Magnify · Margin Max

How Magnify prioritized Google Ads profit over ROAS

A consumer-electronics account optimized around 4.5x blended ROAS. Margin Max showed the highest-ROAS product group was actually the least profitable after COGS. Budget kept flowing toward the products with the strongest reported ROAS because the team treated ROAS as a proxy for profitability. Margin Max layered product-level gross margin onto the same performance data and revealed that the account's apparent winner was nearly break-even. Once COGS-adjusted margin was added, the account's priority order changed dramatically. The account's 6.8x ROAS hero — bundled charging kits — was the least profitable segment after margin, while lower-ROAS phone cases and cables were the actual profit engines. Reported ROAS fell slightly by design, while actual gross profit increased 62% because spend moved toward products with stronger contribution economics. All accounts are anonymized. Brand names, exact spend figures, and identifying details have been changed or generalized to protect confidentiality. The figures below are illustrative composites built from the structure and magnitude of real Magnify engagements and typical patterns surfaced by Magnify audits.