From ROAS to POAS
Kekäle switched Google Ads from revenue optimization to profit optimization. In early 2026, the online store's gross profit grew 76% year over year.
Published
+76%
Gross Profit € (YoY)
+53%
Google Ads Sales (YoY)
+23%
POAS in Google Ads
Client
Objective
Kekäle's goal for early 2026 was profitable growth. Not just revenue growth. The problem in Google Ads was a familiar one: ROAS (Revenue on ad spend) treats every euro of revenue as equal. Advertising easily drifts toward products that sell well but carry thin margins. In fashion retail, margins vary a lot between products, brands, and discounts, so revenue-optimized advertising can grow sales without adding anything to the bottom line. We wanted Google Ads to optimize for what actually matters: profit.
Solution
During the e-commerce relaunch, Kekäle added margin data to its product feeds. That was the prerequisite for the whole change. On top of that, we built profit optimization: • In February 2026, we switched Google Ads bidding from ROAS to POAS (Profit on ad spend). Implemented with ProfitMetrics.io, which passes product-level margin to Google Ads as the conversion value. • With Expanly, we prioritized the products that matter most to the business. • The number of campaigns was cut. Budget was focused on the ones that work.
Results
Early 2026 compared to the previous year: • +53% Google Ads sales (YoY) • +23% POAS in Google Ads (Feb–Mar 2026 vs Jan 2026) • +76% whole-store gross profit € (YoY) Across the whole online store, gross sales grew 47%, net sales 67%, and gross profit 76%. Profit grew clearly faster than sales, which is exactly what profit optimization was meant to do. The bottom line came in well above budget. The work continues: the next projects and improvements are already on the table.