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Profit on Ad Spend bidding setup (target return on ad spend on profit)

After Product profit uploads are flowing, point Maximize conversion value / target return on ad spend at that conversion, lower targets to a profit scale, and optionally use A/C/X labels from Product Labeling via Merchant Center XML.

Catrinoiu Barna Alex AlinUpdated July 25, 2026

Steps

Confirm value mode. In Google Ads store mapping, keep Product profit (Profit on Ad Spend) unless you intentionally want Profit + shipping or Order revenue (Return on Ad Spend).
Stabilize uploads 3–7 days. Watch Conversions sent until volume looks sane (not mostly skipped/failed). Fix COGS and consent issues before changing bids.
Point bidding at the profit action. In Google Ads, set campaign conversion goals to the Import from clicks action Profit Bid uploads to (e.g. WT - Gross Profit). Do not mix a revenue purchase tag as the primary goal alongside profit uploads without a clear dual-conversion strategy.
Retarget target return on ad spend. Profit values are smaller than revenue. Start targets near (or slightly below) your historical Profit on Ad Spend, not your old revenue Return on Ad Spend. Raise gradually after learning.
Optional: label Shopping / PMax. On Pro+ plans, enable Product Labeling and Merchant Center XML so custom_label_0 carries A/C/X (and B/D) for listing groups. See Merchant Center labels doc.

Change one variable at a time

Do not rebuild campaign structure on the same day you switch from revenue to product profit. Stabilize values first, then structure, then targets.

Campaign AI optimization

Auto-optimization (target return on ad spend tuning / related Google Ads automation in-app) is a paid capability and is not included on the free trial. Use manual target return on ad spend until you upgrade if you are still on Starter trial.

Pricing