Monthly Performance
Marketing Report
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Overall Performance KPIs
ROAS
2.4%vs MoM
Revenue
16.3%vs MoM
Impressions
9.2%vs MoM
Conversions
17.4%vs MoM
Clicks
14.9%vs MoM
Revenue down 16.27% MoM to £10.38M. ROAS softened to 7.31 (-2.36% MoM). Spend decreased 14.24% MoM.
Spend
14.2%vs MoM
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Executive Summary
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September 2025 Performance: CPA Stabilizes, Spend Down, Efficiency Holds
CPA & Spend Trends (Last 6 Months)
CPA & Spend Trends (Last 6 Months)
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Paid Search
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Top UK Campaigns Performance Overview
Top UK Campaigns by Spend
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Account Performance | MoM Overview
What moved performance
MoM softness driven by reduced Generic/Search and Shopping volumes after budget pullbacks; slight CPC uptick and lower CTR compounded declines while AOV held up and ROAS remained resilient.
Top Search campaigns by spend (current month)
Key KPI MoM change
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September Search Performance: Wins, Risks, Next Steps
Search Mix Shifts (qualitative)
Summary for Sep 1–30, 2025
Search saw mixed results: Brand and Seasonal themes grew share in the UK; US Generic scaled in Cacti, Tree and Competitors. Budget was reallocated from lower-efficiency variants to higher-intent terms and Shopping for Trees/Ficus. Performance Max reduced in UK and modestly up in US to protect efficiency.
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Week-on-Week Performance Changes by Campaign
| Campaign | WoW change |
|---|---|
| US | Shopping | Trees | Spend -15.16% • CPC 13.24% • CTR -23.14% • Clicks -25.08% • Impr. -2.52% • CPA 19.31% • CVR -5.09% |
| UK | Demand Gen | Lookalikes - Indoor Plants | Spend -5.30% • CPC 16.05% • CTR -7.36% • Clicks -18.40% • Impr. -11.92% • CPA 11.45% • CVR 4.13% |
| US | Demand Gen | Site Visitors | Spend 19.07% • CPC 21.29% • CTR 10.89% • Clicks -1.84% • Impr. -11.48% • CPA 15.95% • CVR 4.61% |
| US | Demand Gen | Lookalikes - Indoor Plants | Spend -8.53% • CPC 30.52% • CTR -25.13% • Clicks -29.92% • Impr. -6.39% • CPA 30.73% • CVR -0.16% |
| UK | Demand Gen | Site Visitors | Spend -7.91% • CPC -0.53% • CTR -10.46% • Clicks -7.42% • Impr. 3.39% • CPA -1.34% • CVR 0.83% |
| UK | Shopping | Trees | Spend -10.38% • CPC -3.86% • CTR -4.55% • Clicks -6.77% • Impr. -2.33% • CPA -11.97% • CVR 9.20% |
| UK | Shopping | Ficus Collection | Spend -2.25% • CPC 5.72% • CTR -14.62% • Clicks -7.53% • Impr. 8.30% • CPA 6.20% • CVR -0.45% |
| US | Shopping | Ficus Collection | Spend 13.36% • CPC -10.27% • CTR 23.29% • Clicks 26.34% • Impr. 2.48% • CPA -11.40% • CVR 1.26% |
| UK | Video | Plant Personality | Spend 1.95% • CPC -14.28% • CTR 9.50% • Clicks 18.93% • Impr. 8.61% • CPA 0.87% • CVR -15.01% |
| UK | Search | BRAND | Spend 17.00% • CPC 8.55% • CTR -0.22% • Clicks 7.78% • Impr. 8.02% • CPA 9.57% • CVR -0.93% |
| UK | Video | Viewed Product | Spend 25.70% • CPC 24.99% • CTR 15.75% • Clicks 0.56% • Impr. -13.12% • CPA 33.74% • CVR -6.54% |
| US | Search | BRAND | Spend -12.53% • CPC -8.44% • CTR -2.93% • Clicks -4.47% • Impr. -1.59% • CPA 0.07% • CVR -8.50% |
| US | Video | Viewed Product | Spend 19.68% • CPC 11.57% • CTR -9.78% • Clicks 7.27% • Impr. 18.90% • CPA 6.79% • CVR 4.48% |
| US | Video | Plant Personality | Spend 6.71% • CPC 43.62% • CTR -21.93% • Clicks -25.70% • Impr. -4.83% • CPA 31.83% • CVR 8.94% |
| UK | Search | GENERIC | Spend -50.04% • CPC -41.75% • CTR 20.70% • Clicks -14.24% • Impr. -28.95% • CPA -46.82% • CVR 9.54% |
| US | Search | GENERIC | Spend -7.29% • CPC -11.54% • CTR -5.13% • Clicks 4.81% • Impr. 10.48% • CPA -17.98% • CVR 7.85% |
| UK | Performance Max | OFFICE | Spend -17.92% • CPC -45.55% • CTR 48.05% • Clicks 50.75% • Impr. 1.82% • CPA -43.25% • CVR -4.06% |
| US | Performance Max | OFFICE | Spend -10.93% • CPC -21.59% • CTR 7.11% • Clicks 13.59% • Impr. 6.05% • CPA -35.21% • CVR 21.03% |
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Aug Search, PMAX & Shopping Performance
Aug 2025 Campaigns CPA
Insight
Efficiency leaders: UK Search BRAND, US Search BRAND, UK Search GENERIC — each ≥14.1 ROAS with low CPAs.
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Paid Search Next Steps
Search is efficient: ROAS 7.23 (+2.45% MoM), CPA $15.09 (-2.72% MoM), CPC $0.59 (+0.61% MoM), CTR 47.49% (-1.75% MoM), CVR 3.94% (+3.42% MoM).
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Paid Social
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August TikTok Overview
Daily TikTok Clicks and CPC for Aug 2025
Key takeaway
August delivered scalable volume at stable CPCs; ROAS held up on the highest-volume days.
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Paid Social Next Steps
MoM highlights: Conversions ▲ 16.45%, Spend ▲ 12.11%, ROAS ▲ 3.84% to 7.49, CPA ▼ 3.72% to $14.62, CTR ▲ 7.41%, Impressions ▲ 2.91%, CVR ▲ 5.35%, CPC ▲ 1.43%, AOV $109.47 (▼ 0.02%).
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Get Started Today
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