The problem
When I took over this account it had one fundamental flaw: there was no connection between what was being spent and whether the business was making money. Campaigns were optimising for revenue, which sounds logical until you realise revenue tells you nothing about profit.
The account was fragmented into dozens of campaigns with no consistent structure, mismatched bidding strategies and no way to tell which activity was profitable. Best-selling products competed for spend with slow movers. The one number that actually matters — gross profit — was completely invisible.
Optimising for revenue without knowing your margins is like driving at night without headlights. You might be moving fast but you have no idea if you are going the right direction.
This is the most common and most costly mistake in mature e-commerce accounts. Without profit-level tracking, you scale the wrong things. Budget goes to campaigns that look great on a dashboard but destroy margin on every order.
What I did
Before touching a single bid or budget, I built the measurement foundation. Everything else follows from that.
Implement POAS tracking
Connected product-level margin data to Google Ads conversion tracking. Campaigns now bid on gross profit, not revenue. This single change rewires everything the algorithm optimises toward.
Rebuild Search architecture by category
Replaced the fragmented campaign structure with a clean Priority Search system — one campaign per product category, each with a defined tROAS target. Clean signals, predictable performance, easy to scale.
Tier Shopping campaigns by actual margin
Shopping restructured into four profit tiers: High Profit, Profitable, Low Profit, and Low Traffic, each with its own budget and ROAS target. High-margin products get aggressive spend. Low-margin products get controlled spend.
Launch Performance Max with clean profit signals
Once measurement was solid, a Catch All pMAX campaign captured demand across every channel. With profit signals feeding the algorithm it scaled to 21,000+ clicks and 34K gross profit per month.
Scale budgets where data justified it
Total spend grew from 27K to 76K per month, but every euro is now evaluated against real profit. Budgets went up where returns were proven. Underperformers paused without hesitation.
Before this account had revenue. After it had profit. That one word is the difference between a business that looks like it is working and one that actually is.
Recognise this in your own account?
If you are spending 5K or more per month without a clear view of which campaigns are actually profitable, let’s talk. I will show you exactly what I would change in 30 minutes, for free.
Find out what your Google Ads account is really worth.
In 30 minutes I will show you exactly where your budget is being wasted and what I would do about it.
No pitch. No pressure. You will leave knowing exactly what to fix.
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