Key Finding: 63.7% of total ad spend (£1,819) goes to search terms generating zero sales. Branded terms deliver 1.11x ROAS while generic terms burn budget. Auto match outperforms with 0.37% CVR vs. 0.0% for PHRASE.
Weekly Performance Trend
Spend vs Sales trajectory over the reporting period
Match Type Efficiency
CVR and ACOS comparison across targeting methods
Spend by Shopper Intent
Where your ad dollars are going by search intent category
ROAS by Shopper Intent
Return efficiency across intent categories
Keyword-Level Insights
Deep dive into search term performance: top revenue drivers, highest efficiency terms, and optimization opportunities.
Insight: Your top keyword "multigym" drives £2,165 in sales but at 5.4% ACOS. Branded variation "marcy leg extension" converts at 100.0% CVR with just 0.3% ACOS.
Top 30 Keywords by Revenue
Highest-grossing search terms — watch for high ACOS terms eating into profitability
Top 25 Most Efficient Keywords (min 3 orders)
Best ROAS performers with meaningful conversion volume — scale these up
High Spend + High ACOS Keywords (spend > £50)
Keywords burning budget with poor returns — bid down or negate
High Impression / Low CTR Keywords (500+ impressions)
Visibility without engagement — likely irrelevant traffic or poor listing match
Campaign-Level Insights
Performance breakdown by campaign with efficiency rankings and zero-sales flagging.
Insight: Your largest campaign (SP | Defensive | PAT | Marcy | HomeGym | 2026 | OPT 7b58cd) spends £969 at 19.6% ACOS. 1 campaigns have spend with zero sales — collectively wasting budget that could be reallocated.
Top 30 Campaigns by Spend
Your biggest budget allocations ranked with performance metrics
Zero-Sales Campaigns (spend > £20)
Campaigns spending budget with no attributed sales — pause or restructure
Product-Level Insights
Aggregated PPC performance for each product line in your catalog.
Insight: Smith Machines is your volume leader with £5,329 in sales at 29.5% ACOS.
Product Performance Comparison Matrix
Side-by-side comparison of all product lines
Shopper Intent Analysis
Every search term classified into intent categories based on purchase signals, brand awareness, and product specificity.
Key Takeaway: Branded searches deliver 1.11x ROAS at just 90.3% ACOS — most efficient segment. Multi Gym / All-in-One terms drive £2,165 in revenue at 13.8% ACOS.
Intent Category Performance Matrix
Full metrics comparison across all shopper intent segments
Wasted Spend Analysis
Search terms with clicks but zero sales — your #1 immediate optimization opportunity.
Action Required: £1,819 in wasted spend across search terms with zero conversions. "home gym" alone wasted £158 with 237 clicks and zero conversions. Adding top wasted terms as negative keywords could save significant budget immediately.
Top 30 Wasted Search Terms
Highest-spend terms with zero sales — priority negative keyword candidates
