06/12/2026
This is what a real Google Ads campaign looks like. Not a straight line up. 📈
Everyone posts the hockey-stick chart. Here's the actual 12-month ROAS curve from our Performance Max + Shopping campaign for — zigzags and all.
🚀 Launch (June): 4.32x out of the gate.
📉 The trough (August): 2.08x. This is where most people panic and quit. We didn't. We used it to find winning products, restructure categories, and refine the feed.
📈 The payoff (September): 10.68x. Optimization compounding.
🟰Black Friday (Nov–Dec): ROAS dipped to ~4x on purpose — peak season is about maximizing total revenue, not protecting a vanity number.
📈 Now (Jan–Apr 2026): a steady 6.2x → 8.5x climb as the account matured.
We also ran an on-site checkout CRO project so every paid click had the best shot at converting.
Growth isn't linear. It dips, it spikes, it consolidates — and if you build the system right, the baseline keeps rising.
📍 Detroit-based paid media for ecommerce brands. DM "GROW" to talk.