The Spa Dr. — Non-Brand Search Strategy

Data labels: API verified Keyword Planner data INFER our inference BENCH industry benchmark

Contents

Executive summary & approvals needed
Phase 1 — Landing semantic extraction
Phase 2 — Keyword research (live API data)
Phase 3 — Campaign architecture, keywords, negatives & RSAs
Phase 4 — Quality Score playbook, LP audit & extensions
Phase 5 — Operational configuration
Phase 6 — Launch plan & measurement
Compliance review (cosmetic, not a drug)

1. Executive Summary

Product. The Spa Dr.® Age-Defying Lift & Tight Serum — a doctor-formulated, clean / EWG-verified facial serum positioned to support firmer-looking skin during GLP-1 / rapid weight loss ("Ozempic Face"). Offer: 50% off first bottle ($48 → $23.99), 3-bottle at $21.33/ea, one-time no-subscription option ($38.99), 30-day money-back guarantee, subscription refills at $48.

Guiding principle. The landing leads — every keyword, ad and extension is derived from the landing's content so that query → ad → landing stay aligned. Message match is the primary driver of Quality Score, so the keyword universe stays strictly inside the landing's territory (facial skin firming during weight loss).

Structure. 1 Non-Brand Search campaign, USA, 3 tightly-themed ad groups, Exact + Phrase only (no broad at launch), Manual CPC start.

Ad group	Theme	Intent tier	Why it fits the landing	Expected QS INFER
AG1 — GLP-1 / Ozempic Face	The named phenomenon	Solution / branded-aware	Landing FAQ literally answers "Will this help with Ozempic Face?"	5–7
AG2 — Loose / Sagging Face & Neck After Weight Loss	Problem-aware, face & neck only	Problem-aware	H1: "Firmer Skin While You Lose the Weight"; LP targets face, jawline, neck	6–7
AG3 — Skin Firming / Tightening Serum	Product category	Solution-aware	The product is a firming serum — exact match	7–8 (best)

On a 4th cluster: Wegovy / Zepbound / Mounjaro face terms return near-zero standalone volume today (only semaglutide face = 590/mo and glp 1 skin care = 170/mo). Per tight-theming rules we fold these into AG1 rather than force a thin ad group, and keep the rest on a watch-list.

Status & approvals:

Architecture & keyword list (this document) — confirm the 3 ad groups + match types.
resolved Target CPA = $100 (LTV-based). Bids set against this in Phase 5.
action Conversion-goal fix. Verified: site tracking works, but the live GLP-1 campaign records 0 purchases — it counts zero-value quiz/page micro-events instead. Campaign goals must be set to Purchase-only Primary before launch (Phase 5).
Reconcile the existing live GLP-1 NB campaign (SR_US_NB_SpaDr_HairSerum_GLP1) — restructure into this skin-firming build rather than run two competing NB campaigns (Action 0).

2. Phase 1 — Landing Semantic Extraction

Source: live render of serum.thespadr.com/pages/serum/lp1-offer-glp1-mix-1 (2026-06-02). Quotes verbatim.

Headlines & hierarchy

H1: "Age-Defying Serum to Support Firmer Skin While You Lose the Weight"
Title / H2: "6 Reasons This Is Your Skin's New GLP-1 Bestie (Besides the Firming)"
Subhead: "Rapid weight loss changes your face fast. This Serum firms it back."
The 6 reasons: Fights the Hollow/Tired Look · Repairs the Barrier GLP-1 Disrupts · Clinically Tested · Safe Alongside Your GLP-1 · Two Pumps · 17,000+ Women

Problems / symptoms addressed

"Ozempic Face" / hollow, tired facial look
Skin laxity & sagging on face, jawline, neck
Fine lines & wrinkles (eyes, mouth, forehead)
Compromised skin barrier from "metabolic stress"
Loss of firmness during rapid weight loss

Scope: face / neck / décolleté only (not body).

Value props & product attributes

Barrier-first, clinically tested formula
Ingredients: Botanical Retinol, Resveratrol, Hyaluronic Acid, Kakadu Plum
Clean / non-toxic / EWG Verified; no parabens, phthalates, silicones, sulfates, synthetic fragrance
"Drug-free," dermatologist-developed, "Safe Alongside Your GLP-1," no endocrine disruptors
Routine: "2–3 pumps morning and evening"

Proof, offer & tone

Proof: "97% saw visibly firmer skin," "100% saw improvement in wrinkles and elasticity," 56-day study; "17,756 reviews / 4.6★"; "300,000+ customers"; press: Women's Health, Shape, Vogue, Daily Mail.
CTA / offer: "ADD TO CART," 50% off ($23.99), "MOST POPULAR" 3 bottles, "TRY IT ONCE - NO SUBSCRIPTION ($38.99)," "SHOP NOW," free gift + free shipping, 30-Day Money-Back.
Tone: clinical ("metabolic stress breaks down your skin barrier") blended with warm / colloquial ("Your Skin's New GLP-1 Bestie," "My glow is back").

Semantic seed territory derived from the landing: ozempic faceglp-1 skinfirmer skin weight loss loose / sagging face & neck after weight lossskin firming serum skin tightening serumface / neck firming
out of scope body skin (stomach/arms/legs) · hair · general anti-aging with no firming or weight-loss signal.

3. Phase 2 — Keyword Research (Live API Data)

API Google Ads KeywordPlanIdeaService, run 2026-06-02 against account 9662795380, US / English, Google Search network, seeded with the landing URL + 10 curated seeds. 843 ideas, 832,170 total monthly searches. CPC = top-of-page bid range (low–high). All volumes / CPC / competition below are verified API output.

Headline finding: the territory is volume-rich but intent-mixed. The 246K head term ozempic face carries heavy informational traffic (before/after, images). Per the relevance-over-volume rule we keep the commercial / solution and face & neck-qualified problem-aware terms, and convert the informational + body-part queries into negatives (Phase 3). Drug-trademark terms are retained as keywords — negatives use generic modifiers only, never the drug names.

Tier 1 — Launch keywords by ad group

AG1 — GLP-1 / "Ozempic Face" API volumes

Keyword	Match	Searches/mo	Comp.	CPC (top-of-page)	Note
ozempic face	Phrase	246,000	LOW	$0.42–10.80	volume driver; shield with negatives, monitor CVR
ozempic face aging	Phrase	2,900	LOW	$2.95–34.91	high CPC ceiling — cap bids
ozempic skin	Phrase	590	LOW	$0.90–29.78	cap bids
semaglutide face	Phrase	590	LOW	$0.95–8.26	drug-class variant
the ozempic face	Phrase	320	LOW	$0.00–0.00	—
ozempic face treatment	Exact	170	LOW	$0.57–8.08	cleanest solution intent
glp 1 skin care	Phrase	170	HIGH	$1.74–7.35	drug-class
ozempic aging face	Phrase	140	LOW	$0.00–0.00	—
ozempic droopy face	Exact	90	LOW	$0.00–0.00	symptom
ozempic gaunt face	Exact	90	LOW	$0.00–0.00	symptom
ozempic wrinkles	Phrase	70	LOW	$0.00–0.00	symptom
ozempic face changes	Phrase	50	LOW	$0.24–5.41	—

⏳ Watch-list (add when volume appears): wegovy face, zepbound face, mounjaro face — <30/mo today.

AG2 — Loose / Sagging Face & Neck After Weight Loss API volumes

Per your note, this group is built from face- & neck-specific queries (body-part variants excluded → campaign negatives).

Keyword	Match	Searches/mo	Comp.	CPC	Region
sagging face after weight loss	Phrase	1,000	LOW	$0.37–3.09	Face
loose skin on neck after weight loss	Phrase	590	HIGH	$0.52–4.57	Neck
loose skin after weight loss face	Exact	390	HIGH	$0.26–3.08	Face
sagging facial skin after weight loss	Phrase	390	HIGH	$0.26–3.08	Face
loose skin on face after losing weight	Phrase	390	HIGH	$0.26–3.08	Face
face skin loose after losing weight	Phrase	390	HIGH	$0.26–3.08	Face
how to tighten neck skin after weight loss	Phrase	390	HIGH	$0.34–3.40	Neck
saggy neck after weight loss	Phrase	260	HIGH	$0.47–4.98	Neck
loose skin on neck from weight loss	Phrase	140	MEDIUM	$0.33–3.95	Neck
skin firming after weight loss	Exact	2,400	HIGH	$0.41–4.66	Firming (face-led ad)

Optional volume add: the generic loose skin after weight loss (Phrase, 9,900/mo) could be added only with the full body-part negative set applied — it carries body intent the face-only landing doesn't serve. Recommend launching face/neck-specific first, then testing the generic term in week 2 if we want more volume.

AG3 — Skin Firming / Tightening Serum (product category) API volumes

Keyword	Match	Searches/mo	Comp.	CPC	Note
skin firming serum	Exact	1,300	HIGH	$1.17–3.20	best fit product = a firming serum
skin tightening serum	Exact	1,300	HIGH	$1.17–3.20	—
serum for tightening skin	Phrase	1,300	HIGH	$1.17–3.20	—
face firming serum	Exact	720	HIGH	$1.52–4.72	face-specific = ideal
firming serum	Phrase	880	HIGH	$1.75–4.61	broader; watch search terms
best face firming serum	Exact	390	HIGH	$0.63–3.47	comparison intent
face tightening serum	Exact	390	HIGH	$1.18–3.75	—
neck firming serum	Exact	320	HIGH	$0.41–4.01	neck = on-landing
lifting serum for face	Phrase	390	HIGH	$1.11–3.58	—

Excluded — become negatives (not keywords)

Example query API	Searches/mo	Why excluded
ozempic face before and after	22,200	Pure informational — no purchase intent
ozempic face images / pictures of ozempic face	4,400 / 3,600	Image research — no intent
danger of ozempic / ozempic face side effect	1,600 / 260	Safety / medical intent; very high CPC
how to tighten loose skin on tummy / stomach / arms / legs	~13,000 combined	Body parts — landing is face / neck only
lose loose skin without surgery	210	Surgery-seeker; wrong expectation

Note: negatives use only generic modifiers (before and after, images, pictures, danger, side effect, stomach, arms…) so they never block a drug-trademark keyword. Brand terms (the spa dr, spa doctor, thespadr) → brand-negatives shared list.

4. Phase 3 — Campaign Architecture (built for QS ≥ 6)

Campaign settings

Setting	Recommendation	Reason
Campaign name	SR_US_NB_TSD_SkinFirming_GLP1	Naming convention; reflects the landing (skin firming)
Type / networks	Search only. Search Partners OFF, Display OFF	Protect signal quality & QS on a new NB campaign
Ad groups	3 (AG1 / AG2 / AG3 above)	Tight theming = high ad-keyword relevance
Match types	Exact + Phrase only — no broad	New campaign; broad needs mature data + protective negatives first
Brand negatives	Apply shared TSD brand-negatives list	Keep branded queries out of NB

AG1 — GLP-1 / "Ozempic Face"

Theme: searchers who already name the phenomenon and want to act on it. Drug-trademark terms retained as keywords (per direction).

Keywords: see AG1 table in Phase 2 (12 active + watch-list).

Ad-group negatives (generic modifiers — no drug names; anti-cannibalization):

before and after · before after · images · image · pictures · pics · photos · what is · meaning · reddit · memes · celebrities · oprah · kardashian · danger · side effect · side effects · dosage · dose · cost · price · coupon · prescription · pharmacy · firming serum (→ AG3) · loose skin (→ AG2)

RSA 1 — AG1 (message match: query names "ozempic face" → ad leads GLP-1 / weight-loss firming → LP H1 "Firmer Skin While You Lose the Weight")

#	Headline (≤30)	Chars	Type
H1 PIN P1	GLP-1 Skin Firming Serum	24	Keyword / relevance
H2	Firmer Skin, Less Sagging	25	Benefit
H3	Support Skin On Your GLP-1	26	Relevance
H4	Firm Skin During Weight Loss	28	Benefit
H5	97% Saw Firmer Skin	19	Proof ("97% saw visibly firmer skin")
H6	Clinically Tested Firming	25	Proof
H7	17,000+ 5-Star Reviews	22	Social proof
H8	Doctor-Formulated Serum	23	Differentiator
H9	No Needles, No Procedures	25	Differentiator
H10	Clean, Non-Toxic Formula	24	Differentiator
H11	Just 2 Pumps a Day	18	Ease
H12	Botanical Retinol Serum	23	Ingredient
H13	Save 50% + Free Shipping	24	Offer
H14	30-Day Money-Back Promise	25	Risk reversal
H15	Firm, Lift & Tighten Skin	25	Benefit ("Lift & Tight")

Descriptions (≤90)	Chars
Rapid weight loss changes your face. This doctor-formulated serum firms it back.	80
97% saw visibly firmer skin in a 56-day study. Clean, non-toxic, and no needles.	80
Hollow, loose-looking skin from weight loss? Support firmness in just 2 pumps a day.	84
Join 300,000+ customers. Save 50% today + free shipping. 30-day money-back guarantee.	85

Display path: /Skin-Firming/GLP-1 · Final URL: the LP1 landing · Pinning: only H1 → Position 1 (locks relevance). RSA 2 & 3 rotate the remaining headlines into distinct combinations (proof-led, offer-led) — full variants on build.

AG2 — Loose / Sagging Face & Neck After Weight Loss

Theme: problem-aware searchers with facial / neck skin laxity from weight loss. Body-part queries excluded.

Ad-group negatives:

stomach · belly · tummy · abdomen · abdominal · arm · arms · thigh · thighs · leg · legs · butt · knee · hands · surgery · surgeon · tummy tuck · diy · exercise · exercises · naturally · ozempic face (→ AG1) · firming serum (→ AG3)

RSA 1 — AG2 (message match: "tighten neck skin after weight loss" → ad "Firm Face, Jawline & Neck" → LP firms face / jawline / neck)

#	Headline (≤30)	Chars	Type
H1 PIN P1	Tighten Skin After Weight Loss	30	Keyword
H2	Sagging Face? Firm It Back	26	Problem→solution
H3	Firm Face, Jawline & Neck	25	Benefit (face/neck-steer)
H4	Loose Neck Skin? Firm It	24	Problem→solution (neck)
H5	Firmer Skin Losing Weight	25	Benefit
H6	97% Saw Firmer Skin	19	Proof
H7	Clinically Tested, 56 Days	26	Proof
H8	No Surgery, No Needles	22	Differentiator
H9	17,000+ 5-Star Reviews	22	Social proof
H10	Doctor-Formulated Serum	23	Differentiator
H11	Clean, Non-Toxic Serum	22	Differentiator
H12	Just 2 Pumps a Day	18	Ease
H13	Botanical Retinol Formula	25	Ingredient
H14	Save 50% + Free Shipping	24	Offer
H15	30-Day Money-Back Promise	25	Risk reversal

Descriptions (≤90)	Chars
Lost weight and noticed looser facial skin? This serum supports firmer, tighter skin.	85
Doctor-formulated and clinically tested over 56 days. No needles, no harsh actives.	83
Firm the look of your face, jawline and neck with just 2 pumps a day. Clean & non-toxic.	86
Save 50% + free shipping. Join 300,000+ customers. 30-day money-back guarantee.	78

Display path: /Firmer-Skin/Weight-Loss · Pinning: H1 → Position 1 only.

AG3 — Skin Firming / Tightening Serum (product category)

Theme: highest commercial intent and best message match (the product is a firming serum) → highest expected QS.

Ad-group negatives:

diy · homemade · recipe · natural remedy · korean · drugstore · the ordinary · cerave · amazon · body · stomach · ozempic face (→ AG1) · loose skin after weight loss (→ AG2)

RSA 1 — AG3 (message match: "skin firming serum" → ad "Skin Firming Serum" → LP H1 "Firmer Skin" + "Lift & Tight Serum")

#	Headline (≤30)	Chars	Type
H1 PIN P1	Skin Firming Serum	18	Keyword (exact)
H2	Skin Tightening Serum	21	Keyword
H3	Best Face Firming Serum	23	Keyword / comparison
H4	Firm, Lift & Tighten Skin	25	Benefit
H5	97% Saw Firmer Skin	19	Proof
H6	Clinically Tested Firming	25	Proof
H7	Firmer Skin in 4-6 Weeks	24	Benefit (LP timeframe)
H8	Botanical Retinol Serum	23	Ingredient
H9	No Needles, No Procedures	25	Differentiator
H10	Doctor-Formulated Serum	23	Differentiator
H11	17,000+ 5-Star Reviews	22	Social proof
H12	Clean, Non-Toxic Formula	24	Differentiator
H13	Just 2 Pumps a Day	18	Ease
H14	Save 50% + Free Shipping	24	Offer
H15	Firmer, Tighter-Looking Skin	28	Benefit

Descriptions (≤90)	Chars
Doctor-formulated firming serum that visibly tightens skin. No needles, no harsh actives.	88
Botanical Retinol, Hyaluronic Acid & Resveratrol. Clinically tested over 56 days.	80
97% saw firmer skin; 100% saw improvement in wrinkles & elasticity. Clean & non-toxic.	85
Save 50% + free shipping today. Join 300,000+ customers. 30-day money-back guarantee.	84

Display path: /Firming-Serum/Shop · Pinning: H1 → Position 1 only.

Campaign-level negative keywords

Group	Negatives (match)	Justification
Brand	the spa dr, spa doctor, thespadr (Phrase)	Keep our own brand traffic in the brand campaign
Informational	before and after, images, pictures, pics, photos, what is, meaning, reddit, memes, celebrities, oprah, kardashian (Phrase)	Research intent — no purchase ("before and after" alone = 22,200/mo)
Safety / medical	danger, side effect(s), symptoms, syndrome, lawsuit, lawyer (Phrase)	Wrong intent; high CPC; compliance hygiene. (Generic modifiers — drug-trademark keywords stay active.)
Drug-purchase modifiers	buy, cost, price, coupon, prescription, pharmacy, dosage, dose, pen, refill, where to buy, insurance (Phrase)	Catches drug-purchase intent without blocking the trademark itself
Procedures	surgery, surgeon, facelift, botox, filler(s), microneedling, laser, thread lift, plastic surgery, tummy tuck (Phrase)	Seeking clinical procedures, not a topical serum
Off-target body	stomach, belly, tummy, abdomen, arms, thighs, legs, butt, knee, hands (Phrase)	Landing is face / neck / décolleté only
Free / DIY	free, cheap, diy, homemade, home remedy, natural remedy, exercise(s), naturally (Phrase)	Non-buyers / non-product solution seekers

5. Phase 4 — Quality Score Playbook

QS = expected CTR + ad relevance + landing-page experience. Predictions are INFER from ad↔keyword↔LP relevance and BENCH beauty-search CTR norms. Actual QS surfaces after ~300+ impressions per keyword.

Per-ad-group QS prediction

Ad group / keyword	Ad relevance	LP experience	Exp. CTR	Predicted QS	Risk & fix
AG3 skin firming / tightening serum	High (exact in H1)	High (LP = firming serum)	Avg+	7–8 low risk	Flagship group
AG2 sagging/loose face & neck after WL	High (face/neck-led)	High (LP targets face/neck)	Avg	6–7	Face/neck-specific keywords keep match tight
AG1 ozempic face treatment / aging	High	Medium-High	Avg	6–7	Good intent
AG1 ozempic face (head term)	Medium	Medium	below avg likely	5–6 watch	Mixed intent drags CTR. Fix: Phrase (not Exact), heavy negatives, LP meta tweak below. If QS <6 after 2 wks → demote bid, lean on long-tail.

Landing-page audit for Quality Score

Does each ad group's primary keyword appear in the LP H1 / copy / meta? Recommendations are copy tweaks only — no rebuild.

Ad group keyword	In H1?	In body copy?	In meta title?	Recommendation to LP team
skin firming serum (AG3)	~ "Firmer Skin"	✅ "firming," "Lift & Tight Serum"	❌	Add "Skin Firming Serum" to the meta <title> & a visible benefit line
sagging skin after weight loss (AG2)	~ "While You Lose the Weight"	~ "skin laxity," testimonial "skin getting loose on Wegovy"	❌	Add explicit "loose / sagging skin" phrasing to a subhead or FAQ
ozempic face (AG1)	❌	✅ FAQ "Will this serum help with Ozempic Face?"	❌	Lift "Ozempic Face" into an H2 + meta title (already in FAQ)

Highest-impact LP tweak: rewrite the meta <title> from "6 Reasons This Is Your Skin's New GLP-1 Bestie…" to "Skin Firming Serum for GLP-1 Weight Loss | The Spa Dr." — boosts LP relevance for AG1 and AG3 at once.

Ad extensions (lift Ad Rank & CTR → indirectly lift QS)

Sitelinks (4–6)

Clinically Tested Results — "97% saw firmer skin in 56 days"
How It Works — "Barrier-first formula, 2 pumps a day"
Save 50% Today — "First bottle $23.99 + free shipping"
30-Day Guarantee — "Love it or 100% money back"
Read 17,000+ Reviews — "4.6★ from real customers"
Clean & Non-Toxic — "EWG Verified, no harsh actives"

Callouts (6–8)

Doctor-FormulatedEWG VerifiedNo NeedlesClean & Non-ToxicFree Shipping30-Day Money-Back300,000+ CustomersSafe With GLP-1

Structured snippets

Header "Featured ingredients": Botanical Retinol, Hyaluronic Acid, Resveratrol, Kakadu Plum

Image extensions

Serum product shot (clean, white bg)
Lifestyle: woman 40s+ touching firm jawline
Texture / pump shot
Avoid dramatic before/after implying a medical result

Promotion + Price

Promotion ext: "50% off" first order, occasion = None (generic sale)
Price ext (optional): 1 Bottle $23.99 · 3 Bottles $21.33/ea · One-Time $38.99
No lead-form — this is e-commerce, not lead-gen

6. Phase 5 — Operational Configuration

Bidding strategy

Confirmed target CPA = $100 (LTV-based — justified by the subscription funnel: refills $48, "20% off forever," welcome kit; first-order AOV alone is ~$24–$64). All bids below are set against this $100 target.

Phase	Strategy	Why
Weeks 1–3 (0–~20 conv)	Manual CPC (or Maximize Clicks w/ CPC cap)	No conversion history → Smart Bidding can't learn (never tROAS/tCPA <30 conv)
~20–30+ conv	Maximize Conversions (then add tCPA)	Enough signal to begin capped automation
100+ conv/mo, stable	Target CPA / Target ROAS	Full Smart Bidding once data is rich

Starting Max CPC at $100 target CPA

Max CPC = Target CPA × est. CVR. BENCH cold NB beauty CVR ≈ 1.0–2.0%.

Est. CVR	Max CPC ($100 CPA)	Read
1.0%	$1.00	Conservative — covers most weight-loss terms; partial top-of-page on serum terms
1.5%	$1.50	Recommended starting cap — covers serum top-of-page range ($1.17–3.20 low end) and most terms
2.0%	$2.00	Aggressive — full coverage; use once a group proves CVR ≥2%

Recommendation: launch with a $1.50 Max CPC across groups (AG3 serum terms may warrant $1.75–2.00 given HIGH competition + best QS). The $100 CPA comfortably supports bids that the earlier draft couldn't — we no longer need to sacrifice impression share. Strong QS should pull actual CPC below cap.

Budget (estimate — not a guarantee)

INFER Blended realistic avg CPC ≈ $1.20–1.60. To exit the learning phase we need ~15–30 conversions/month; at a $100 CPA that implies ~$1,500–3,000/month. Recommended start: $60/day (~$1,800/mo, ~37–50 clicks/day). At ~1.5% CVR ≈ 0.6–0.8 conv/day → ~18–24 conv in month 1 — enough to migrate to Maximize Conversions. Scale once CPA holds at/under $100.

Geo, devices, schedule, audiences

Lever	Recommendation	Reason
Geo	USA, all states at launch ("people in targeted locations"); layer state bid-adjustments later	New campaign needs volume; GLP-1 adoption skews to some states — adjust once data exists
Devices	No adjustment at launch; observe	Set device mods only after CVR-by-device data
Schedule	24/7 at launch; review after 2–3 weeks	Don't guess dayparts with no data
Audiences	Observation only: In-market Beauty & Personal Care / Skin Care; Affinity Beauty Mavens; Custom-intent (GLP-1 + weight-loss + skincare); Demographics female 35–65+	Gathers bid-mod signal without shrinking reach on a new NB campaign

Conversion tracking — verified (Google Ads API, last 14–30 days)

✅ Site-level tracking is healthy. The account's primary purchase action Transactions Thespadr recorded 449.9 conversions in 30 days; Add-to-Cart, Initiate Checkout and Product View are all firing normally. The Shopify→Google Ads measurement stack works.

🔴 But the live GLP-1 campaign is NOT counting purchases — fix before/at launch.

Verified on SR_US_NB_SpaDr_HairSerum_GLP1 (last 14 days): 77 clicks, $137.53 spent, conversions (bidding) = 0.0, all-conversions = 115, conversion value = $0.00. 115 "conversions" with $0 value on 77 clicks means the campaign is counting zero-value micro-events (Page view / QuizComplete / Advertorial-Load codeless actions) — not purchases. Several non-purchase actions are flagged primary at account level (QuizComplete-HairSerum, QuizComplete - Serum, YouTube views), which pollutes Search optimization.

Required fixes for the new campaign:

Set campaign-level conversion goals to use Transactions Thespadr (Purchase, value-based) as the only Primary goal
Demote QuizComplete*, Page view, Advertorial-Load, YouTube actions to Secondary (observe, don't bid)
Confirm purchase value is passing (currently $0 in the GLP-1 campaign) so we can move to value-based bidding later
Keep Enhanced Conversions on; verify no duplicate purchase tags (repeat rate <1.10)

7. Phase 6 — Launch Plan & Measurement

Window	Actions
Action 0 (pre-launch)	Reconcile the existing live GLP-1 NB campaign (`SR_US_NB_SpaDr_HairSerum_GLP1`) — restructure into this skin-firming build so we don't run two competing NB campaigns. Confirm CPA / LTV + tracking + LP meta tweak.
Week 1	Launch Manual CPC, Exact+Phrase, Search-only. Daily search-terms review → add negatives fast (body parts, before/after, drug-purchase modifiers). Watch QS as impressions accrue.
Weeks 2–3	Promote winning search terms to keywords; prune QS<6 terms or fix relevance. Expand Phrase where Exact proves ROAS; optionally test generic "loose skin after weight loss" with body negatives. Add device/geo/audience bid mods.
Week 4+	If ≥20–30 conv & stable CPA → migrate to Maximize Conversions (then tCPA). Begin RSA asset-rotation analysis. Consider an advertorial layer (note below).

Metrics & action thresholds

Metric	Watch	Action trigger
Quality Score (per kw)	Target ≥6 (≥7 on AG3)	<6 after 300+ impr → fix ad relevance / demote bid / pause head term
CTR	BENCH beauty search ~2–5%	<2% → test new headlines, check intent match
Avg CPC	vs. Max CPC cap	CPC nearing cap with low IS → QS / relevance work before raising bids
CVR	BENCH cold NB ~1–2%	<1% on a group → LP / offer / message-match review (advertorial?)
CPA	vs. confirmed allowable CPA	Bleeding Rule: >$50 spend & 0 conv in a kw / 30d → flag / pause
Search terms	Relevance drift	Daily wk1 → weekly: body-part / informational leakage → negatives

Advertorial recommendation: 2+ triggers met (cold NB traffic, considered beauty purchase, competitive serum CPCs). INFER Worth testing a pre-LP advertorial ("Why skin sags during GLP-1 weight loss — and what actually helps") for AG1/AG2 cold traffic if first-pass CVR is <1%. Not required at launch.

8. Compliance Review — Cosmetic, Not a Drug

The product is a cosmetic serum; the landing carries the correct FDA disclaimer ("not intended to diagnose, treat, cure, or prevent any disease"). Copy stays in cosmetic-safe territory — "support firmer-looking skin," "reduces the appearance of," "supports" — never "treats," "cures," or "reverses."

Item	Status	Detail
Drug-trademark keywords (ozempic, semaglutide, glp-1…)	retained	Kept as keywords per direction. Negatives use generic modifiers only, so no trademark term is blocked.
Drug trademark in ad text	recommendation	Headlines use "GLP-1" / "weight loss" rather than "Ozempic" to stay within Google's healthcare & trademark policies and avoid ad disapprovals. Drug names remain at the keyword level where they're allowed.
"Ozempic Face treatment" as copy	avoided in copy	"Treatment" reads as a medical claim — keyword is fine, copy uses "support firmer skin."
Clinical stats ("97%," "56-day study")	OK if substantiated	On the landing; describe skin appearance, not disease — cosmetic-safe. Confirm the study backs them.
"Safe Alongside Your GLP-1"	OK	Landing claim; topical / no-interaction framing.

Sources & method: Landing = live render (2026-06-02). Keyword volumes / CPC / competition = Google Ads KeywordPlanIdeaService (US / English, 843 ideas, run 2026-06-02) — figures labeled API are verified. CTR/CVR/ROAS norms = BENCH. Items labeled INFER are our judgment. Framework: non-brand search create methodology + Echelonn NB standards. Nothing has been built or changed in Google Ads — this document is for approval.