I keep BLEACHING and hair is still ORANGE!

Hi everyone,
I was a bleach blonde (alomst white) for about 5 years until I decided 6 months ago to grow out my natural color (light ash brown level 5). Well I got sick of the brown and decided to go back blonde over the weekend. I have died my brown part 4 times now with 40 volume and bleach and my hair is still light orange where the brown was. I am completely confused because my hair was not that dark and has always turned well with bleach. I waited a few days between bleachings. It just seems to be stuck in the "orange before yellow banana" stage. What the heck is going on! I tone it with ash and it's still a golden blonde. I did a test strip with light ash blonde color/20vol and still orange undertone. I don't know what else to do before my hair falls out. I have been doing some serious deep conditioning between bleachings with coconut oil and using "One and Only" Ultra Silver purple shampoo and conditioner. STILL ORANGE.