Branded Search USA — Intraday ROAS

ROAS builds throughout the day.

Branded Search looks weakest in real-time and strengthens as Google's conversion attribution fills in. Every single day this past week crossed 2x ROAS — the question is when, not if. Below is the cumulative ROAS curve by hour for the last 5 days.

Cumulative ROAS % by Hour of Day (Branded Search USA)
Today — Tue May 5 (live)
Mon May 4 (sealed)
Sun May 3 (sealed)
Sat May 2 (sealed)
Thu May 1 (sealed)
200% ROAS floor
Today at 4pm ET
—
Still filling in — typically gains 40-60% more revenue by end of day
Avg sealed ROAS (last 4 days)
—
Every day finished above the 200% floor
Peak hour (highest revenue)
—
Revenue accelerates through the afternoon + evening

Why pausing Branded Search would be a mistake

Branded Search captures people who are actively searching for Vegamour by name. These are the highest-intent buyers in the entire funnel — they already know the brand and are looking to purchase. Pausing this campaign means handing those clicks to competitors who are bidding on your brand terms. Every day this campaign has sealed above 2x ROAS when given full attribution time. The mid-day snapshot is always the lowest point — it's not the final score.