Illustrative scenario — composite example based on common ecommerce patterns, not a named customer case study.

Performance Max, rebuilt around profit

A WooCommerce home & garden brand loved PMax's reach but suspected it scaled low-margin volume. Feeding profit values reshaped budget across asset groups.

Store: WooCommerce
Ads: Google Ads (PMax)
Duration: 90 days

The challenge

PMax delivered strong ROAS but blended everything together. High-margin tools and decor were lumped with low-margin bulky furniture, and the algorithm favored cheap conversions that quietly eroded profit.

Approach

Mapped per-SKU margin including freight on bulky items.
Split PMax into asset groups by margin tier.
Uploaded profit-weighted conversions to steer the algorithm.
Fed profit signals so PMax optimized contribution, not revenue.
Shifted budget toward high-margin asset groups.

Performance

Profit by PMax asset group

Profit Bid

Splitting PMax by margin tier and feeding profit values pushed budget toward the asset groups that actually earn.

POAS (PMax)154%
+42 pts
High-margin spend share58%
Reallocated
Bulky low-margin spend17%
Reduced

Results

POAS (PMax)

112%154%

+42 pts

High-margin spend share

31%58%

Reallocated

Bulky low-margin spend

40%17%

Reduced

Gross profit/mo

€19k€31k

Same budget

“PMax was a black box scaling our worst-margin products. Profit signals turned it into our most profitable channel.”
— Lucas B., Ecommerce lead, home & garden brand