May–June 2026 vs. 2025 Year-over-Year · Using conversions_value (source of truth)
| Month | 2025 Spend | 2025 Revenue | 2025 ROAS | 2026 Spend | 2026 Revenue | 2026 ROAS | YoY Δ |
|---|---|---|---|---|---|---|---|
| January | $247,813 | $600,667 | 2.42x | $288,078 | $538,815 | 1.87x | -23% |
| February | $226,596 | $551,143 | 2.43x | $208,119 | $730,092 | 3.51x | +44% |
| March | $254,907 | $588,937 | 2.31x | $222,608 | $622,548 | 2.80x | +21% |
| April | $269,202 | $580,525 | 2.16x | $252,505 | $849,032 | 3.36x | +56% |
| May | $306,195 | $511,640 | 1.67x | $311,537 | $957,766 | 3.07x | +84% |
| June (1-9) | $97,735 | $134,369 | 1.37x | $68,544 | $154,204 | 2.25x | +64% |
Bar length = ROAS magnitude. Green = 2026, Blue = 2025.
| Month | Spend | Revenue | ROAS | Conv |
|---|---|---|---|---|
| Jan 2025 | $247,813 | $600,667 | 2.42x | 5,876 |
| Feb 2025 | $226,596 | $551,143 | 2.43x | 5,149 |
| Mar 2025 | $254,907 | $588,937 | 2.31x | 5,538 |
| Apr 2025 | $269,202 | $580,525 | 2.16x | 5,082 |
| May 2025 | $306,195 | $511,640 | 1.67x | 4,557 |
| Jun 2025 | $311,536 | $489,549 | 1.57x | 4,261 |
| Jul 2025 | $306,253 | $596,984 | 1.95x | 4,031 |
| Aug 2025 | $289,910 | $544,929 | 1.88x | 3,760 |
| Sep 2025 | $269,387 | $579,974 | 2.15x | 4,281 |
| Oct 2025 | $263,739 | $631,357 | 2.39x | 4,334 |
| Nov 2025 | $728,654 | $1,509,441 | 2.07x | 10,010 |
| Dec 2025 | $487,248 | $777,453 | 1.60x | 6,516 |
| 2025 Total | $3,961,441 | $7,962,600 | 2.01x | 63,397 |
May–June 2025 was the worst two-month stretch of the entire year. ROAS dropped to 1.67x and 1.57x — the only two months below 1.60x. Spend was at its highest ($306K–$312K/mo) while returns cratered. This was the period of peak inefficiency.
Since Melleka took over, May 2026 turned what was the worst month into one of the best. Same spend level ($312K) but nearly double the revenue ($958K vs $512K). We turned their weakest month into a strength.
| Campaign | Spend | Revenue | ROAS | Conv | CPA |
|---|---|---|---|---|---|
| Branded Search USA | $172,563 | $550,984 | 3.19x | 5,029 | $34.31 |
| Shopping USA | $58,184 | $159,996 | 2.75x | 1,646 | $35.35 |
| PMax – Shampoo Kits | $28,871 | $89,438 | 3.10x | 780 | $37.01 |
| PMax – Hair Growth Serums | $24,554 | $82,935 | 3.38x | 653 | $37.60 |
| Subscription PMax | $20,891 | $61,313 | 2.94x | 657 | $31.80 |
| Memorial Day Sale PMax | $17,320 | $42,123 | 2.43x | 436 | $39.72 |
| PMax – Lash Serum | $15,539 | $41,408 | 2.66x | 453 | $34.30 |
| Non-Brand Search | $13,565 | $18,404 | 1.36x | 162 | $83.73 |
| PMax – Style Wand | $12,008 | $26,687 | 2.22x | 244 | $49.21 |
| Demand Generation | $4,751 | $5,335 | 1.12x | 54 | $87.99 |
| NB Shopping USA | $2,996 | $8,767 | 2.93x | 103 | $29.09 |
| TOTAL | $380,081 | $1,111,969 | 2.93x | 10,443 | $36.40 |
| Date | Spend | Revenue | ROAS | Conv |
|---|---|---|---|---|
| Jun 1 (Sun) | $8,372 | $20,835 | 2.49x | 206 |
| Jun 2 (Mon) | $11,090 | $17,117 | 1.54x | 162 |
| Jun 3 (Tue) | $7,581 | $18,181 | 2.40x | 179 |
| Jun 4 (Wed) | $5,157 | $14,915 | 2.89x | 146 |
| Jun 5 (Thu) | $6,727 | $19,314 | 2.87x | 167 |
| Jun 6 (Fri) | $6,198 | $16,220 | 2.62x | 172 |
| Jun 7 (Sat) | $8,834 | $20,087 | 2.27x | 196 |
| Jun 8 (Sun) | $7,508 | $18,739 | 2.50x | 185 |
| Jun 9 (Mon) | $7,076 | $8,795 | 1.24x | 99 |
| Jun 1-9 Total | $68,544 | $154,204 | 2.25x | 1,511 |
| Campaign | Spend | Revenue | ROAS | Conv |
|---|---|---|---|---|
| Branded Search USA | $34,044 | $84,283 | 2.48x | 792 |
| Shopping USA | $8,399 | $19,212 | 2.29x | 227 |
| Subscription PMax | $5,750 | $9,661 | 1.68x | 123 |
| PMax – Shampoo Kits | $5,249 | $11,985 | 2.28x | 97 |
| PMax – Hair Growth Serums | $4,761 | $10,452 | 2.20x | 77 |
| PMax – Style Wand | $3,501 | $4,740 | 1.35x | 42 |
| PMax – Lash Serum | $2,989 | $5,941 | 1.99x | 82 |
| Non-Brand Search | $1,393 | $2,846 | 2.04x | 26 |
| Demand Generation | $964 | $1,579 | 1.64x | 12 |
| Male Hair Serum PMax | $905 | $2,547 | 2.81x | 23 |
| GRO Ageless PMax | $588 | $959 | 1.63x | 11 |
On nearly identical spend ($312K vs $306K), we generated $446K more revenue than May 2025 — an 87% increase. Conversions nearly doubled from 4,557 to 8,932. This was the single biggest YoY improvement month.
Through 9 days, June 2026 is at 2.25x ROAS vs June 2025's 1.37x — and we're doing it on 30% less spend ($69K vs $98K). Revenue efficiency has radically improved.
June 2 (1.54x) and June 9 (1.24x) were below-average days. Jun 2 was the post-Memorial Day hangover. Jun 9 data is still settling (attribution lag). Both Mondays — consistent with the known weekday pattern where Monday underperforms.
Branded Search USA generates 50% of all revenue at 3.19x ROAS. In June specifically, it's running at 2.48x — lower than May's peak but still carrying 55% of account revenue.
Replaced the legacy "PMax Everything Else" and "Combo" structure with purpose-built campaigns. Branded Search USA, product-specific PMax (Shampoo, Serums, Lash, Style Wand), and a dedicated Subscription PMax. Each campaign has clear intent and targeting.
Implemented custom ad schedules on Search and Shopping based on hourly ROAS analysis. Suppressed bids -40% during 5-8 AM PT (worst ROAS hours) and boosted +20% during 3-7 PM PT (peak ROAS hours). PMax campaigns can't use schedules — a known Google limitation.
2025 saw spend balloon to $306K–$312K/month in May–Jun while ROAS collapsed. We maintained similar spend in May 2026 but nearly doubled revenue through smarter allocation. In June, we've actually reduced daily spend while maintaining strong ROAS.
Paused or restructured underperforming campaigns that were burning budget in 2025 (Video campaigns at 0.00x, Demand Gen at $28K with zero conversions, broad NB campaigns). Every dollar now has a performance-backed purpose.
Branded Search dropped from 3.19x (May+Jun combined) to 2.48x in June specifically. This is natural post-Memorial Day, but if it continues below 2.5x through mid-June, consider tightening the tROAS target from 3.5x to 4.0x to protect efficiency.
Running at 3.38x ROAS in May+Jun on $24.5K spend — the highest ROAS of any PMax campaign. There's room to scale budget 20-30% without diluting returns. This product has strong demand and low competition within the account.
At 1.35x in June (down from 2.22x combined), Style Wand is approaching breakeven. If it doesn't recover to 2.0x+ by mid-June, reduce budget and reallocate to higher-performing PMax campaigns (Serums, Shampoo).
At $20.9K spend and 2.94x ROAS, this campaign generates the highest LTV customers (16.2% subscription rate on Branded Search, which this campaign feeds). The $31.80 CPA for a subscription customer with $544-$1,088 LTV is a steal. Increase budget 25%.
At 1.12x ROAS (May+Jun) and 1.64x in June, Demand Gen is the weakest campaign type. Cap spend at current levels and evaluate if the awareness value justifies the cost, or reallocate to proven PMax campaigns.