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4.68 ROAS.
The whole
story.
Results in context and a budget reallocated.
See what we did ↓We separated Google and Meta results, checked what the reporting counted and reallocated the Google budget. The configured daily total stayed the same.
1 AUGUST TO 1 SEPTEMBER 2026 / ANONYMISED DATA
4.68 looked good.
It wasn’t the whole story.
Google excluding brand rose from 1.88 in July to 2.44 in the reported period. Meta fell from 3.82 to 2.17. The overall result for the reported period was down. Showing only the largest figure would have concealed the problem we needed to address.
Historical report covering 1 August to 1 September 2026 inclusive, reconciled on 2 September 2026. ROAS is attributed sales value divided by advertising spend. It is not profit.
We changed where the money went.
We examined budget distribution and channel performance. The decision was to reduce PMax and move budget into Search and Shopping. We also cleaned up old campaigns.
It was a decision grounded in the account, with a clear constraint: the same Google budget. Compare the allocations below, including the part we left unchanged.
THE 2 SEPTEMBER DECISION
The same budget.
A different allocation.
Before the reallocation: 240 RON/day.
Daily budgets configured on 2 September 2026. These are not actual spend figures.
An order.
A phone call.
Different things.
We separated orders from calls and direction requests when reading results. Treating every action as a sale gives a budget decision the wrong foundation.
The report needs to lead somewhere.
What improved? What fell? Where should we change the allocation, and what should we watch afterwards? Those were the questions the client needed answered. A table without the decision would have been an unfinished job.
The budget change is documented. It is not presented as proof of a subsequent improvement. Observation, action and outcome remain separate, including when the story is about our own work.
MORE OF OUR WORK
Easier to find. Easier to choose.
Three questions before increasing the budget.
What are we counting? In this case, purchases needed to be separated from calls and directions requests. Then: where are sales coming from? A search for a familiar brand and the acquisition of a new customer tell different stories.
The last question is where a decision is needed. We did not increase the Google budget to cover the problem. We changed the allocation of the configured RON 240 a day. The next step was to observe the new allocation using the same definition of results.
When you receive a report, ask for the decision behind it: what stays, what changes and what evidence would make us reconsider? That is where the useful business conversation starts.
HIGH-UP ADS