Google Ads · October 2026 vs September 2026
Northwind Outfitters
Google Ads — October 2026
Executive summary
Northwind Outfitters closed October 2026 on Google Ads with $26,720 in spend, 666 conversions, 2.78x ROAS. Against September 2026, ROAS rose +44.3% and Conversion value rose +31.6%. Efficiency improved: more conversions on $26,720 of spend.
Wins
Brand Search was the efficiency standout at 9.00x ROAS on $2,480 of spend and 186 conversions. ROAS moved in the right direction, +44.3% versus the prior period.
Concerns
Competitor returned 0.62x on $3,200. That is below a 1.0x payback and is the first place to trim or rebuild.
What changed, and why it might have
ROAS rose +44.3%. Conversion value rose +31.6%. CPA fell -26.7%. Conversions rose +24.5%. The export does not record why. If results jumped while spend fell, that is a hypothesis, not a finding: a shift toward higher-intent campaigns, cheaper clicks, or a change in what counts as a conversion. Confirm the conversion definition was stable before treating the lift as incremental sales.
Breakdown
| Name | Spend | Impressions | Clicks | CTR | Conversions | CPA | ROAS | Conv. value |
|---|---|---|---|---|---|---|---|---|
| Nonbrand Search | $9,100-10.8% | 88,000-2.2% | 4,200+5.0% | 4.77%+7.4% | 140+27.3% | $65.00-29.9% | 1.38x+42.7% | $12,600+27.3% |
| Performance Max | $7,600-9.5% | 150,000+7.1% | 5,100+8.5% | 3.40%+1.3% | 210+23.5% | $36.19-26.8% | 3.32x+48.9% | $25,200+34.8% |
| Competitor | $3,200-15.8% | 22,000-12.0% | 640-8.6% | 2.91%+3.9% | 18+50.0% | $178-43.9% | 0.62x+95.9% | $1,980+65.0% |
| Demand Gen | $2,800+7.7% | 96,000+20.0% | 2,100+40.0% | 2.19%+16.7% | 40+42.9% | $70.00-24.6% | 1.29x+49.2% | $3,600+60.7% |
| Brand Search | $2,480-4.6% | 42,000+5.0% | 3,100+6.9% | 7.38%+1.8% | 186+16.3% | $13.33-17.9% | 9.00x+27.2% | $22,320+21.3% |
| Remarketing | $1,540-9.4% | 64,000+6.7% | 1,800+12.5% | 2.81%+5.5% | 72+30.9% | $21.39-30.8% | 5.61x+57.6% | $8,640+42.8% |
Next month
- Reduce or rebuild Competitor. It spent $3,200 at 0.62x. Cap it for two weeks and move that budget toward the campaigns above a 2x ROAS.
- Protect budget on Brand Search. At 9.00x, it is carrying the account. Do not let a monthly bid rule starve it.
- Send the client the three numbers that changed most, and one decision you want from them: hold, shift, or test. Keep the rest in the appendix table.