Melleka Marketing
Agency Performance
Since Takeover
A complete breakdown of what changed when Melleka took over Vegamour's Google Ads on April 15, 2026.
Apr 15 — Jun 15, 2026 • 60 Days
+87%
ROAS Improvement
"In our first 60 days, we cut spend by 8% and increased revenue by 72%. ROAS nearly doubled."
01 — The Headline
Since We Took Over
Apr 15 – Jun 15, 2026 vs the same period in 2025. The single most important comparison.
$1.80M
Conv. Value
+71.6%
16,855
Conversions
+81.2%
| Metric | Since Takeover (2026) | Same Period (2025) | Change |
|---|
| ROAS | 3.20x | 1.71x | +87% |
| Spend | $560,947 | $610,630 | -8.1% |
| Conversion Value | $1,795,439 | $1,046,364 | +71.6% |
| Conversions | 16,855 | 9,303 | +81.2% |
| CPC | $2.32 | $3.68 | -37.1% |
| CTR | 1.82% | 0.41% | +1.41pp |
02 — The Before
What We Inherited
Jan 1 – Apr 14, 2026. The baseline — not a takedown of the previous team, but an honest assessment of where the account stood.
1.87x
January ROAS
Barely profitable
3.51x
February ROAS
Promo spike
2.80x
March ROAS
Baseline
Structural Issues Found
P
PMax was bloated to 64% of spend at only 1.34x ROAS
Eating budget without delivering returns proportionally
S
Shopping was losing money at 0.82x ROAS
Every dollar spent returned only 82 cents
V
Video ads were a disaster — 0.26x ROAS
Returning 26 cents per dollar spent
D
Demand Gen running at 0.94x — also unprofitable
Below breakeven on $18.5K spend
T
No ad schedulingBidding the same at 3 AM as 3 PM
03 — The Receipts
What We Changed
Concrete actions taken by Melleka since April 15. Every move had a reason, every reason had data behind it.
X
Killed Video ads entirelyEliminated the 0.26x ROAS bleed — saved ~$34K vs prior year pace
↓
Slashed Demand Gen from $18.5K to $3.4KCut the 0.94x money pit by 82%
↔
Rebalanced the channel mixPMax from 64% → 36% of spend • Search from 27% → 49%
▦
Restructured PMax into focused product-line campaignsHair Serums, Shampoo Kits, Lash Serum, Style Wand, Subscriptions, Male Serum — instead of a bloated catch-all
⏰
Implemented dayparting (May 12) on Branded Search + Shopping
−60% bid in dead hours (12–5 AM) • +20% bid in peak ROAS hours (3–7 PM)
⚡
Reactive budget managementBryan caught the Jun 1–2 ROAS drop and cut budgets Jun 3 (Branded Search $8,800 → $5,000, plus three PMax cuts). Recovery hit by Jun 4.
04 — Apples to Apples
May 2026 vs May 2025
Same month, almost identical spend — the cleanest comparison of "us" vs "them last year."
3.10x
Our ROAS
+85.6% vs 1.67x
9,021
Our Conversions
+98.0%
| Metric | May 2026 (Us) | May 2025 (Prior) | Change |
|---|
| Spend | $311,537 | $306,195 | +1.7% |
| Conv. Value | $966,689 | $511,640 | +89.0% |
| Conversions | 9,021 | 4,557 | +98.0% |
| ROAS | 3.10x | 1.67x | +85.6% |
| CPC | $2.28 | $3.69 | -38.1% |
"Same budget. Almost double the revenue. That's what changed when we took over."
05 — Channel Breakdown
What We Fixed
Every channel either improved dramatically or was strategically retired. No money-losers survived.
| Channel | Inherited (2025) | Our Performance | What We Did |
|---|
| PMax |
1.34x, 64% of spend |
3.01x, 36% of spend |
Restructured into product-line campaigns, rebalanced budget |
| Shopping |
0.82x (losing $) |
2.75x |
Turnaround from unprofitable to top-3 channel |
| Search |
3.03x |
3.50x |
Added dayparting, tightened structure |
| Video |
0.26x |
Eliminated |
Killed the bleed entirely |
| Demand Gen |
0.94x, $18.5K |
1.27x, $3.4K |
Massively scaled back |
06 — Long-Term Value
Revenue Quality
We aren't just driving cheap one-time purchases — we're building Vegamour's subscriber base for long-term recurring revenue.
20.9%
Subscription Rate
Under our management
5–10x
LTV Multiple
$544–$1,088 vs $97
16.2%
Branded Search Sub Rate
Highest channel
"21% of conversions are now subscriptions — we're not just driving sales, we're building LTV."
07 — Continuous Improvement
Ongoing Strategic Sophistication
These show continuous optimization, not just initial cleanup.
D
Dayparting (May 12) on Branded Search + Shopping
Hourly bid modifiers based on ROAS patterns
W
Weekday pattern identificationWednesdays peak at 3.28–3.58x ROAS • Mondays weakest (1.59–1.65x)
R
Real-time budget defenseJun 1–3 ROAS dip caught, diagnosed (Memorial Day PMax pause + smart bidding recalibration), addressed within 48 hours
08 — June Context
Handling the June Question
June 2.47x is the "lowest" month under our watch. Context matters — but never let June lead the conversation.
✓
Still +75% better than June 20251.41x → 2.47x year-over-year
$
Spending 28% less, making 26% moreEfficiency improved dramatically even in a soft month
↓
CPC hit all-time low of $2.00Lowest cost per click in account history
☆
Seasonal post-Memorial Day demand troughAffects all beauty advertisers — not unique to Vegamour
✓
Every single campaign is still profitableNo money-losers in the entire account
"Even our softest month is dramatically outperforming what the account did before we took over."
09 — Soundbites
Meeting-Ready One-Liners
"In 60 days, we increased revenue 72% while spending 8% less."
"May 2026 vs May 2025: same budget, nearly double the revenue."
"We took PMax from 1.34x to 3.01x ROAS — more than doubling efficiency on the biggest spend category."
"Shopping was losing money before. It's now your second-best revenue driver."
"Every channel either dramatically improved or we strategically retired it."
10 — Be Prepared
Anticipated Questions
"Why was June softer?"
Seasonal trough + Memorial Day PMax pause. Still 75% better than last June. Every campaign is profitable.
"What about February's spike?"
That was a one-time promo before our takeover — not structural. Our structural changes deliver consistently.
"What's next?"
Q3 plan: scaling spend if appetite exists, addressing non-brand search (1.63x is the weakest area), testing audience signals for PMax.
"What's Demand Gen doing?"
At $3.4K it's barely tested. Either commit to a real test budget or kill it entirely.