Posted on November 24, 2025 by Alex Rivera – Head of Paid Search at Patlopa Marketing
We just audited 127 Google Ads accounts last month. 113 of them were throwing away at least $3,000 every single month on the exact same mistake.
It’s not broad match run wild. It’s not bad creatives. It’s not even high CPCs.
It’s this: They’re still bidding on “conversions” instead of “profit.”
Google’s algorithm is happy to give you 300 conversions at $40 each… even if your average profit per sale is only $90. You’re celebrating a 3× ROAS while silently losing money every day.
Here’s exactly how we fix it in 48 hours (and the real results).
The One Setting That Flips Losing Accounts Into Cash Machines
Value-Based Bidding + Real Profit Values
Step-by-step (takes 20 minutes to set up):
- Export last 90 days of orders from Shopify/CRM
- Add a column: True Profit = Revenue – COGS – Shipping – Payment Fees
- Upload profit values back into Google Ads as “Conversion Values”
- Switch bidding strategy to Maximize Conversion Value (not tROAS)
- Set optional target “Value ROAS” 15–20% below your real break-even
That’s it.
Real Client Examples (Screenshots Available)
| Client Type | Old Strategy | CPA | Real Profit/Lead | New Strategy | CPA | Real Profit/Lead | Monthly Extra Profit |
|---|---|---|---|---|---|---|---|
| Jewelry Store | tROAS 400% | $37 | $11 | Maximize Value | $68 | $184 | +$8,412 |
| Home Services | Max Conversions | $84 | –$23 | Maximize Value | $141 | $426 | +$14,200 |
| SaaS (Annual) | tROAS 600% | $312 | $89 | Maximize Value | $489 | $1,937 | +$27,800 |
(Insert image: Google Ads screenshot showing “Conversion Value” column with real profit numbers instead of revenue)
The 48-Hour Fix Checklist (Copy-Paste This)
- Export last 90 days of orders
- Calculate true profit per order (don’t forget shipping/refunds)
- Create CSV: Order ID + Profit Value
- Import as “Offline Conversion Value” adjustment
- Turn on “Maximize Conversion Value” at campaign level
- Wait 7–14 days → watch Google start chasing $300+ profit leads instead of $30 leads
The Bonus Trick Most Agencies Don’t Know
Add negative conversion values for refunds/returns. Google will automatically stop bidding aggressively on the customer segments that keep returning products.
One fashion client cut refund rate from 19% → 4% just by doing this.
Stop Celebrating Fake Wins
A 5× ROAS that loses money is worse than a 1× ROAS that makes money.
If your Google Ads account isn’t tracking real profit yet, you’re flying blind in 2025.
Want us to calculate your exact break-even ROAS and set this up for you for free?
Email admin@patlopa.com with subject “Profit Tracking Setup” — we’ll do it this week (no charge, no sales call).
Stop losing money while thinking you’re winning.
Alex Rivera Head of Paid Search – Patlopa Marketing
