Shopify: API credentials for thespadr.com are not configured in this environment yet
(client ID/secret blank in .env). The Shopify Revenue Validation section from previous reports is
omitted rather than filled with stale or estimated numbers.
Google Ads API access, by contrast, came back online Sep 11 (a Workspace passkey policy had blocked re-authorization since Sep 9; resolved by completing the passkey challenge in an incognito window, which broke a loop the normal browser session was stuck in). Everything below that depends on it — impression share, account/campaign status, ad policy detail — is live data, confirmed today, not inferred.
📊 The headline: core paid pulled back hard from what was the best
week in the window, and the pullback is concentrated in one campaign. Core paid orders
77 → 55
(-28.6%), revenue
$5,339 → $3,716
(-30.4%), ROAS
5.83x → 4.39x
on -7.5% spend
($916 → $847). Every core segment still cleared its own ROAS target
except Bing Search Brand, which dipped below its 6.00x target for the first time in the recent window — on
just 4 orders, too small a sample to read as a trend on its own.
The single biggest mover, by far, is SR_US_BR_SpaDr_Products, and the root cause is now
confirmed, not inferred. Spend $112 → $20
(-82.4%), orders
19 → 3
(-84.2%), revenue
$1,437 → $188. Daily CDP spend fell from a normal
$10–13/day through Sep 1 to $0–4/day for every remaining day of the week (Sep 2–6) — a
clean, single-day cliff. Checked live against the Google Ads API today (Sep 11): the account itself is
ENABLED, not suspended — but SR_US_BR_SpaDr_Products is still
PAUSED, 9 days later. The cause: two of its ads are disapproved for
DESTINATION_NOT_WORKING, both pointing at
https://try.thespadr.com/pages/hairserum/lp2-lead-offershort-lp — a URL that returns a live 404 right now (checked directly). The same
broken URL also disapproved an ad in SR_US_BR_SpaDr_CPC_Core (same ad group name,
Ex_2200_HairSerum), though that campaign stayed enabled and absorbed it. No change_event
record exists for the Products pause in the last 14 days of account history — consistent with an
Automated Rule reacting to the disapproval rather than a tracked manual or API change (automated rules and
scripts don't appear in the Google Ads API, per this account's own history of that gotcha). Impression Share on
Products also eased 85.3% → 78.3% over the same window.
Every other campaign in the account kept spending on its normal pattern all week, confirming this was always a
single-campaign issue, not an account-wide one.
The segment absorbed the hit only because its other campaign had its best week in the window.
SR_US_BR_SpaDr_CPC_Core improved ROAS 4.77x →
6.23x on 22 → 24 orders
— that recovery is what kept Search Brand above its 6.00x target this week
(7.53x → 6.39x). If Products stays dark another week without a similar
offset, the segment will not clear target next time.
Demand Gen posted its best week yet, and is still deeply unprofitable. Orders
1 → 3, revenue
$35 → $404, ROAS
0.03x → 0.27x — against a 0.50x target and on spend that rose
+13.9% ($1,293 → $1,472).
Lifetime since launch: $7,326 for 7 orders
(0.088x). This is the third-plus consecutive week a pause/cap decision has been on the
table; spend rose again instead.
SR_US_BR_SpaDr_CPC_Core: ROAS 4.77x →
6.23x on 24 orders ($262 spend) —
its best week in the recent window, and the reason Search Brand still cleared target.SR_US_BR_SpaDr_Products is still PAUSED today (9 days after the Sep 2 cliff)
— confirmed cause: a broken landing page (https://try.thespadr.com/pages/hairserum/lp2-lead-offershort-lp, live 404) disapproved 2 of its ads.
Top priority: fix the URL, request ad review, re-enable the campaign.SR_US_BR_SpaDr_CPC_Core —
that campaign is still delivering, but fix this before it costs another campaign the same way.Scope: Search Brand + Search NB + Shopping Brand + Bing Search Brand. Excludes NB PMax and Demand Gen (own sections below).
Blended total across every channel (Google Search/Shopping/PMax/Demand Gen + Bing Search), Mon–Sun weekly buckets. This is a superset of the Core Paid KPI grid above — it adds Demand Gen, which is why blended ROAS sits well below the core-paid figure.
| Segment | Spend | Orders (CDP) | Revenue (CDP) | ROAS | CPA | Target ROAS / CPA |
||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| B | A | WoW | B | A | WoW | B | A | WoW | B | A | WoW | B | A | WoW | ||
| Search Brand | $393 | $285 | -27.6% | 43 | 27 | -37.2% | $2,961 | $1,821 | -38.5% | 7.53x | 6.39x | -15.1% | $9.15 | $10.55 | +15.4% | 6.00x / $13 |
| Search NB | $362 | $373 | +2.9% | 11 | 10 | -9.1% | $821 | $695 | -15.3% | 2.27x | 1.86x | -17.7% | $32.94 | $37.28 | +13.2% | 0.40x / $90 |
| Shopping Brand | $117 | $122 | +5.0% | 17 | 14 | -17.6% | $1,144 | $855 | -25.3% | 9.82x | 6.99x | -28.8% | $6.86 | $8.74 | +27.5% | 6.00x / $13 |
| Bing Search Brand | $44 | $67 | +52.6% | 6 | 4 | -33.3% | $413 | $345 | -16.6% | 9.41x | 5.14x | -45.3% | $7.32 | $16.75 | +128.9% | 6.00x / $13 |
| Demand Gen (own section) | $1,293 | $1,472 | +13.9% | 1 | 3 | +200.0% | $35 | $404 | +1054.4% | 0.03x | 0.27x | +913.6% | $1,292.83 | $490.81 | -62.0% | 0.50x / $120 |
| Core Paid Blended | $916 | $847 | -7.5% | 77 | 55 | -28.6% | $5,339 | $3,716 | -30.4% | 5.83x | 4.39x | -24.7% | $11.90 | $15.40 | +29.5% | — |
| All Google + Bing (incl. PMax + Demand Gen) | $2,209 | $2,320 | +5.0% | 78 | 58 | -25.6% | $5,374 | $4,120 | -23.3% | 2.43x | 1.78x | -27.0% | $28.32 | $39.99 | +41.2% | — |
B = Aug 24–Aug 30 · A = Aug 31–Sep 06 (Bing rows use its own Sun–Sat week, see header). Spend WoW is grey — a rise or fall is not good or bad on its own. CPA WoW is inverted (a fall is green). ROAS and CPA in the A column are coloured against target, not against last week.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 24–Aug 30 | $393.36 | 43 | $2,960.90 | 7.53x | $9.15 | 8.21% | $68.86 | $0.75 | 524 |
| Aug 31–Sep 06 | $284.95 | 27 | $1,821.37 | 6.39x | $10.55 | 7.09% | $67.46 | $0.75 | 381 |
| Campaign | Spend Aug 24–Aug 30 | Spend Aug 31–Sep 06 | WoW | Ord B | Ord A | Rev Aug 24–Aug 30 | Rev Aug 31–Sep 06 | WoW | ROAS B | ROAS A | CPA A |
|---|---|---|---|---|---|---|---|---|---|---|---|
| SR_US_BR_SpaDr_CPC_Core | $280.10 | $262.30 | -6.4% | 22 | 24 | $1,335.58 | $1,632.91 | +22.3% | 4.77x | 6.23x | $10.93 |
| SR_US_BR_SpaDr_Modifiers | $1.54 | $2.95 | +91.6% | 2 | 0 | $187.94 | $0.00 | -100.0% | 122.04x | 0.00x | — |
| SR_US_BR_SpaDr_Products | $111.72 | $19.70 | -82.4% | 19 | 3 | $1,437.38 | $188.46 | -86.9% | 12.87x | 9.57x | $6.57 |
What moved: Search Brand spend $393 → $285 (-27.6%), orders 43 → 27 (-37.2%), ROAS 7.53x → 6.39x — still above the 6.00x target.
SR_US_BR_SpaDr_Products — spend $112 →
$20 (-82.4%), orders
19 → 3. Daily CDP spend: normal $10–13/day through
Sep 1, then $0–4/day every day from Sep 2 onward. Checked live today (Sep 11): the campaign is
still PAUSED, 9 days later. Two ads in its Ex_2200_HairSerum ad group are
disapproved for DESTINATION_NOT_WORKING, both pointing at https://try.thespadr.com/pages/hairserum/lp2-lead-offershort-lp — confirmed
returning a live 404. Impression Share on the days it did serve eased 85.3% →
78.3%. No change_event exists for the campaign-level pause in the last 14 days —
this was not a tracked manual or API change; most likely an Automated Rule (invisible to the API) reacting to
the disapproval.
SR_US_BR_SpaDr_CPC_Core moved the other way: ROAS
4.77x → 6.23x on
22 → 24 orders, spend $280 →
$262 — its best week in the recent window, and the reason the segment cleared
target despite Products' collapse. It is still ENABLED and delivering, but carries the exact same
DESTINATION_NOT_WORKING disapproval on one ad pointing at the same broken URL — it has simply
had other ads to fall back on. Impression Share held roughly flat (94.2% →
93.5%). SR_US_BR_SpaDr_Modifiers reverted from a lucky
122.04x week (2 orders on $1.54 spend) to 0 orders —
noise on a tiny-dollar campaign, not a real signal either way.
Action: fix https://try.thespadr.com/pages/hairserum/lp2-lead-offershort-lp, request ad review on the disapproved ads in both campaigns, and
re-enable SR_US_BR_SpaDr_Products once approved. This is the single highest-leverage fix
available in this account right now.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 24–Aug 30 | $362.33 | 11 | $820.88 | 2.27x | $32.94 | 6.88% | $74.63 | $2.26 | 160 |
| Aug 31–Sep 06 | $372.84 | 10 | $695.31 | 1.86x | $37.28 | 6.17% | $69.53 | $2.30 | 162 |
Spend held roughly flat (+2.9%, $362 →
$373), orders 11 → 10, revenue
$821 → $695, ROAS 2.27x →
1.86x. CPA $37 sits comfortably under the $90 target. Impression Share eased
83.4% → 79.3% — worth a glance next week but not
enough movement to act on alone, and its own status check today (primary_status = LIMITED,
BIDDING_STRATEGY_LIMITED) says the bid cap is still the wall here, not the budget, consistent with
prior findings on this campaign. Named _NB_ but the queries this campaign covers ("the spa dr
reviews", "is the spa dr legit") are brand-research intent — it remains the account's only genuine
non-brand presence with a positive ROAS. No action needed; keep monitoring.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 24–Aug 30 | $116.60 | 17 | $1,144.43 | 9.82x | $6.86 | 7.59% | $67.32 | $0.52 | 224 |
| Aug 31–Sep 06 | $122.39 | 14 | $855.11 | 6.99x | $8.74 | 6.01% | $61.08 | $0.53 | 233 |
Spend rose slightly (+5.0%, $117 →
$122) while orders fell 17 → 14 and revenue
$1,144 → $855, so ROAS eased 9.82x →
6.99x — still comfortably above the 6.00x target. AOV moved
$67 → $61. Impressions actually rose slightly
(18,933 → 19,493) at a flat CTR, so this reads as normal
week-to-week variance around a strong baseline, not a real deterioration. Confirmed live today:
primary_status = LIMITED (BIDDING_STRATEGY_LIMITED) — the bid ceiling, not budget, is the
wall on this campaign (see Action Items). This is the account's one live Shopping campaign — there is
currently no active Shopping NB spend.
Bing reports Sun–Sat: Week A = Aug 30–Sep 05, Week B = Aug 23–Aug 29.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 23–Aug 29 | $43.91 | 6 | $413.07 | 9.41x | $7.32 | 9.52% | $68.84 | $0.70 | 63 |
| Aug 30–Sep 05 | $67.00 | 4 | $344.60 | 5.14x | $16.75 | 5.97% | $86.15 | $1.00 | 67 |
| Campaign | Spend Aug 24–Aug 30 | Spend Aug 31–Sep 06 | WoW | Ord B | Ord A | Rev Aug 24–Aug 30 | Rev Aug 31–Sep 06 | WoW | ROAS B | ROAS A | CPA A |
|---|---|---|---|---|---|---|---|---|---|---|---|
| SR_US_BR_SpaDr_CPC_Core | $28.79 | $42.34 | +47.1% | 3 | 3 | $178.71 | $243.64 | +36.3% | 6.21x | 5.75x | $14.11 |
| SR_US_BR_SpaDr_Modifiers | $7.60 | $8.68 | +14.2% | 2 | 1 | $182.41 | $100.96 | -44.7% | 24.00x | 11.63x | $8.68 |
| SR_US_BR_SpaDr_Products | $7.52 | $15.98 | +112.5% | 0 | 0 | $0.00 | $0.00 | — | 0.00x | 0.00x | — |
What moved: orders 6 → 4, revenue $413 → $345, ROAS 9.41x → 5.14x — below the 6.00x target for the first time recently — on +52.6% more spend ($44 → $67). CPA rose to $17 against a $13 target.
Campaign level: CPC_Core 3 →
3 orders at 5.75x (down from 6.21x),
Modifiers 2 → 1 order at
11.63x (down from a small-sample 24.00x),
Products 0 orders again this week — this campaign has not
converted in either week and is worth a closer look (Bing status/policy detail isn't pulled by this report;
it uses the `bingads` SDK separately, not the Google Ads API restored above).
Context, not a verdict: this segment runs on 4 total orders this week — a swing of one or two orders moves ROAS by multiples on a base this small. Treat this as a watch item, not an action item, unless a second below-target week follows.
PMAX_US_NB_TSD_Serum_HairSerumcampaign.status = PAUSED.
Nothing changed since last week's report — no new diagnostic detail to add.DGEN_US_NB_TSD_HairSerum_Discovery3 orders this week against 1 the week before is a real improvement in relative terms, and revenue $404 is over 10x the prior week's $35. But the base is tiny (single-digit orders), the campaign is still losing money on every dollar spent, and it is now spending $1,472/week — more than the entire Core Paid Blended budget ($847) that produced 55 profitable orders this week. ATC rate 1.73% remains far below Search Brand's, consistent with the same read as previous weeks: the events fire, people mostly do not buy.
Action: this week's improvement is not, on its own, a reason to keep funding it at this level. Make the pause/cap-at-~$50/day call, or explicitly decide to keep funding it at current spend with a stated reason — leaving it unchanged by default is the one option with no argument behind it.
Excludes NB PMax and Demand Gen — both have their own sections above and would compress this chart into illegibility (Demand Gen alone is $1,472 of spend against $404 of revenue this week).
Search NB is now the single largest spend line (44.0% of core paid spend) but only 18.7% of revenue — the mirror image of Search Brand, which is 33.6% of spend for 49.0% of revenue. Shopping Brand again punches above its weight: 14.4% of spend for 23.0% of revenue at 6.99x. Bing Search Brand is a small, volatile slice (7.9% of spend) that should not be read as a trend on 4 orders.
The concentration risk is unchanged from prior weeks: with Products down this week, an even
larger share of profitable revenue than usual is running through a single campaign
(SR_US_BR_SpaDr_CPC_Core) and the Shopping Brand campaign. There is still no working non-brand
engine at scale — PMax has been dark 46 days and Demand Gen remains a loss-maker.
https://try.thespadr.com/pages/hairserum/lp2-lead-offershort-lp returns a 404. Two ads in Products' Ex_2200_HairSerum ad group are disapproved for DESTINATION_NOT_WORKING because of it, and the campaign itself has been PAUSED since the Sep 2 cliff (spend fell from ~$10–13/day to $0–4/day that day and never recovered) — no change_event recorded the pause, so it was most likely an Automated Rule reacting to the disapproval, not a person. The same broken URL also disapproved an ad in SR_US_BR_SpaDr_CPC_Core, which is still running on its other ads. This was the account's best single campaign two weeks ago (12.87x on 19 orders) — fixing the URL, requesting ad review, and re-enabling the campaign is the single highest-leverage fix available right now.SHP_TSD_US_PPT_ACQ_VOLUME_CBO_WK45 and SR_US_NB_SpaDr_Reviews report primary_status = LIMITED with reason BIDDING_STRATEGY_LIMITED as of today — both are healthy, profitable segments (ROAS 6.99x and 1.86x against $13 and $90 CPA targets) held back by their own bid ceiling, not by spend availability. Worth testing a one-step bid increase on either, watching Top IS / lost-to-rank rather than raw impressions.