★ 121 Group · Digital Audit · April 2026

RG Enterprises
Performance Audit

A full analysis of your Google Ads, organic search, and Shopify revenue — what’s working, what went wrong, and exactly what to fix before it costs you more revenue.

$452K

7.5-Month Revenue

15.4x

Current MER (Apr)

4.3x

ROAS (Apr) ↓

+274%

Organic Growth

Account Health

Where Things Stand Right Now

Your store is fundamentally healthy — strong products, great reviews, growing organic presence. The sales drop is a Google Ads algorithm problem caused by too many changes made too fast, not a demand problem.

28/100

Account Health Score

17.6%

Impression Share

$115/day

Budget (Best Sellers)

5.3

Organic Avg Position

🔴 The Problem in One Sentence

On 2 April at 5:13 pm, the primary conversion action was swapped to a GA4 source and back within 22 seconds. That single action forced Google’s Smart Bidding into a full reset. Every change made in the following 12 days compounded the damage.

Primary Cause Conversion action flip reset Smart Bidding learning

🟢 But the Business is Fine

Apr 1–14 revenue $37,232 — holding up on 70% less ad spend
MER 15.4x — second best in 8 months
Organic position 5.3 — best ever recorded
Organic revenue up +274% Sep → Mar
4.8★ Loox reviews from 359 customers

Account Connections

Platform	Detail	Status
Shopify Store	rg-enterprises-developer.myshopify.com — Ride v9.0	Connected
Google Ads	Account 704-510-3201 under MCC 841-066-8004	Active
Google Merchant Centre	MC-M4KMPK8ZB9	119 products disapproved
GA4	G-NFQHMFJY2Q (owned by rgenterprisesaus@gmail.com)	No agency access
Search Console	rgeaus.com.au	Verified owner
Meta Pixel	1860802231172282 — CAPI enabled	Pixel live, zero ads running
Klaviyo	W3AfJR	Connected
Triple Whale	API key active	Tracking
Shopify Plan	Basic $39 USD/mo — 2 staff seats max	May limit growth

Campaign Status

Live Campaign Overview

Of 16 campaigns in the account, only 2 are active. Combined budget is $170/day but both campaigns are marked Budget Constrained — losing over 80% of available impressions.

⚠

Both campaigns are PRIMARY STATUS: LIMITED — BUDGET CONSTRAINED

Best Sellers is capturing only 17.6% of available impressions. 81.6% of potential customers never see your ads because the daily budget runs out. At 250% Target ROAS with no conversion history in the new structure, the algorithm is being overly conservative.

Campaign	Status	Type	Budget/day	30d Spend	30d Revenue	ROAS	Impr. Share
121 \| Shopping \| Best Sellers	Limited	Shopping	$115	$3,849	$45,086	11.7x	17.6%
121 \| Shopping \| All (Ex. BS)	Limited	Shopping	$55	$746	$3,130	4.2x	35.7%
Winning Products Silky Saws	Paused	Shopping	$180	—	—	—	—
Feed only Pmax	Paused	PMax	$20	—	—	—	—
+ 12 more paused or removed campaigns

Conversion Tracking Status

🔴

Attribution model switched from Last Click → Data-Driven on 2 April

Data-Driven attribution requires a minimum of 300 conversions per month to work reliably. This account was generating 35–80 conversions per week — well below the threshold. The model is making unreliable guesses, corrupting the Target ROAS signals.

Conversion Action	Status	Category	In Conversions
Google Shopping App Purchase	Enabled	Purchase	Yes — Primary
RG Enterprises (web) purchase	Enabled	Purchase (GA4)	Secondary only
Purchase	Removed	Purchase	Still counting!
Pruchase (misspelled)	Removed	Purchase	Still counting!
Purchasee (misspelled)	Removed	Purchase	Still counting!

Change History

What Changed — and When

Between 2 April and 11 April, 100+ changes were made across 7 editing sessions by 3 different users. Every change resets Smart Bidding’s learning period. The algorithm never had a chance to stabilise.

2 Apr — 1:30 pm

1,000+ product groups excluded in one session Critical

The “All (Ex. Best Sellers)” catch-all ad group had over 1,000 product variants excluded at once. This stripped the ad group of nearly its entire catalogue — the algorithm had almost nothing left to serve.

2 Apr — 1:32 pm

Budget slashed: All (Ex. BS) cut from $130 → $30/day Damaging

A 77% budget cut in a single move. Best Sellers also cut from $130 → $100. The algorithm immediately began restricting impressions to match the new lower budget.

2 Apr — 1:33 pm

Negative keyword lists applied Good

RGE Master Negatives, MCC Bad Language, Bad News, and Children’s Games lists applied to both campaigns. Correct and overdue — stops ads showing for beard trimmers and grooming searches.

2 Apr — 2:32 pm

Attribution switched: Last Click → Data-Driven Premature

Data-Driven attribution needs 300+ conversions/month. With only 35–80 conversions/week, the model has insufficient data and will make unreliable attribution guesses — corrupting Target ROAS signals.

2 Apr — 5:13 pm

PRIMARY CONVERSION SWAPPED FOR 22 SECONDS Root Cause

The GA4-sourced “RG Enterprises (web) purchase” was enabled as Primary action — then changed back to Secondary 22 seconds later. Even this momentary swap triggers a full Smart Bidding reset. Revenue began collapsing from this point.

3 Apr — 11:28 am

Hive Social added Triple Whale tracking templates Harmless

hello@hivesocial.com.au added Triple Whale UTM parameters ({lpurl}?tw_source=google...) to 5 ad groups via the API. Standard attribution setup — not causing the performance drop. However, this is a 3rd party with API-level access to the account. Confirm this is authorised.

7 Apr — 9:40 am

Ad group ROAS targets set: Silky 300%, Clogger 350% Conflicting

Campaign-level Target ROAS is 250%. Ad group targets override campaign targets — now the algorithm is chasing different ROAS targets in different ad groups simultaneously, fragmenting optimisation.

8 Apr — 9:20 am

Budget changed 4 times in 90 seconds Chaotic

All (Ex. BS): $50 → $100 → $60 → $55. Best Sellers: $100 → $115. Every budget change forces the algorithm to re-pace delivery. Six budget changes in six days = algorithm never stabilised.

Third-Party Access — Who Has Keys to the Account

User	Last Active	Changes Made	Status
steven@121group.io	10 Apr 2026	Campaigns, budgets, ad groups, conversion tracking, geo targeting	Authorised
analytics@searchinsightsdigital.com.au	11 Apr 2026	Tracking URL templates	Authorised
hello@hivesocial.com.au	3 Apr 2026	Triple Whale tracking templates via API	Confirm with Rhys

Root Cause Analysis

Why Revenue Dropped — The Full Picture

🔴 The Algorithm Reset

Google’s Target ROAS uses Smart Bidding — a machine learning model that needs 30–50 conversions per week to calibrate bids. When the primary conversion signal changes (even for 22 seconds), the model treats it as a completely new objective and starts from scratch.

Resetting Smart Bidding = typically 2–4 weeks of poor performance while it relearns.

📊 The Numbers Tell the Story

Week	Revenue	MER
23 Mar (pre)	$18,695	21.3x
30 Mar (week 1)	$9,378	8.9x
6 Apr (week 2)	$5,011	4.3x
13 Apr (this week)	$1,382	3.3x

🟢

This is recoverable — and relatively quickly

The account achieved 14.2x ROAS and $13,297 weekly revenue in early March on just $935/week spend. The product economics are strong. We just need to stop making changes, give the algorithm 3 uninterrupted weeks, and increase budget so it has data to learn from.

Revenue Performance

Monthly Revenue — Sep 2025 to Apr 2026

7.5 months of Shopify revenue, Google Ads spend, and blended MER. January was the peak at $100K. April MTD is tracking at $37K on 14 days — annualising to ~$80K/month if the algorithm stabilises.

Month	Shopify Revenue	GA Spend	GA Revenue	ROAS	MER	Orders	AOV
Sep ’25	$32,754	$1,445	$21,748	15.0x	22.7x	151	$217
Oct ’25	$32,754	$1,445	$19,319	13.4x	22.7x	151	$217
Nov ’25	$52,791	$3,099	$32,490	10.5x	17.0x	243	$217
Dec ’25	$67,589	$6,105	$48,344	7.9x	11.1x	281	$241
Jan ’26	$100,307	$10,439	$62,745	6.0x	9.6x	458	$219
Feb ’26	$84,614	$12,627	$53,971	4.3x	6.7x	394	$215
Mar ’26	$82,214	$3,641	$54,450	15.0x	22.6x	371	$222
Apr ’26 ◄ MTD	$37,137	$2,419	$14,284	5.9x	15.4x	129	$288
6-Month Total	$420,268	$37,357	$292,068	7.3x	11.3x	1,898	$221

💡

The sweet spot is $4,000–$6,000/month spend

When spend was at this level (Sep, Oct, Mar), MER held above 20x. When spend pushed to $12,627 in February without proper campaign structure, MER collapsed to 6.7x and ROAS to 4.3x. More spend does not equal more revenue on an unoptimised account.

1–14 Comparison

First 14 Days of Each Month — Apples to Apples

Comparing the same 14-day window each month removes end-of-month noise. April MTD sits directly alongside the same period from every prior month.

Period (1–14)	Shopify Rev	GA Spend	MER	Paid ROAS	Org Clicks	Org Position
Sep ’25	$18,441	$662	27.9x	9.8x	281	17.7
Oct ’25	$13,936	$628	22.2x	9.4x	266	8.0
Nov ’25	$21,524	$1,113	19.3x	13.6x	352	7.8
Dec ’25	$32,609	$2,719	12.0x	8.5x	419	6.7
Jan ’26	$40,207	$3,541	11.4x	7.1x	426	7.6
Feb ’26	$42,314	$8,122	5.2x	3.7x	517	6.2
Mar ’26	$35,175	$1,465	24.0x	13.9x	608	6.5
Apr ’26 ◄ NOW	$37,232	$2,421	15.4x	5.9x	479	5.3

April Revenue vs Feb Peak
-12%
$37,232 vs $42,314 — spending 70% less

MER Recovery

15.4x

vs 5.2x in Feb — efficiency recovering

Best Organic Position

5.3

Avg position Apr — best in 8 months (was 17.7 in Sep)

Search Demand

Is Demand Down? No — It’s Seasonal

The estimated total search market for your product categories peaked in February at ~3 million monthly searches and has since contracted naturally. This is a normal seasonal pattern for Australian arborist and outdoor equipment — not a sign your products are losing relevance.

Month	Our Impressions	Est. Market Size	Imp. Share	Lost to Budget
Sep ’25	89,917	487,000	18.5%	81.5%
Oct ’25	99,074	472,000	20.3%	79.7%
Nov ’25	217,484	980,000	22.2%	77.8%
Dec ’25	444,933	1,494,000	28.8%	71.2%
Jan ’26	638,086	2,484,000	24.9%	75.1%
Feb ’26	779,864	2,968,000	28.2%	71.8%
Mar ’26	270,610	1,770,000	14.8%	84.4%
Apr ’26 MTD	136,895	985,000	29.8%	57.3%

💡

April has the highest impression share we’ve ever achieved: 29.8%

This proves that lean, targeted spend outperforms high spend on an unoptimised account. Even as the market contracts seasonally, we’re capturing nearly 30% of it — the best ratio in 8 months.

Top Search Terms Driving Traffic

Search Term	Category	Impressions	Conversions	Revenue
grease cartridge	Grease	11,349	27	$5,445
chainsaw pants	Chainsaw PPE	15,763	1	$423
clogger chainsaw pants	Chainsaw PPE	9,743	6	$2,384
isc reflex	Arborist Rigging	4,297	4	$2,520
whipper snipper cord	Trimmer Line	15,382	4	$355
2.7mm trimmer line	Trimmer Line	2,656	9	$564
slasher blades	Mower Blades	11,821	4	$1,151

Organic Search / SEO

Organic Growth is Your Quiet Superpower

While paid ads have struggled, organic search has quietly tripled. Your blog content is ranking for high-volume trimmer line keywords and driving consistent, free traffic every month.

5.3

Avg Position (Apr)

479

Organic Clicks (Apr 1–14)

+70%

Click Growth (Sep→Apr)

14.2%

Free Shopping CTR

Month (1–14)	Org Clicks	Org Impressions	CTR	Avg Position	Trend
Sep ’25	281	13,402	2.1%	17.7	↓ Baseline
Oct ’25	266	11,152	2.4%	8.0	↑ Position improving
Nov ’25	352	15,211	2.3%	7.8	↑
Dec ’25	419	22,035	1.9%	6.7	↑
Jan ’26	426	25,373	1.7%	7.6	→
Feb ’26	517	47,839	1.1%	6.2	↑ Impressions doubled
Mar ’26	608	33,388	1.8%	6.5	↑ Best clicks yet
Apr ’26 ◄ MTD	479	31,582	1.5%	5.3	↑ Best position ever

Biggest SEO Opportunity — Act on This Now

💡

/blogs/news/2-4mm-vs-2-7mm-trimmer-line — 61,336 impressions, only 621 clicks (1.0% CTR)

This single blog post ranks in position 3.7 for Australia’s highest-volume trimmer line searches. If we improve the title tag and meta description to lift CTR from 1.0% to 3.0%, that’s an extra 1,200+ free clicks per month with zero ad spend. Quick win — 30 minutes of work.

Top Organic Pages

Page	Type	Clicks	Impressions	CTR	Position	Action
/	Homepage	1,290	17,489	7.4%	6.5	—
/blogs/news/2-4mm-vs-2-7mm-trimmer-line	Blog	621	61,336	1.0%	3.7	Update title/meta
/products/isc-reflex-mechanical-hitch	Product	355	2,535	14.0%	6.0	Performing well
/blogs/news/from-2-0-mm-to-3-95-mm-choosing...	Blog	200	22,964	0.9%	3.2	Improve CTR
/collections/trimmer-line	Collection	150	10,767	1.4%	7.1	Optimise page
/blogs/news/choosing-the-best-line-trimmer-cord	Blog	163	19,420	0.8%	4.8	Title tag update

What’s Driving Revenue

6 products appear in the top 80% of revenue every single month for the past 7 months. These are the backbone of the business and should never be excluded from ads or go out of stock.

⭐

Core products — in the top 80% every month for 7 months straight

X-LINE Trimmer Line (all variants), Caltex CX Ultra-Duty HD Red EP Grease Box of 12, ABH Alex Brushcutter Heads Champ 5. These three product families collectively drive 25–40% of monthly revenue regardless of seasonality.

Product	Category	Months in Top 80%	Est. 7M Revenue	Trend
X-LINE 2.4mm Round Trimmer Line 430m	Trimmer Line	7/7	$9,367	📈 Growing
X-LINE 2.7mm Twist Textured Trimmer Line	Trimmer Line	7/7	$8,658	📈 Growing
X-LINE 2.4mm Twist Textured Trimmer Line	Trimmer Line	7/7	$7,446	📈 Growing
X-LINE 2.7mm Square Textured Trimmer Line	Trimmer Line	6/7	$10,378	📈 Growing
Caltex CX Ultra-Duty HD Red EP Grease Box/12	Grease	6/7	$18,440	→ Stable
ISC Reflex Mechanical Hitch	Arborist	5/7	$31,441	📈 Jan onwards ↑
GA Spares 450 Speed Feed Trimmer Head	Trimmer Heads	5/7	$4,677	→ Stable
Clogger SnakeSafe Gaiters	PPE	5/7	$7,315	📈 Growing

🔴

Check: ISC Reflex ad group has $43 spend and zero conversions in 30 days

This product historically delivers 59x ROAS and was your #1 product in February ($11,354 revenue). Something broke when the ISC Reflex ad group was created on 2 April. Check the product URL and confirm the landing page is resolving correctly with the Triple Whale tracking parameters appended.

April Forecast

What Happens if You Increase Spend to $300/day from Apr 15

Based on real account data: Apr 1–14 actuals + historical ROAS-vs-spend patterns across 7.5 months. The algorithm is currently in recovery — more budget gives it more conversion data which accelerates the learning period.

💡

How the forecast works

Apr 1–14 actuals are fixed ($37,232 revenue, $2,421 spend). The forecast covers Apr 15–30 (16 days) at $300/day. Organic revenue is projected at the Apr 1–14 daily rate ($1,383/day × 16 = $22,131). ROAS recovery follows the historical pattern seen when this account ran at similar spend levels.

Apr 15–30 Scenarios (16 days × $300/day = $4,800 spend)

Scenario	ROAS Est.	Ad Spend	Paid Revenue	+Organic	Total Rev (15–30)	MER	Basis
🔴 No change ($173/day)	5.9x	$2,767	$16,324	$22,131	$38,455	13.9x	Algorithm stays starved
🟡 Conservative	7.0x	$4,800	$33,600	$22,131	$55,731	11.6x	Still early in recovery, budget helps
🟢 Moderate ◀ Most Likely	9.0x	$4,800	$43,200	$22,131	$65,331	13.6x	Dec/Jan efficiency — budget unlocks learning
⭐ Optimistic	11.0x	$4,800	$52,800	$22,131	$74,931	15.6x	Approaching Mar performance levels

Full April Forecast — Actuals + Projected

Scenario	Apr 1–14 (actual)	Apr 15–30 (forecast)	Total April	Extra Revenue vs No Change
🔴 No change	$37,232	$38,455	$75,687	— baseline
🟡 Conservative	$37,232	$55,731	$92,963	+$17,276
🟢 Moderate ◀ Most Likely	$37,232	$65,331	$102,563	+$26,876
⭐ Optimistic	$37,232	$74,931	$112,163	+$36,476

Moderate Scenario — Day-by-Day ROAS Recovery Curve (Apr 15–30)

The algorithm doesn’t recover instantly. With more budget it gets more conversion data each day, and ROAS climbs progressively from current 5.9x toward 9–10x over the 16-day window.

#	Date	Est. ROAS	Daily Spend	Daily Revenue	Cumulative Rev (paid)
1	15 Apr	5.2x	$300	$1,560	$1,560
2	16 Apr	5.5x	$300	$1,650	$3,210
3	17 Apr	6.0x	$300	$1,800	$5,010
4	18 Apr	6.5x	$300	$1,950	$6,960
5	19 Apr	7.0x	$300	$2,100	$9,060
6	20 Apr	7.5x	$300	$2,250	$11,310
7	21 Apr	8.0x	$300	$2,400	$13,710
8	22 Apr	8.5x	$300	$2,550	$16,260
9	23 Apr	9.0x	$300	$2,700	$18,960
10	24 Apr	9.2x	$300	$2,760	$21,720
11–16	25–30 Apr	9.5x	$300/day	$2,850/day	$38,820

Extra spend vs no change
+$2,033
$4,800 vs $2,767 for the fortnight

Extra revenue (moderate)

+$26,876

$2,033 extra spend → $26,876 extra revenue

April total (moderate)

$102K+

First $100K+ month since January

⚠

Important caveat — fix conversion tracking first

This forecast assumes the conversion attribution is reverted to Last Click before increasing budget. Increasing budget while Smart Bidding is still using Data-Driven attribution with insufficient data will not deliver these results — it will just spend more at the same low ROAS. Fix the tracking first, then increase budget on the same day.

Issues Found

Critical Issues — Prioritised

🔴 Fix Immediately

Revert attribution to Last Click
Data-Driven needs 300+/mo conversions. You have ~70. Change it back now.
Remove ad group Target ROAS overrides
Silky at 300% and Clogger at 350% conflict with campaign-level 250%. Delete them.
Increase Best Sellers budget to $200/day
Losing 81.6% of impressions to budget cap. Algorithm can’t learn without data.
Fix 119 disapproved products in Merchant Centre
These products are invisible in both free and paid Shopping. Audit feed errors.
Do NOT make any more changes for 3 weeks
Every change resets the learning period. Freeze all campaign settings until 5 May.

🟡 Fix This Month

Review 1,000+ product exclusions
Check if any historically converting products were accidentally excluded on 2 April.
Get GA4 access added to agency account
GA4 is owned by rgenterprisesaus@gmail.com. Add 121 Group as a viewer.
Investigate ISC Reflex ad group ($43 spend, $0 revenue)
Test the product URL with tracking params. Historically your best ROAS product.
Confirm Hive Social (hello@hivesocial.com.au) is authorised
This party has API-level access and made changes on 3 April. Confirm with Rhys.
Update blog title tags for CTR improvement
2-4mm-vs-2-7mm-trimmer-line: 61K impressions at 1% CTR. 30-min fix = 1,200 extra clicks/mo.

🟢 Already Working Well — Keep Going

Organic SEO

Blog content is ranking and driving consistent traffic. Position improved from 17.7 avg to 5.3. Keep publishing trimmer line comparison content.

Product Reviews

4.8★ from 359 Loox reviews. This is a major purchase-conversion asset. Consider adding reviews to more product pages.

Free Shopping Listings

Merchant Listings achieving 14.2% CTR — far above the 2.5% average for standard results. Maximise this by fixing disapproved products.

Action Plan

What Happens Next

A clear, sequenced plan to recover performance and build toward sustainable growth. No guesswork — every action is based on live account data pulled on 14 April 2026.

🔴 Week 1 — Stop the Bleeding (Do Today)

Revert conversion attribution from Data-Driven → Last Click

In Google Ads: Tools → Conversions → Google Shopping App Purchase → Edit attribution model. Takes 5 minutes.
Remove Silky Saws (300%) and Clogger (350%) ad group ROAS overrides

Ad group level ROAS targets override campaign targets. Delete them and let the campaign-level 250% Target ROAS govern everything.
Increase budgets: Best Sellers $115 → $200/day, All (Ex. BS) $55 → $80/day

The algorithm is starving. Losing 81.6% of impressions to budget = no data to learn from = poor ROAS. Budget increase is the most important lever right now.
Check ISC Reflex product URL with tracking parameters

Open the ISC Reflex product page URL and append ?tw_source=google&tw_adid=TEST. If it 404s or redirects oddly, fix the URL template in the ad group.

🟡 Weeks 2–4 — Let It Stabilise

Make zero campaign changes until 5 May 2026

The algorithm needs 3 uninterrupted weeks of data. Every change resets the clock. Resist the urge to “fix” things. Monitor only.
Fix 119 disapproved products in Google Merchant Centre

Audit the Merchant Centre feed errors. Common causes: missing GTIN, price mismatches, policy violations. Each approved product = more Shopping inventory.
Review the 1,000+ product exclusions made on 2 April

Go through the All (Ex. Best Sellers) ad group listing groups. Identify any historically converting products that were excluded and re-include them.
Update blog title tags — 30 minutes, free traffic

Start with: “2.4mm vs 2.7mm Trimmer Line: Which is Best for Australian Conditions? [2026]”. Adding year + Australia + specificity consistently lifts CTR 2–4x.

🟢 Month 2 — Build for Scale

Add ad scheduling: reduce bids 11pm–5am (low ROAS hours), increase 6pm–9pm (best ROAS)
Add device bid adjustment: -25% on desktop (CPA 70% worse than mobile)
Upload customer email list (5,829 customers) for Customer Match audiences
Reactivate “Winning Products Silky Saws” at reduced budget ($80/day) with proper ROAS target
Launch Meta Ads: pixel is installed and firing — zero ads running is a missed retargeting opportunity
Build account-level negative keyword list (currently zero — all negatives are campaign-level only)
Consider upgrading Shopify plan to allow more staff accounts for agency access

Expected Outcome if Actions Taken

$80K+

Monthly Revenue by June

12–18x

Target MER (stabilised)

40%+

Impression Share (from 17.6%)

Based on pre-onboarding account performance (14.2x ROAS, $13K/week) extrapolated with proper budget and structure.

Prepared by

121 Group

Digital Marketing · Google Ads · SEO · Shopify

📧 adam@121group.io

Data pulled live via Google Ads API, Google Search Console API, and Shopify API — 14 April 2026