UNYX
The Google Ads modules

Are your campaigns profitable, or merely productive?

A €1,000 order that leaves €80 of margin is worth less than a €700 order that leaves €250. If Google only receives revenue, it will optimise towards the first.

Why this happens

  • The conversion value sent to Google is almost always revenue, never margin.
  • Entry products, with thin margins, are the easiest to sell: the algorithm naturally favours them.
  • Returns, discounts and shipping costs never make it into the value sent.
  • Return on ad spend flatters big-basket ranges, even when they earn nothing.

How to check it yourself

These checks are done directly in your Google Ads account, with no tool at all.

  1. 1Take your 5 best campaigns by return on ad spend and work out their real margin.
  2. 2Compare the average margin per order from one campaign to the next: the gap is often wide.
  3. 3Compare acquisition cost not to the average basket, but to the average margin.
  4. 4Identify the items that spend a lot and never sell: they weigh on the whole campaign.
What UNYX does

UNYX connects advertising performance to your real margins, by product, range or service, so budget decisions are made on value created rather than on volume.

See the plans

Frequently asked questions

Do you have to send your margins to Google?

Not to begin with. The first useful step is simply knowing internally which campaigns create margin. Sending an adjusted value to Google comes later, once the data is reliable.

Is return on ad spend a bad indicator?

It is not bad, it is incomplete. It measures revenue against spend, never what you are left with at the end. Used alone, it pushes towards volume.

Other common Google Ads questions

Are your ads triggering on the right searches?

Read

How do you know a campaign is spending abnormally?

Read

Are your Google Ads conversions still being counted correctly?

Read
Every check described here can be done without UNYX. The modules exist so you no longer have to do them by hand.