HYGR Growth Operating System

Google Ads · Analysis

Google Ads

Account 984-256-9388 · Period 9 Mar–7 Jun 2026 · RM · Source: Windsor.ai (Google Ads API)

Perioddata as of 2026-06-07

Overview Why it moved Actions Plan Full report

KPIs & trend reflect the selected period (9 Mar–7 Jun 2026 · full reported window). Campaign, search-term and device breakdowns below are reported over the full 9 Mar–7 Jun 2026 window.

Spend

RM23,197

vs prior 90d

ROAS

4.19×

▼ -5.61×

Conv. Value

RM97,240

▲ 4%

Conversions

908

▲ 10%

CPA

RM25.56

▲ 121%

CTR

1.70%

Avg CPC

RM0.77

Conv. Rate

3.02%

Daily spend (RM)

Daily ROAS

Data Analyst

Why it moved

Period-over-period drivers from the Google Ads data — not just the numbers, the reason behind them.

Metric	Current	Prior	Change	Driver
Spend (RM)	23197.43	9536	+143%	More than doubled spend
Conversions	907.5	825.5	+10%	Nearly flat despite 2.4x spend
Conv. Value (RM)	97239.54	93469.96	+4%	+143% spend bought only +4% value
ROAS	4.19x	9.8x	-0.57	Efficiency halved
Incremental ROAS on new spend	0.28	—	—	Each extra RM1 of spend returned ~RM0.28 of value
Branded Search ROAS (like-for-like)	6.84x	20.88x	-0.67	Brand search down sharply (see note)
Branded Search CPC (RM)	0.77	0.36	+114%	Brand clicks costing 2x more
Note	Prior window includes Dec holiday + CNY peak, so part of the brand decline is seasonal. But doubled CPC + 23% rank-lost IS show rising competition/cost on brand terms too.

Spend scaled, value didn't

+143% spend -> +4% value vs prior 90d. Incremental ROAS ~0.28x — most new spend is inefficient.

→ STOP UNPROFITABLE SCALE

PMax is the dilution

68% of spend, 48% of value, 3.0x primary ROAS, no brand exclusion, CTR 1.2%, weak desktop & CTV.

→ BRAND-EXCLUDE + TRIM

Brand efficiency declining

Branded ROAS 20.9x->6.8x, CPC doubled, 23% impr share lost to rank — partly seasonal, partly competition.

→ DEFEND BRAND RANK

~RM700+ on store/location queries

Brand+retail searches (watson, malls, 'near me') convert ~0 online.

→ NEGATIVES / STORE PAGE

LB-Sales-Search-12

Near-dead (0 conv, 10% impr share, 83% rank-lost). Only non-brand line and it fails.

→ PAUSE

Non-brand leaks

Generic/competitor terms matching in branded campaigns, 0 conv.

→ ADD NEGATIVES

Media Buyer · proposals behind approval gates

Action Board

Every entity classified and given one concrete next step. RM763 on zero-converting search terms flagged for negatives. Nothing is auto-executed — each card is ⛔ NEEDS APPROVAL.

📊 Backlog / Investigate0

Nothing here

🔴 Kill1

LB-Sales-Search-12

Spend RM15.15ROAS 0.00×Conv 0CPA —

Pause — ROAS 0.00× on 15 spend with 0 conversions.

12% impr share lost to budget — real headroom.

⛔ NEEDS APPROVALsafeMedium

🟡 Fix1

PMax

Spend RM15,663.97ROAS 2.99×Conv 451.79CPA RM34.67

Add brand exclusions + trim weak placements/devices — 2.99× is brand-inflated; reveal true prospecting ROAS before scaling.

⛔ NEEDS APPROVALsafeHigh

🟢 Scale2

Branded | Search | 20 Nov 2025

Spend RM7,014.47ROAS 6.84×Conv 432.73CPA RM16.21

Raise budget +20–30% at 6.84× ROAS. 11% impr share lost to budget — real headroom.

⛔ NEEDS APPROVALriskyHigh

Branded | Search | 20 Nov 2025 Ai Max

Spend RM503.85ROAS 4.80×Conv 22.98CPA RM21.93

Raise budget +20–30% at 4.80× ROAS. 10% impr share lost to budget — real headroom.

⛔ NEEDS APPROVALriskyHigh

➕ Expand15

hygr

Conv 251.41ROAS 29.72×Cost RM964.39

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeHigh

hygr deodorant

Conv 54.77ROAS 5.66×Cost RM948.70

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeHigh

hygr sdn bhd

Conv 20ROAS 7.77×Cost RM392.73

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeHigh

hygr

Conv 12.48ROAS 19.38×Cost RM61.51

Promote to exact/phrase keyword in Branded AiMax — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeHigh

hygr lip balm

Conv 13.50ROAS 3.03×Cost RM350.88

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeHigh

hygr sunscreen

Conv 7.99ROAS 3.53×Cost RM293.61

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeHigh

hygr malaysia

Conv 3ROAS 4.42×Cost RM83.86

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeHigh

hgyr

Conv 2ROAS 6.93×Cost RM49.56

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

hygr deodorant

Conv 2ROAS 6.00×Cost RM40.57

Promote to exact/phrase keyword in Branded AiMax — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

hygr refillable sunscreen

Conv 1ROAS 16.80×Cost RM9.68

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

hygr sunscreen

Conv 1ROAS 6.71×Cost RM21.15

Promote to exact/phrase keyword in Branded AiMax — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

hygry

Conv 1ROAS 18.00×Cost RM7.09

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

hygr ioi

Conv 1ROAS 1.10×Cost RM113.81

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

sunkissed lip balm hygr

Conv 1ROAS 16.69×Cost RM7.19

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

bayu hygr

Conv 1ROAS 25.51×Cost RM4.22

Promote to exact/phrase keyword in Branded — converting query, not yet a managed keyword.

⛔ NEEDS APPROVALsafeLow

🚫 Negative Keywords45

hygr deodorant review

Cost RM83.74Conv 0

Add as negative keyword (high priority). Research/info — low purchase intent.

⛔ NEEDS APPROVALsafeHigh

hygr watson

Cost RM64.70Conv 0

Add as negative keyword (high priority). Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeHigh

hygr glenmarie

Cost RM45.54Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr founder

Cost RM44.76Conv 0

Add as negative keyword. Research/info — low purchase intent.

⛔ NEEDS APPROVALsafeMedium

deodorant hygr

Cost RM44.13Conv 0

Add as negative keyword. Brand variant / misspell — review.

⛔ NEEDS APPROVALsafeMedium

hygr sunway pyramid

Cost RM42.72Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr near me

Cost RM39.28Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr ioi city mall

Cost RM28.33Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr tinted sunscreen

Cost RM25.45Conv 0

Add as negative keyword. Brand variant / misspell — review.

⛔ NEEDS APPROVALsafeMedium

hygr in watson

Cost RM24.30Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr location

Cost RM23.48Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygar

Cost RM22.89Conv 0

Add as negative keyword. Brand variant / misspell — review.

⛔ NEEDS APPROVALsafeMedium

hygr trx

Cost RM21.64Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr kuching

Cost RM20.46Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

watson hygr

Cost RM20.33Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hyrg

Cost RM18.88Conv 0

Add as negative keyword. Brand variant / misspell — review.

⛔ NEEDS APPROVALsafeMedium

hygr deodorant spray

Cost RM17.90Conv 0

Add as negative keyword. Brand variant / misspell — review.

⛔ NEEDS APPROVALsafeMedium

hygr products

Cost RM15.57Conv 0

Add as negative keyword. Brand variant / misspell — review.

⛔ NEEDS APPROVALsafeMedium

hygr creme cloud

Cost RM15.47Conv 0

Add as negative keyword. Brand variant / misspell — review.

⛔ NEEDS APPROVALsafeMedium

hygr nu sentral

Cost RM14.86Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr hq

Cost RM14.80Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr mytown

Cost RM14.07Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr company

Cost RM14Conv 0

Add as negative keyword. Research/info — low purchase intent.

⛔ NEEDS APPROVALsafeMedium

hrygr

Cost RM13.93Conv 0

Add as negative keyword. Non-brand — wrong campaign.

⛔ NEEDS APPROVALsafeMedium

hygr ioi damansara

Cost RM13.75Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

hygr deodorant watson

Cost RM13.10Conv 0

Add as negative keyword. Store/retail/location — offline intent.

⛔ NEEDS APPROVALsafeMedium

organic shower gel

Cost RM6.40Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

milbon shampoo malaysia

Cost RM5.34Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

perfume malaysia

Cost RM4.99Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

smelly armpit

Cost RM3.64Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

vaseline lip balm

Cost RM2.48Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

deodorant natural

Cost RM2.42Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

natural body wash

Cost RM2.28Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

glosen face and body lotion

Cost RM2.12Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

best deodorant for women

Cost RM2Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

unscented deodorant

Cost RM1.55Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

organic lip balm malaysia

Cost RM1.52Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

the best roll on for men

Cost RM1.42Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

organic lipstick brands

Cost RM1.31Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

body scrub

Cost RM1.25Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

paraben free lipstick brands

Cost RM1.25Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

best clean deodorant

Cost RM1.18Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

bobadan deodorant

Cost RM1.17Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

shower gel

Cost RM1.13Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

deodorant

Cost RM1.02Conv 0

Add as negative keyword.

⛔ NEEDS APPROVALsafeMedium

What to do next

Prioritised plan from the analysis.

1
Raise Branded Search budget· NowHigh
11.5% of brand impressions are lost to budget at 6.8x ROAS — recover them. Lift budget, watch ROAS floor >=4x.
2
Pause LB-Sales-Search-12· NowHigh
0 conv, 83% rank-lost. Stop the bleed; rebuild non-brand later.
3
Add brand exclusions to PMax· Week 1High
Stop PMax claiming branded conv; reveals true prospecting ROAS; rebalances 68/48 split.
4
Add negative keywords· Week 1High
Add store/location terms (watson, mall names, 'near me') + non-brand leaks as negatives; or send store-intent to a locator page.
5
Defend brand Ad Rank· Week 1-2Med
23% of brand impr lost to rank + 2x CPC suggests competitor bidding. Check competitors, lift brand bids / ad strength.
6
Trim PMax waste· Week 2Med
Exclude/limit Connected TV (1.7x) and review desktop (2.5x); refresh assets to lift 1.2% CTR.
7
Decide on Branded 'Ai Max'· Week 2-3Med
Highest impr share (65%) but 4.8x vs 6.8x standard. 2-3 wks more, else revert.
8
Rebuild non-brand prospecting· Week 3Med
Tight non-brand Search test (exact/phrase + strong negatives), target ROAS >=2.5x, separate budget.

Synced from Drive

Full Google Ads Report

The complete uploaded analysis — every section, read in full.

HYGR Google Ads Weekly Analysis — Run: 2026-06-17

HYGR_Google_Ads_7d_full_analysis_2026-06-17 · synced 2026-06-17

STATUS: BLOCKED — Windsor.ai connector not installed in this Cowork session

ISSUE DETAILS

Problem	The scheduled task requires Windsor.ai MCP connector tools (get_fields / get_data) to pull Google Ads data for account 984-256-9388. These tools are absent from the available tool list.
Root cause	The Windsor.ai connector has not been connected/installed in the current Cowork session. The connector list returned 0 installed connectors.
Attempted date windows	CURRENT: 2026-06-10 to 2026-06-16 \| PRIOR: 2026-06-03 to 2026-06-09
Target Drive folder	1ASD7CJNPMzShwHEKfS3NqcOCW5pEzX93
Scheduled task name	hygr-google-ads-weekly-analysis

ACTION REQUIRED

Step 1	Open Cowork → Settings → Connectors (or Plugins)
Step 2	Search for Windsor.ai and install/connect it
Step 3	Authenticate with account 984-256-9388 credentials
Step 4	Re-run this scheduled task — it will complete fully once the connector is active

EXPECTED OUTPUT (once connector is available) - Account totals (spend / ROAS / conversions / CTR / CPC / AOV) - Week-over-week comparison vs prior 7 days - Campaign performance + impression share (Branded Search & PMax) - Device breakdown per campaign - Search terms: top converters / waste / non-brand leaks - What's working / not working / next actions - Day-of-week + daily trend tables

HYGR — NEGATIVE KEYWORD PACK

Apply to: Branded | Search | 20 Nov 2025 AND Branded | Search | 20 Nov 2025 Ai Max (use a shared Negative keyword list so both campaigns share it)

How: Google Ads → Tools → Shared library → Negative keyword lists → create 'HYGR Brand Waste' → paste the ADD-NOW exact negatives → apply list to both Branded campaigns.

HYGR Google Ads — Negative Keyword Pack · synced 2026-06-07

NOTE: Windsor can't add negatives via API — this is a manual/Editor step. Generic words are EXACT-match only so they never block converting brand terms (deodorant	lip balm	sunscreen	malaysia	store all appear in WINNERS).

SECTION A — ADD NOW (exact-match negatives)

Negative keyword (paste with brackets)	Type	Category	Cost RM (90d)	Why
[hygr deodorant review]	Exact	Info	83.74	Research intent
[hygr watson]	Exact	Store/location	64.7	Offline intent
[hygr glenmarie]	Exact	Store/location	45.54	Offline intent
[hygr founder]	Exact	Info	44.76	Research intent
[hygr sunway pyramid]	Exact	Store/location	42.72	Offline intent
[hygr near me]	Exact	Store/location	39.28	Offline intent
[hygr ioi city mall]	Exact	Store/location	28.33	Offline intent
[hygr in watson]	Exact	Store/location	24.3	Offline intent
[hygr location]	Exact	Store/location	23.48	Offline intent
[hygr trx]	Exact	Store/location	21.64	Offline intent
[hygr kuching]	Exact	Store/location	20.46	Offline intent
[watson hygr]	Exact	Store/location	20.33	Offline intent
[hygr nu sentral]	Exact	Store/location	14.86	Offline intent
[hygr hq]	Exact	Store/location	14.8	Offline intent
[hygr mytown]	Exact	Store/location	14.07	Offline intent
[hygr company]	Exact	Info	14	Research intent
[hygr ioi damansara]	Exact	Store/location	13.75	Offline intent
[hygr deodorant watson]	Exact	Store/location	13.1	Offline intent
[organic shower gel]	Exact	Non-brand	6.4	Not your brand
[milbon shampoo malaysia]	Exact	Non-brand	5.34	Competitor/other brand
[perfume malaysia]	Exact	Non-brand	4.99	Generic non-brand
[smelly armpit]	Exact	Non-brand	3.64	Generic non-brand
[vaseline lip balm]	Exact	Non-brand	2.48	Competitor brand
[deodorant natural]	Exact	Non-brand	2.42	Generic non-brand
[natural body wash]	Exact	Non-brand	2.28	Generic non-brand
[glosen face and body lotion]	Exact	Non-brand	2.12	Other brand
[best deodorant for women]	Exact	Non-brand	2	Generic non-brand
[unscented deodorant]	Exact	Non-brand	1.55	Generic non-brand
[organic lip balm malaysia]	Exact	Non-brand	1.52	Generic non-brand
[the best roll on for men]	Exact	Non-brand	1.42	Generic non-brand
[organic lipstick brands]	Exact	Non-brand	1.31	Generic non-brand
[body scrub]	Exact	Non-brand	1.25	Generic non-brand
[paraben free lipstick brands]	Exact	Non-brand	1.25	Generic non-brand
[best clean deodorant]	Exact	Non-brand	1.18	Generic non-brand
[bobadan deodorant]	Exact	Non-brand	1.17	Other brand
[shower gel]	Exact	Non-brand	1.13	Generic non-brand
[deodorant]	Exact	Non-brand	1.02	EXACT ONLY — never phrase (would block 'hygr deodorant')

SECTION B — OPTIONAL PHRASE NEGATIVES (catch future location variants; add only these tokens)

Phrase negative	Type	Note
watson	Phrase	Catches future watson/watsons store queries
near me	Phrase	Catches store-locator intent
sunway pyramid	Phrase	Mall name
glenmarie	Phrase	Area/store
nu sentral	Phrase	Mall name
ioi	Phrase	Mall name (does not affect any converting term)
trx	Phrase	Mall name
kuching	Phrase	City/store
mytown	Phrase	Mall name
DO NOT phrase-negative these (they appear in WINNERS): deodorant / lip balm / sunscreen / malaysia / store

SECTION C — HOLD / DO NOT NEGATIVE (branded — keep owning this traffic)

Keyword	Cost RM	Why hold
deodorant hygr	44.13	Branded (word order) — keep; review next quarter
hygr deodorant spray	17.9	Branded product — keep unless product doesn't exist
hygr products	15.57	Branded browse intent — keep
hygr creme cloud	15.47	Branded product — keep
hygr tinted sunscreen	25.45	Branded product — keep
hygar	22.89	Brand misspelling — keep capturing
hyrg	18.88	Brand misspelling — keep capturing
hrygr	13.93	Brand misspelling — keep capturing

PASTE-READY — ADD-NOW EXACT NEGATIVES (copy this block into the negative keyword list) [hygr deodorant review] [hygr watson] [hygr glenmarie] [hygr founder] [hygr sunway pyramid] [hygr near me] [hygr ioi city mall] [hygr in watson] [hygr location] [hygr trx] [hygr kuching] [watson hygr] [hygr nu sentral] [hygr hq] [hygr mytown] [hygr company] [hygr ioi damansara] [hygr deodorant watson] [organic shower gel] [milbon shampoo malaysia] [perfume malaysia] [smelly armpit] [vaseline lip balm] [deodorant natural] [natural body wash] [glosen face and body lotion] [best deodorant for women] [unscented deodorant] [organic lip balm malaysia] [the best roll on for men] [organic lipstick brands] [body scrub] [paraben free lipstick brands] [best clean deodorant] [bobadan deodorant] [shower gel] [deodorant]

HYGR — GOOGLE ADS ANALYSIS (WINDSOR.AI)

Account 984-256-9388 · Current 9 Mar–7 Jun 2026 vs Prior 9 Dec 2025–8 Mar 2026 · Currency RM · Source: Windsor.ai (Google Ads API)

NOTE: Windsor data is more complete than the earlier Metricool pull — prior-period and conversion-value figures differ; treat this version as authoritative.

HYGR Google Ads Analysis — Windsor (90d) · synced 2026-06-07

ACCOUNT TOTALS (current 90 days)

Metric	Value
Spend (RM)	23197.43
Conversion Value (RM)	97239.54
ROAS	4.19x
Conversions	907.5
Cost / Conversion (RM)	25.56
Conversion Rate	0.0302
Avg Order Value (RM)	107.15
Impressions	1771332
Clicks	30027
CTR	0.017
Avg CPC (RM)	0.77

PERIOD-OVER-PERIOD (current vs prior 90d) — KEY SECTION

Metric	Current	Prior	Change	Note
Spend (RM)	23197.43	9536	+143%	More than doubled spend
Conversions	907.5	825.5	+10%	Nearly flat despite 2.4x spend
Conv. Value (RM)	97239.54	93469.96	+4%	+143% spend bought only +4% value
ROAS	4.19x	9.8x	-0.57	Efficiency halved
Incremental ROAS on new spend	0.28	—	—	Each extra RM1 of spend returned ~RM0.28 of value
Branded Search ROAS (like-for-like)	6.84x	20.88x	-0.67	Brand search down sharply (see note)
Branded Search CPC (RM)	0.77	0.36	+114%	Brand clicks costing 2x more
Note	Prior window includes Dec holiday + CNY peak, so part of the brand decline is seasonal. But doubled CPC + 23% rank-lost IS show rising competition/cost on brand terms too.

CAMPAIGN PERFORMANCE & IMPRESSION SHARE (current 90d)

Campaign	Type	Spend (RM)	% Spend	Conv	Conv Value	% Value	ROAS	Impr Share	Lost—Budget	Lost—Rank	Read
Branded \| Search \| 20 Nov 2025	SEARCH	7014.47	0.302	432.73	47960.57	0.493	6.84x	0.53	0.11	0.23	STAR — scale (budget-capped)
Branded \| Search \| 20 Nov 2025 Ai Max	SEARCH	503.85	0.022	22.98	2418.26	0.025	4.8x	0.65	0.1	0.16	Test — watch
PMax	PERFORMANCE_MAX	15663.97	0.675	451.79	46860.72	0.482	2.99x	11% (search only)	0.11	0.78	Volume — rebalance
LB-Sales-Search-12	SEARCH	15.15	0.001	0	0	0	0.0x	0.1	0.12	0.83	WASTE — pause
TOTAL		23197.43	1	907.5	97239.54	1	4.19x
PMax note	PMax all-conversions value RM60,160 (vs RM46,861 primary) -> all-conv ROAS 3.84x. Primary-conversion ROAS 2.99x.

CAMPAIGN PERFORMANCE — PRIOR 90d (what changed / was paused)

Campaign	Type	Spend (RM)	Conv	Conv Value	ROAS	Status now
Deo \| Pmax \| 14 Nov 2025	PERFORMANCE_MAX	800.03	25.78	2874.46	3.59x	PAUSED (was 3.6x)
Gw \| Deo \| Search \| 20 Nov 2025	SEARCH	605.72	1	113	0.19x	PAUSED (0.2x)
Gw \| Deo \| Search (AI Max) \| 20 Nov 2025	SEARCH	474.84	0	0	0.0x	PAUSED (0 conv)
Gw \| Demand Gen (Deo) \| 19 Nov 2025	DEMAND_GEN	411.01	0	0	0.0x	PAUSED (0 conv)
Branded \| Search \| 20 Nov 2025	SEARCH	4068.23	751.72	84930.35	20.88x	ACTIVE
LB-Sales-Search-12	SEARCH	2941.07	47	5552.16	1.89x	ACTIVE (now near-zero)
Sunscreen-Sales-Search-13.12.25	SEARCH	235.1	0	0	0.0x	PAUSED (0 conv)
TOTAL		9536	825.5	93469.96	9.8x

DEVICE BREAKDOWN (current 90d)

Campaign	Device	Spend (RM)	Conv	Conv Value	ROAS	Read
Branded	DESKTOP	1813.73	98.16	12243.86	6.75x	Strong
Branded	MOBILE	5169.6	331.56	35189.82	6.81x	Strong
Branded	TABLET	31.14	3	526.88	16.92x	Strong
LB-Sales-Search-12	MOBILE	15.15	0	0	0.0x	0 conv
PMax	DESKTOP	2328.11	56.18	5797.6	2.49x	OK
PMax	MOBILE	12747.07	377.24	38918.05	3.05x	OK
PMax	TABLET	273.93	13.49	1596.04	5.83x	Strong
PMax	CONNECTED_TV	314.86	4.88	549.02	1.74x	Weak — review
Branded AiMax	DESKTOP	83.15	2	189.7	2.28x	OK
Branded AiMax	MOBILE	418.04	20.98	2228.56	5.33x	Strong
Branded AiMax	TABLET	2.65	0	0	0.0x	0 conv
Device insight	PMax Connected TV: RM315 spend, 9 clicks, 1.7x ROAS — low-value placement, consider excluding. Mobile is the workhorse across all campaigns; PMax Desktop weak (2.5x).

SEARCH TERMS — TOP CONVERTERS (current 90d; ROAS now available via Windsor)

Search term	Campaign	Clicks	Cost (RM)	Conv	Conv Value	ROAS	Cost/Conv
hygr	Branded	4474	964.39	251.41	28659.53	29.72x	3.84
hygr deodorant	Branded	1010	948.7	54.77	5368.73	5.66x	17.32
hygr sdn bhd	Branded	479	392.73	20	3051.91	7.77x	19.64
hygr	Branded AiMax	262	61.51	12.48	1191.81	19.38x	4.93
hygr lip balm	Branded	446	350.88	13.5	1061.83	3.03x	25.99
hygr sunscreen	Branded	224	293.61	7.99	1035.1	3.53x	36.73
hygr malaysia	Branded	136	83.86	3	370.78	4.42x	27.95
hgyr	Branded	18	49.56	2	343.28	6.93x	24.78
hygr deodorant	Branded AiMax	40	40.57	2	243.5	6.0x	20.28
hygr refillable sunscreen	Branded	5	9.68	1	162.65	16.8x	9.68
hygr sunscreen	Branded AiMax	15	21.15	1	141.9	6.71x	21.15
hygry	Branded	2	7.09	1	127.62	18.0x	7.09
hygr ioi	Branded	23	113.81	1	124.92	1.1x	113.81
sunkissed lip balm hygr	Branded	1	7.19	1	120	16.69x	7.19
bayu hygr	Branded	1	4.22	1	107.64	25.51x	4.22

SEARCH TERMS — WASTE / NEGATIVE-KEYWORD CANDIDATES (0 conversions, cost >= RM10)

Search term	Campaign	Clicks	Cost (RM)	Likely intent
hygr deodorant review	Branded	18	83.74	Research/info — low purchase intent
hygr watson	Branded	25	64.7	Store/retail/location — offline intent
hygr glenmarie	Branded	9	45.54	Store/retail/location — offline intent
hygr founder	Branded	9	44.76	Research/info — low purchase intent
deodorant hygr	Branded	22	44.13	Brand variant / misspell — review
hygr sunway pyramid	Branded	12	42.72	Store/retail/location — offline intent
hygr near me	Branded	6	39.28	Store/retail/location — offline intent
hygr ioi city mall	Branded	6	28.33	Store/retail/location — offline intent
hygr tinted sunscreen	Branded	14	25.45	Brand variant / misspell — review
hygr in watson	Branded	3	24.3	Store/retail/location — offline intent
hygr location	Branded	11	23.48	Store/retail/location — offline intent
hygar	Branded	2	22.89	Brand variant / misspell — review
hygr trx	Branded	8	21.64	Store/retail/location — offline intent
hygr kuching	Branded	6	20.46	Store/retail/location — offline intent
watson hygr	Branded	7	20.33	Store/retail/location — offline intent
hyrg	Branded	7	18.88	Brand variant / misspell — review
hygr deodorant spray	Branded	13	17.9	Brand variant / misspell — review
hygr products	Branded	18	15.57	Brand variant / misspell — review
hygr creme cloud	Branded	9	15.47	Brand variant / misspell — review
hygr nu sentral	Branded	3	14.86	Store/retail/location — offline intent
hygr hq	Branded	8	14.8	Store/retail/location — offline intent
hygr mytown	Branded	3	14.07	Store/retail/location — offline intent
hygr company	Branded	7	14	Research/info — low purchase intent
hrygr	Branded	1	13.93	Non-brand — wrong campaign
hygr ioi damansara	Branded	2	13.75	Store/retail/location — offline intent
hygr deodorant watson	Branded	5	13.1	Store/retail/location — offline intent
Subtotal wasted (these rows)		RM718.08

SEARCH TERMS — NON-BRAND LEAKS INTO BRANDED CAMPAIGNS (0 conv)

These non-brand queries are matching inside the Branded/AiMax campaigns and converting nothing — add as negatives in Branded and/or move to a dedicated prospecting campaign.

Search term	Cost (RM)
organic shower gel	6.4
milbon shampoo malaysia	5.34
perfume malaysia	4.99
smelly armpit	3.64
vaseline lip balm	2.48
deodorant natural	2.42
natural body wash	2.28
glosen face and body lotion	2.12
best deodorant for women	2
unscented deodorant	1.55
organic lip balm malaysia	1.52
the best roll on for men	1.42
organic lipstick brands	1.31
body scrub	1.25
paraben free lipstick brands	1.25
best clean deodorant	1.18
bobadan deodorant	1.17
shower gel	1.13
deodorant	1.02
Subtotal	RM44.47

KEY INSIGHT — SEARCH TERMS Finding hygr' alone drives RM28.7k of value at ~30x ROAS — your single most valuable query. Protect and fully fund it. A large tail of brand+location/retail queries (watson, ioi, sunway pyramid, glenmarie, 'near me', store, mall) spend money with ~0 online conversions — people checking offline availability. Strong negative-keyword or store-locator-landing-page candidates. Misspellings 'hgyr' and 'hygry' convert — keep them. 'hygar','hyrg','hrygr' do not — review. Non-brand queries (deodorant, lip balm, shower gel, competitor terms like 'vaseline lip balm') are leaking into branded campaigns via broad/AI matching and converting 0 — tighten match types / add negatives.

WHAT'S WORKING

Area	Detail	Action
hygr' brand query	RM28.7k value at ~30x ROAS from one term; budget-capped (11.5% impr share lost to budget).	FULLY FUND
Branded Search overall	6.8x ROAS, 30% of spend / 49% of value. Only capturing 53% of available brand impressions.	SCALE
Account stayed profitable while scaling	4.2x blended ROAS even after 2.4x spend increase.	MAINTAIN FLOOR
Account cleanup since prior qtr	4 zero/low-ROAS campaigns (Demand Gen, Deo searches, Sunscreen) were paused.	GOOD — KEEP LEAN

WHAT'S NOT WORKING

Issue	Detail	Action
Spend scaled, value didn't	+143% spend -> +4% value vs prior 90d. Incremental ROAS ~0.28x — most new spend is inefficient.	STOP UNPROFITABLE SCALE
PMax is the dilution	68% of spend, 48% of value, 3.0x primary ROAS, no brand exclusion, CTR 1.2%, weak desktop & CTV.	BRAND-EXCLUDE + TRIM
Brand efficiency declining	Branded ROAS 20.9x->6.8x, CPC doubled, 23% impr share lost to rank — partly seasonal, partly competition.	DEFEND BRAND RANK
~RM700+ on store/location queries	Brand+retail searches (watson, malls, 'near me') convert ~0 online.	NEGATIVES / STORE PAGE
LB-Sales-Search-12	Near-dead (0 conv, 10% impr share, 83% rank-lost). Only non-brand line and it fails.	PAUSE
Non-brand leaks	Generic/competitor terms matching in branded campaigns, 0 conv.	ADD NEGATIVES

WHAT TO DO NEXT (TEST & IMPROVE)

#	Action	Detail	When	Priority
1	Raise Branded Search budget	11.5% of brand impressions are lost to budget at 6.8x ROAS — recover them. Lift budget, watch ROAS floor >=4x.	Now	High
2	Pause LB-Sales-Search-12	0 conv, 83% rank-lost. Stop the bleed; rebuild non-brand later.	Now	High
3	Add brand exclusions to PMax	Stop PMax claiming branded conv; reveals true prospecting ROAS; rebalances 68/48 split.	Week 1	High
4	Add negative keywords	Add store/location terms (watson, mall names, 'near me') + non-brand leaks as negatives; or send store-intent to a locator page.	Week 1	High
5	Defend brand Ad Rank	23% of brand impr lost to rank + 2x CPC suggests competitor bidding. Check competitors, lift brand bids / ad strength.	Week 1-2	Med
6	Trim PMax waste	Exclude/limit Connected TV (1.7x) and review desktop (2.5x); refresh assets to lift 1.2% CTR.	Week 2	Med
7	Decide on Branded 'Ai Max'	Highest impr share (65%) but 4.8x vs 6.8x standard. 2-3 wks more, else revert.	Week 2-3	Med
8	Rebuild non-brand prospecting	Tight non-brand Search test (exact/phrase + strong negatives), target ROAS >=2.5x, separate budget.	Week 3	Med

DAY-OF-WEEK PATTERN (current 90d)

Day	Spend (RM)	Conv	Conv Value	ROAS	Conv Rate
Mon	3185.82	133.1	14512.79	4.56x	0.0267
Tue	3171.35	145.83	15988.28	5.04x	0.0356
Wed	3103.54	118.65	13394.66	4.32x	0.0282
Thu	3307.11	115.64	12154.75	3.68x	0.029
Fri	3343.42	125.52	14808.91	4.43x	0.0317
Sat	3417.19	145	14787.7	4.33x	0.0332
Sun	3669.01	123.77	11592.46	3.16x	0.028

DAILY TREND (current 90d)

Date	Impressions	Clicks	Spend (RM)	Conv	Conv Value	ROAS	CPC
2026-03-09	3533	230	108.08	11.75	1362.21	12.6x	0.47
2026-03-10	1589	187	81.95	16.5	1084.65	13.24x	0.44
2026-03-11	3251	192	124.84	9	1052.01	8.43x	0.65
2026-03-12	1571	211	109.65	15	1309.58	11.94x	0.52
2026-03-13	1310	187	101.22	10	1289.75	12.74x	0.54
2026-03-14	1399	143	72.98	14.8	1301.29	17.83x	0.51
2026-03-15	9732	280	144.31	13.34	1406.47	9.75x	0.52
2026-03-16	1857	164	63.43	4	702.63	11.08x	0.39
2026-03-17	1847	197	101.14	8.5	859.58	8.5x	0.51
2026-03-18	1451	138	109.25	7.5	663.85	6.08x	0.79
2026-03-19	2265	144	116.62	3	302.8	2.6x	0.81
2026-03-20	1364	118	94.06	6	718.35	7.64x	0.8
2026-03-21	1458	101	67.32	8.31	643	9.55x	0.67
2026-03-22	1546	146	93.67	5	494.54	5.28x	0.64
2026-03-23	1610	149	61.53	8.12	471.73	7.67x	0.41
2026-03-24	1970	185	156.92	9	1146.51	7.31x	0.85
2026-03-25	4256	200	149.25	7.45	667.13	4.47x	0.75
2026-03-26	9633	301	293.46	17.41	1713.27	5.84x	0.97
2026-03-27	29317	368	313.03	8.44	1188.09	3.8x	0.85
2026-03-28	36697	385	232.83	12.75	1774.92	7.62x	0.6
2026-03-29	10022	263	340.06	10	860.78	2.53x	1.29
2026-03-30	40893	432	339.78	10	1113.5	3.28x	0.79
2026-03-31	13966	269	292.51	12.55	1499.84	5.13x	1.09
2026-04-01	73301	455	273.41	7	1292.36	4.73x	0.6
2026-04-02	12824	293	292.57	8.95	814.93	2.79x	1
2026-04-03	9471	238	293.2	5.27	1124.23	3.83x	1.23
2026-04-04	5841	231	307.7	10.33	1072.07	3.48x	1.33
2026-04-05	6950	247	298	13.35	1489.55	5.0x	1.21
2026-04-06	16048	413	306.21	13.93	1468.98	4.8x	0.74
2026-04-07	15236	351	375.56	17.37	2301.32	6.13x	1.07
2026-04-08	7162	259	301.11	8.36	730.95	2.43x	1.16
2026-04-09	10960	325	268.91	12.66	1656.34	6.16x	0.83
2026-04-10	11574	314	279.78	4	411.04	1.47x	0.89
2026-04-11	15441	291	258.92	11.75	1133.82	4.38x	0.89
2026-04-12	25682	372	303.57	16	1105.34	3.64x	0.82
2026-04-13	41499	501	281.18	13	1537.89	5.47x	0.56
2026-04-14	35998	380	302.95	12.05	1420.07	4.69x	0.8
2026-04-15	72612	629	225.26	14.45	1358.19	6.03x	0.36
2026-04-16	18205	340	214.42	10	1020.85	4.76x	0.63
2026-04-17	7879	281	290.19	7.5	1047.18	3.61x	1.03
2026-04-18	14390	331	321.65	17.93	2253.79	7.01x	0.97
2026-04-19	13378	302	324.86	6.23	365.03	1.12x	1.08
2026-04-20	13573	308	284.59	10.04	1050.98	3.69x	0.92
2026-04-21	13903	354	257.12	7.04	977.87	3.8x	0.73
2026-04-22	11836	299	290.81	12.8	1435.01	4.93x	0.97
2026-04-23	20289	366	277.15	9.79	1176.76	4.25x	0.76
2026-04-24	23188	388	280.24	16.56	1566.48	5.59x	0.72
2026-04-25	24831	460	265.51	12	952.93	3.59x	0.58
2026-04-26	59377	665	297.79	9.2	964.58	3.24x	0.45
2026-04-27	109547	758	284.28	8	654.44	2.3x	0.38
2026-04-28	24158	396	238.79	10.01	784.8	3.29x	0.6
2026-04-29	12585	262	252.06	10	1087.27	4.31x	0.96
2026-04-30	11663	284	259.21	5.33	534.14	2.06x	0.91
2026-05-01	13538	353	339.33	22.01	2361.82	6.96x	0.96
2026-05-02	56248	532	310.04	14.21	1544.23	4.98x	0.58
2026-05-03	37938	435	325.83	14.38	1697.21	5.21x	0.75
2026-05-04	13623	320	275.28	10.82	1260.99	4.58x	0.86
2026-05-05	10692	292	240.41	8.77	997.56	4.15x	0.82
2026-05-06	7881	262	248.33	13.3	1654.38	6.66x	0.95
2026-05-07	10329	298	239.83	8.8	754.34	3.15x	0.8
2026-05-08	18406	335	250.62	12.59	1133.5	4.52x	0.75
2026-05-09	19411	324	314.34	11.73	861.68	2.74x	0.97
2026-05-10	35600	453	288.64	10.37	783.13	2.71x	0.64
2026-05-11	28685	431	305.69	12.18	1829.57	5.99x	0.71
2026-05-12	22107	339	257.43	9.78	1293.09	5.02x	0.76
2026-05-13	40229	462	277.57	8.11	953.1	3.43x	0.6
2026-05-14	11342	321	268.32	7.1	481.81	1.8x	0.84
2026-05-15	15146	384	288.38	14.7	1257.3	4.36x	0.75
2026-05-16	26947	438	285.39	9.51	858.09	3.01x	0.65
2026-05-17	35046	441	301.93	15.8	1632.81	5.41x	0.68
2026-05-18	38465	439	221.74	9.2	1084.68	4.89x	0.51
2026-05-19	18204	393	282.2	8.67	1026.64	3.64x	0.72
2026-05-20	21499	387	254.54	8.07	1195.94	4.7x	0.66
2026-05-21	23470	366	317.69	6.83	1248.68	3.93x	0.87
2026-05-22	26129	342	219.82	5.18	909.3	4.14x	0.64
2026-05-23	32290	359	326.04	8.64	923	2.83x	0.91
2026-05-24	15380	256	297.11	4.96	317.75	1.07x	1.16
2026-05-25	21065	375	290.98	10.25	953.84	3.28x	0.78
2026-05-26	19458	358	289.54	8.35	832.72	2.88x	0.81
2026-05-27	22639	384	271.96	8.04	783.61	2.88x	0.71
2026-05-28	19933	413	305.76	6.77	832.63	2.72x	0.74
2026-05-29	20952	359	268.1	6.55	888.19	3.31x	0.75
2026-05-30	21922	394	340.74	6.03	752.69	2.21x	0.86
2026-05-31	11707	273	287.99	1.14	18.46	0.06x	1.05
2026-06-01	29104	462	363.05	11.82	1021.35	2.81x	0.79
2026-06-02	18381	393	294.84	17.25	1763.63	5.98x	0.75
2026-06-03	12494	282	325.15	4.56	520.84	1.6x	1.15
2026-06-04	19369	320	343.53	4	308.62	0.9x	1.07
2026-06-05	14755	293	325.47	6.71	913.7	2.81x	1.11
2026-06-06	23930	384	313.71	7	716.19	2.28x	0.82
2026-06-07	15080	292	365.23	4	456.82	1.25x	1.25