Monthly Performance
Marketing Report
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Overall Performance KPIs
October saw increased competition as advertisers ramped up spending ahead of Black Friday and the holiday season. This drove up CPMs and auction costs across digital channels, impacting overall efficiency. Despite these headwinds, we maintained a strong ROAS above 7x, showing the account's solid fundamentals and effective campaign management in a tough market.
Impressions
9.2%vs MoM
Clicks
14.9%vs MoM
Conversions
17.4%vs MoM
Revenue
16.3%vs MoM
ROAS
2.4%vs MoM
Spend
14.2%vs MoM
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Executive Summary
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Tight Spend and Strong CTRs Helped Protect Efficiency in October
Google ROAS & Spend Trends (Last 6 Months)
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Paid Search
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UK Campaigns Performance Overview
UK Campaigns: Spend
UK Campaigns: ROAS
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Account Performance | Top 3 Drivers of Search Performance Change
What moved performance
Search performance declined primarily due to intentional budget reductions in Generic campaigns (-53% UK, -25% US clicks MoM), compounded by CPC inflation (+7% to +16% MoM) and typical October seasonality. Despite volume drops, conversion quality remained strong with stable CVRs and resilient AOV across all Search campaigns.
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October Search Performance: Wins & Risks
Summary Insight
October search performance was driven by strategic reallocation toward high-intent Brand, Seasonal, and Shopping campaigns, though budget cuts in mid-funnel generics and Performance Max risk limiting discovery and share defense as Q4 competition intensifies.
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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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Shopping Remained the Most Efficient Driver of UK Scale
Shopping Campaign Performance by Product Theme
Insight
UK Shopping campaigns (Trees & Ficus) deliver the best efficiency at scale with CPAs under £10 and ROAS consistently above 10.9. Prioritize budget expansion here.
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PMAX Delivered Stable ROAS Despite Lower Spend
Next Step: Analyse asset group performance and audience signals to identify top-performing segments; reallocate budget toward high-intent signals and test new creative variations to improve ROAS.
Total Spend
16.5%vs last month
Conversion Value
17.6%vs last month
Conversions
16.2%vs last month
Conversion Rate
1.4%vs last month
CPA
0.3%vs last month
ROAS
1.4%vs last month
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Paid Search Executive Priorities
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Paid Social
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TikTok Overview
Daily TikTok Clicks and CPC for Aug 2025
Key takeaway
August delivered scalable volume at stable CPCs despite rising CPMs (+26% MoM), demonstrating strong creative performance in a competitive environment.
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Recommendations & Next Steps
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