Can Bavian optimise my Google Ads for profit instead of revenue?

Yes, if your conversion values are profit. Bavian doesn't use your product margins. It works from the conversion values your tracking sends to Google Ads, so when each sale reports its profit instead of its order value, Bavian and Google's bidding on conversion value both aim for profit.

Send profit as the conversion value

Change your conversion tracking so that each sale reports its profit, such as the order value minus what the products cost you. If Google Ads doesn't already record profit as its own conversion, that's done in your tracking setup, not in Bavian, so ask whoever set up your tracking.

Lower your return on spend goal

If you've set a return on spend goal in Bavian yourself, lower it once your values are profit, because profit is smaller than revenue. At a 40% margin, a goal of 4 on revenue is 1.6 on profit.

1. In Bavian, open the Bidding page.
2. Choose The same goal everywhere, or Different per campaign to set a goal for each campaign.
3. Pick A return on spend and enter the new number.
4. Click Save.

Good to know

• Once your values are profit, conversion value in Bavian and in Google Ads shows profit from then on, not revenue.
• Google also has a profit option in beta for Standard Shopping and Performance Max campaigns, which needs conversions with cart data and each product's cost of goods sold in Merchant Center. Bavian doesn't set it up.
• See Does Bavian use conversion value or only the number of conversions?