Google Ads · Product Performance
Custom Products
90 Day Product Report
Every custom product lost money over the last 90 days. The campaign returned 33 cents for every dollar spent, and half of all revenue came from a single order.
Bulk Printed Tees|Apr 16 to Jul 14, 2026|ED | Performance Max | Custom Products
Section 01
The Headline Numbers
This report covers the ED | Performance Max | Custom Products campaign, which is the account's dedicated custom apparel campaign. It carries 7 custom products. We verified the scope: 96% of the campaign's product spend lands on items with "Custom" in the title, and 100% of the campaign's purchase revenue comes from those custom products.
Ad Spend
$5,910.65
Total campaign cost. $5,115 of it is traceable to the 7 custom products.
Purchase Revenue
$1,966.57
39 purchases. This is verified purchase value, not cart or view events.
Return on Ad Spend
0.33x
33 cents back per dollar. A net loss of roughly $3,944 in revenue terms.
ROAS Minus One Order
0.16x
Removing the single $999 order on Jun 17 halves the whole campaign.
Traffic is not the problem
The campaign served 1.69 million impressions and bought 7,305 clicks at a cheap $0.70 average CPC. There is plenty of demand and the clicks are affordable.
Conversion is the problem
Those 7,305 clicks produced 39 purchases, a 0.53% conversion rate. For a considered purchase this is low, and for these price points it is fatal.
Order value is the cause
Products sold as "bulk order" are listed at single unit prices, from $8.99 to $18.99. Buyers are ordering one unit, so a won sale returns about $10 to $27.
Data integrity check passed
We confirmed the account's primary conversion counts purchases only (39 purchases, $1,966.57). Secondary actions such as Add To Cart, Begin Checkout and Page View are tracked separately and are excluded from every figure in this report. The 0.33x ROAS is real, not a measurement artifact.
Section 02
Product Level Performance
All 7 custom products, ranked by ad spend. Not one product is above 1.0x ROAS. The "ROAS ex whale" column removes the single $999 order from Jun 17 to show what each product does on typical orders.
| Product | List Price | Impr | Clicks | CTR |
Cost | CPC | Conv | CVR | AOV | Revenue | ROAS | ROAS ex whale |
| Custom Printed Hoodies |
$18.99 | 352,207 | 1,564 | 0.44% |
$1,796.72 | $1.15 | 20.5 | 1.31% | $27.34 | $560.50 |
0.31x | 0.31x |
| Custom Printed Kids T-Shirts |
$8.99 | 359,134 | 2,011 | 0.56% |
$1,593.00 | $0.79 | 15.0 | 0.74% | $91.66 | $1,370.59 |
0.86x | 0.23x |
| Custom Printed T-Shirts |
$9.99 | 264,085 | 1,455 | 0.55% |
$655.53 | $0.45 | 1.0 | 0.07% | $9.99 | $9.99 |
0.02x | 0.02x |
| Custom Printed Joggers |
$14.99 | 168,549 | 834 | 0.49% |
$530.10 | $0.64 | 1.0 | 0.12% | $14.99 | $14.99 |
0.03x | 0.03x |
| Custom Printed Kids Hoodies |
$17.99 | 270,259 | 931 | 0.34% |
$488.98 | $0.53 | 1.5 | 0.16% | $7.00 | $10.49 |
0.02x | 0.02x |
Custom Printed Long Sleeve Shirts
Barely served. Not enough clicks to judge. |
$11.99 | 196,688 | 274 | 0.14% |
$28.02 | $0.10 | 0.0 | 0.00% | n/a | $0.00 |
Thin | n/a |
Custom Printed Crewneck Sweatshirts
Barely served. Not enough clicks to judge. |
$16.99 | 83,632 | 236 | 0.28% |
$23.12 | $0.10 | 0.0 | 0.00% | n/a | $0.00 |
Thin | n/a |
| TOTAL / BLENDED | n/a | 1,694,554 | 7,305 | 0.43% |
$5,115.47 | $0.70 | 39.0 | 0.53% | $50.42 | $1,966.57 | 0.38x | 0.19x |
Product level cost ($5,115.47) is lower than campaign cost ($5,910.65) because Performance Max also serves non shopping inventory that carries no product attribution. Blended ROAS at product level is 0.38x; at full campaign level it is 0.33x. Conversion counts are fractional because Google attributes fractions of a conversion across touchpoints.
Section 03
Read This Before Trusting Any Winner
Kids T-Shirts looks like the best product at 0.86x. It is not a product story, it is a single customer story.
One order is half the quarter
On Jun 17, a single Kids T-Shirts order came in at $999.00. That one order is 50.8% of all revenue the campaign produced in 90 days. The other 38 purchases combined produced $967.
What it looks like without it
Strip that one order and Kids T-Shirts falls from 0.86x to 0.23x, product level ROAS falls from 0.38x to 0.19x, and full campaign ROAS falls from 0.33x to 0.16x. Every product then sits in the same band, between 0.02x and 0.31x.
The practical takeaway
Do not shift budget toward Kids T-Shirts on the strength of that 0.86x. One order is not a trend, and we have seen this exact pattern mislead decisions on other accounts. The honest read is that all 7 custom products perform the same way: badly. The fix has to be structural, not a budget reshuffle between products.
Section 04
Why It Cannot Work As Built
These products are marketed as bulk orders but priced and sold as single units. That single decision makes the math impossible before a single ad ever serves.
BREAK EVEN CVR = CPC ÷ ORDER VALUE
Below is the conversion rate each product would need just to get its money back, generously assuming 100% margin on the list price. Real margin is well below that, so the true bar is higher than shown.
| Product | CPC | Unit Price | Break Even CVR Needed | Actual CVR | Gap |
|---|
| Custom Printed Hoodies | $1.15 | $18.99 | 6.05% | 1.31% |
|
| Custom Printed Kids T-Shirts | $0.79 | $8.99 | 8.81% | 0.74% |
|
| Custom Printed T-Shirts | $0.45 | $9.99 | 4.51% | 0.07% |
|
| Custom Printed Joggers | $0.64 | $14.99 | 4.24% | 0.12% |
|
| Custom Printed Kids Hoodies | $0.53 | $17.99 | 2.92% | 0.16% |
|
The tell is in the order values
The single T-Shirt purchase was exactly $9.99. The single Jogger purchase was exactly $14.99. Hoodies averaged $27.34 across 20.5 orders, about 1.4 units. People are buying one item from a bulk apparel range.
Custom Printed T-Shirts is the clearest failure
1,455 clicks. $655.53 spent. One order for $9.99. At even a modest 1% conversion rate this product should have produced roughly 14 orders. It produced one. This is a real signal, not a small sample fluke.
Shopping ads sell the wrong promise
A shopper sees "$9.99" in the ad and expects a $9.99 t-shirt. What they land on is a bulk, customised, minimum quantity order that needs artwork and a quote. The click is bought on a promise the page cannot keep, so it bounces.
Section 05
What We Recommend
The campaign has spent $5,911 to return $1,967 over 90 days. Nothing in the product mix fixes that, so these are structural moves, listed in the order we would do them.
ACTION 01
Pause Custom Printed T-Shirts now
1,455 clicks and $655.53 for one $9.99 order. This is the most decisive evidence in the account and it needs no further data. Saves roughly $655 per 90 days with essentially no revenue at risk.
ACTION 02
Decide what these products actually are
This is the real decision and it belongs to the client. Either these are true bulk products, in which case the feed price and the landing page must reflect a realistic minimum order, or they are single unit custom items, in which case stop calling them bulk. Right now they are advertised as one and sold as the other.
ACTION 03
Fix order value before touching bids
At a $0.70 CPC and roughly $10 to $27 per order, no bid or budget change makes this profitable. A minimum order quantity, tiered bulk pricing, or a quantity based price in the feed would move the break even bar within reach. Bid tuning cannot close a 5x to 60x gap.
ACTION 04
Hold the Jul 13 title change verdict
Titles changed on Jul 13, which is only 2 days inside this window, on 120 clicks. That is far too little to read. We are already tracking this weekly on Wednesdays and will report CTR against the pre change baseline once volume supports it. The title change is not the cause of what this report shows.
Our recommendation in one line
Pause Custom Printed T-Shirts this week, and hold the remaining custom spend flat until the pricing and minimum order question is answered. Continuing to fund the campaign as configured spends about $460 per week to return about $150. This is a merchandising and pricing problem showing up in the ad account, and it will not be solved inside the ad account.
Method. Source: Google Ads API, account 9128023009 (Bulk Printed Tees), campaign "ED | Performance Max | Custom Products". Window: Apr 16 to Jul 14, 2026 (90 days, ending yesterday so no partial day is included). Product figures come from the shopping performance view. The campaign returned 692 product rows, of which the 90 rows carrying "Custom" in the title were aggregated up to 7 parent products via the Shopify product id. Those 90 rows hold 96% of campaign product spend and 100% of its purchase revenue. Revenue and conversions are purchase only, verified against the account's conversion action breakdown. List prices are from the product feed dated Feb 13, 2026 and are corroborated by observed order values. "ROAS ex whale" removes one $999 Kids T-Shirts order dated Jun 17, 2026.