SEM

Google Ads efficiency by campaign · AU · NZ · 26 weeks to 2026-10-12 · local currency, tax-exclusive · snapshot 2026-10-20

Snapshot is 10 days old — ask Claude to run refresh_sem.py (it needs GA4 credentials the app does not hold).

Active campaigns48 took spend in the latest week

Spend, active$3,496,883 over 26 weeks

Revenue, active$18,332,889 GA4 last-click, tax-excl

Blended ROAS5.24× active campaigns pooled

Untargeted spend$1,348,070 15 campaigns · brand, remarketing, catch-all

Where the money is going — read this before the grid

Running below target

Ranked by the spend actually exposed — window spend × how far short of target it runs — so a big campaign missing slightly outranks a small one missing badly. Only campaigns that map to a product category have a target.

pMAX | Sofa Bed | Category (R4)

pMax · Sofabed · 3.32× vs 4× target · $145,898 spend

$24,687exposed

-9%

pMAX | Sofa Bed | Single (R4)

pMax · Sofabed · 1.06× vs 4× target · $12,704 spend

$9,334exposed

-61%

pMAX | Sofa Bed | Storage (R4)

pMax · Sofabed · 2.95× vs 4× target · $33,379 spend

$8,794exposed

+8%

Text | Sofa Bed | GENERIC (R4)

Search · Sofabed · 3.06× vs 4× target · $25,192 spend

$5,889exposed

-17%

pMAX | Bedside Table (R3.5)

pMax · Bedside Table · 2.01× vs 3.5× target · $8,607 spend

$3,652exposed

-10%

pMAX | Case (R3)

pMax · Pillowcase · 2.93× vs 3.5× target · $16,312 spend

$2,650exposed

+26%

Clear of target — headroom to scale

Beating target by 25% or more. Each is a candidate for more budget, though the spend column shows how much room there actually is to add.

pMAX | Sofa Bed | Leather (R4)

pMax · Sofabed · 20.59× vs 4× target · $12,817 spend

5.1×of target

—

Text | Pillow | Side Sleeper (R2.5)

Search · Head pillow · 4.06× vs 2.5× target · $10,484 spend

1.6×of target

-14%

Text | Mattress | Best (R3)

Search · Mattress · 4.59× vs 3× target · $13,670 spend

1.5×of target

+79%

pMAX | Mattress | Soft (R3)

pMax · Mattress · 4.34× vs 3× target · $84,779 spend

1.4×of target

-41%

Text | Mattress | Kids (R3)

Search · Mattress · 4.25× vs 3× target · $6,922 spend

1.4×of target

+40%

pMAX | Sofa Bed | 6-10 Seater OV (R4)

pMax · Sofabed · 5.60× vs 4× target · $7,762 spend

1.4×of target

-9%

Week by week — ROAS against each campaign's category target, 40 biggest spenders

This week so far — 2026-10-19 to 2026-10-19 (1 day, still trading): spend $22,546, a run-rate of $157,822 a week against $95,391 in the last complete week (+65%). Revenue $69,877, ROAS 3.10× — the last day or two of GA4 revenue can still settle. It is excluded from every total, ROAS and trend on this page; a part week cannot be compared with a full one.

Campaign	20/04	27/04	04/05	11/05	18/05	25/05	01/06	08/06	15/06	22/06	29/06	06/07	13/07	20/07	27/07	03/08	10/08	17/08	24/08	31/08	07/09	14/09	21/09	28/09	05/10	12/10	19/10 pt	Spend	ROAS	Target	Named R	4wk vs prior 4
pMAX \| Mattress \| Category (R3) pMax · Mattress		6.5	4.2	4.2	3.9	3.2	4.7	4.2	4.5	3.8	4.6	3.5	4.1	4.3	4.4	4.3	7.0	4.0	3.7	3.7	3.2	3.0	2.7	3.0	5.9	3.3	2.0	$679,721	4.18×	3× · 1.39	R3	+13%
Remarketing \| Youtube Search · remarketing — no target	9.0	5.8	6.7	12.5	5.6	5.9	8.5	7.7	7.0	8.6	17.2	4.0	9.7	12.9	5.5	5.7	11.1	6.0	5.8	5.0	5.0	8.6	7.0	9.2	10.8	6.6	7.8	$330,025	8.25×	—	—	+41%
pMAX \| Mattress \| Ecosa (R3) pMax · Mattress		8.0	4.0	3.8	3.0	2.5	4.6	4.2	3.1	3.9	4.5	2.9	3.8	5.0	4.3	3.6	7.7	4.5	3.7	2.7	2.1	2.4	2.3	2.2	3.8	2.0	0.0	$281,469	4.08×	3× · 1.36	R3	+5%
Shopping \| Catch All Shopping · catch-all — no target	6.2	4.8	3.7	6.1	4.9	3.6	7.0	3.6	6.7	3.0	7.1	9.9	5.1	2.9	5.4	4.0	4.5	3.6	2.7	3.8	2.4	0.7	1.0	3.0	3.1	1.6	0.5	$257,214	4.25×	—	—	-13%
Brand Search · brand — no target	11.5	14.0	15.7	33.4	6.9	10.2	23.0	21.0	16.8	19.7	18.0	5.9	14.6	22.7	8.4	6.8	21.0	7.4	7.1	10.5	9.7	8.1	12.8	9.6	12.3	7.1	20.7	$250,970	12.92×	—	—	+19%
Brand \| New Customer Search · brand — no target		5.6	6.1	8.4	6.4	3.5	9.2	6.3	6.5	6.7	10.3	6.0	10.5	10.5	4.4	5.0	10.4	5.4	4.4	3.2	4.8	6.3	7.3	12.0	8.3	8.6	2.9	$242,913	7.17×	—	—	+103%
pMAX \| Pillow \| Category (R3) pMax · Head pillow		9.1	5.3	5.2	4.5	3.9	3.5	3.5	3.0	2.2	2.5	3.7	2.7	3.2	4.9	4.7	4.7	7.5	5.2	3.8	1.9	3.8	2.4	3.2	2.3	1.8	1.2	$181,448	3.48×	2.5× · 1.39	R3 ≠	-26%
pMAX \| Sofa Bed \| Category (R4) pMax · Sofabed		5.4	2.1	4.9	3.9	1.7	2.4	3.3	7.6	2.6	3.9	1.7	6.8	2.9	3.4	6.8	7.8	2.4	2.9	3.0	2.5	1.4	1.7	1.6	3.0	3.4	2.4	$145,898	3.32×	4× · 0.83	R4	-9%
pMAX \| Sofa Bed \| Nimble (R4) pMax · Sofabed		6.2	3.7	3.3	1.8	3.4	3.7	5.7	4.5	2.4	4.6	3.0	3.9	5.7	4.5	4.5	6.1	3.6	5.3	2.1	0.8	0.0	1.5	2.2	3.2	0.0	0.0	$132,680	3.82×	4× · 0.95	R4	-10%
pMAX \| Mattress \| Soft (R3) pMax · Mattress											15.0	4.4	4.5	3.5	3.5	4.6	6.1	2.4	2.4	1.6	2.8	4.2	1.1	1.8	2.9	1.4	0.0	$84,779	4.34×	3× · 1.45	R3	-41%
pMAX \| Base-Frame \| Category (R3) pMax · no category match — no target												12.5	3.6	3.3	2.6	4.5	10.7	2.4	2.4	3.4	2.2	1.3	1.6	0.7	1.7	1.0	1.9	$82,949	5.17×	—	R3	-52%
pMAX \| Sofa Bed \| Modular(R4) pMax · Sofabed								5.8	5.4	4.3	4.8	4.1	7.2	1.7	4.3	2.7	7.4	1.0	3.3	0.8	4.1	2.8	3.8	0.6	1.4	0.6	0.0	$68,626	4.50×	4× · 1.12	R4	-43%
pMAX \| Mattress \| Category Test (R3) pMax · Mattress										2.6	3.6	4.3	2.9	3.0	0.3	5.0	4.8	1.1	0.2	1.6	2.0	2.2	3.6	2.2	1.7	2.0	0.8	$62,887	3.81×	3× · 1.27	R3	+45%
pMAX \| Mattress \| Essence (R3) pMax · Mattress		0.0	2.5	3.4	5.3	2.6	3.0	2.9	3.0	4.8	7.3	3.4	5.0	1.9	2.5	3.4	2.6	3.5	4.0	3.2	4.7	1.4	0.4	0.9	2.8	1.5	0.0	$55,877	2.99×	3× · 1.00	R3	-65%
Text \| Sheets \| Bamboo (R3) Search · Sheets		4.4	2.0	4.2	28.4	4.0	5.0	5.1	5.3	3.2	5.7	11.9	2.2	4.0	4.9	1.9	5.5	13.0	0.9	6.2	2.2	1.1	3.2	1.8	3.5	4.8	14.9	$48,922	3.83×	3× · 1.28	R3	+14%
pMAX \| Topper (R3) pMax · Topper		6.5	3.4	4.1	2.3	3.5	2.7	3.2	2.9	2.0	3.1	3.8	2.8	3.8	3.5	3.7	6.1	1.0	5.3	0.8	2.8	2.2	2.2	2.1	2.3	3.3	5.5	$46,339	3.19×	3× · 1.06	R3	-11%
pMAX \| Sofa Bed \| Storage (R4) pMax · Sofabed		5.2	0.1	3.1	4.9	2.0	3.7	3.7	2.7	1.4	4.6				0.4	7.2	7.6	1.9	1.4	3.1	1.1	2.2	1.6	2.2	2.4	3.0	0.0	$33,379	2.95×	4× · 0.74	R4	+8%
pMAX \| Clearance Sale (R3) pMax · clearance — no target											2.9	3.8	3.9	2.7	0.9	1.7	2.4	2.7	2.3	0.4	2.5	0.2	1.6	1.7	3.5	1.6	0.0	$32,558	2.37×	—	R3	+56%
pMAX \| Pillow \| Original (R3) pMax · Head pillow			5.0	4.5	1.3	1.2	1.9									1.7	6.4	2.3	1.8	2.0	1.9	3.3	2.5	3.0	3.4	2.3	4.1	$31,408	2.99×	2.5× · 1.19	R3 ≠	+40%
Text \| Mattress \| GENERIC (R3) Search · Mattress		10.3	0.7	1.7	0.0	4.0	3.5	2.0	0.8	1.9	1.5	5.7	3.1	3.8	3.6	2.1	0.0	2.4	6.3	1.7	0.6	2.1	1.8	3.9	3.3	12.3	0.0	$28,964	2.99×	3× · 1.00	R3	+47%
Text \| Sofa Bed \| GENERIC (R4) Search · Sofabed		2.6	1.5	5.8	3.1	0.9	3.3	0.0	0.0	2.4	0.0	0.0	9.5	4.8	5.3	0.0	7.1	0.3	3.8	1.5	3.4	4.1	3.1	2.1	3.1	2.3	1.6	$25,192	3.06×	4× · 0.77	R4	-17%
Text \| Pillow \| GENERIC (R2.5) Search · Head pillow		6.3	3.1	1.6	7.1	1.3	0.3	2.3	4.2	3.4	4.1	1.3	4.9	1.7	4.5	1.1	1.7	3.6	0.7	5.9	0.7	1.1	1.1	1.2	1.2	1.1	0.0	$23,704	2.63×	2.5× · 1.05	R2.5	-50%
Text \| Topper (R3) Search · Topper		4.2	4.1	2.0	0.3		11.6	5.7	3.0	3.6	6.1	4.9	3.4	6.3	2.8	1.7	3.7	8.9	0.8	2.4	2.4	5.6	5.4	3.5	2.3	2.3	1.4	$23,651	3.60×	3× · 1.20	R3	+1%
pMAX \| Bundles (R4) pMax · bundles — no target		4.7	1.7	3.4	2.3	0.0	8.0	0.0	6.6	1.3	1.5	2.6	1.8	1.2	1.4	4.0	8.9	3.0	9.6	1.1	1.5	3.5	1.6	0.0	0.2	1.5	0.0	$23,375	2.53×	—	R4	-73%
pMAX \| Bedding \| Category (R3) pMax · mixed bedding — no target		5.6	1.8	2.8	1.6	0.8	1.5	1.9	12.1	2.1	1.9	0.8	4.0	1.5	5.6	0.8	3.6	0.7	1.5	1.3	1.0	1.4	5.4	1.8	1.3	0.9	0.0	$23,179	2.23×	—	R3	+54%
pMAX \| Base-Frame \| Timber (R3) pMax · no category match — no target												4.5	1.0	2.9	25.3	1.3	4.3	2.2	1.7	2.5	1.8	0.0	0.0	0.8	2.9	7.6	4.6	$22,550	5.37×	—	R3	+57%
pMAX \| Base-Frame \| Upholstered (R3) pMax · no category match — no target												5.2	3.7	1.5	0.0	0.0	6.3	2.9	4.2	4.0	0.7	2.7	0.3	0.2	0.8	3.3	0.0	$22,133	4.35×	—	R3	-54%
pMAX \| Base-Frame \| Storage (R3) pMax · no category match — no target												5.7	8.4	4.9	0.0	0.0	13.2	2.7	1.3	1.8	2.6	0.0	3.4	0.6	3.5	1.0	0.0	$20,292	8.59×	—	R3	+33%
pMAX \| Mattress \| Kids (R3) pMax · Mattress		3.3	1.2	2.3	1.3	3.5	2.4	3.7	9.5	0.3	0.5	0.0	6.5	1.5	2.6	0.0	3.4	0.0	2.8	0.8	0.6	2.5	0.0	3.8	1.7	2.3	7.5	$18,597	2.61×	3× · 0.87	R3	+51%
pMAX \| Quilt \| Category (R2.5) pMax · Cooling quilt		2.8	12.3	8.3	1.7	1.2	2.5	8.8	1.2	4.8	1.5	21.5	3.4	1.0	0.0	0.0	1.9	5.2	10.0	3.6	0.2	4.7	0.0	0.8	1.1	0.7	0.0	$18,206	3.31×	2.5× · 1.32	R2.5	-83%
pMAX \| Cot (R3) pMax · Cot Mattress			20.5	10.1	4.7	2.5	2.2	2.2	3.7	5.1	3.5	0.0	6.3	4.0	2.4	0.5	5.6	2.7	4.7	1.6	0.0	1.8	1.5	1.2	2.7	0.0	0.0	$17,877	3.07×	3× · 1.02	R3	-27%
Text \| Mattress \| Koala \| Sale (R3) Search · Mattress														3.5	3.5	0.0	9.2	0.0	4.1	4.8	3.4	3.2	7.6	2.9	2.8	3.1	0.0	$16,984	3.77×	3× · 1.26	R3	-6%
pMAX \| Case (R3) pMax · Pillowcase		1.7		2.3	1.6	2.1	3.1	2.9	3.7	4.1	2.2	1.3	2.6	2.8	4.2	3.3	8.3	0.8	0.6	5.1	1.4	0.8	1.7	0.9	5.1	6.9	0.0	$16,312	2.93×	3.5× · 0.84	R3 ≠	+26%
Text \| Base-Frame \| Storage (R3) Search · no category match — no target													2.3	3.1	14.9		7.9	0.0	0.3	0.0	1.0	6.4	7.2	1.1	3.3	5.7	3.0	$16,162	3.46×	—	R3	+20%
Text \| Mattress \| Best (R3) Search · Mattress										7.1	4.9	25.4	3.0	1.6	4.6	0.3	12.1	3.5	4.1	1.6	5.3	1.9	1.0	11.4	6.0	3.7	0.0	$13,670	4.59×	3× · 1.53	R3	+79%
pMAX \| Sofa Bed \| Leather (R4) pMax · Sofabed																							0.0	2.1	1.6	0.8	0.0	$12,817	20.59×	4× · 5.15	R4	—
pMAX \| Sofa Bed \| Single (R4) pMax · Sofabed				0.0	1.8	0.0	0.0								1.5	0.0	1.3	0.0	0.0	0.0	5.9	0.0	0.0	0.0	0.5	2.7	3.8	$12,704	1.06×	4× · 0.27	R4	-61%
Text \| Base-Frame \| GENERIC (R3) Search · no category match — no target													4.1	2.9	8.8	0.0	3.1	0.0	1.4	7.0	0.0	4.2	1.1	4.0	2.1	0.0	0.0	$10,991	4.58×	—	R3	-18%
Text \| Pillow \| Side Sleeper (R2.5) Search · Head pillow													2.4	5.3	5.4	3.1	3.5	4.0	4.3	5.6	4.4	2.9	4.8	2.0	2.9	8.4	0.0	$10,484	4.06×	2.5× · 1.63	R2.5	-14%
pMAX \| Tallboy (R3.5) pMax · Tall Boy			1.1	1.3	4.2	1.3	5.1	4.2	0.3	1.8	10.9	14.8	1.4	5.1	0.0			0.0		4.8	0.0	0.0	0.0	0.0	0.0	0.0	0.0	$9,817	3.15×	3.5× · 0.90	R3.5	-100%

half target on target double target under $150 allocated that week — too thin to read · hover any cell for revenue, spend, views and units

Brand vs non-brand — weekly budget mix — last complete week (w/c 2026-10-12), vs the same week LY (−364d) and the 12-week average

Brand share of budget 17.5% LY 4.8% (+12.7pp) · vs 12-wk avg +5.8pp

Brand spend$16,684 LY $7,308 (+128%) · 12-wk avg $18,264 (-9%)

Non-brand spend$78,707 LY $144,500 (-46%) · 12-wk avg $138,470 (-43%)

Mix this week vs LY 17 / 83 brand / non-brand · LY 5 / 95

w/c	20/07	27/07	03/08	10/08	17/08	24/08	31/08	07/09	14/09	21/09	28/09	05/10	12/10
brand share	6.8%	21.8%	16.2%	11.8%	16.2%	10.6%	10.3%	14.6%	12.1%	11.0%	11.1%	9.8%	17.5%
brand $	17.7k	18.6k	17.5k	20.4k	15.7k	12.4k	15.5k	18.1k	15.8k	18.1k	27.2k	22.1k	16.7k

Brand vs generic — is growth coming from demand capture, or from buying our own name?

Brand share of budget7.9% last 12m · was 5.0% the year before

Latest month11.3% 2026-09 · brand share of spend

Brand spend YoY +65% $704,210 over 12m

Generic spend YoY +2% $8,231,483 over 12m

Brand revenue YoY+139% ROAS 13.4×

Generic revenue YoY+27% ROAS 4.3×

Brand share of Google budget, by month

The control line. Branded search largely re-buys traffic organic search would have caught, so this creeping up means reported performance is being flattered.

2024-10 4.7% → 2026-09 11.3%

Monthly spend — generic and brand

Stacked, so total bar height is total Google spend. Watch for the brand block growing while the bar as a whole shrinks.

generic brand

Spend YoY by month — brand vs generic

Each month against the same month a year earlier. Brand rising while generic falls is the pattern to act on.

generic brand

Month	Brand spend	YoY	Generic spend	YoY	Total	Brand share	Brand ROAS	Generic ROAS
10/25	$44,245	+77%	$758,421	+48%	$802,666	5.5%	16.4×	4.0×
11/25	$51,654	+34%	$1,097,759	+47%	$1,149,413	4.5%	20.8×	5.0×
12/25	$44,031	+21%	$628,917	+73%	$672,948	6.5%	15.3×	5.1×
01/26	$43,675	+5%	$821,747	+52%	$865,422	5.0%	15.6×	3.8×
02/26	$34,291	+9%	$609,591	+5%	$643,882	5.3%	20.9×	4.0×
03/26	$32,728	+22%	$568,908	-26%	$601,635	5.4%	19.7×	4.7×
04/26	$31,767	+15%	$705,269	+8%	$737,036	4.3%	20.4×	4.4×
05/26	$70,595	+136%	$572,147	-15%	$642,741	11.0%	10.1×	4.2×
06/26	$130,362	+265%	$867,583	-26%	$997,945	13.1%	11.6×	4.2×
07/26	$72,599	+87%	$558,543	-34%	$631,142	11.5%	10.1×	4.2×
08/26	$74,493	+74%	$463,566	-26%	$538,059	13.8%	8.4×	4.7×
09/26	$73,770	+43%	$579,034	+2%	$652,804	11.3%	9.1×	2.8×

Brand = a | Brand segment on a SEARCH campaign (AU brand and brand new-customer). Generic = all other demand capture, including pMAX, shopping and remarketing. Brand video is excluded from both sides — upper-funnel awareness, and it runs in bursts that would distort generic YoY; $76,383 over the last 12 months · caveat: pMAX absorbs some branded queries and cannot be split out, so generic is not perfectly brand-free — read the trend in the ratio, not its absolute level.

8 further active AU campaigns ($59,160) fall outside the top 40 by spend and are not listed · 97 campaigns took no spend in the latest week and are treated as paused ($571,454 earlier in the window) · 3 of 33 named campaigns carry an R that disagrees with the business target for their category — marked ≠ · $542,886 across 10 store campaigns is excluded entirely: AU revenue is measured on an online basis, so footfall spend has no online revenue to repay it (same rule as the rest of the dashboard).

Active campaigns37 took spend in the latest week

Spend, active$1,341,202 over 26 weeks

Revenue, active$6,276,001 GA4 last-click, tax-excl

Blended ROAS4.68× active campaigns pooled

Untargeted spend$486,235 7 campaigns · brand, remarketing, catch-all

Where the money is going — read this before the grid

Running below target

pMAX | Mattress | Category (R4)

pMax · Mattress · 3.28× vs 4× target · $212,548 spend

$38,425exposed

-5%

pMAX | Sofa Bed | Category (R5)

pMax · Sofabed · 3.76× vs 5× target · $121,507 spend

$30,070exposed

-7%

pMAX | Sofa Bed | Modular (R5)

pMax · Sofabed · 2.96× vs 5× target · $70,635 spend

$28,853exposed

-15%

pMAX | Bed Base | Category (R4)

pMax · Bed frame · 2.86× vs 4× target · $88,624 spend

$25,148exposed

-35%

pMAX | Mattress | Essence (R4)

pMax · Mattress · 1.57× vs 4× target · $11,371 spend

$6,895exposed

-85%

Text | Mattress | GENERIC (R4)

Search · Mattress · 3.01× vs 4× target · $22,937 spend

$5,654exposed

-72%

Clear of target — headroom to scale

Beating target by 25% or more. Each is a candidate for more budget, though the spend column shows how much room there actually is to add.

Text | Pillow | GENERIC (R3)

Search · Head pillow · 7.45× vs 2.5× target · $4,788 spend

3.0×of target

—

pMAX | Protector (R3)

pMax · Waterproof protector · 3.93× vs 2.5× target · $17,064 spend

1.6×of target

+202%

pMAX | Mattress | Ecosa (R4)

pMax · Mattress · 5.94× vs 4× target · $20,967 spend

1.5×of target

+11%

pMAX | Pillow (R3)

pMax · Head pillow · 3.65× vs 2.5× target · $32,139 spend

1.5×of target

+60%

Week by week — ROAS against each campaign's category target, 37 biggest spenders

This week so far — 2026-10-19 to 2026-10-19 (1 day, still trading): spend $6,244, a run-rate of $43,710 a week against $45,395 in the last complete week (-4%). Revenue $37,187, ROAS 5.96× — the last day or two of GA4 revenue can still settle. It is excluded from every total, ROAS and trend on this page; a part week cannot be compared with a full one.

Campaign	20/04	27/04	04/05	11/05	18/05	25/05	01/06	08/06	15/06	22/06	29/06	06/07	13/07	20/07	27/07	03/08	10/08	17/08	24/08	31/08	07/09	14/09	21/09	28/09	05/10	12/10	19/10 pt	Spend	ROAS	Target	Named R	4wk vs prior 4
Brand Search · brand — no target	7.9	10.1	12.1	16.1	6.0	6.2	14.5	9.7	9.3	10.6	13.6	7.8	11.6	16.8	4.3	7.7	18.2	8.7	8.1	7.8	9.2	5.6	13.8	12.1	16.0	9.6	17.1	$275,670	10.90×	—	—	+71%
pMAX \| Mattress \| Category (R4) pMax · Mattress	1.8	3.8	0.8	4.5	1.6	1.3	2.6	2.9	5.0	4.1	4.5	4.0	4.8	2.6	2.6	3.9	5.5	3.2	4.3	2.6	2.7	2.9	2.7	1.1	4.6	3.0	3.2	$212,548	3.28×	4× · 0.82	R4	-5%
Shopping \| Catch All Shopping · catch-all — no target	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	$125,184	0.00×	—	—	—
pMAX \| Sofa Bed \| Category (R5) pMax · Sofabed	1.7	3.8	1.0	7.0	0.0	1.8	3.0	4.1	4.7	7.1	3.9	3.5	6.2	4.7	3.9	1.3	4.7	1.6	0.8	3.1	2.5	5.9	2.7	2.4	3.9	3.0	0.0	$121,507	3.76×	5× · 0.75	R5	-7%
pMAX \| Bed Base \| Category (R4) pMax · Bed frame	1.9	0.6	14.6	5.3	2.5	1.9	4.0	1.7	5.4	2.7	4.9	1.0	2.4	5.7	2.3	2.2	7.7	1.0	4.0	1.9	4.6	1.7	2.9	1.1	3.4	1.0	2.6	$88,624	2.86×	4× · 0.72	R4	-35%
pMAX \| Topper (R4) pMax · Topper	6.3	7.3	1.4	2.3	2.2	3.7	5.8	3.8	5.1	3.4	3.4	0.5	10.5	2.9	3.7	5.8	7.2	3.1	6.2	0.9	1.5	4.1	2.2	3.5	4.0	2.4	5.2	$78,314	4.12×	4× · 1.03	R4	-0%
pMAX \| Sofa Bed \| Modular (R5) pMax · Sofabed	2.6	1.1	2.4	2.4	8.6		2.4	7.4	5.2	4.4	2.9	2.8	3.0	2.9	0.0	6.7	4.4	6.1	2.7	1.1	2.5	3.3	1.4	1.6	3.8	2.0	3.3	$70,635	2.96×	5× · 0.59	R5	-15%
pMAX \| Pillow (R3) pMax · Head pillow							6.2	2.9	4.3	2.1	4.5	2.3	1.7	4.2	1.5	1.2	6.2	7.3	4.4	0.8	3.4	0.9	2.3	3.6	4.7	3.7	9.6	$32,139	3.65×	2.5× · 1.46	R3 ≠	+60%
Brand \| New Customer Search · brand — no target		4.6	3.8	10.3	3.4	11.7	9.5	4.5	4.5	4.9	3.7	6.7	5.5	11.8	5.0	2.4	10.1	5.6	19.8	0.0	9.3	12.9	2.5	39.3	9.5	3.3	0.0	$25,561	7.09×	—	—	-30%
pMAX \| Bedding Category (R3) pMax · mixed bedding — no target	1.7	0.7	1.6	3.5	9.5	1.4	3.6	1.4	1.3	5.0	2.1	4.8	3.4	3.7	1.5	3.4	5.1	1.2	0.6	2.7	2.0	1.1	3.9	1.9	6.6	0.3	10.6	$23,267	3.01×	—	R3	+112%
Text \| Mattress \| GENERIC (R4) Search · Mattress	0.0	1.5	7.0	1.6	0.0	0.8	1.8	5.3	3.1	1.7	11.4	2.7	0.0	2.8	4.7	1.6	14.4	0.0	11.6	0.6	11.0	0.5	7.8	1.0	1.2	0.0	0.0	$22,937	3.01×	4× · 0.75	R4	-72%
pMAX \| Mattress \| Ecosa (R4) pMax · Mattress																				3.2	2.0	1.7	1.7	0.9	2.0	5.0	1.5	$20,967	5.94×	4× · 1.48	R4	+11%
pMAX \| Cooling Collection (R4) pMax · Other cooling products		0.0	7.8	2.1	0.9	0.2	3.3	4.6	2.9	1.8	22.3	4.1	0.1	0.3	5.7	1.6	7.2	0.0	1.5	2.1	2.2	2.9	0.9	6.1	2.4	5.2	0.0	$17,997	3.08×	4× · 0.77	R4	+54%
pMAX \| Mattress \| Ecosa Test (R4) pMax · Mattress																							0.8	2.9	3.8	2.8	0.9	$17,790	2.99×	4× · 0.75	R4	—
pMAX \| Protector (R3) pMax · Waterproof protector							4.9	1.5	7.9	4.3	2.0	1.9	1.0	5.5	1.0	7.9	4.5	1.6	0.3	2.6	1.1	4.2	4.6	5.4	5.4	1.6	0.0	$17,064	3.93×	2.5× · 1.57	R3 ≠	+202%
pMAX \| Mattress \| Pure (R4) pMax · Mattress	2.2	3.0	4.7	5.6	0.0															2.2	1.6	4.8	3.0	2.0	3.9	0.0	0.0	$15,796	3.33×	4× · 0.83	R4	-23%
pMAX \| Case (R3) pMax · Pillowcase	3.5	0.5	1.4	2.6	1.1	0.8	13.6	7.1	1.1	1.6	8.0	1.4	0.9	2.3	0.6	6.2	1.3	7.8	5.1	0.7	0.6	0.0	5.8	0.7	6.4	0.0	0.0	$13,887	2.73×	4.5× · 0.61	R3 ≠	+93%
pMAX \| Clearance Sale (R4) pMax · clearance — no target												2.8	1.1	2.8	4.5	0.0	0.0	0.0	2.3	1.4	3.6	0.2	1.5	2.9	0.0	2.4	1.5	$12,591	2.08×	—	R4	-5%
Text \| Mattress \| Best (R4) Search · Mattress	9.8	0.0	4.4	7.8	0.8	10.5	2.6	6.2	8.4	3.8	22.7	4.0	3.8	0.0	0.0	0.0	0.0	5.0	0.0	0.0	5.6	10.5	7.8	0.0	6.6	1.9	0.0	$12,245	4.69×	4× · 1.17	R4	-20%
pMAX \| Bundles (R4) pMax · bundles — no target	3.0	0.0	0.0	2.1	0.0	0.0	7.6	1.2	4.8	2.5	2.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	2.2	4.0	4.9	0.6	0.0	1.6	18.5	$12,098	1.54×	—	R4	+117%
Remarketing \| Youtube Search · remarketing — no target			1.1	1.5	6.3	1.0	3.1	1.0	4.8	5.0	2.0	19.9	12.4	4.6	10.2	10.0	5.1	0.9	2.8	1.5	2.5	15.1	0.0	4.3	1.6	10.6	0.0	$11,863	4.87×	—	—	-19%
Text \| Bed Base \| GENERIC (R4) Search · Bed frame	0.0	0.0	2.8	4.0	0.0	0.0	6.7	6.0	0.9	0.0	2.0	0.0	9.0	0.0	0.0	0.0	5.9	0.0	0.0	0.0	0.0	0.0	14.5	2.6	1.2	0.0	143.5	$11,473	2.14×	4× · 0.54	R4	—
pMAX \| Sofa Bed \| Sydney (R5) pMax · Sofabed	1.8	0.1	4.4	3.2	9.5	0.0																	2.5	4.0	1.5	2.3	0.0	$11,470	3.16×	5× · 0.63	R5	—
pMAX \| Mattress \| Essence (R4) pMax · Mattress	0.8	1.5	4.6	1.0	0.0															0.0	2.7	2.7	0.0	0.3	1.1	0.0	13.2	$11,371	1.57×	4× · 0.39	R4	-85%
Text \| Bamboo Sheet (R3) Search · Sheets	1.0	2.9	1.9	10.5	0.0	1.4	5.1	0.3	3.3	2.6	1.8	3.0	11.2	1.3	0.4	3.2	10.0	0.8	12.8	0.0	13.3	1.1	5.7	1.0	4.7	1.2	0.0	$11,156	3.61×	3× · 1.20	R3	-62%
pMAX \| Sofa Bed \| Nimble (R5) pMax · Sofabed																				1.5	2.0	1.7	1.4	1.8	5.5	0.6	0.0	$10,227	4.59×	5× · 0.92	R5	+40%
pMAX \| Cot (R4) pMax · Cot Mattress	0.0	0.0	0.0	2.0	0.0	0.0	3.9	4.2	0.0	0.0	10.8	0.0	7.5	3.3	0.0	0.0	8.1	2.6	6.7	0.9	4.6	0.9	1.4	2.8		0.0	0.0	$9,617	3.04×	4× · 0.76	R4	-49%
pMAX \| Bed Base \| Storage (R4) pMax · Bed frame																					3.4	0.6	4.0	2.3	4.2	5.5	0.0	$7,991	2.95×	4× · 0.74	R4	+165%
pMAX \| Bed Base \| Timber (R4) pMax · Bed frame																						0.4	1.7	2.7	0.8	0.0	0.0	$6,752	3.40×	4× · 0.85	R4	+338%
pMAX \| Mattress \| TrueFirm (R4) pMax · Mattress	0.0	0.0	4.4	3.9	0.0															2.3	0.8	0.0	0.0	2.2	0.0	0.0	0.0	$6,057	1.49×	4× · 0.37	R4	-15%
pMAX \| Bedside Table (R4) pMax · Bedside Table							6.9	0.0	6.8	0.0	0.0	0.0	0.0	0.0	0.0	0.0	5.3	0.0	9.5	0.0	2.1	0.0	2.5	0.0	1.3	0.0	0.0	$5,521	2.04×	4.5× · 0.45	R4 ≠	-50%
pMAX \| Mattress \| Box (R4) pMax · Mattress	0.0	5.6	0.0	0.4	0.0															0.0	3.4	0.0	2.4	0.0	0.0	2.6	0.0	$4,958	1.09×	4× · 0.27	R4	+36%
Text \| Pillow \| GENERIC (R3) Search · Head pillow							2.9	1.4	4.1	4.6	4.3	0.0	2.4	11.0	8.1	2.3	0.0	0.0	0.0					0.8	1.2	0.7	19.2	$4,788	7.45×	2.5× · 2.98	R3 ≠	—
pMAX \| Bed Base \| Adjust (R4) pMax · Bed frame																						0.0	0.0	4.2	18.9	2.8	0.0	$4,313	4.08×	4× · 1.02	R4	—
Text \| Case (R3) Search · Pillowcase	3.4	2.3	0.0	0.0	1.4	2.1	2.0	1.7	0.9	1.1	22.3	1.5	8.1	1.6											3.3	0.0	0.0	$2,498	2.49×	4.5× · 0.55	R3 ≠	—
pMAX \| Sofa Bed \| Leather (R5) pMax · Sofabed																							6.2	5.3	2.1	0.0	0.0	$2,393	3.88×	5× · 0.78	R5	—
Text \| Sofa Bed \| GENERIC (R5) Search · Sofabed	0.0	0.0	0.0	0.0	0.0	13.3	8.2	24.8				0.0																$1,932	3.26×	5× · 0.65	R5	—

half target on target double target under $60 allocated that week — too thin to read · hover any cell for revenue, spend, views and units

Brand vs non-brand — weekly budget mix — last complete week (w/c 2026-10-12), vs the same week LY (−364d) and the 12-week average

Brand share of budget 13.3% LY 11.9% (+1.4pp) · vs 12-wk avg -5.8pp

Brand spend$6,038 LY $6,998 (-14%) · 12-wk avg $10,343 (-42%)

Non-brand spend$39,357 LY $51,644 (-24%) · 12-wk avg $43,728 (-10%)

Mix this week vs LY 13 / 87 brand / non-brand · LY 12 / 88

w/c	20/07	27/07	03/08	10/08	17/08	24/08	31/08	07/09	14/09	21/09	28/09	05/10	12/10
brand share	15.0%	29.2%	29.1%	27.3%	31.0%	29.0%	17.2%	16.9%	14.3%	15.3%	14.6%	14.3%	13.3%
brand $	13.7k	11.0k	9.9k	12.7k	9.8k	10.2k	9.3k	7.0k	6.8k	10.1k	12.4k	11.2k	6.0k

Brand vs generic — is growth coming from demand capture, or from buying our own name?

Brand share of budget17.2% last 12m · was 12.7% the year before

Latest month15.5% 2026-09 · brand share of spend

Brand spend YoY +23% $566,316 over 12m

Generic spend YoY -13% $2,727,833 over 12m

Brand revenue YoY+43% ROAS 13.8×

Generic revenue YoY+10% ROAS 3.4×

Brand share of Google budget, by month

The control line. Branded search largely re-buys traffic organic search would have caught, so this creeping up means reported performance is being flattered.

2024-10 9.2% → 2026-09 15.5%

Monthly spend — generic and brand

Stacked, so total bar height is total Google spend. Watch for the brand block growing while the bar as a whole shrinks.

generic brand

Spend YoY by month — brand vs generic

Each month against the same month a year earlier. Brand rising while generic falls is the pattern to act on.

generic brand

Month	Brand spend	YoY	Generic spend	YoY	Total	Brand share	Brand ROAS	Generic ROAS
10/25	$28,106	+25%	$237,012	+6%	$265,118	10.6%	25.1×	3.4×
11/25	$41,037	-31%	$365,162	-7%	$406,199	10.1%	25.1×	3.8×
12/25	$53,413	+42%	$209,512	+25%	$262,925	20.3%	13.4×	3.4×
01/26	$47,279	-17%	$230,166	+5%	$277,444	17.0%	13.2×	3.1×
02/26	$38,142	-24%	$166,254	-25%	$204,396	18.7%	12.1×	3.0×
03/26	$48,303	-9%	$311,287	-3%	$359,591	13.4%	18.7×	3.1×
04/26	$47,689	+132%	$254,763	+6%	$302,452	15.8%	13.1×	3.1×
05/26	$56,892	+90%	$194,435	-31%	$251,327	22.6%	9.8×	3.0×
06/26	$74,446	+90%	$249,371	-33%	$323,817	23.0%	10.8×	4.0×
07/26	$46,655	+68%	$190,932	-31%	$237,586	19.6%	11.0×	3.6×
08/26	$47,633	+50%	$118,011	-49%	$165,644	28.8%	10.4×	4.0×
09/26	$36,722	+24%	$200,929	+2%	$237,650	15.5%	9.6×	2.5×

Brand = a | Brand segment on a SEARCH campaign (NZ brand and brand new-customer). Generic = all other demand capture, including pMAX, shopping and remarketing. Brand video is excluded from both sides — upper-funnel awareness, and it runs in bursts that would distort generic YoY; none in NZ over this window · caveat: pMAX absorbs some branded queries and cannot be split out, so generic is not perfectly brand-free — read the trend in the ratio, not its absolute level.

0 further active NZ campaigns ($0) fall outside the top 37 by spend and are not listed · 28 campaigns took no spend in the latest week and are treated as paused ($125,620 earlier in the window) · 6 of 30 named campaigns carry an R that disagrees with the business target for their category — marked ≠.

How the number is built. Revenue is GA4 purchaseRevenue for sessions that arrived on that campaign — last-click, so it reads below the Google Ads UI, which uses data-driven attribution. Spend is Google Ads cost per campaign from the warehouse. Campaign grain needs no allocation model: both halves are measured against the same campaign, so ROAS is a straight division.

Validated. Against the pinned pre-change window in the Google Ads ROAS tracker — AU 25–31 Aug 2026, in-scope campaigns only — this pipeline reproduces Cross-network $79,745 and Paid Search $8,176 exactly. (That window is Tue–Mon, the tracker's own span, so it is not one of the Monday-commencing weeks in the grid; it validates the source and the scope rules, not the week boundaries.) Warehouse spend agrees with GA4's own advertiserAdCost to about 0.02%.

Every active campaign is listed — active meaning it took spend in the most recent complete week. Brand, Remarketing and Catch-All appear alongside the rest: at campaign grain their ROAS is just as measured, so there is no reason to hide them. They carry no target because they are not a single product category, and their cells are left uncoloured.

"Named R" is the campaign's name, not its bid target. The (R3) suffix is a label typed by whoever named the campaign; reading the live tROAS needs Google Ads API access. It is shown because targets are being loosened progressively — if the namer re-labels as he loosens, the change becomes visible here. Where the named R disagrees with the business target for that category the cell is marked ≠; the colour always follows the business target, never the name.

Read each market against its own targets. AU is materially softer than NZ on the same categories — mattress 3 against 4, sofa bed 4 against 5 — so an AU cell and an NZ cell of the same colour are not the same ROAS. Compare colours within a market, never the raw multiples across them.

What it will not tell you. Last-click campaign ROAS is not incrementality — it cannot say what a campaign added over doing nothing, and it flatters campaigns that harvest existing demand (Brand most of all). And targets began loosening progressively from 2 Sep 2026 — NZ first, AU rolling over the following week — so every week here predates the change and the target column is the old, tighter set.

Targets from the per-market list supplied by the business · rebuild with refresh_sem.py · method in SEM_REPORT.md.