High Vac Depot

Friday Performance Analysis

Data: January 2024 - January 2026

Prepared by AceJack Agency
The Question

Should We Cut Fridays?

Fridays feel slow, especially afternoons. Is there budget we could reallocate to better-performing days?

What We Found

Friday was historically fine - 8.8x ROAS over 2 years. The problem is recent: January 2026 dropped to 3.8x. The old HVD campaigns were 85-95% desktop by design. The new AJA campaigns let Google spend freely on mobile, which doesn't convert for high-ticket B2B products like pumps, turbos, and rentals.

8.8x
Historical Friday ROAS
2024-2025 average (not the worst day)
3.8x
January 2026 Friday ROAS
57% drop from historical average
85-95%
Old Campaign Desktop %
The winning formula that drove Friday success
The Root Cause

Old Campaigns Were Desktop-Focused

The winning HVD campaigns were 85-95% desktop - that's why they worked

Old HVD Campaign Device Splits (2024-2025)

Campaign Desktop % Desktop ROAS Mobile % Mobile ROAS
HVD_PMax: Helium Leak Detector Rentals 95% 10.2x 5% 6.1x
HVD - Hardware 93% 14.3x 7% 1.6x
HVD - Turbos 91% 15.0x 9% 0x
HVD Shop - Gauges 90% 18.5x 10% 24.3x
HVD Shop - Maint 89% 8.1x 11% 3.4x
HVD_PMax: Dry Pumps 87% 10.9x 13% 0.5x
The Old Campaigns Minimized Mobile

Whether by design or by Google's learning, the successful HVD campaigns allocated 85-95% of budget to desktop. Mobile got minimal spend across the board. The new AJA campaigns removed those guardrails - and Google is now spending 30-50% on mobile where it doesn't convert.

Historical Performance

Friday's Track Record

Looking at 2025, Friday was often a top performer

2025 Friday vs Mon-Thu by Month

Month Fri Cost Fri Value Fri ROAS Mon-Thu ROAS Fri Performance
January $1,443 $22,979 15.93x 7.94x +101%
February $1,118 $11,384 10.18x 12.50x -19%
March $883 $3,787 4.29x 13.73x -69%
April $729 $9,442 12.95x 11.92x +9%
May $1,388 $9,242 6.66x 8.65x -23%
June $1,210 $10,692 8.83x 8.15x +8%
July $1,064 $14,621 13.75x 8.55x +61%
August $1,670 $18,680 11.18x 10.39x +8%
September $1,482 $34,889 23.54x 18.56x +27%
October $1,329 $10,092 7.59x 13.14x -42%
November $1,253 $13,083 10.44x 8.42x +24%
December $1,411 $3,002 2.13x 6.52x -67%
Friday Has Strong Months

In 2025, Friday outperformed the rest of the week in 7 out of 12 months. The seasonal dips (March, December) align with industry patterns. This tells us Friday isn't inherently weak - there's untapped potential.

Current Campaign Device Performance

Where Mobile Works vs. Doesn't

Mobile converts for consumables - but not for high-ticket B2B equipment

Current AJA_ Campaigns by Device (Last 30 Days)

Campaign Desktop ROAS Mobile ROAS Mobile Works?
AJA_Maintenance/Greases 6.7x 4.9x Yes - keep mobile
AJA_Hardware/Fittings 3.3x 2.1x Yes - keep mobile
AJA_Gauges/Valves 9.2x 0x No - cut mobile
AJA_Pumps 15.6x 0x No - cut mobile
AJA_Leak_Detector_Rentals 5.6x 0.4x No - cut mobile
AJA_Helium_Leak_Detectors 0x 0x Review campaign
The Pattern: Product Type Determines Device

Consumables (Maintenance, Hardware) convert on mobile - these are simpler, lower-ticket purchases. High-ticket B2B equipment (Pumps, Gauges, Rentals) only convert on desktop - nobody buys a $5,000 pump from their phone. Cut mobile on the equipment campaigns, keep it on consumables.

Action Plan

Cut Mobile on Equipment Campaigns

Restore the 85-95% desktop allocation that made the old campaigns successful

1

Cut Mobile on High-Ticket Equipment

For AJA_Pumps, AJA_Gauges/Valves, and AJA_Leak_Detector_Rentals: Mobile has 0x ROAS. These are B2B equipment purchases - customers research and buy on desktop. Use audience signals, asset adjustments, or bidding changes to minimize mobile spend.

Biggest efficiency gain
2

Keep Mobile on Consumables

AJA_Maintenance/Greases (4.9x mobile) and AJA_Hardware/Fittings (2.1x mobile) do convert on mobile. These are simpler, lower-ticket purchases. Leave mobile enabled for these campaigns.

Preserve working traffic
3

Review AJA_Helium_Leak_Detectors

This campaign has 0x ROAS on both desktop and mobile. Consider pausing it entirely or investigating why it's not converting - the product category should perform like rentals.

Stop budget waste
4

Switch to "Maximize Conversion Value" Bidding

Equipment campaigns using "Maximize Conversions" optimize for volume over value. Switching to "Maximize Conversion Value" tells Google to prioritize higher-value desktop sales over low-value mobile leads - naturally shifting budget toward what works.

Better quality conversions

The Bottom Line

Don't cut Fridays - Friday was historically fine at 8.8x ROAS. The problem is the campaign restructure removed the desktop-heavy allocation that worked. Old HVD campaigns were 85-95% desktop. New AJA campaigns let Google spend 30-50% on mobile. Restore desktop focus on equipment campaigns, keep mobile on consumables, and performance should recover.