Google Ads

Let budget follow margin, not clicks

By BOZO Strategy Team · 2026-08-18 · 6 min read

Most paid accounts optimise toward the cheapest conversion. Profitable accounts optimise toward the most valuable one.

A conversion is not a unit of value until you tell the platform what it is worth. When every purchase counts the same, bidding will happily buy the cheapest orders you sell and quietly starve the products that fund the business.

The fix is unglamorous: send margin-aware conversion values, group products by contribution, and review structure monthly against the profit report rather than the platform dashboard.

Insights

Thinking on growth, media and technology

Practical notes from the work — written for operators, not for search engines alone.

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Thinking on growth, media and technology

On Meta, creative is the targeting

Multilingual SEO without duplicate content

Speed is a conversion feature, not a technical detail

Talk to our strategy team