Why flights should be optimized for margin, not ROAS
With low ticket commissions, revenue-based bidding brings unprofitable sales. How to move to POAS.
The problem
Flight commissions are low; a campaign optimized for ticket value brings revenue but not necessarily profit.
The fix: POAS
Add margin to the purchase event, send margin as the conversion value to Google Ads and set target ROAS on margin.
Steps
marginparameter on the GA4 purchase event- Enhanced Conversions + server-side GTM
- Target ROAS after 50+ conversions
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Related industries
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