Find high-performing campaign geos that deserve more budget allocation
Analyze 12 weeks of geo-level campaign performance to surface location-based scaling opportunities
High-performing geos within your campaigns might be maxed out at current budgets while average regions consume the majority of spend
This template analyzes geo-level performance within individual campaigns to uncover location-based scaling opportunities often hidden in campaign-level averages. It examines 12 weeks of conversion data by geography, comparing each region's ROAS against campaign and category benchmarks to identify statistically significant outperformers that warrant budget expansion testing.
Why this matters
A campaign with average 2.5x ROAS might have California delivering 4x while Texas drags at 0.6x—but standard reporting would never surface this opportunity. When high-performing geos hit impression share ceilings at current budgets, you're leaving profitable growth on the table. This template identifies every geo exceeding benchmarks with available inventory, prioritized by current budget percentage, enabling surgical budget increases where they'll generate maximum return.
How to customize
Set minimum conversion volume thresholds per geo to ensure statistical significance. Add state or DMA-level analysis for larger markets beyond country-level splits. Include competitive metrics like search impression share and auction insights by location. Layer in market-specific factors like regional seasonality or local competitor presence. Configure different ROAS benchmarks by geo based on varying fulfillment costs or market maturity.
Identify over performing prospecting and retargeting campaign geos that you recommend to investigate for additional budget allocation. We are looking at underperformers separately.
Follow these steps:
* Pull campaign performance for the last 12 weeks:
* Pull campaign geo conversions to split them out and set benchmarks
* Identify campaign geo that are overperforming significantly compared to benchmarks in terms of roas.
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. In the message state what percentage of budget this budget represents.
Note:
* Budget increases should happen gradually (to track marginal return increase) and only if impression share allows it.
* Dont recommend to shift budget to retargeting or brand, they have their own media plan.
* We run both prospecting and retargeting campaigns, we know prospecting campaigns will perform less, but we need them to funnel into the retargeting campaigns.
* List out all the campaigns to investigate, don't add % increase numbers
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