Advertising
POAS: what it is, how to calculate it and why it beats ROAS
The Profit on Ad Spend formula, a calculator with break-even ROAS, and how to make Google Ads optimise for profit.
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Google Ads audit for ecommerce: find where your account loses margin.
Most Google Ads accounts I analyse don't have a budget problem. They have a data problem: badly tracked conversions, a feed that hides the best products, the same ROAS target for products with wildly different margins. The audit finds these points before a single campaign is touched.
+93.78%
net profit month on month, moving from ROAS to POAS
+40%
net profit with margin-based custom labels, same budget
Real results from the POAS and custom labels case studies.
What I check
Tracking and conversion values
Duplicate or missing conversions, values with or without VAT, Google Analytics 4 and Google Tag Manager setup. If the data is wrong, every later optimisation goes in the wrong direction.
Merchant Center and feed
Disapproved products, titles and attributes that don't match how customers search, custom labels missing or unused.
Campaign structure
Overlap between Search, Shopping and Performance Max, separation of brand and non-brand traffic, campaigns competing for the same products.
Bid strategies and targets
ROAS targets compared with the real margin of each product group, and how ready the account is to optimise for profit with POAS.
Budget waste
Irrelevant search terms, missing negative keywords, budget absorbed by products that sell but don't earn.
Catalogue segmentation
High-margin products with no room, low-margin products eating budget, items that get no impressions at all.
What you get
- The issues found, ranked by impact on margin, not by technical severity.
- A prioritised action plan: what to fix first, what next, what to leave alone.
- A call to go through it together, with the person who did the analysis, not an account manager.
What I need
- Read-only access to the Google Ads account.
- Read-only access to Google Analytics 4 and Merchant Center.
- Product margins, even just by category. Without margins the audit can tell you where you spend, not where you earn.
Who it's for
Ecommerce brands investing in Google Ads with Shopping or Performance Max campaigns that see an acceptable ROAS but no profit. If the doubt is "we're selling, but nothing's left", that's exactly where the audit starts.
After the audit it's your call: you can apply the plan with your own team, or we can work on it together. In that case the fee models are those of the Google Ads service for ecommerce.