Performance Review & Meta Growth Proposal

When Melleka took over Vegamour's Google Ads on April 15, 2026, we inherited an account spending heavily with little structure and no efficiency guardrails. In our first sixty days we rebuilt it, and the results are unambiguous.

But the more important finding came from your Shopify data. The acquisition side of your business had been declining ~38% before we arrived. Since takeover it reversed to +14% growth. Meanwhile your subscription base, which represents the majority of revenue, has continued to soften. That single fact reframes the priority for the entire business: new-customer acquisition is now the most important growth lever you have.

Vegamour's paid media is being run in silos that cannot see each other. Melleka already manages your Google and has visibility into your Shopify. We are uniquely positioned to unify the funnel, measure Meta's true contribution, coordinate acquisition across platforms, and rebuild the new-customer engine that refills your subscription base.

Melleka assumed management of Vegamour's Google Ads account on April 15, 2026. The account we inherited had real structural problems:

• Performance Max had grown to 64% of spend at just 1.34x ROAS, a large, opaque budget with no efficiency floor.
• Shopping was losing money at 0.82x ROAS.
• Video was running at 0.26x ROAS, returning 26 cents per dollar spent.
• Demand Gen was unprofitable at 0.94x and consuming meaningful budget.
• No ad scheduling existed; the account bid the same at 3 AM as it did during peak afternoon hours.

Our mandate was to restore efficiency without sacrificing volume. What follows is what we delivered.

All comparisons below are year-over-year for the period we have managed the account (April 15 to June 15), unless otherwise noted.

We are spending less and earning substantially more. Click-through rate more than quadrupled and cost per click fell by over a third, evidence of dramatically tighter targeting.

May is the strongest like-for-like proof point because spend was nearly identical across both years.

1. Recalibrated all tROAS targets to real purchase values, not inflated engagement metrics. Google had been optimizing against the wrong conversion signals.
2. Paused or restructured unprofitable campaigns (Video 0.26x, DG 0.94x, Shopping sub-1x). Reallocated that budget to proven performers.
3. Separated branded from non-branded search so we could see true incremental contribution and stop subsidizing branded terms that convert organically.
4. Removed 44 negative keywords that were blocking revenue. Rosemary, minoxidil, and competitor comparison terms had been negated, blocking exactly the audience most likely to convert.
5. Launched new campaigns targeting subscription purchasers specifically, feeding the highest-LTV audience your business has.

Ad platform ROAS tells only part of the story. Below is a broader view drawn from Vegamour's own Shopify reporting.

Before Melleka took over (Jan to mid-April), Vegamour's acquisition revenue was in a clear decline, approximately 38% below the prior-year trajectory. Since takeover, that trend has reversed to +14% growth. The subscription base, however, continues to soften.

Vegamour's Shopify data reveals a pattern common in high-spend DTC brands:

• Meta drives ~250K sessions/month into the funnel, but last-click attribution credits almost none of that to Meta.
• These sessions convert later through branded search, direct visits, and subscription renewals, all of which get credited to Google, Direct, or Email.
• A Meta team managing in isolation cannot see this downstream revenue and therefore cannot optimize for it.

Vegamour currently spends over $1M per month on Meta Ads, managed by a separate team. We are not proposing to simply "take over" that spend. We are proposing to integrate it into a unified acquisition system where both platforms are measured the same way and optimized toward the same goal: new customers who become subscribers.

1. True incrementality measurement. We can run holdout tests across Google and Meta simultaneously, measuring the real lift each platform provides rather than relying on self-reported ROAS from either.
2. Unified budget allocation. Instead of two teams competing for their own platform metrics, one team allocates the total acquisition budget to wherever the marginal dollar produces the most new subscribers.
3. Cross-platform audience coordination. Meta prospect audiences can be excluded from Google remarketing (and vice versa), eliminating the overlap waste that is invisible when platforms run independently.
4. Subscription-optimized bidding. Google's Subscription PMax campaign (currently our best performer per subscriber) can inform Meta audience strategy, and Meta's first-touch prospecting data can feed Google's remarketing lists.

This is not a capabilities pitch. This is a structural argument about information flow.

1. We already own the conversion infrastructure. We manage Google Ads, we have access to GA4, and we have visibility into Shopify revenue by channel. Adding Meta to this gives us the complete picture. No other team can assemble this view.
2. We proved the methodology works. On Google, we took ROAS from 1.71x to 3.20x in sixty days by recalibrating targets, killing waste, and restructuring around real purchase data. The same playbook applies to Meta.
3. We report on real revenue, not platform metrics. Our daily ROAS brief already shows Google performance against Shopify revenue. Adding Meta to that report means one source of truth for the entire paid media program.
4. We will not protect the spend. If Meta is not pulling its weight, we will reduce it and move budget to where it converts. An agency whose revenue depends on Meta spend has an incentive to keep spending. We do not.

Shaded rows indicate Melleka-managed period. Revenue = conversions_value (PRIMARY actions only).

LTV and blended ROAS estimates based on Vegamour's Shopify subscription retention curves. These are directional estimates for strategic framing, not audited figures.