Paid search is split into four purpose-built campaigns so every stage of intent is covered: capturing new demand, nurturing consideration, conquesting competitors, and defending the brand. Branded is the efficiency engine, product search is the growth lever, and competitor is paused while we tighten it.
▲ Branded + product carrying efficient volumeReach people searching the category or a rival, who do not know Najeau yet.
→Answer the “is this right for me” queries: ingredients, scalp-care, how-it-works.
→Own the Najeau terms so the cheapest, highest-intent clicks convert, not a reseller.
| Campaign | Status | Spend | Impr. | Clicks | CTR | CPC | Conv. | CPA | Read |
|---|---|---|---|---|---|---|---|---|---|
| Branded | Live | €210 | 42k | 3,100 | 7.4% | €0.07 | 18 | €11.7 | Cheapest conversions; keep fully funded. |
| Product | Live | €560 | 88k | 2,000 | 2.3% | €0.28 | 11 | €50.9 | Main non-brand demand capture; the scale lever. |
| Consideration | Live | €300 | 41k | 800 | 2.0% | €0.38 | 3 | €100 | Upper-funnel; educates, softer direct conversion. |
| Competitor | Paused | €110 | 9k | 200 | 2.2% | €0.55 | 1 | €110 | Conquesting; paused on high CPA, revisit with tighter terms. |
Bids on “Najeau” and product-name searches. Highest intent, lowest cost, and it stops resellers or competitors from bidding on your own name.
Non-brand category terms (scalp oil, hair growth serum, nourishing shampoo). This is where net-new customers enter; the primary growth lever.
Informational and comparison queries. Introduces the scalp-first method and warms researchers before they are ready to buy.
Bids on rival haircare brands. Currently paused: CPA ran high on broad terms. Plan is to relaunch on a tighter, high-intent term list.