Google Ads profit check

Check this first: the other numbers come from it. Open Goals > Conversions > Summary. "Purchase" should be the only goal marked "account-default". If other goals, such as "Add to cart", are marked too, set their actions to "Secondary", or your campaigns also bid for those steps.

Inside "Purchase", keep one "Primary" action (the Google & YouTube app's, if you use it), so each order counts once. "Misconfigured" next to it means it has stopped recording and needs fixing first.

Example numbers are filled in; replace them with yours.

Your numbers per order

Your break-even ROAS

What your ads make now

This column is your ROAS as a multiple: conversion value divided by cost, so 3 means a 300% ROAS. To see it, open Campaigns in Google Ads, click Columns above the table, then Modify columns, and add Conv. value / cost from the Conversions list.

Below break-even, don't raise the budget: the next checks show where the money goes. This counts the first order only. If customers come back and buy again, a lower ROAS on campaigns for new customers can still pay off.

Open Campaigns > Insights and reports > Search terms for the last 30 days and sort by cost. Tick the terms with cost and no conversions that have nothing to do with what you sell, then click "Add as negative keyword".

For Performance Max, add them under Admin > Account settings > Negative keywords, which covers every campaign.

In each campaign's Settings, open Locations: the list should match where you ship. By default, ads also reach people outside those countries if they search for or read about them.

A few of them may still buy, for example a gift for their family in a country you ship to. If such orders are rare for you, click Location options and pick "Presence": people in or regularly in your targeted locations.

Shopping ads and Performance Max take your products from Merchant Center. Check the Status column under Products there. A product marked "Not approved" can't be shown on Google, however much budget you add, and a "Limited" one may show in some countries but not in others.

The Needs attention tab says what's wrong and how to fix it. Start with the products whose click potential is "High". Products from Shopify get fixed in Shopify, which syncs the changes.

Filter your campaigns by the status "Limited by budget": a campaign that rarely spends its current budget isn't limited by it. Raise only those that also have a ROAS above break-even. Next to that status, Google may suggest an amount.

Raise the budget once and leave the campaign alone for 7-14 days: automatic bidding such as Target ROAS needs that long to learn, and Google advises against frequent budget changes while it does. If ROAS then falls below break-even and stays there once recent sales come in, go back to the old budget.