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My ROAS dropped 30% this month across both platforms. What happened and how do I fix it?
I analyzed your Google Ads and Meta Ads data for this month vs. last month. Here's what I found:
1. Google Ads — Search campaigns
Your top converting keyword group "enterprise software demo" saw a 42% CPC increase due to new competitor bidding. Meanwhile, your conversion rate on these terms dropped from 4.2% to 2.8%, likely because your landing page hasn't been updated since Q3.
2. Meta Ads — Prospecting audiences
Your Lookalike 1% audience is showing signs of fatigue — frequency hit 4.7 this month (up from 2.1 last month). CPMs increased 35% while CTR dropped 28%. The creative set running since January has likely saturated this audience.
3. Budget allocation issue
62% of your total budget is going to top-of-funnel campaigns that aren't converting. Your retargeting campaigns on both platforms are actually performing well (5.2x ROAS on Google, 4.8x on Meta) but are severely underfunded at only 12% of total spend.
Recommended actions:
• Immediately: Shift 20% of prospecting budget to retargeting on both platforms. Based on current performance, this alone could recover ~15% of the ROAS drop.
• This week: Refresh your Meta ad creatives — swap in at least 3 new variations to combat audience fatigue. I can generate copy for these if you'd like.
• This week: Add negative keywords to your Google Search campaigns. I found 14 search terms eating budget with zero conversions — terms like "free enterprise software" and "enterprise software salary" accounted for $840 in wasted spend.
4. Landing page & conversion path
Your Google Ads landing page has a 67% bounce rate, up from 48% last month. The page load time increased to 4.2 seconds which is
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