MoM Audit Widget — Jan to Apr 2026

Claude response · Google Ads account · Jan–Apr 2026

Apr spend

€3,672

−€1,447 vs Mar

Apr ROAS

1,795%

+453pp vs Mar

Apr conversions

680

−190 vs Mar

Search IS

50%

4-month high

Jan · Feb · Mar · Apr — all metrics, trends, campaigns, verdict

Jan 2026

Feb 2026

Mar 2026

Apr 2026

Trend lines — all four months

ROAS %

Conversions

Spend (€)

Search impression share %

What's moving — and what isn't

↑

ROAS

915% → 1,547% → 1,342% → 1,795%. Strong net uptrend despite a March dip caused by higher seasonal spend. April is the best month in the dataset.

improving

↑

Search impression share

44% → 43% → 47% → 50%. Slow but unbroken climb — April hits a four-month high.

improving

↑

Cost per conversion

€7 → €4 → €6 → €5. Trending down overall. March's spike reflects seasonal volume, not inefficiency.

improving

↓

Conversions dropped in April

Peak of 870 in March fell 22% to 680 in April despite steady spend. Likely seasonal softening, but warrants a second month to confirm.

flag

→

Search IS stuck under 50%

Half of available impressions left untouched across all four months. Budget flowing to zero-ROAS campaigns is directly suppressing this number.

flat — shouldn't be

→

Zero-ROAS Shopping campaigns

Two secondary Shopping campaigns spend €150–215/month each with zero tracked conversions — every month, no change made.

flat — shouldn't be

Top 3 campaigns driving the biggest swings

Display Remarketing — Primary Market Display Jan only

Spent €1,101 in January with zero conversions, dragging account ROAS to 915%. Paused after January and never reappeared. Its removal explains most of February's efficiency improvement.

€1,101Jan spend

0%ROAS

absentFeb–Apr

Shopping — Primary Market Shopping ROAS declining

The account backbone. Scaled well January through March, hit 70.2% IS in March. ROAS held at 2,800–3,000% throughout. April saw a budget pullback — the key question is whether spend going to zero-conversion campaigns is the reason.

€1,223peak spend (Mar)

~2,900%avg ROAS

70.2%peak IS (Mar)

Search — Core Product, Primary Market Search Paused — but spending

Shows "Paused" every month but has been in the top 2 spenders consistently: €281 → €525 → €907 → €552. Running outside its own management structure with volatile ROAS across all four months.

€2,265total spend

4 monthsactive while paused

Pausedstatus

Verdict

Cautiously yes — heading in the right direction ↑ net positive

ROAS has improved from 915% to 1,795% over four months. Search IS is climbing. Cost per conversion is declining. The January Display campaign waste has been eliminated. The primary Shopping campaign is scaling well.

The structural problems haven't been resolved. April's conversion drop, zero-ROAS Shopping campaigns absorbing ~€350–400/month, a Search campaign running outside its own pause, and Search IS still capped at 50% all point to inefficiencies the ROAS trend is papering over.

Most urgent change

Audit the zero-ROAS Shopping campaigns. Combined they have absorbed over €1,400 across four months with no tracked return. Either conversion tracking is broken or they genuinely don't convert — either way, that spend belongs in the primary Shopping campaign running at ~2,900% ROAS.