- Search Brand:
Strong rebound — 35 orders (was 18, +94%) and revenue $2,397 (was $1,105, +117%) at 6.36x (was 3.89x). CPC_Core led it: 30 orders / $2,093 at 6.89x, up from 14 / $899 at 3.87x, with AOV back to $70. Last week's demand/AOV softness fully reversed; IS steady at 90.3%. CPA $10.77 — inside the $12 target.
- Search Non Brand (Reviews):
Went the wrong way: spend scaled +68% to $218 but orders fell to 3 (was 4) at 0.55x (was 1.18x), CPA $73. IS actually improved to 74.3% (was 70.5%) — so this is efficiency, not availability: the extra budget didn't convert. Pull spend back toward last week's ~$130.
- Shopping Brand:
Steady at 13 orders / 2.30x (was 2.39x). PPT_ACQ_VOLUME held — 12 orders / $650 at 2.73x (was 11 / $537 at 2.87x) — while HairMask_NightCream slipped again to 1 order / $36 at 0.60x (was 2 / $276 at 1.81x). HairMask stays the volatile line: sub-1x in 3 of the last 4 weeks.
- Pmax Non Brand (Serum):
Throttled down — spend cut to $159 (was $410), 0 orders. Good discipline pulling budget from a line that's produced 1 order in 3 weeks. Keep it lean or pause pending an asset-group / search-term review.
- Demand Gen (Discovery):
Scaled hard — $1,357 (was $791, +72%), still 0 orders / $0 revenue (1dc). Now 56% of all-Google spend and the sole reason blended ROAS reads 1.33x despite the Search Brand rebound. Week 2 of the prospecting launch; 1dc can't see Discovery view-through, but ~$2.1K over two weeks with zero last-click warrants a GA4 assisted read NOW, not later.