ROAS Is Useful, but Profitability Is the Goal

A strong return on ad spend can still produce weak profit when platform fees, discounts, returns and fulfilment costs are ignored. Begin with contribution margin and calculate the acquisition cost the business can genuinely support.

Structure Campaigns by Purpose

• Discovery: Find new search terms and product opportunities.
• Performance: Scale proven queries with clear bid control.
• Defence: Protect branded demand and important product pages.
• Remarketing: Re-engage shoppers where the marketplace supports it.

Use a Weekly Optimisation Cycle

1. Remove irrelevant search terms and expensive non-converters.
2. Move profitable terms into tightly controlled campaigns.
3. Improve listings receiving clicks but producing weak conversion.
4. Adjust budgets according to margin, stock and business priority.

Measure the Complete Commercial Picture

Review advertising sales, organic sales, contribution margin, new-customer growth and inventory together. The best strategy does not chase one dashboard number; it builds profitable demand that the operation can fulfil consistently.