Playbook Audit Passing: 0 missing productTypes • 0 missing buyable SEO tags • 0 missing Stem/Bridal/Wreath image alt tags • All 7 Flower Ad Groups in stock.
Ads ROAS (Last 7 Days)
1.66x
$1,222.16 sales on $737.85 spend (12 orders)
Ads Since 6 Nov Changes
1.60x
$678.82 sales on $423.15 spend (5 orders)
PMax Ad Strength
POOR
Upgraded from POOR → EXCELLENT (Stems + Bouquets + Wreaths)
GA4 AU Revenue (30d)
$14,827
128 orders • 776 ATCs → 157 checkouts
Active / Buyable Catalog
83 / 207
124 sold out • Vase & Bridal excluded from SEM
Rich Snippet Impressions (14d)
8,715
Product snippets • 18 Review stars • 74 Merchant
SEM 12-Week Trend: Weekly Spend (Bars) vs. Sales Value (Green Line)
Showing the August PMax drop and the November recovery after the 6 Nov & 9 Nov restructuring.
SEO 12-Week Trend: Weekly Impressions (Bars) vs. Organic Clicks (Line)
Australian Google Search Console traffic trajectory across the last 12 weeks.
1. Google Ads Campaign Scoreboard (Account 152-113-1182)
Break-even ROAS is 2.00x at 50% margin. Vase Arrangements & Bridal are excluded from SEM; PMax runs Stems, In-Stock Bouquets & Seasonal Wreaths.
| Campaign | Daily Budget | 7d Impr | 7d Clicks | 7d CPC | 7d Spend | 7d Conv | 7d Value | 7d ROAS | Post-6 Nov CPC | Post-6 Nov Spend | Post-6 Nov Value (ROAS) |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Sales-Performance Max-1 | $35/d | 21,291 | 203 | $1.88 | $382.39 | 6.0 | $609.64 | 1.59x | $1.35 | $145.36 | $254.77 (1.75x) |
| Sales-Search-1 | $63/d | 2,486 | 220 | $1.62 | $355.46 | 6.0 | $612.52 | 1.72x | $1.79 | $277.79 | $424.05 (1.53x) |
2. Weekly SEM Trend (Last 12 Weeks — PMax vs. Search)
Week-by-week spend, CPC, conversion value, and ROAS across both campaigns.
| Week Starting | PMax Spend | PMax CPC | PMax Value (ROAS) | Search Spend | Search CPC | Search Value (ROAS) | Total Spend | Total Orders | Total Value | Total ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026-11-09 | $34 | $1.81 | $0 (0.00x) | $74 | $2.37 | $245 (3.33x) | $108 | 1.0 | $245 | 2.27x |
| 2026-11-02 | $416 | $1.84 | $750 (1.80x) | $310 | $1.48 | $580 (1.87x) | $726 | 14.0 | $1330 | 1.83x |
| 2026-10-26 | $468 | $2.39 | $430 (0.92x) | $160 | $1.18 | $988 (6.17x) | $629 | 14.0 | $1418 | 2.26x |
| 2026-10-19 | $500 | $1.75 | $139 (0.28x) | $170 | $1.44 | $1010 (5.96x) | $670 | 11.0 | $1149 | 1.72x |
| 2026-10-12 | $498 | $1.45 | $60 (0.12x) | $174 | $1.21 | $589 (3.39x) | $672 | 5.0 | $649 | 0.97x |
| 2026-10-05 | $491 | $1.72 | $269 (0.55x) | $180 | $1.32 | $1664 (9.22x) | $671 | 10.0 | $1933 | 2.88x |
| 2026-09-28 | $497 | $1.71 | $228 (0.46x) | $168 | $1.42 | $465 (2.77x) | $664 | 8.0 | $693 | 1.04x |
| 2026-09-21 | $477 | $1.43 | $346 (0.73x) | $173 | $1.37 | $429 (2.47x) | $650 | 7.0 | $774 | 1.19x |
| 2026-09-14 | $515 | $1.08 | $343 (0.67x) | $180 | $1.49 | $1003 (5.57x) | $696 | 13.0 | $1347 | 1.94x |
| 2026-09-07 | $514 | $1.38 | $1177 (2.29x) | $182 | $1.55 | $1230 (6.77x) | $695 | 18.0 | $2407 | 3.46x |
| 2026-08-31 | $509 | $1.61 | $318 (0.62x) | $185 | $1.47 | $968 (5.22x) | $694 | 8.0 | $1286 | 1.85x |
| 2026-08-24 | $472 | $1.43 | $147 (0.31x) | $156 | $1.17 | $1763 (11.29x) | $628 | 16.0 | $1910 | 3.04x |
| 2026-08-17 | $413 | $1.39 | $414 (1.00x) | $154 | $1.32 | $640 (4.17x) | $567 | 11.0 | $1054 | 1.86x |
3. Search Ad Groups — Individual Flowers & General Stems (Sales-Search-1)
7 dedicated Individual Flower Ad Groups landing directly on product/collection URLs + Ad group 1 for general/Melbourne stem searches. Stock is monitored live against Shopify.
| Ad Group | Ad Strength | Landing Page | Live Shopify Stock | 7d Impr | 7d Clicks | 7d Spend | 7d Conv | 7d Value | 7d ROAS |
|---|---|---|---|---|---|---|---|---|---|
| Ad group 1 | EXCELLENT | / | In Stock | 2,477 | 220 | $355.46 | 6.0 | $612.52 | 1.72x |
| Stems - Baby's Breath | EXCELLENT | /products/preserved-baby-breath-bunch-pres | 13/20 variants | 0 | 0 | $0.00 | 0.0 | $0.00 | — |
| Stems - Billy Buttons | GOOD | /products/copy-of-preserved-and-dried-bill | 5/5 variants | 1 | 0 | $0.00 | 0.0 | $0.00 | — |
| Stems - Bunny Tails & Daisies | GOOD | /products/dried-bunny-tail-lagurus-ovatus- | 32/40 variants | 2 | 0 | $0.00 | 0.0 | $0.00 | — |
| Stems - Dried & Preserved Roses | EXCELLENT | /products/rose-dried-flowers | 11/20 variants | 0 | 0 | $0.00 | 0.0 | $0.00 | — |
| Stems - Eucalyptus & Gum | GOOD | /products/preserved-eucalyptus | 26/29 variants | 1 | 0 | $0.00 | 0.0 | $0.00 | — |
| Stems - Lavender & Sea Lavender | GOOD | /products/dried-lavender | 5/11 variants | 3 | 0 | $0.00 | 0.0 | $0.00 | — |
| Stems - Native Banksia & Protea | EXCELLENT | /collections/dried-flower-australian-nativ | In Stock | 2 | 0 | $0.00 | 0.0 | $0.00 | — |
4. Organic SEO Keyword Trajectory — 90d Baseline → 28d → Last 7d (Australia)
Google Search Console (sc-domain:fleuri.com.au). Lower position number = closer to #1 on Page 1. Green delta (▲) compares the latest window against the 5 Nov baseline.
| Query | Target Segment | 28d Clicks | 28d Impr | 28d CTR | Baseline Pos (90d) | 28d Pos | Last 7d Pos | Trajectory |
|---|---|---|---|---|---|---|---|---|
dried flowers |
Core National | 134 | 3,739 | 3.6% | 3.8 | 6.8 | 10.9 | ▼ -7.1 |
dried flowers melbourne |
Melbourne Local | 13 | 328 | 4.0% | 17.2 | 12.8 | 10.7 | ▲ +6.5 |
preserved flowers melbourne |
Melbourne Local | 8 | 129 | 6.2% | 30.7 | 7.4 | 10.6 | ▲ +20.1 |
preserved flowers |
Core National | 19 | 745 | 2.6% | 8.1 | 9.1 | 9.6 | ▼ -1.5 |
everlasting flowers |
Stems Collection | 4 | 348 | 1.1% | 5.6 | 7.5 | 10.6 | ▼ -5.0 |
dried native flowers |
Native Stems | 9 | 123 | 7.3% | 3.2 | 4.0 | 3.9 | ▼ -0.7 |
eucalyptus leaves |
Individual Stem | 5 | 796 | 0.6% | 8.1 | 6.4 | — | ▲ +1.7 |
dried eucalyptus leaves |
Individual Stem | 4 | 215 | 1.9% | 5.0 | 3.2 | 2.4 | ▲ +2.6 |
dried baby's breath |
Individual Stem | 6 | 126 | 4.8% | 6.7 | 4.0 | 4.1 | ▲ +2.6 |
babys breath |
Individual Stem | 0 | 259 | 0.0% | 13.5 | 11.0 | — | ▲ +2.5 |
dried billy buttons |
Individual Stem | 11 | 140 | 7.9% | 4.0 | 4.8 | 8.6 | ▼ -4.6 |
billy buttons for sale |
Individual Stem | 1 | 94 | 1.1% | 9.4 | 8.7 | 10.4 | ▼ -1.0 |
dried roses |
Individual Stem | 2 | 205 | 1.0% | 11.9 | 9.8 | — | ▲ +2.1 |
dried lavender |
Individual Stem | 0 | 0 | 0.0% | 14.4 | — | — | — |
dried protea |
Individual Stem | 2 | 18 | 11.1% | 5.1 | 3.3 | 2.5 | ▲ +2.6 |
dried wattle |
Individual Stem | 8 | 25 | 32.0% | 1.1 | 1.3 | 1.7 | ▼ -0.6 |
5. Weekly Organic Search Trend (Australia, Last 12 Weeks)
Week-by-week organic clicks, impressions, CTR, and average position.
| Week Starting | Organic Clicks | Impressions | CTR | Avg Pos |
|---|---|---|---|---|
| 2026-11-02 | 324 | 11,104 | 2.92% | 9.6 |
| 2026-10-26 | 399 | 12,418 | 3.21% | 9.5 |
| 2026-10-19 | 457 | 14,631 | 3.12% | 10.8 |
| 2026-10-12 | 396 | 14,039 | 2.82% | 9.5 |
| 2026-10-05 | 424 | 13,557 | 3.13% | 9.3 |
| 2026-09-28 | 433 | 12,745 | 3.40% | 8.8 |
| 2026-09-21 | 421 | 12,534 | 3.36% | 9.4 |
| 2026-09-14 | 420 | 13,064 | 3.21% | 9.1 |
| 2026-09-07 | 450 | 15,630 | 2.88% | 13.9 |
| 2026-08-31 | 472 | 13,175 | 3.58% | 11.9 |
| 2026-08-24 | 421 | 12,476 | 3.37% | 12.1 |
| 2026-08-17 | 335 | 10,761 | 3.11% | 12.5 |
6. Weekly GA4 Revenue & Funnel Trend (Australia, Last 12 Weeks)
Week-by-week Australian sessions, Add-to-Cart rate, Cart-to-Checkout rate, and Revenue.
| Week | Sessions | Add to Cart (%) | Checkout (% of ATC) | Orders (CR) | Revenue |
|---|---|---|---|---|---|
| 2026-W46 | 328 | 53 (16.2%) | 10 (18.9%) | 8 (2.44%) | $1,036.60 |
| 2026-W45 | 1,152 | 178 (15.5%) | 35 (19.7%) | 26 (2.26%) | $2,060.41 |
| 2026-W44 | 1,062 | 208 (19.6%) | 51 (24.5%) | 36 (3.39%) | $4,162.23 |
| 2026-W43 | 1,080 | 186 (17.2%) | 31 (16.7%) | 29 (2.69%) | $4,605.46 |
| 2026-W42 | 1,272 | 151 (11.9%) | 30 (19.9%) | 29 (2.28%) | $2,962.45 |
| 2026-W41 | 1,126 | 167 (14.8%) | 23 (13.8%) | 26 (2.31%) | $3,509.67 |
| 2026-W40 | 1,120 | 163 (14.6%) | 23 (14.1%) | 24 (2.14%) | $2,347.90 |
| 2026-W39 | 1,184 | 159 (13.4%) | 18 (11.3%) | 22 (1.86%) | $2,273.38 |
| 2026-W38 | 1,232 | 246 (20.0%) | 39 (15.9%) | 30 (2.44%) | $3,717.03 |
| 2026-W37 | 1,181 | 125 (10.6%) | 31 (24.8%) | 29 (2.46%) | $3,917.97 |
| 2026-W36 | 1,257 | 243 (19.3%) | 57 (23.5%) | 32 (2.55%) | $4,075.02 |
| 2026-W35 | 1,289 | 132 (10.2%) | 29 (22.0%) | 20 (1.55%) | $1,903.14 |
| 2026-W34 | 978 | 113 (11.6%) | 18 (15.9%) | 19 (1.94%) | $2,770.19 |
7. Top Organic Landing Pages (Australia, Last 28 Days)
Monitoring CTR lift after collection & stem SEO title/description upgrades.
| Page | Clicks | Impr | CTR | Pos |
|---|---|---|---|---|
| /collections/dried-flower-australian-native-stems-bunch | 283 | 8,167 | 3.5% | 14.1 |
| / | 126 | 5,166 | 2.4% | 21.5 |
| /products/dried-poppy-pods | 107 | 1,154 | 9.3% | 7.2 |
| /collections/hand-tied-preserved-flower-dried-flower-bo | 77 | 2,848 | 2.7% | 12.3 |
| /products/preserved-eucalyptus | 44 | 2,658 | 1.7% | 7.2 |
| /collections/everlasting-flowers | 34 | 7,234 | 0.5% | 11.5 |
| http://www.fleuri.com.au/ | 29 | 487 | 6.0% | 5.3 |
| /products/preserved-baby-breath-bunch-preserved-flowers | 22 | 734 | 3.0% | 6.2 |
| /products/copy-of-preserved-and-dried-billy-button | 19 | 528 | 3.6% | 5.7 |
| /products/rhodanthe-daisy-bunch-dried-flowers | 11 | 428 | 2.6% | 7.5 |
8. GA4 Australia Channels & Funnel (Last 30 Days)
Property 371809039 ("Fleuri New") — Australian sessions only.
| Channel | Sessions | Add to Cart | Checkouts | Purchases (CR) | Revenue |
|---|---|---|---|---|---|
| Organic Search | 1,861 | 362 | 62 | 47 (2.53%) | $6,464.82 |
| Paid Search | 1,698 | 226 | 39 | 30 (1.77%) | $3,102.49 |
| Direct | 906 | 83 | 32 | 26 (2.87%) | $2,915.10 |
| Organic Shopping | 147 | 56 | 14 | 8 (5.44%) | $879.14 |
| Unassigned | 109 | 20 | 4 | 11 (10.09%) | $997.93 |
| AI Assistant | 57 | 11 | 3 | 2 (3.51%) | $128.90 |
| Referral | 55 | 13 | 0 | 0 (0.00%) | $0.00 |
| Cross-network | 41 | 4 | 0 | 1 (2.44%) | $34.95 |
| 11 | 1 | 3 | 3 (27.27%) | $303.82 | |
| Organic Social | 11 | 0 | 0 | 0 (0.00%) | $0.00 |
9. Daily Google Ads Trend (Last 14 Days)
Tracking the 6 Nov & 9 Nov SEM changes day by day across PMax and Search.
| Date | Campaign | Impr | Clicks | CPC | Spend | Conv | Value | ROAS |
|---|---|---|---|---|---|---|---|---|
| 2026-11-09 | Sales-Performance Max-1 | 1,365 | 19 | $1.81 | $34.43 | 0.0 | $0.00 | 0.00x |
| 2026-11-09 | Sales-Search-1 | 272 | 31 | $2.37 | $73.61 | 1.0 | $245.15 | 3.33x |
| 2026-11-08 | Sales-Performance Max-1 | 4,005 | 33 | $1.04 | $34.17 | 0.0 | $0.00 | 0.00x |
| 2026-11-08 | Sales-Search-1 | 270 | 32 | $2.25 | $72.00 | 1.0 | $79.95 | 1.11x |
| 2026-11-07 | Sales-Performance Max-1 | 2,729 | 25 | $1.51 | $37.67 | 1.0 | $188.02 | 4.99x |
| 2026-11-07 | Sales-Search-1 | 854 | 68 | $1.61 | $109.50 | 0.0 | $0.00 | 0.00x |
| 2026-11-06 | Sales-Performance Max-1 | 3,223 | 31 | $1.26 | $39.10 | 1.0 | $66.75 | 1.71x |
| 2026-11-06 | Sales-Search-1 | 325 | 24 | $0.95 | $22.68 | 1.0 | $98.95 | 4.36x |
| 2026-11-05 | Sales-Performance Max-1 | 3,383 | 33 | $2.40 | $79.30 | 1.0 | $188.02 | 2.37x |
| 2026-11-05 | Sales-Search-1 | 224 | 20 | $1.40 | $28.02 | 2.0 | $157.01 | 5.60x |
| 2026-11-04 | Sales-Performance Max-1 | 2,025 | 23 | $3.22 | $74.17 | 2.0 | $56.90 | 0.77x |
| 2026-11-04 | Sales-Search-1 | 275 | 18 | $1.29 | $23.23 | 0.0 | $0.00 | 0.00x |
| 2026-11-03 | Sales-Performance Max-1 | 4,561 | 39 | $2.14 | $83.57 | 1.0 | $109.95 | 1.32x |
| 2026-11-03 | Sales-Search-1 | 266 | 27 | $0.98 | $26.42 | 1.0 | $31.46 | 1.19x |
| 2026-11-02 | Sales-Performance Max-1 | 3,628 | 42 | $1.62 | $68.22 | 1.0 | $139.95 | 2.05x |
| 2026-11-02 | Sales-Search-1 | 145 | 21 | $1.35 | $28.37 | 2.0 | $212.96 | 7.51x |
| 2026-11-01 | Sales-Performance Max-1 | 2,751 | 38 | $2.62 | $99.62 | 2.0 | $81.80 | 0.82x |
| 2026-11-01 | Sales-Search-1 | 183 | 26 | $1.02 | $26.44 | 0.0 | $0.00 | 0.00x |
| 2026-10-31 | Sales-Performance Max-1 | 2,674 | 35 | $1.64 | $57.57 | 0.0 | $0.00 | 0.00x |
| 2026-10-31 | Sales-Search-1 | 226 | 27 | $1.05 | $28.45 | 0.0 | $0.00 | 0.00x |
10. Active Category & Playbook Rules Summary (docs/seo-sem-playbook.md)
| Category | SEO Rule | PMax (Sales-Performance Max-1) |
Search (Sales-Search-1) |
|---|---|---|---|
| Stems & Bunches | Full SEO (Stem formula + internal links + image alt) | INCLUDED (All buyable stems) | INCLUDED (7 Individual Flower Ad Groups + General Stems) |
| Bouquets | Full SEO | INCLUDED IF IN STOCK (24 buyable bouquets) | PAUSED (Search focused on stems) |
| Wreaths (Home Decor) | Full SEO (6 wreaths & kits optimized) | SEASONAL (NOV–DEC) (Pause after Xmas cut-off) | NOT TARGETED |
| Vase Arrangements | SEO Only | EXCLUDED (All variants excluded + vase negative) |
EXCLUDED (vase & arrangement negatives) |
| Bridal & Wedding | SEO Only (All 7 items + collection optimized) | EXCLUDED (All variants excluded + bridal negatives) | NO SEM (Wedding keywords paused + negatives) |