Total spend (H1)
$66,949
Q1 $39,213 · Q2 $27,737
Zoplenti Quarterly Report Analysis
H1 2026 PPC Performance Dashboard
Q1 (Jan–Mar) + Q2 partial (Apr–May) · All brands · Amazon Ads
Overall H1 summary
Portfolio-level spend, sales, ROAS, ACoS, traffic, and purchase volume.
Total attributed sales
$616,344
Q1 $319,194 · Q2 $297,149
Blended ROAS
9.20x
↑ Q1 8.14x → Q2 10.71x
Blended ACoS
10.86%
↓ Q1 12.28% → Q2 9.33%
Total purchases
16,666
Q1 8,465 · Q2 8,201
Total clicks
157,172
Q1 84,461 · Q2 77,579
Total impressions
6.4M
Q1 5.03M · Q2 5.73M
Active brands
15
Sea-EL new in Q2
Brand-by-brand Q1 vs Q2 — key metrics
ROAS comparison and full metric table by brand.
ROAS by brand
Q1 versus Q2 across all brands with reported activity.
Brand performance table
Spend, ROAS, ACoS, and status by period.
| Brand | Q1 spend | Q2 spend | Q1 ROAS | Q2 ROAS | Q1 ACoS | Q2 ACoS | Status | Performance Reports |
|---|
Budget change impact — 4 focus brands
Impact of budget changes on efficiency and attributed sales.
Doctor Squish
Budget raised $2,000 → $3,000 in Q2
Q1 spend / sales
$7,069 / $117,523
ROAS 16.62x · ACoS 6.0%
Q2 spend / sales
$5,501 / $146,314
ROAS 26.60x · ACoS 3.8%
✓ Strong positive impact
Despite the higher cap, actual spend fell 22% while sales surged 24%. ROAS jumped from 16.6x to 26.6x — the cap increase unlocked better placements, and the SP product targeting campaigns returned exceptional efficiency. Purchases grew by +1,015 units (28%).
Stumble Guy
Budget: Jan $500 → Mar $800 → May Q2 $1,500
Q1 spend / sales
$1,602 / $9,661
ROAS 6.03x · ACoS 16.6%
Q2 spend / sales
$2,515 / $9,516
ROAS 3.78x · ACoS 26.4%
⚠ Negative ROI impact from scale
Spend increased 57% but sales stayed flat (-1.5%). ROAS dropped sharply from 6.0x to 3.8x. The Mar→May budget doubling triggered broader, lower-quality keyword targeting. The "stumble guys" exact match campaign carries the account but broader spend is wasteful. Needs bid optimisation before further scaling.
AirPhysio
Budget: Jan $800 → Apr Q2 raised to $2,000
Q1 spend / sales
$639 / $11,038
ROAS 17.29x · ACoS 5.8%
Q2 spend / sales
$2,518 / $14,738
ROAS 5.85x · ACoS 17.1%
⚠ Significant efficiency loss
The 2.5× budget jump caused spend to nearly quadruple (+294%) while sales grew only 34%. ROAS collapsed from 17.3x to 5.9x.
Booksy
Budget: Jan $500 → Mar $800 → May Q2 $1,500
Q1 spend / sales
$1,795 / $3,985
ROAS 2.22x · ACoS 45.1%
Q2 spend / sales
$1,628 / $3,662
ROAS 2.25x · ACoS 44.5%
- Neutral: budget increase had no incremental effect
Despite the budget path to $1,500, actual spend declined slightly. ROAS remained flat at ~2.2x. Booksy is structurally low-ROAS — high ACoS suggests either low price-point, competitive category pressure, or product-listing conversion issues. Budget cap increases are not the solution; conversion rate and listing quality must be addressed first.
Best & worst performing brands
A balanced view of the strongest scaling candidates and brands needing correction.
↗ Top performers
Doctor Squish — ROAS 26.6x (Q2)
Best brand in portfolio. SP product targeting dominates at ROAS 27x. Multi-ASIN and new-ASIN campaigns both deliver strong returns. Q2 budget raise unlocked even better efficiency.
Tuff Rider — ROAS 16.9x (Q2)
Children's Boot campaigns are the star: $727 spend generated $17,086 sales at 23.5x ROAS. Q2 improvement despite lower spend is strong signal — this brand is underfunded.
AirPhysio Q1 — ROAS 17.3x
Before the Q2 budget explosion, AirPhysio's SP exact-match was exceptional at 28x ROAS on $285 spend. It remains the blueprint for the brand going into H2.
↘ Underperformers
Eyeleve — ROAS 0.65x (Q2)
Spending more than it earns in both periods. ACoS 218% in Q1, improving slightly to 153% in Q2 but still deeply negative. Campaigns lack conversion-ready keywords.
Better Breathing — ROAS 1.85x → ACoS 54%
Q2 performance collapsed. Spend doubled while sales fell 30%. The category is overcrowded; ads are generating clicks that don't convert. Pause or restructure.
Hot Bento — ROAS 1.22x (Q2)
ACoS ballooned to 82% in Q2. Spend fell but sales cratered further. Only 13 purchases on $956 spend. Likely seasonal downturn compounded by mis-targeted campaigns.
Ad type performance — Sponsored Products vs Sponsored Brands
ROAS comparison across selected Sponsored Products and Sponsored Brands segments.
Sponsored Products versus Sponsored Brands
Ad-type ROAS comparison for Doctor Squish, AirPhysio, and Tuff Rider.
Budget pacing issues & anomalies
Campaign and brand observations requiring attention before Q3 scaling.
Note Doctor Squish — efficient under-pacing
Doctor Squish is the clear winner of the budget changes. In April & May raising the cap to $3,000 unlocked better placements, but interestingly actual spend fell while ad sales grew 41% compared to Feb & Mar. The cap increase gave the algorithm room to find better auctions, not just spend more.
Warning Stumble Guy — ROAS decay as budget scales
Each budget increase (Jan $500 → Mar $800 → May $1,500) has not delivered proportional sales. Q2 spend grew 57% while sales stayed flat. Keyword quality score degrading. This is the focus area for the brand.
Warning KLE — dramatic Q2 collapse
ROAS fell from 9.2x → 2.1x. Sales dropped from $11,359 to $2,319 despite similar spend.
Warning Better Breathing — negative ROI in Q2
ACoS jumped to 54%. Every dollar spent is returning $1.85 in sales — too thin to support a healthy margin. Category competitiveness and CPC ($1.23) are unsustainable.
Note Sea-EL — new brand, Q2 only
Launched in Q2 with $190 spend, achieving ROAS 3.6x and ACoS 27.8%. Promising early signal. Structured scale plan recommended for Q3.
Campaign status going into Q3
Scale, restructure, and pause/review groups for next-quarter action planning.
Scale up
✓ Doctor Squish — increase bids on top SP product targeting; test Sponsored Brands video, if we have budget room.
✓ Tuff Rider — We will focus onunderfunded vs performance; especially Children's Boot campaigns
✓ Sea-EL — Already scaled up, but we will continue to monitor and adjust as needed; structured Q3 ramp; 3.6x ROAS is a solid foundation
✓ Campbell — ROAS improved Q1→Q2 (6.6x→9.5x), maintain momentum
Restructure & fix
⚠ AirPhysio — Most of the conversion is coming from the Branded KWs. So we will revert focus to high-ROAS exact match
⚠ Stumble Guy — Morly focus on converted search terms ; concentrate budget on "stumble guys" exact match
⚠ KLE — investigate listing/inventory cause;
⚠ Booksy — Need to do a listing conversion audit before any further budget increase
Review
✗ Eyeleve — ACoS 153% is too high.
✗ Better Breathing — ACoS 54%; need to reshape the campaigns
✗ Hot Bento — ACoS 82%; Already made some strategical changes to the campaigns.
✗ EyeDerm — ACoS is also high above 50%. Already made some strategical changes to this brand also.
H2 2026 — recommendations & testing ideas
Numbered action plan for H2 budget allocation, restructuring, and experiments.
- 01
Efficiency-first budget allocation. Reallocate budget from bottom 3 brands (Eyeleve, Better Breathing, Hot Bento) to Doctor Squish and Tuff Rider which demonstrably return 16–27x ROAS. Portfolio-level ROAS should reach 12–14x with this shift.
- 02
Sponsored Brands video for top brands. Doctor Squish and Tuff Rider are in visually demonstrable categories (toys, equestrian gear). SB video CPCs are typically 30–40% lower than SP while driving brand searches. Test for both in Q3, if we have budget room.
- 03
Booksy needs a listing audit. 1.5% CR rate is much poor. Audit images, A+ content, pricing, and review count before committing more budget. PPC cannot fix a listing problem.
- 04
KLE root cause investigation. ROAS drop from 9.2x → 2.1x in one quarter is not campaign-driven — it signals external disruption. Check inventory levels, buy-box ownership, and new competitor ASINs on the category page. Restore listing health before resuming aggressive PPC.
- 05
Dayparting & placement bid modifiers.