A new 'vitamin diffuser' category fighting a Google 'vape' keyword ban (every vape keyword prices at $0 CPC), an over-built 25-page presell network with insufficient SV baseline, and 5 dead products plus 7 losing variants burning ~32% of spend.
Google 'vape' keyword ban (every vape KW = $0 CPC) + over-built presell sprawl + 5 dead products burning ~32% of spend
Demote-22-to-SEO + consolidate to a single-SKU DETOX PMax test + GMC compliance hard-set
Feed positioned in Vitamins & Supplements (not generic Health & Beauty) + 98/100 Merchant Center quality score + diffuser-only terminology
Single DETOX variant pulled from the 90-day window before consolidation - $649 spend returned 1.36× direct ROAS and 7.86× attributed-funnel. The strongest variant in the line hit 21.7× funnel ROAS - cited as the bet justification for the focused PMax consolidation, not as an account-level number.
Feed audit (2026-05-07) showed 5 dead products + 7 losing variants accounting for ~32% of spend. 29-item product exclusion deployed to PMax-Feed BOFU / MOFU / TOFU listing groups.
37 active products at 100% approval. Three consolidated segments (BOFU 16, MOFU 14, TOFU 7) with 87 unit-excluded items - feed integrity preserved through aggressive consolidation.