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Netmore · Growth OS
April 14, 2026
STAB Analysis · Monthly Deep Dive

Google Ads — Phase 1 Evaluation & Consolidation Recommendation

Juice Dudez · Consumer Search Account · 30-day settled data
Sprint 2 Week 3 of 4 · Apr 15-21 focus: scale + catering prep

Executive Summary

What the data says

Phase 1 held on the foundational fixes. Display Network is off on all 12 campaigns, match type drift is resolved (97 phrase, 4 exact, 1 broad — down from 185 broad keywords in March), and Desserts CPS improved 40% (from $5.62 to $3.36). Brand is still doing its job at $0.51 CPS.

But the core structural issue is now quantified: the account is over-segmented. 12 campaigns at $2,531/month spend puts the account in the methodology's "<$5-10K/mo = 2-4 campaigns" bracket. 8 of 12 campaigns are below Smart Bidding's 30-conversion/month learning threshold. Most non-brand campaigns are stuck at Google's 9.99% impression share floor — that's not a budget problem, it's a campaign too small to measure.

The acquisition CPS is moving the wrong direction. Sprint 2 target was under $5.50. Current settled number is $6.57 — up slightly from the $6.46 Sprint 1 end baseline. 76-83% of lost impression share is Rank-driven, not Budget-driven. Per methodology: "Do not throw budget at a rank problem." Consolidation is the fix.

Recommendation: collapse to 3 campaigns — Brand (unchanged), Consumer Prospecting (merge General + Desserts + Coffee + Matcha + Trompe L'oeil), Competitors (merge all 6 competitor campaigns). Structure matches spend level. Nasr's Matcha/Knock Offs awareness plays preserved as ad groups, not lost.

30-Day Performance

Settled data · Mar 15 – Apr 14
Total Spend
$2,531
12 campaigns · 62 ad groups
Store Visits
928
63% from Brand (588)
Blended CPS
$2.73
vs $2.83 baseline · -3.5%
Acquisition CPS
$6.57
Target <$5.50 · tracking off
What's working: Brand Campaign ($0.51 CPS, 41x ROAS) is a fortress — keep it protected. Desserts is the fastest-improving campaign (CPS from $5.62 → $3.36, a 40% drop). Display Network fix from Phase 1 is holding: all 12 campaigns have Display off, Search Partners off. Mobile is 98% of spend — audience is where it should be.
What's broken: 8 of 12 campaigns are below Smart Bidding's 30-conv/month learning threshold. Most non-brand campaigns stuck at 9.99% impression share — Google's low-volume reporting floor. Quality Score: 86% of active keywords are at QS 1-4 (up from 77% baseline). Rank-lost impression share at 76-83% on most campaigns — the algorithm wants to serve you but Ad Rank isn't competitive.

Phase 1 Evaluation — Before/After

Mar 3 baseline vs Apr 14 settled
Campaign Mar 3 CPS Apr 14 CPS Change Verdict
Brand Campaign $0.53 $0.51 -4% Stable · fortress
General Campaign $3.02 $5.13 +70% Worsened · attribution lag likely
General - Desserts $5.62 $3.36 -40% Major improvement
General - Coffee $5.20 $5.22 flat Holding
Competitors - Booster Juice $6.13 $12.33 +101% Worsened
top performing comps $14.00 $14.82 flat Undersized
Competitor Campaign $17.00 $23.73 +40% Mostly dead ad groups
General - Trompe L'oeil $25.62 $218.94 +755% Too small to optimize
Competitor - aseer time $26.60 $32.93 +24% Worsened
General - Matcha $35.08 $61.66 +76% Nasr decision: keep low budget for awareness
Byward Comps $38.07 $10.15 -73% Improved but undersized (6 visits)
knock offs ∞ $23.40 finally Nasr decision: keep at $2/day
Account Blended $2.83 $2.73 -3.5% Slight net improvement
Attribution note: Store visits are Google-modeled with a multi-day lag. The "worsened" CPS on General Campaign, Booster Juice, and Competitors may partially reflect recent-period attribution still settling. What's directional: the spread between best (Desserts $3.36) and worst (Trompe L'oeil $218.94) is too wide to be noise. Consolidation eliminates this variance by pooling data.

Why Consolidate: The Diagnostic

Methodology + data → one conclusion

Google's methodology is explicit on this: campaign count should scale with monthly spend. At $2,531/month, Juice Dudez is in the lowest bracket — 2-4 campaigns recommended, not 12.

Monthly Spend Recommended Structure Juice Dudez
<$5-10K/mo 2-4 campaigns: Branded + Non-brand Prospecting You are here
$10-20K/mo Add category or intent splits —
$20K+/mo Segment by geo, audience, funnel stage —

The three signals that say "over-segmented"

Smart Bidding starvedSignal 1

8 of 12 campaigns below the 30-conversion/month threshold. Matcha (1), Trompe L'oeil (0.24), Knock Offs (2), Byward (6), Aseer (4.5), Competitor (7), Booster Juice (18), top comps (17). The algorithm can't optimize what it can't measure.

Impression share flooredSignal 2

8 of 12 campaigns show exactly 9.99% IS — that's Google's low-volume reporting floor, not a real measurement. Campaigns too small to compute IS all get the same placeholder. Consolidating pools the volume so IS becomes real data.

Rank problem, not budgetSignal 3

76-83% of lost impression share is Rank-driven on most campaigns. Per methodology Section 10: "Do not throw budget at a rank problem." Rank problems get worse with segmentation (fragmented QS signal) and better with consolidation (unified account history).

Ghost ad groups everywhereSignal 4

Competitor Campaign has 13 ad groups, only 5 with spend. Fuwa Fuwa, Suzy Q Donuts, Stella Luna, Labocca Juice, The Merry Dairy, Insta bolz, Chocolats favoris — all at $0. Consolidation forces a cleanup.

Proposed Structure — 12 → 3

Methodology-aligned for your spend level

From · 12 campaigns · $2,531/mo

  • Brand Campaign$298 · 589 SV
  • General Campaign$478 · 93 SV
  • General - Desserts$450 · 134 SV
  • General - Coffee$298 · 57 SV
  • General - Matcha$62 · 1 SV
  • General - Trompe L'oeil$52 · 0 SV
  • Competitor Campaign$166 · 7 SV
  • Competitors - Booster Juice$222 · 18 SV
  • top performing comps$249 · 17 SV
  • Competitor - aseer time$148 · 5 SV
  • Byward Comps$61 · 6 SV
  • knock offs$47 · 2 SV
→

To · 3 campaigns · same spend

  • KEEP Brand Campaign Unchanged · $298 · 589 SV · $0.51 CPS · 41x ROAS
  • MERGE Consumer Prospecting 9 ad groups: Smoothies, Juices, Acai, Desserts, Gelato, Waffles, Coffee, Matcha, Trompe L'oeil. $1,339 · 285 SV · above 30-conv threshold.
  • MERGE Competitors Ad group per competitor: Booster Juice, Aseer, Real Fruit, Lokma, Dao, Preso, Chatime, Mr Puffs, Crumbl, Miss Bean, Freshly Squeezed. $893 · 55 SV · clears threshold.
12 → 3
campaigns
62 → ~22
ad groups (dead ones pruned)
0 → $2.5K
average per-campaign spend
2-6 weeks
learning reset
Your Matcha and Knock Offs decisions survive the consolidation. Both become ad groups within the merged campaigns at the same ~$2/day budget intent. Smart Bidding will learn they're low-priority themes and allocate accordingly — no category-awareness spend lost, just no campaign-level isolation. The protected-at-minimum-spend logic was never about campaign structure; it was about the awareness budget ceiling. That stays.
Trade-off you should know: This is a structural change. Google's methodology is explicit that major account changes reset the Smart Bidding learning cycle (2-6 weeks of rechaos). CPS may spike 30-50% for 2-3 weeks before it improves. We're not giving up optimized performance — most campaigns are currently at the 9.99% IS floor, which means they're not optimized to start. But the temporary dip is real and you should budget for it emotionally.

S.T.A.B Findings

17 tasks synthesized across 4 pillars

S — Spending & Segmentation

Task 1: Campaign spend vs resultsAction needed

Scale candidate: General Campaign — 10% IS, 4.09x ROAS, clear headroom. Optimize/fold: Matcha, Trompe L'oeil, Knock Offs, Aseer, Byward Comps, standalone Competitor — all below acquisition breakeven or too small to optimize independently.

Consolidation handles both — scale candidates get richer data, underperformers become ad groups where Smart Bidding auto-allocates correctly.

Task 2: Ad group structureAction needed

62 total ad groups, but ~40 have zero or near-zero spend (ghost groups in Competitor Campaign, dormant "local coffee shops" and paused-campaign leftovers). Cleanup pass during consolidation will collapse this to ~22 active STAGs (Single Theme Ad Groups) per methodology.

Task 2b: Network settingsHealthy

All 12 enabled campaigns: Display Network OFF, Search Partners OFF. Phase 1 fix from Sprint 1 held. No budget leaking to low-intent placements.

Bidding readinessBlocked by structure

All campaigns on MAXIMIZE_CONVERSIONS (B24). Per methodology, 30+ conversions/month per campaign is the threshold for effective smart bidding. Only General, Desserts, Coffee, Booster Juice clear it. Consolidation unlocks this across the board.

T — Targeting

Task 4: Match typesResolved

Match type drift is fixed. 97 phrase · 4 exact · 1 broad across enabled campaigns. Down from 185 broad keywords flagged in late March. B5 drift risk is resolved for now — maintain vigilance.

Task 6: Quality ScoreAction needed

86% of active keywords are at QS 1-4 (54 of 63). 8 at QS 5-6. Only 1 at QS 7+. This is worse than the 77% below QS 5 baseline from March. Ad Relevance and LP Experience are the likely components dragging the score.

Fix is deferred until after consolidation — the methodology priority gate says don't optimize downstream (ad copy, LP) while upstream structure is being changed. Post-consolidation, QS remediation becomes the #1 lever.

Task 3: Search terms + negativesPartial

Top 10 search terms are all legitimate local queries — "juice dudez", "booster juice near me", "dessert near me", "coffee near me". No meaningful waste detected. But: all 12 active campaigns show zero campaign-level negatives on my pull — the 500-negative shared list lives on a paused campaign and hasn't been ported. Verify this in UI; port the list if still relevant.

Task 8: DeviceHealthy

Mobile: 98% of spend, 97% of conversions. Desktop: 2%. Tablet: negligible. Audience is where it should be — juice bar is a mobile-first category. No device adjustments needed.

A — Ads & Landing Pages

Task 12: Pinning auditResolved

Only 3 of 56 RSAs have any pinning (5%). The old "everything is pinned" concern (B32) is dead. Pinning is NOT the QS root cause. QS 1-4 dominance has to come from other components (Ad Relevance, LP Experience) or account-wide ad copy-to-keyword mismatch.

Task 14: Ad assetsAction needed

27 sitelinks, 99 callouts, 31 images, only 1 structured snippet across the entire account. Identical sitelinks on every campaign — "Join Our Team" (recruitment) burning a consumer slot, "Buy Gift Cards" still underperforming. Per B35: campaign-specific assets are missing.

Post-consolidation, each of the 3 campaigns gets its own asset strategy: Brand gets reviews & location, Consumer Prospecting gets product sitelinks (menu, online order, catering), Competitors gets comparison callouts.

B — Bidding

Task 16: Strategy reviewDeferred

MAXIMIZE_CONVERSIONS on all campaigns. 4 campaigns have enough volume for tCPA/tROAS (General, Desserts, Coffee, Booster Juice). Post-consolidation, the merged Consumer Prospecting campaign will have ~285 conv/mo — prime territory for a tCPA transition 30 days after the restructure.

Task 17: QC checksManual

Flag for your manual verification in the UI: (1) auto-apply recommendations off, (2) any Google notifications needing action, (3) payment method healthy, (4) disapproved ads. API pull is limited for these; takes 2 minutes in the UI.

Full Campaign Breakdown — 30 Days

Corrected store-visit CPS only · Apr 14 pull
Campaign Spend Store Visits CPS ROAS IS Lost (Rank) Consolidation Path
Brand Campaign $297.57 588.55 $0.51 41.54x 31.3% 46.3% Unchanged
General Campaign $477.69 93.11 $5.13 4.09x 10.0% 76.6% → Consumer Prospecting (spine)
General - Desserts $450.41 133.93 $3.36 6.24x 10.0% 83.0% → Consumer Prospecting
General - Coffee $298.49 57.17 $5.22 4.02x 10.0% 80.2% → Consumer Prospecting
top performing comps $249.43 16.83 $14.82 1.42x 10.0% 80.6% → Competitors
Competitors - Booster Juice $221.85 18.00 $12.33 1.70x 10.0% 69.8% → Competitors
Competitor Campaign $166.14 7.00 $23.73 0.88x 10.0% 82.8% → Competitors (prune dead AGs)
Competitor - aseer time $148.16 4.50 $32.93 0.64x 20.3% 47.1% → Competitors
General - Matcha $61.66 1.00 $61.66 0.34x 10.9% 64.6% → Consumer (awareness preserved)
Byward Comps $60.92 6.00 $10.15 2.07x 13.2% 76.5% → Competitors
General - Trompe L'oeil $52.13 0.24 $218.94 0.10x 30.9% 56.1% → Consumer (low-budget AG)
knock offs $46.81 2.00 $23.40 0.90x 10.0% 77.2% → Competitors (awareness preserved)
Total (12 campaigns) $2,531.26 928.30 $2.73 — — — Becomes 3 campaigns at same spend

Action Plan — What Happens Next

Sequenced per 5-Pillar Priority Gate
  • 1
    Nasr decision: approve the 3-campaign consolidation This is the structural prerequisite. Everything downstream is blocked until the account is at a stable, methodology-aligned structure. If approved on this call, Brandon handles the build.
    Owner · NasrGate · approve/modify/rejectTiming · today
  • 2
    Brandon: build the 3-campaign structure Build new campaigns (Brand stays, new Consumer Prospecting with 9 STAGs, new Competitors with ad groups by competitor). Port the negative keyword list from the paused campaign. Disable Display & Search Partners on all new campaigns (keep Phase 1 fix). Expected build time: 3-4 hours.
    Owner · BrandonTiming · Apr 15-17
  • 3
    Cutover: pause old 12, enable new 3 Direct cutover, not phased. At this spend level a Campaign Experiment (50/50 split) doesn't have enough volume for a clean read. Single-block cutover is cleaner. Learning reset starts from the cutover moment.
    Owner · BrandonTiming · Apr 18
  • 4
    Hands off for 21 days No structural changes, no bid target changes, no ad copy experiments during the learning reset. Monitor blended CPS weekly but do not react to week-over-week swings under 20%. Methodology Section 4: "One change per review cycle. Never stack multiple edits."
    Owner · BothTiming · Apr 18 – May 9
  • 5
    QS remediation pass — post-reset After the learning reset stabilizes, address the 86% of keywords at QS 1-4. Focus on Ad Relevance (headline-to-keyword mirroring in RSAs) and LP Experience (headline match on ad group landing pages). This is where the next 20-40% CPC reduction will come from.
    Owner · BrandonTiming · Mid-May
  • 6
    Asset diversification — post-reset Campaign-specific sitelinks, callouts, structured snippets. Each of the 3 consolidated campaigns gets its own asset strategy. Remove "Join Our Team" from consumer campaigns. Investigate "Buy Gift Cards" zero-impression issue.
    Owner · BrandonTiming · Mid-May
  • 7
    Bidding transition — post-stabilization After 30 days of settled data on the new structure, transition Consumer Prospecting to tCPA with target at 110% of trailing 30-day CPS. Brand stays on Manual CPC (methodology branded search exception). Competitors stays on Max Conversions until volume clears 30/mo.
    Owner · BrandonTiming · End May

On The Call Today

Things to decide + align on
  • Approve consolidation to 3 campaigns. Review the proposed structure. Raise any concerns about Matcha/Knock Offs/Byward being absorbed as ad groups rather than standalone campaigns.
  • Set expectation on the learning reset. 2-6 weeks of volatility after cutover. CPS may spike 30-50% temporarily. This is the methodology-expected behavior, not a problem to react to.
  • Confirm you haven't made manual changes since April 7. If Nasr added/removed campaigns or keywords since then, that changes the consolidation baseline.
  • Catering page wireframe. Did you get the ordering flow walkthrough sent? Brandon to review before presenting wireframe.
  • Franchise static ad messaging direction. Visuals from Nasr are good; Brandon has copy/angle direction for the 3-4 graphics.
  • Toronto Google Ads setup. Store opening early May. Ads go live mid-late May as separate campaign. Not urgent today but align on timing.

Check-By Schedule

When to look at each piece again
Date What to check Expected signal
Apr 25 Week 1 post-cutover — blended CPS, conversion volume CPS likely up 30-50% (chaos phase). Volume holding.
May 2 Week 2 post-cutover — is trend declining? CPS starting to stabilize. If still climbing, investigate.
May 9 Full re-pull STAB. Phase 2 evaluation. IS out of 9.99% floor on Consumer Prospecting. CPS at or under baseline.
Mid May Toronto campaign buildout begins Separate Toronto campaign under same Consumer Prospecting structure.
End May Bidding transition — Consumer Prospecting → tCPA 30+ days of data. tCPA target at 110% of trailing CPS.
Netmore Marketing · Google Ads STAB Analysis · Prepared April 14, 2026 · Next review: May 9, 2026