Most accounts mirror the product tree. Rebuilding around contribution margin is the fastest route to profitable scale.
When campaigns mirror categories, the algorithm maximises revenue at a blended target. It will happily buy volume in your lowest-margin lines because the return looks identical on screen. The account hits its ROAS goal and the business makes less money.
Export the catalogue with cost of goods, shipping and payment fees. Compute contribution margin per SKU, then cluster into three or four bands. Each band gets its own campaign and its own efficiency target derived from the margin, not from a company-wide average.
The strongest version of this sends contribution margin — not order revenue — as the purchase value. Bidding then optimises directly for profit. Start by shadowing it as a secondary conversion for four weeks before switching the bid target.
Margins drift with supplier pricing and promotions. Refresh the band assignment monthly and after any significant price change, or the structure silently decays back into a catalogue.
We will run the same review against your setup and send back the findings before any commercial conversation.
Share your details and AI Explorer Media will review your website, landing pages, search presence, social channels and marketplace storefronts, then recommend the priorities that match your goals and real resources.
Baseline audit of your current state: We identify what is limiting reach, customer experience and conversion on each platform you already run.
Priority list, not a wish list: We clarify whether website, content, social, marketplace or paid media should be fixed first.
A roadmap you can actually resource: A sequenced plan built around your goals, budget and team capacity — no thin spend across everything.
