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Give the algorithm the number that matters.
In 30 minutes we connect a sample of your invoices and show you which products your ads are really paying for.
Smart Bidding chases the number you give it, and almost every store gives it revenue. Mercury reads your supplier invoices, works out the real margin on every product, and sends that margin to Google Ads. The algorithm starts optimising for what you actually keep.
30 minutesOn your own catalogBring a few invoices
Return on ad spend measures revenue. Bidding algorithms are very good at maximising what they are measured on, so they pour budget into whatever converts at a high ticket, margin or not.
Target ROAS looks healthy. The bank balance does not. Low-margin bestsellers soak up the budget because they convert well and carry big order values.
It receives price times quantity at checkout. It has no idea what you paid the supplier, what the carrier charges, or which products come back as returns.
Swap the conversion value from revenue to profit per order. Every value-based bidding strategy now optimises for margin. Nothing else about the account changes.
Connect once. After that it runs on its own, and every new invoice keeps your margins current.
Google Ads and Merchant Center in a few clicks. Invoices from a mailbox, Xero, QuickBooks or a folder of PDFs.
Every invoice line is matched to a product, and freight is spread across the units to give a true landed cost.
Sale price minus landed cost, payment fees, fulfilment and expected returns. A real profit for every product.
Cost of goods goes to Merchant Center, and each order reports its profit as the conversion value.
Here is where one month of ad budget goes under each objective, across five products.
Illustrative example. Real accounts shift more gradually, in the same direction.
of budget goes to a product that loses money on every ad-driven sale. ROAS still looks great.
The loss-maker is starved automatically, and the budget moves to the products that pay for themselves.
Every landed cost links back to the invoice line it came from. Low-confidence matches wait for your approval.
Profit is calculated on our side and sent as a single number per order. Google never sees what you pay suppliers.
Campaigns, audiences and creative stay untouched. Change one number and give the algorithm two weeks to relearn.
In 30 minutes we connect a sample of your invoices and show you which products your ads are really paying for.