Stop optimising your ads for revenue. Optimise for profit.

PPC

ROAS looks great in a report and terrible on a P&L. How to set up paid media around margin.

Leila HaddadJune 18, 20266 min read

A 4× ROAS on a 20% margin product loses money once you add fulfilment and returns. Most ad accounts are optimised for the wrong number.

Feed the algorithm margin data

Pass profit — not revenue — as your conversion value. Segment campaigns by margin tier. Let bidding chase the products that actually make you money.

Revenue is vanity. Profit is sanity.

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