RG Enterprises
Performance Audit

Where Things Stand Right Now

Your store is fundamentally healthy — strong products, great reviews, and a growing organic presence.

Account Connections

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.

Conversion Tracking Status

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.

Third-Party Access — Who Has Keys to the Account

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.

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.

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.

Top Search Terms Driving Traffic

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.

Biggest SEO Opportunity — Act on This Now

Top Organic Pages

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.

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.

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

Full April Forecast — Actuals + Projected

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.

Discount Code Revenue — Sep 2025 to Apr 2026

78 unique promo codes used across 382 orders. Each cell shows revenue and order count for that month. Sorted by total revenue.

First 14 Days of Each Month — Promo Code Breakdown

Same codes, same format — filtered to days 1–14 only for apples-to-apples comparison with the Apr '26 MTD period.

Critical Issues — Prioritised

🟢 Already Working Well — Keep Going

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)

1. Revert conversion attribution from Data-Driven → Last Click

   In Google Ads: Tools → Conversions → Google Shopping App Purchase → Edit attribution model. Takes 5 minutes.
2. 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.
3. 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.
4. 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

1. 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.
2. 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.
3. 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.
4. 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