Google Ads. 62 days in.
A focused engagement built around the channel we already run. Search, Shopping, PMax, Demand Gen, owned end-to-end with daily optimization and a complete reporting infrastructure.
Google ROAS (62 days)
Revenue Growth YoY
Spend Reduction
02 · Results & Forward Plan
What we inherited.
When Melleka took over management on April 15, the Google Ads account had several structural issues. Shopping campaigns were running below breakeven, losing money on every dollar spent. Multiple non-branded Search campaigns were competing against each other, fragmenting budget and diluting performance signals. Performance Max campaigns lacked refined search themes and audience signals.
From losing money to 280% ROAS.
We restructured the Shopping architecture from the ground up. What was previously losing money is now generating approximately 280% ROAS, representing a complete turnaround in the channel's profitability.
Product-specific PMax, rebuilt.
We created new, product-specific PMax campaigns with refined search themes and improved creative assets. PMax now represents a growing share of total revenue at strong efficiency. Hair Growth Serums PMax alone has generated $156,500 at 3.57x ROAS.
Consolidated and well-funded.
The previous structure had search campaigns divided across too many segments, none of which had enough budget or data to optimize. We consolidated into a single, well-funded Non-Brand Search campaign so the algorithm could learn from a unified data set.
June context
A normal seasonal pattern, already recovered.
The first two weeks of June saw ROAS compression due to promotional fatigue following the Memorial Day campaign period. This is a normal seasonal pattern: heavy promotional spending in late May leads to temporarily reduced conversion rates in early June as audiences reset. By mid-June, performance had recovered to the 250-270% range and continues to trend upward.
03 · Performance Data
Year-over-year. Apr 15 to Jun 16.
| Metric | 2025 (Prior) | 2026 (Melleka) | Change |
|---|---|---|---|
| Spend | $610,630 | $560,949 | -$49,682 (-8.1%) |
| Revenue | $1,046,364 | $1,797,362 | +$750,999 (+71.8%) |
| ROAS | 1.71x | 3.20x | +1.49x (+87.1%) |
| Conversions | 9,303 | 16,877 | +7,574 (+81.4%) |
| Clicks | 165,756 | 242,102 | +76,346 (+46.1%) |
Campaign breakdown
Apr 15 to Jun 16, 2026.
| Campaign | Spend | Revenue | ROAS | Conversions |
|---|---|---|---|---|
| Branded Search USA | $261,880 | $941,337 | 3.60x | 8,677 |
| Shopping USA | $78,692 | $215,605 | 2.74x | 2,235 |
| PMax Hair Growth Serums | $43,829 | $156,501 | 3.57x | 1,219 |
| PMax Shampoo Kits | $40,654 | $140,018 | 3.44x | 1,191 |
| Subscription PMax | $22,226 | $65,326 | 2.94x | 699 |
| PMax Lash Serum | $20,595 | $58,655 | 2.85x | 647 |
| PMax Style Wand | $16,347 | $37,523 | 2.30x | 357 |
| Non-Brand Search | $14,248 | $21,454 | 1.51x | 191 |
| Demand Generation | $5,461 | $6,870 | 1.26x | 60 |
| Male Hair Serum PMax | $3,439 | $8,560 | 2.49x | 84 |
| GRO Ageless PMax | $1,842 | $3,914 | 2.13x | 30 |
| Total | $560,949 | $1,797,362 | 3.20x | 16,877 |
Shopping detail
The channel that flipped first.
| Campaign | Spend | Revenue | ROAS |
|---|---|---|---|
| Shopping USA (Branded) | $78,692 | $215,605 | 2.74x |
| Shopping Catchall USA | $11,650 | $42,402 | 3.64x |
| Nonbranded Shopping USA | $6,215 | $17,839 | 2.87x |
| PMax: Branded Shopping | $2,261 | $2,364 | 1.05x |
| All Shopping | $98,818 | $278,211 | 2.81x |
Forward plan
Where Google goes from here.
Branded Search
Continue protecting branded traffic at strong efficiency. Currently delivering 3.60x ROAS on $261K spend, this remains the most efficient channel and should be maintained.
Performance Max
Continue scaling product-specific PMax campaigns. The Hair Serums, Shampoo Kits, and Lash Serum PMax campaigns are all performing above target. New product-line PMax campaigns introduced as launches roll out.
Non-Branded Search
Expand keyword coverage methodically while maintaining CPA discipline. Focus on high-intent queries that indicate purchase readiness.
Shopping
Maintain the current architecture and optimize feed quality for improved impression share and click-through rates.
Overall performance
Apr 15 to Jun 16: $560,949 in spend generated $1,797,362 in revenue at 3.20x ROAS, with 16,877 conversions. A 72% increase in revenue on 8.1% less spend versus the same period in 2025.
10 · Pricing & Partnership
A simple, aligned fee.
of monthly Google ad spend
Performance bonus tiers
Base fee adjusts upward as targets are met.
Bonus tiers are evaluated monthly and apply only when ROAS targets are met. ROAS is calculated from platform conversion value divided by total ad spend, using PRIMARY conversion actions.
| Tier | ROAS Requirement | Single Platform Fee |
|---|---|---|
| Base | Below 1.5x | 10% |
| Silver | 1.5x or above | 12% |
| Gold | 1.75x or above | 13% |
| Platinum | 2.0x or above | 14% |
Tier rates above for the single-platform (Google) engagement. The all-platforms engagement uses the same ladder starting from a 7% base. See the full proposal for that.
Or take everything else with it.
Meta, Bing, CTV, Creative, the 90-day cross-channel plan, all in the full-stack engagement at 7% of total ad spend.