IResults
The collection, as of October 17
All numbers are Triple Whale, Triple Attribution 7-day, new customers only, Ledisa Google Ads. Google-reported conversions are not used.
Tepui is our live Google Ads dashboard for every Acentecom brand: daily performance by campaign, pacing against the Q4 plan, tests, advertorials. Filter by Ledisa.Open Tepui →
On September 24 we paused every Google campaign for the checkout move to Netz and switched them back on one by one as each link was ready. So the weeks read as before the pause, the restart and now. The last week keeps collecting orders until October 24; treat it as provisional.
Weekly spend
USD, Ledisa Google Ads, Mon–Sun. Last bar is six days.
Weekly NC ROAS
Triple Attribution 7d. Dashed line: 1.0, where a new-customer dollar pays for itself.
Table view
| Week | Spend | NC orders | NC ROAS 7d | Cost / NC order |
|---|
By channel, Oct 11–17
Where the money goes and what each channel returns. The floors are our internal new-customer targets per channel.
| Channel | Spend | NC orders | NC ROAS 7d | Floor | Read |
|---|---|---|---|---|---|
| Search non-brand | $39,484 | 533 | 1.08 | 1.4 | 60% of spend. Two advertorial tests running here (Room III). Below floor since the restart; this is where the gap is. |
| Search brand | $6,687 | 119 | 1.44 | 1.4 | Brand bids raised Oct 15 to buy impression share; bidding test starts Oct 22. |
| PMax generic (feed) | $13,243 | 189 | 1.06 | 1.7 | Fell from 1.73 the week before, right after the feed rename (watch-out below). Given a 160% tROAS target on Oct 18. |
| PMax brand (feed) | $4,015 | 144 | 2.48 | 1.7 | 2.3–3.5 over the last three weeks, 2.48 this one. tROAS 385% → 350% on Oct 18. |
| Demand Gen (Discover, native) | $2,268 | 10 | 0.24 | 1.0 | Small test budgets ($100–150/day each). Three campaigns, Room IV. |
| Total | $65,696 | 995 | 1.17 | — | $66 per new customer; $56–60 in the two restart weeks. |
Q4 targets, Ledisa on Google
From our Q4 growth plan (version Sep 18). Triple Attribution 14d, Google Ads only. These are the numbers the reviews pace against.
| Month | Spend | NC revenue | NC orders | NC ROAS | Cost / NC order |
|---|---|---|---|---|---|
| October | $374,298 | $596,201 | 7,615 | 1.59 | $49 |
| November | $398,706 | $648,373 | 8,281 | 1.63 | $48 |
| December | $480,920 | $764,698 | 9,749 | 1.59 | $49 |
Spend
77%
NC revenue
71%
NC orders
69%
October to date (Oct 1–17) against the target pro-rated to 17 days: $158.9k spend, $233.5k NC revenue, 2,865 NC orders, NC ROAS 1.47. The last days are still maturing, so revenue and orders will rise.
Search brand1.4Search non-brand1.4PMax1.7Demand Gen1.0YouTube1.05 · 0.9 testingPull back below1.1
The floors are the company's minimum NC ROAS per channel (TA 14d; YouTube TA 7d, from the kickoff). At or above floor with room to grow, the default is to scale; below 1.1, pull back.
Q4 calendar
Offers are evergreen; only the site banners change.
Since Oct 14
Halloween sale banner live on the store; it converted from day one. End date not set yet.Nov 23 – Dec 1
Black Friday / Cyber Monday. Cyber Monday is Nov 30; Dec 1 is expected to be the biggest sales day. Plan: offers confirmed by Nov 9, promo assets live Nov 20, extra budget only for campaigns at or above floor. Last year Ledisa's BF week ran 0.90 NC ROAS on Google with no plan; health CPAs can double that week.Dec 26 – Jan 10
New Year resolution peak. Last year the week of Dec 29 spent $147.6k on Google at 1.09 and the store sold $503k, 3× Black Friday week. Budgets and targets set by Dec 23; the YouTube goal is $300k/month in January.Still to come from GianfrancoThe banner change dates for Black Friday, Christmas and New Year, the Black Friday creative even if not final, and a check of the cost settings behind the break-evens below.
What a new customer is worth, and the break-even it implies
Calculated by us from Triple Whale for the whole Ledisa store: every new customer of June (17,571), July (21,041) and August (28,155), followed order by order. Contribution = revenue minus refunds, taxes, product cost, shipping, payment fees and other order costs, as configured in Triple Whale. Break-even NC ROAS = first-order revenue ÷ contribution per customer over the horizon. It excludes fixed costs, agency fees and creative production, so it is the line below which a new customer loses money, not the profit target.
First order only
1.36– 1.41
Contribution is 71–74% of the first order. Below this, the first purchase alone doesn't pay for the ad.
Within 30 days
1.01– 1.07
33–46% buy again within 30 days; 78–88% start on a subscription.
Within 60 days
0.96– 0.97
Each customer returns 1.04× the first order in contribution.
Within 90 days
0.90
1.11× the first order; 1.69 orders per customer. June cohort only (the only one with 90 days).
contribution 69%refunds 15.1%shipping 6.4%taxes 3.8%payment fees 3.5%product cost 2.6%June cohort, 90 days
How the channel targets line up. Split by first order, June cohort: subscribers (78%) return 1.17× their first order in 90 days, break-even 1.36 → 0.97 → 0.85 (first order, 30, 90 days); one-time buyers only 0.83×, break-even 1.38 → 1.28 → 1.20. So Search at 1.4 (subscription offers) means the first order alone pays the ad and the rebills are the margin; PMax at 1.7 sits above the one-time break-even because Shopping orders carry no subscription; Demand Gen at 1.0 and YouTube at 0.9 pay back within 30 and roughly 60–90 days. The 1.1 pull-back line sits just above the 30-day break-even.
Caveats. Refunds are the biggest cost after the ad and they keep landing for weeks, so recent cohorts look better than they will. Product cost and fees are Triple Whale's settings, not audited figures. Payment fees stopped being recorded after the Netz checkout move (Oct), which only affects October's store P&L, not these cohorts. August's first order was smaller ($87 vs $110) during the promo period.
Watch-out: Ledisa PMax since the Berberine rename
LD_GLP_PDP_US_PMAX_GENERIC (account 554-162-7821), $1.8k/day, budget-limited. On Oct 9 every product title and description in the Ledisa feed switched from "GLP 1 Patches" to "Berberine Patches" (the naming rule: brand and Shopping say Berberine). Performance broke the same day, in Triple Whale and in Google's own numbers. The budget also went from $1.5k to $1.8k on Oct 8.
NC ROAS, TA 7dGoogle ROASfeed renamed Oct 9shaded = still maturing
NC ROAS 7d
Google ROAS
NC revenue / week
Oct 2–8 vs Oct 9–15, same campaign: spend +24% ($10.5k → $13.0k), NC orders 236 → 212. Search terms below (Google-reported value, the search part of PMax only):
| Searches | Spend before | after | ROAS before | after |
|---|---|---|---|---|
| "glp 1 patch" family | $2,231 | $2,625 | 2.42 | 1.36 |
| "berberine …" | $302 | $1,180 | 3.44 | 1.09 |
| other patch searches | $1,140 | $1,194 | 1.99 | 1.85 |
| everything else | $747 | $882 | 1.67 | 1.32 |
What it says. We did not lose the GLP-1 searches: spend on them held, but they convert at half the rate, because the shopper typed "glp 1 patch" and now sees a product called "Berberine Patches". At the same time Google moved spend into "berberine" searches (7% → 20% of search spend), which convert far worse at volume: likely people looking for berberine capsules. October's PMax read in Room I is mostly this.
Options, your call.
- Titles that keep the name and carry the search: "Berberine Patches for GLP-1 Support – …". The Oct 15 rule allows GLP-1 as the mechanism; only the product name must be Berberine.
- Negatives for low-intent berberine searches (capsules, pills, supplement, dosage) on this campaign.
- Budget back to $1.5k while the feed re-learns. Our last step here was a 160% tROAS target on Oct 18.
- Done Oct 19 by Jure: new titles in six search angles through supplemental sources. First clean read from about Oct 23, once the items settle and TA 7d matures.
IIChanges
What changed, Oct 1–19
A ledger of every lever we pulled on Ledisa this month: your baseline, and the last changes before you take the controls.
Oct 1
Non-brand Search
Raised tROAS on LD_GLP_COMP_US_Search_tROAS from 125% to 140% and paused three weak ad groups (Purisaki, Fat Loss Patches, Nano Microneedling).
Oct 4
Demand Gen schedule
70% of the prospecting campaign's spend landed between midnight and 7am New York. Limited it to 7am–midnight and doubled the budget $50 → $100/day (then $150 on Oct 7). On similar spend: 9 new orders vs 2 in the ten days before, cost per new order $170 vs $973. Still NC ROAS 0.43; the read is not settled.
Oct 7
Ad copy test closed
"Label D" RSA copy (Top 5 GLP-1 Patches 2026 / for Women angle) won on CTR with equal or better conversion rate in three ad groups; the old copy was paused there. No difference elsewhere, both left on rotation.
Oct 8
PMax
Generic budget $1,500 → $1,800/day; Brand tROAS 400% → 385%. Remarketing Demand Gen campaign launched (Room IV).
Oct 9
Feed renamed
All 20 Ledisa Shopping items: titles and descriptions from "GLP 1 Patches" to "Berberine Patches", images to the Berberine pouch (naming rule). The top items went back into Google review for a few days. PMax generic has not recovered since: see the watch-out at the end of Room I.
Oct 12
Two advertorial tests
Top 5 v3 page vs the live Top 5, and a review page vs Top 5 on "ledisa reviews" searches, both 80/20 (Room III). Remarketing DG got the Merchant Center feed and a short "Up to 50% Off" headline.
Oct 14
Brand misspellings
Added 22 brand misspellings as exact-match keywords (ladisa, ledesa, lidesa…), bid like their siblings. They were already 2.3% of brand impressions.
Oct 15
Brand bids
Brand impression share was 44–52%, all lost to rank. Raised [ledisa] $2.40 → $3.11 and [ledisa patches] $2.40 → $3.74 after Auction Insights showed other sites on our brand term. Trial arm tROAS 205% → 175%, CPC cap $3.00 → $4.50.
Oct 16
Demand Gen listicle
Second prospecting campaign launched, identical settings, landing on the Top 5 page instead of the story (Room IV).
Oct 18
PMax targets
Brand tROAS 385% → 350%. Generic got a 160% tROAS target (it ran on Max Conversion Value with no target). The NAD+ generic campaign was paused. Part of a portfolio-wide PMax plan; next step reads Oct 21.
Oct 19
Feed rewrite (Dominuss)
Jure added supplemental sources on the four Ledisa feeds: titles and descriptions rewritten on all 90 items into 6 search angles, plus new attributes (product type, short title, highlights, details, Q&A, related products, popularity rank). Primary feed, prices, links and images untouched. Shopping: 30/30 US items approved after the change.
Ongoing
Naming rule
Brand ads and Shopping say Ledisa Berberine Patch, matching the landing page. Advertorials keep GLP-1 as the mechanism. Relevant for your scripts: GLP-1 as a product name is out; "supports your GLP-1" is fine.
Exhibit: the "Walk" ad. One image, one headline. Google gives it most of the Demand Gen prospecting spend (14.6% CTR); the carousel ads in the same groups get the long tail. Short headline "Hunger After 50" since Oct 12.
Exhibit: the listicle cover. Three covers built for the Top 5 campaign launched Oct 16 (lineup, desk test, label check), plus two from our creative team. Ad copy says GLP-1 Patches to match the page.
IIITests
Tests running
Four live experiments you inherit. Every read is provisional until the 7-day window settles; the decision dates are when a call is due, and from here the call is yours. Tell us under each one.
Allegory of the testControl in teal, trial in coral; the hourglass is the 7-day window
Top 5 advertorial v3 vs v1
Running · since Oct 12Non-brand Search, 80/20 Google experiment. The v3 page ranks on three checks a reader can verify, shows real price and guarantee, drops the celebrity-injection and side-effect sections.
Control1.10
Trial v31.02
NC ROAS 7d, Oct 12–17 · control $17.2k / 237 orders · trial $2.3k / 21 orders
Yours to continue or stop. The winner becomes the default lander for GLP-1 traffic; the Oct 26 read and the page sources are yours.
TRIAL · V3Review page vs Top 5
Stop rule · Oct 19"ledisa reviews" searches, 80/20. A disclosed review page that answers the question vs the generic Top 5. Control tROAS lowered 160 → 150% on Oct 15 so the bias runs in the trial's favour.
Control1.25
Trial0.85
NC ROAS 7d, Oct 12–17 · NC orders per click 5.9% vs 3.3%
The stop rule fires Oct 19. If you want it applied, say so here; otherwise both arms keep running and we send you the read.
TRIAL · REVIEWBrand: tROAS + broad + AI Max vs Manual CPC
Clean read Oct 22 – Nov 550/50 experiment on brand Search. Portfolio tROAS 175% with a $4.50 CPC cap, broad "ledisa" and AI Max text, against Manual CPC. Both arms pushed toward maximum impression share on Oct 15.
Manual1.94
tROAS2.09
NC ROAS 14d, both arms Sep 24 – Oct 17, history only · the read restarts Oct 22 after learning
The clean read starts Oct 22. Leave the brand campaigns as they are until Nov 5 if you want the answer, or end the experiment now and keep the arm you prefer.
Demand Gen: Top 5 listicle vs the story
Running · since Oct 16Two identical Discover campaigns (same audiences, 7am–midnight NY, $150/day) sending to the Top 5 page vs the "calorie counting after 50" story. On native the Top 5 converted about 2× the story per visit (Taboola, same days: 0.63% vs 0.26%); the test is sized for 0.35% vs 0.7%.
Story$323
Top 5—
Spend $323 vs $406, two days. First gate: 3 Voluum conversions by $1,000 per arm.
Tells you which page to put behind image-led traffic, close to how in-feed YouTube behaves. Decision Nov 3; we send the read.
STORYTOP 5IVProjects
Projects in flight
Things we were building for Ledisa when the handover started. For each one, tell us: keep it as it is, stop it, or change it (and how).
Demand Gen · remarketingLive since Oct 8
Remarketing to the offer page, with the product feed
LD_BERB_RMK_US_DGEN_IMG_OfferPage · Demand Gen account 756-660-7070 · $100/day · Max Conversions
Site visitors and past engagers, in-feed, Discover and Gmail, landing on the Berberine offer page. On Oct 12 we attached the Merchant Center feed (30 US products, every link through Voluum) so the ads carry product cards, and swapped the brand headline for "Up to 50% Off".
$1,050
spend, Oct 8–17
5
NC orders (7d)
0.25
NC ROAS, provisional
Early and small. The feed effect reads from Oct 19.
If you run YouTube remarketing, this pool overlaps it. Say how you want the audiences split, or fold this campaign into your own structure.
Demand Gen · prospectingLive since Oct 16
Top 5 listicle on Discover
LD_GLP_COMP_US_DGEN_PSP_IMG_Top5 · $150/day · Advertorial Click + Purchase · Discover only, 7am–midnight NY
A copy of the story prospecting campaign, sending to the Top 5 v3 page. Five image ads: the three listicle covers above plus two from our creative team. It is the trial arm of the Demand Gen test in Room III.
$406
spend, 2 days
6,253
impressions
2.7%
CTR (story: 14.6%)
The story's 14.6% CTR comes from the single one-image "Walk" ad Google favours; the listicle covers are getting the long tail. Too early to say anything else.
One arm of the Room III test. Decide whether it finishes (Nov 3) or stops when your Demand Gen plan starts.
Search · second productLive since Sep 22 · below floor
Sleep Patches comparison campaign
LD_SLEEP_COMP_US_Search_tROAS · $200/day · Max Conversion Value · Top 5 sleep patches advertorial → product page
Ledisa's second product. Ten ad groups, 69 keywords, 30 ads, a comparison advertorial on myhealthyshape.com that today sends people to the Shopify product page because there is no offer page yet.
$5,544
spend since launch
49
NC orders (7d)
0.61
NC ROAS · floor 1.3
Held at $200/day on purpose. The traffic is fine; the destination is the problem, hence the next plaque.
Keep it running until the offer page lands, or pause it now. Sleep was pencilled as a second YouTube cell for December; that is now your call.
Landing · Netz buildDesign approved Oct 14
Sleep Patches offer page and checkout
Preview ledisa-sleep-preview.pages.dev · ClickUp 1243w4q841t (page) · 1243w4q842w (subscription offer)
Same format as the Berberine offer page that your winning AppLovin traffic lands on: three subscription plans (1 / 3 / 6 months), 90-day guarantee, comparison against "other sleep patches" without naming competitors, no fake urgency, no invented reviews. Formula on the page: melatonin 7 mg plus magnesium, 5-HTP, valerian, L-tryptophan and hops.
Where it is: Figma design approved (Gabriel, Oct 14) · page and checkout being built in Netz by Saro's team (in progress) · subscription offer in review/QA (Tapabrata). Still open: final prices and rebill per plan, real customer reviews, a real photo of the patch, QA of the Netz URL.
Lukas: this page is yours to direct once it is live. If the plan changes (angle, pricing display, CTA), tell us before Saro's team finishes the build.
Landing · programme3–4 new pages a week
Advertorial and review pages, Search-first
KittyBuilder pages · Voluum tracking · every variant is a new Voluum campaign
The two pages in Room III are this week's. The pattern that has held up on Search: one product, ranked on three verifiable checks, price and guarantee visible, disclosure at the top, the #1 pick within two mobile screens, "Get up to 50% off" CTAs. Every page passes a drug-term scan before it goes live because Google reads the page, not only the ad.
From here the angles are yours. Tell us which pages to build next and we file them with Olga and Saro; the live Voluum links stay as they are. No link gets built outside Voluum.
∑
YouTube + Brand Search + organic + direct
MeasurementNot started · next on Carlos's list
Blended attribution dashboard for the YouTube halo
Triple Whale 7d · daily · pre-period marked with the dates in Room II
Committed on the kickoff call. Our daily report already pulls Google Ads and Triple Whale by campaign through the API; the halo view adds brand Search, organic and direct against a pre-period, with the brand-bid and test dates marked on it.
Tell us if you want this built and what it should show (brand search volume, brand CPC, geo split), or whether your own reporting carries it.
VVideos
The YouTube video request, on hold for you
Batch 1 with our creative team (ClickUp 1243w4q8bmf, Olga's editors) is paused until you decide. Tick the videos you still want, pick one option; it saves and Carlos acts on it.
Every edit also applies the Google policy fixes: product named Ledisa Berberine Patch, no Rx-drug references, no before/after bodies, honest urgency, hook in the first 5 seconds, end card with Buy 2 Get 2 Free and the 90-day guarantee, AI-presenter label where it applies. Native horizontal 16:9, never a pillarboxed vertical.
Your decision
One of three. We tell Olga the same day.
The top 30, last 90 days
Ledisa Berberine (GLP-1 Patches) on AppLovin + Meta, Jul 20 – Oct 18. Ads with ≥ $10k spend, ranked by NC revenue. KPIs exactly as the marketing tool reports them (its own attribution setting, not the TA 7d used for Google above). Download = the original .mp4. Every one needs the Room V policy fixes before it runs on Google.
| # | Creative | Spend | NC rev | NC ROAS | NC orders | NC CPA | NC AOV | CTR | CPM | AL / Meta | File |
|---|
ROOM V already in the Google edit request spend share AppLovin / MetaHover a thumbnail to enlarge · click a column to sort
VIAccess
Access and onboarding, where we are
Our view as of Monday Oct 19. Almost everything is in. Tick what you can confirm from your side; untick anything that still doesn't work for you.
Granted, please confirm
Owner on our side in teal. Tick = "yes, we can get in".
Still open
Who holds the ball. Coral = yours.
VIIHow we work
Ask the people directly
One shared board, and you go straight to whoever does the work. Nobody in the middle, Carlos included.
Every door is openThe board · the creative team · the dev team
The shared board: Ledisa × Dominuss
The list Ledisa × Dominuss in the Acentecom ClickUp (Google Ads folder), with a template task pinned at the top. Anyone assigns anyone: you to us, us to you, you to each other, and you straight to Olga, Saro or anyone below. Statuses: To do → In progress → Waiting (blocked on the other side) → Review → Done. Tags: request · joint · review (for the next results meeting) · blocked.
- Write each task as WHAT · WHY (which campaign, which number it moves) · OUTPUT (file, link, format) · BY WHEN.
- Content decisions are yours: angles, pages, copy, creative direction. Our teams build what you decide.
- Slack is for the conversation; the task is the record. Reply on the task, not only in the channel.
- The requester closes the task after checking it: "Need to fix" with a comment, or "Done". Nothing sits in review.
Who does what on our side
Olga · creativeVideo edits, new cuts, images, static ads. 40 editors, Higgsfield in the stack, deliveries in Frame.io. Give the source ad id, timestamps, hooks and end card.
Saro · pages, Netz, VoluumSales pages, checkouts, offers, funnels, tracking links. Saro's team builds and publishes. How his team takes tickets is his call (board or this list): ask him once.
Suren · accessLogins and permissions for every tool.
Gianfranco · businessOffers and prices, margins, the promo and banner calendar, anything that needs a company decision.
Carlos · Google know-how and dataAccount history, Tepui, Triple Whale reads, feeds, conversion setup, the YouTube channel. Assign him like anyone else.
House rules that travel with every request
Never change a live Voluum campaignEvery change is a new Voluum campaign, lander or offer. Live paths are not edited, ever.
Every ad link goes through VoluumNo ad points to a raw page. Before asking for a link, check Voluum: Saro's team usually has one ready.
Pages live in NetzCheckoutChamp is being retired. Publishing in Netz pushes everyone's drafts, so only Saro's team publishes.
Say which campaign you mean"Google Ads campaign" vs "Voluum campaign". The same word for both has caused duplicates.
Health landers get read by GoogleDrug names on the page (Ozempic, GLP-1 as a product name, prescription terms) block the ads, not only the copy. Scan before launch.
Creative follows Google policyNo Rx-drug references, no before/after bodies, honest urgency. The checklist is in Room V.
Communication rhythm (from the kickoff)
Slack, in #ledisa-dominuss. Red-dot messages get a reply within the hour, otherwise the same day. Your weekly report lands on Tuesdays, the monthly one in the first week of the month. Big changes get a short plan in the channel first, applied on Mondays and Thursdays. Results are reviewed together in the review meetings.
VIIIRoles
Who does what
You run Ledisa on Google. Carlos assists. Performance gets reviewed together in the review meetings.
Dominuss runs
All of Ledisa on Google Ads, end to end
- Search, brand and non-brand · PMax and Shopping · Demand Gen · YouTube: structure, bids, budgets, tROAS, keywords, copy.
- Content decisions: angles, landing pages, review pages, creative direction, what gets built next.
- The tests in Room III and the projects in Room IV: continue, stop or redirect them.
- Naming, policy appeals, pacing against the floors and the Q4 targets.
- Reporting: the Tuesday report with a Loom, the monthly report in the first week of the month.
Carlos assists with
On call, never in the way
- Data: Tepui stays live for Ledisa, Triple Whale reads, Google Ads API pulls, pre-period baselines, the halo dashboard if you want it.
- Links and funnels: knows which Voluum campaign, lander and offer each Ledisa campaign uses, and why.
- Policy checks: a drug-term scan of any page or script before it goes live, when you want a second pair of eyes.
- Plumbing: Merchant Center and feeds, conversion actions, the YouTube channel, account linking, access.
- History: what Google has blocked on Ledisa, what each campaign was set to and why, so nothing is relearned.
- Monitoring, not steering: our daily report, watchdog and page watchers keep reading Ledisa and flag what they see. Nothing on our side changes the Ledisa accounts any more; every automation that wrote to them was switched off on Oct 18.
Together, in the reviews
The review meetings and the channel
- Results review: we keep monitoring and bring the read to every review meeting. Performance against the new-customer floors (Search 1.4 · PMax 1.7 · Demand Gen 1.0 · YouTube 1.05, 0.9 while testing) and the Q4 growth targets.
- Test calls when a decision date lands (Oct 19, Oct 26, Nov 3, Nov 12).
- What to build next: pages, creative, products (Sleep), and the order we file them in.
- Anything that touches tracking, feeds or checkout, because those cross into Saro's and Igor's teams.
IXNotes
Your notes
What would help you most, and anything we got wrong. Sign with your name so we know who wrote what.
What would help you most right now
Tick any. We prioritise by this.
Open notes
Everything on this page saves as you type. The last edit shows on the rail at the bottom. Carlos reads it daily and answers in the channel.