine learning capabilities. The rep team has provided insights on best practices for the NCAC and TOF strategies.
Microsoft/Bing Rep Meetings
Focused on scaling the Bing account from dormant to high-performing, PMax campaign optimization, Shopping feed quality, and bid strategy refinement. The rep team helped identify opportunities in the Microsoft Audience Network and Shopping marketplace.
Integration Test
Black Crow AI Integration
Black Crow AI was integrated into the Google Ads campaigns for advanced audience segmentation and predictive modeling. The integration allows the system to identify high-intent visitors in real-time and feed those signals back into Google's Smart Bidding, improving conversion probability and reducing wasted spend on low-intent traffic. Testing is ongoing, with results being monitored for impact on conversion rates and ROAS.
New Pathway
Amazon Pilot: Google → Amazon Bridge
In September, an Amazon Pilot campaign was launched using Demand Gen format to bridge Google Ads traffic directly to Vegamour's Amazon product listings. This opens a new conversion pathway: users who discover Vegamour through Google Ads can purchase on Amazon, where trust signals (reviews, Prime shipping) may reduce purchase friction. The campaign invested $17.2K in its first 11 days, generating 84,426 clicks as an awareness and consideration driver.
Chapter 3
Microsoft/Bing: From Dead to Ready to Scale
The Turnaround Story
Bing Ads ROAS Progression
When Melleka took over the Bing account, it was essentially dormant, with minimal spend and no strategic structure. Over five months, the account was rebuilt from the ground up: Branded Search, dedicated Search campaigns, Shopping feeds, and PMax all launched and optimized. The ROAS progression tells the story of a channel that went from underperforming to nearly hitting the 3x target:
Apr
1.65x
May
1.09x
Jun
1.39x
Jul
1.62x
Aug
1.95x
Sep*
2.90x
*Sep is MTD through Sep 11.
Highlight
Performance Data
Bing Monthly Performance with Revenue
| Month | Spend | Revenue | ROAS | Conv | CPA | Clicks |
|---|---|---|---|---|---|---|
| Apr | $13,148 | $21,755 | 1.65x | 195 | $67.43 | 7,256 |
| May | $25,551 | $27,910 | 1.09x | 246 | $103.87 | 14,097 |
| Jun | $13,883 | $19,326 | 1.39x | 181 | $76.70 | 3,922 |
| Jul | $13,459 | $21,754 | 1.62x | 228 | $59.16 | 4,404 |
| Aug | $9,198 | $17,955 | 1.95x | 200 | $45.96 | 3,123 |
| Sep (1-11) | $3,487 | $10,109 | 2.90x | 96 | $36.32 | 1,232 |
| TOTAL | $78,726 | $118,809 | 1.51x | 1,146 | $68.70 | 34,034 |
Bing September Campaign Breakdown
| Campaign | Spend | Revenue | ROAS | Conv |
|---|---|---|---|---|
| US_Full_C_Combo_PMAX-BR-Products | $2,568 | $8,566 | 3.34x | 83 |
| Search | Hair Growth Solutions | $249 | $251 | 1.01x | 3 |
| Shopping | Shampoo & Conditioners | $216 | $658 | 3.04x | 5 |
| Performance Max | Lash & Brow | $139 | $109 | 0.79x | 1 |
| Branded Search USA | $129 | $151 | 1.18x | 1 |
| Search | 04-28-2026 | $117 | $319 | 2.73x | 2 |
| Shopping || All Products | $69 | $55 | 0.80x | 1 |
Ready to Scale
Chapter 4
Reddit Ads: Testing to Scale
New Channel
Reddit Ads: View-Through Conversion Channel
Reddit was launched in mid-June 2026 as a testing ground for a new advertising channel. The strategy was specifically focused on view-through conversions (VTC): users who see a Reddit ad may not click immediately, but later search for and purchase Vegamour products through other channels. This creates a measurable halo effect on branded search and direct traffic.
Reddit Monthly Progression
| Month | Spend | Clicks | Impressions | CPC | CPM |
|---|---|---|---|---|---|
| Jul (first full month) | $2,473 | 1,585 | 295,407 | $1.56 | $8.37 |
| Aug | $3,482 | 1,220 | 394,576 | $2.85 | $8.83 |
| Sep (1-10) | $1,368 | 355 | 137,578 | $3.85 | $9.94 |
| TOTAL | $7,323 | 3,160 | 827,561 | $2.32 | $8.85 |
Active Reddit Campaigns
GRO Hair Serum
Conversions objective
GRO Ageless
Conversions objective
Previously tested campaigns (GRO Shampoo & Conditioner & Serum, GRO+ Supplements, GRO Lash Serum) have been paused after initial testing to consolidate budget into the highest-performing product categories.
Ready to Scale
Connected TV
Vibe TV: Connected TV Awareness
Vibe TV (Connected TV / OTT advertising) was added to the media mix to extend Vegamour's brand presence to streaming platforms. CTV ads deliver 100% viewability in a non-skippable, full-screen format, making them a powerful awareness tool.
Note: Vibe TV performance data is managed outside the standard ad platform integrations. Detailed Vibe TV metrics (impressions, completion rates, CPM, reach) should be referenced from the Vibe dashboard directly. The channel serves as a top-of-funnel awareness layer that complements the Google TOF and Reddit strategies.
The combined TOF strategy across Google Video/Demand Gen, Reddit, and Vibe TV creates a comprehensive awareness blanket: Google handles intent-based video and discovery, Reddit captures engaged communities, and Vibe TV reaches users in lean-back streaming environments. Together, they feed the lower-funnel conversion campaigns.
Chapter 5
Compliance & Brand Protection
July 2026
Compliance Changes Implementation
In July 2026, compliance changes stemming from Vegamour's legal settlement required a comprehensive audit and update of all advertising copy, landing pages, and creative assets, specifically related to hair serum products (GRO Hair Serum, GRO+ Advanced Hair Serum, GRO+ Advanced Hair Serum Lash).
The following categories of claims were removed or modified across all active campaigns:
- 01
Clinical/Efficacy Claims Removed
Specific percentage-based efficacy claims (e.g., "up to X% increase in hair density") were removed from all ad copy unless supported by compliant clinical documentation.
- 02
Before/After Imagery
Any before-and-after comparison imagery that could imply guaranteed results was reviewed and updated to comply with settlement terms.
- 03
Product Benefit Language
Specific language around hair serum benefits was updated to align with approved claim language, ensuring no overpromising in headlines, descriptions, or sitelink extensions.
- 04
Landing Page Updates
Corresponding landing pages were reviewed to ensure consistency between ad copy and on-page claims.
Impact & Recovery
Chapter 6
Q4 Holiday Strategy & What Comes Next
Positioning
Positioning for Q4 & Holiday Season
Every strategic move in August and September has been made with Q4 in mind. The holiday season (Black Friday, Cyber Monday, Christmas) represents the highest-volume, highest-ROAS period for beauty and personal care brands. Here is how each initiative feeds into Q4 readiness:
NCAC Pipeline
New customers acquired in Aug/Sep enter the subscription and email remarketing funnels. By November, they are warm prospects for holiday promotions and gift sets, dramatically reducing Q4 acquisition costs.
TOF Awareness
Video views, Demand Gen, Reddit, and Vibe TV impressions delivered now create brand familiarity. When holiday ads launch, conversion rates will be higher because prospects already recognize Vegamour.
Amazon Pilot
If the Google-to-Amazon bridge proves effective, it opens a second high-trust conversion channel for holiday shoppers who prefer Amazon checkout, Prime shipping, and gift card usage.
Bing at 2.90x
With Bing approaching 3x ROAS, scaling budget during Q4 (when consumer intent peaks) should push ROAS even higher. The account infrastructure is ready for 2-3x budget increases.
Recommendation
Recommended Q4 Budget Allocation
Scale toward $400K-500K/month for Q4 peak months. The TOF and NCAC investments made in Sep will compound during holiday season.
Scale from current ~$9-13K/month to $25-40K/month. The 2.90x ROAS trajectory suggests scaling will maintain efficiency with higher volume.
Scale from ~$3.5K/month to $8-15K/month. VTC attribution should strengthen as brand awareness from other channels compounds.
Maintain or increase CTV investment for maximum awareness saturation during peak shopping season.
Final Performance Dashboard
Full Period Summary Dashboard
Apr 15 – Sep 11, 2026
Google Ads
Total Spend
Across ~150 days
Total Clicks
Total Conversions
Blended CPA
Microsoft/Bing Ads
Total Spend
Total Revenue
Blended ROAS
Trending to 2.90x
Total Conversions
Reddit Ads
Total Spend
3 months live
Total Impressions
Avg CPM
Focus
View-through conversions