Media Buying for E-commerce: Profit Over Vanity ROAS

A 6x ROAS sounds great until you realize it is mostly returning customers who would have bought anyway. Profitable media buying starts with the right metric: incremental contribution margin.

Separate prospecting from retargeting

Blended ROAS hides the truth. Split campaigns so prospecting and retargeting are measured independently, only then can you scale acquisition without fooling yourself.

Creative is the new targeting

On modern ad platforms, the algorithm finds your buyer if the creative earns the click. We brief creative against specific objections, not generic benefits.

Test like a scientist

One variable at a time, statistically meaningful budgets, and a kill-switch for losers. Discipline beats cleverness over a full quarter.

The takeaway

Optimize for profit, not the prettiest dashboard number. Incrementality is harder to measure and far more honest.