Weekly Performance Report
Feb 17–28, 2026 · TechCorp Global (Google + Microsoft)
Total Cost
$265,800
↑7.0%
Conversions
3.2k
↓6.8%
CPA
$82
↑14.8%
ROAS
4.21x
↓12.7%
Wins
- Brand campaigns maintained strong efficiency: Google Brand CPA $20.84 (-1.7% vs prior period)
- Nonbrand Collaboration campaign improved CVR +0.8pp to 7.1%
- Negative keyword additions in SaaS Tools saved ~$800 in waste spend
- Microsoft Ads Brand campaign showing improved Conv Rate (+3.2%)
Challenges
- Nonbrand SaaS Tools CPA spiked +41% to $127 following bid strategy change — primary concern
- Analytics campaign RLSA removal caused CVR drop and CPA inflation to $163
- Competitor campaign CPCs rising across the board (+8% avg) — likely Q1 competitor activity
- Project Management RSA paused accidentally — CTR dropped 33% in 48 hours
Next Steps
- 1.Restore Analytics RLSA segments (priority: immediate)
- 2.Re-enable Excellent-strength RSA in Project Management campaign
- 3.Review SaaS Tools budget and target CPA alignment for learning period exit
- 4.Add 47 identified negative keywords before next week's optimization session
- 5.Reallocate Enterprise campaign budget to SaaS Tools and Collaboration
Top Performing
| Campaign | Cost | Conv | CPA | ROAS | Change |
|---|---|---|---|---|---|
| Brand | Core Terms | $18,420 | 890 | $21 | 7.73x | +8.5% |
| Nonbrand | Collaboration | $29,800 | 342 | $87 | 5.74x | +2.5% |
| Nonbrand | SMB | $22,400 | 224 | $100 | 5.00x | -2.6% |
Needs Attention
| Campaign | Cost | Conv | CPA | Issue |
|---|---|---|---|---|
| Nonbrand | SaaS Tools | $52,300 | 412 | $127 | CPA Spike +41% |
| Nonbrand | Analytics | $24,100 | 148 | $163 | High Spend Low Conv |
| Competitor | Asana | $21,600 | 142 | $152 | CPA Over Target +38% |