Clicks are cheap to buy and easy to report. Margin is what actually pays for the next campaign, so it's what we tell the bidding models to chase.
Meta · Google · TikTok
Strategy
6 min
Maya Okafor · Head of Strategy
Written by
Maya Okafor · Head of Strategy
Channels
Meta · Google · TikTok
In this note
01 The problem
02 What we changed
03 What it did
Most accounts optimise for the number the ad platform gives them first. That’s usually a click or a conversion, and both treat a $9 order and a $90 order as the same win.
What we changed
We feed order margin back into every platform as the conversion value, so the models learn which customers are worth paying more for and which ones only look cheap.
“They were the first to bid on margin instead of clicks.” — Elena Marsh, Vanguard
The click-through rate barely moved. Revenue per order did, and that’s the number that compounds month after month.
