POAS measures the real profit you make on every €1 of ad spend - not the gross revenue ROAS reports back to you.
POAS (Profit On Ad Spend) shows how much real profit every €1 of ad spend brings in. Unlike ROAS, which only counts revenue, POAS subtracts your cost of goods (COGS) and works from the margin you actually keep.
In short: ROAS tells you how much you sell. POAS tells you how much you keep.
ROAS counts revenue. POAS counts profit - and sometimes the two tell you the exact opposite.
An illustrative example: a 5× ROAS can hide a POAS below 1 whenever the margin is thin.
Two campaigns with an identical ROAS can return completely different profit. The difference comes down to cost of goods and real margin - exactly what ROAS ignores.
Optimizing for profit changes every budget and bidding decision, not just the reports.
You allocate budget by real profit, not by a ROAS that only looks good in a report.
High-margin products get more budget; the unprofitable ones get capped or excluded.
You only raise budgets on the segments with a proven, positive POAS.
You can see straight away which categories and products burn money without returning profit.
From a single product up to the whole account, the same logic applies: budget follows profit.
Custom labels split the catalog into margin tiers. Budget and bids go to the products that make money, not to the ones with high volume and a thin margin.
See exactly which campaigns and ad groups bring in profit and which ones only spend budget. Two campaigns with a healthy ROAS can sit at opposite ends on POAS.
One dashboard with your POAS on Google Ads, Meta and Shopping, plus how it moves month over month - not just gross revenue.
POAS Google Ads3.4×
POAS Meta Ads2.7×A clear process, from raw data to campaigns optimized for profit.
We check that every conversion is measured correctly in Google Ads, Meta and GA4.
We collect COGS and real margin per product or category.
We tag every product by profitability tier.
Budgets and bids move to the segments with a positive POAS.
POAS pays off most for stores with mixed margins and a meaningful ad budget.
Optimizing for profit changes where the campaigns go - here's what we've delivered for clients.
A 6× ROAS looked excellent, but 40% of the budget was going to products with margins under 8%. We restructured them around profit.
PMax was allocating budget by volume, not by margin. We split it into asset groups by profitability tier.
A single POAS target across both platforms, with unified reporting on real profit.
Figures representative of typical results from our portfolio; the full case studies include data verified with each client.
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Ask for a free POAS audit. We'll go through the real profit on your Google Ads, Meta Ads and Google Shopping together - and find where the budget is leaking.
No commitment · Reply within 24h · Full audit, free
POAS works best when the campaigns and the product feed behind it are pulling in the same direction.
Shopping, Performance Max and Search, structured around margin tiers instead of raw volume.
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Facebook and Instagram campaigns judged on the profit they bring in, not on the ROAS in the dashboard.
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The profitability custom labels POAS runs on live in your feed. We keep it clean and up to date.
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