An executive overview of video campaign performance, brand impact, and the strategic risks of reducing awareness spend.
The "Video Views" campaign launched September 4, 2026 and has been running continuously for 69 days. It targets beauty and hair care audiences across YouTube and Google Video Partners with the primary objective of building brand awareness and driving upper-funnel consideration.
A user who saw the video ad, did not click, but later returned to the website and made a purchase. Google can only track a fraction of these conversions. The true number of video-influenced purchases is significantly higher.
The video campaign delivers brand impressions at a lower cost than Meta prospecting and dramatically below traditional CTV/OTT rates. For every $1,000 spent, video delivers 74 impressions (per thousand) versus Meta's 50.
At $13.48 CPM vs. Meta's $19.97 CPM, video reaches 48% more people for the same budget. For a brand awareness objective, this is the most cost-efficient channel in the media mix.
The campaign has maintained consistent delivery across all 10 weeks, with stable spend pacing and strong impression volume. View-through conversions have accumulated steadily, proving ongoing purchase influence.
When consumers see video ads, they become aware of the brand. Many later search for "Vegamour" directly on Google. The Branded Search campaign captures this demand. Below is the weekly conversion value from Branded Search, showing the period before and after the video campaign launched on September 4.
Average weekly conversion value from Branded Search jumped from $64.6K (pre-video) to $91.0K (post-video). While other factors contribute, the timing aligns directly with the video campaign launch. Industry research shows brands running video + search see 25-50% higher branded search volume.
Video sits at the top of the acquisition funnel. It creates brand awareness that flows down into every other campaign type. Without the top of the funnel, the bottom dries up.
When a user sees a video ad and later clicks a Shopping ad, the Shopping campaign gets the conversion credit. When they search "Vegamour" on Google, Branded Search gets the credit. When Meta retargeting converts them, Meta gets the credit. Video created the demand, but other channels capture the attribution.
The video campaign represents approximately 12.6% of total Google Ads spend since launch. This is within the 10-25% range that top DTC beauty brands allocate to video/awareness. Below is the full campaign portfolio for context.
| Campaign | Type | Spend | % of Total | Conv. Value |
|---|---|---|---|---|
| Branded Search USA | Search | $165,977 | 19.1% | $627,624 |
| Demand Generation | Demand Gen | $119,345 | 13.8% | $69,354 |
| Video Views | Video | $108,892 | 12.6% | $941* |
| Shopping USA | Shopping | $90,980 | 10.5% | $179,631 |
| Amazon Pilot | Demand Gen | $64,968 | 7.5% | $10,757 |
| Shopping USA (NCAC) | Shopping | $59,026 | 6.8% | $43,319 |
| Hair Quiz PMax (NCAC) | PMax | $41,932 | 4.8% | $39,927 |
| Scalp Duo PMax | PMax | $40,378 | 4.7% | $92,858 |
| All Other Campaigns (12) | Mixed | $176,023 | 20.3% | $260,775 |
| Total Google Ads | $867,522 | 100% | $1,325,185 |
*Video's direct conversion value ($941) drastically understates its true impact. Video drives awareness that other campaigns (Branded Search, Shopping, PMax) capture and receive credit for.
Meta also runs awareness-focused campaigns (Engagement, Video Views, Boosted Posts). Here is how those compare to the Google Video campaign in cost efficiency for awareness objectives.
| Campaign | Platform | Spend | Impressions | CPM |
|---|---|---|---|---|
| Video Views | Google Video | $108,892 | 8,075,444 | $13.48 |
| Engagement (Boosted Posts) | Meta | $4,136 | 813,285 | $5.09 |
| Video Views Campaign | Meta | $1,621 | 165,694 | $9.78 |
| Engagement (Video View ABO) | Meta | $889 | 67,727 | $13.13 |
| Meta Blended (All Campaigns) | Meta | $526,802 | 26,385,364 | $19.97 |
Meta's own awareness campaigns total only $6,646 combined. The Google Video campaign at $108,892 is the primary brand awareness driver at scale. Without it, there is no meaningful upper-funnel spend generating new demand.
Reducing or eliminating video spend creates short-term savings but introduces significant long-term risk to the entire paid media ecosystem.
How Vegamour's video investment compares to industry standards for DTC beauty brands.
At 12.6% of Google spend, Vegamour is at the conservative end of the 15-25% range that leading DTC beauty brands allocate to video and awareness. There is room to increase, not decrease, this investment based on industry best practices.
The video campaign is the primary awareness engine that feeds Branded Search, Shopping, PMax, and Meta retargeting. At $13.48 CPM, it delivers impressions cheaper than Meta and well below CTV rates. Branded Search conversion value increased 41% after the video launched. Cutting this spend risks degrading performance across the entire $1.4M monthly media portfolio.
Complete weekly breakdown for reference and verification.
| Week Starting | Spend | Impressions | CPM | VT Conversions | VT Conv. Value |
|---|---|---|---|---|---|
| Sep 1 (partial) | $5,237 | 248,857 | $21.04 | 9 | $146 |
| Sep 7 | $12,336 | 819,895 | $15.04 | 15 | $324 |
| Sep 14 | $12,071 | 795,173 | $15.18 | 14 | $26 |
| Sep 21 | $11,627 | 732,030 | $15.88 | 12 | $136 |
| Sep 28 | $11,502 | 861,089 | $13.36 | 7 | $7 |
| Oct 5 | $11,014 | 887,717 | $12.41 | 11 | $392 |
| Oct 12 | $11,021 | 868,430 | $12.69 | 16 | $1,028 |
| Oct 19 | $10,688 | 783,938 | $13.63 | 7 | $141 |
| Oct 26 | $10,123 | 757,816 | $13.36 | 4 | $43 |
| Nov 2 | $13,273 | 620,499 | $21.39 | 26 | $181 |
| Total (69 Days) | $108,892 | 8,075,444 | $13.48 | 121 | $2,423 |
Complete weekly data showing the shift in Branded Search performance before and after video launch.
| Week Starting | Period | Clicks | Conversions | Conv. Value | Spend |
|---|---|---|---|---|---|
| Jun 29 | Pre-Video | 4,044 | 499 | $57,984 | $22,574 |
| Jul 6 | Pre-Video | 4,357 | 559 | $54,210 | $24,888 |
| Jul 13 | Pre-Video | 4,022 | 601 | $61,904 | $18,077 |
| Jul 20 | Pre-Video | 4,694 | 656 | $71,816 | $21,898 |
| Jul 27 | Pre-Video | 5,160 | 656 | $67,802 | $22,569 |
| Aug 3 | Pre-Video | 5,030 | 763 | $81,299 | $21,518 |
| Aug 10 | Pre-Video | 4,217 | 590 | $67,000 | $23,501 |
| Aug 17 | Pre-Video | 3,479 | 597 | $63,398 | $13,649 |
| Aug 24 | Pre-Video | 4,295 | 761 | $77,026 | $18,498 |
| Aug 31 (Video launches Sep 4) | Post-Video | 3,975 | 1,146 | $109,108 | $25,281 |
| Sep 7 | Post-Video | 4,899 | 1,151 | $115,045 | $20,933 |
| Sep 14 | Post-Video | 3,833 | 803 | $78,085 | $17,499 |
| Sep 21 | Post-Video | 3,791 | 728 | $77,032 | $17,120 |
| Sep 28 | Post-Video | 3,416 | 524 | $54,571 | $16,042 |
| Oct 5 | Post-Video | 4,081 | 710 | $84,282 | $16,684 |
| Oct 12 | Post-Video | 4,335 | 868 | $101,267 | $17,281 |
| Oct 19 | Post-Video | 4,893 | 1,003 | $123,750 | $18,127 |
| Oct 26 | Post-Video | 3,654 | 508 | $69,364 | $11,948 |
| Nov 2 | Post-Video | 3,431 | 769 | $97,520 | $15,062 |