SKU-Level Profit Audit

Find out where your Google Ads account leaks profit. In £/month, per SKU.

We cost every SKU in your catalogue, map 12 months of spend to contribution margin, and tell you which products to scale, hold, clear or cut — and what each leak is costing you per month.

Free. Capped at 4 per month. Delivered in 10 working days. If we find nothing worth fixing, we'll tell you that too.

SKU_PROFIT_AUDIT_v3.xlsx● live

SKUSpendCM%BE-ROASJob

HEAT-▒▒▒-04£12,84063%1.6SCALE

BRA-▒▒▒-218£8,21047%2.1HOLD

ACC-▒▒▒-091£6,70512%8.3CLEAR

KIT-▒▒▒-552£5,1189%11.1CUT

HOME-▒▒▒-77£4,90258%1.7SCALE

SUP-▒▒▒-310£3,44021%4.8HOLD

GIFT-▒▒▒-12£2,907——FEED

Sample row from a live audit. 11,385 SKUs total. Names redacted.

Your blended ROAS is hiding two leaks at once.

Most accounts run every product against one ROAS target. But a catalogue isn't one business — we've audited accounts with a 63-point margin spread bidding against a single number.

That hides two problems simultaneously:

Heroes starved. Your highest-margin products capped by a target built for your weakest stock. They could profitably take 3x the spend. They never get it.

Passengers funded. Low-margin SKUs riding inside a healthy average, spending money nobody questions, breaking even at best on every order.

The account “performs”. The dashboard looks fine. And the P&L quietly disagrees.

What the audit covers

Full catalogue cost model. Every SKU costed: contribution margin, break-even ROAS, break-even CPA. The numbers your account should have been built on.

12 months of spend mapped to margin. Where the money went, what it returned after COGS, shipping, returns and discounts — not what the dashboard claims.

A job for every product. Scale, hold, clear, or cut. With the target each one should be bid to, per BOI® — commercial intent, not blended ROAS.

Your three biggest leaks, quantified. In £/month. Not “opportunities” — leaks, with a number attached, so you can decide what they're worth fixing.

Feed and structure review. The feed decides what Google can do before bidding starts. We flag what's broken, missing or mis-labelled — usually the root lever.

You keep everything. Use it with us, with your in-house team, or with your current agency. The numbers don't care who executes.

What the deliverable actually looks like

page 4 of 38 — leak summaryredacted

Three biggest leaks, ranked by £/month

PMax cannibalising brand search

37% of PMax conversions are brand queries already captured by Search. Net new traffic overstated.

£14,200/mo

Low-margin SKUs absorbing 28% of spend

412 SKUs with CM <15% receiving 28% of total spend. Break-even ROAS unmet on 83% of them.

£9,650/mo

Feed: 1,840 products missing GTIN + custom_label_0

Eligible inventory not bid against margin tier. Heroes can't be isolated until labels are populated.

£6,100/mo

From a recent audit: 11,385 SKUs, margin spread 37–100%, all bidding against one target. The restructure brief came directly from this table.

How it works

Book a 20-minute scoping call.

We confirm catalogue size, data access and what “healthy” means for your business right now — profit, cashflow, or stock.

We do the work.

Read-only access to Google Ads, GA4 and your product feed, plus a cost file from you (we send the template). No calls, no homework beyond that.

You get the audit, live.

60-minute walkthrough of the findings: the cost model, the job list, the three leaks in £/month, and exactly what we'd do first.

Booking to delivery: 10 working days.

+56%

Revenue lift for a skincare brand in 6 months — net profit up alongside it.

−37%

Wasted spend removed from a homewares account via commercial restructuring.

£3k–£500k+

Monthly spend range we manage. Catalogues from 100 SKUs to 5M.

European Search Awards 2026

2× Winner — Best Small PPC Agency & Most Innovative PPC Campaign. Judges: “The focus on decision metrics over vanity metrics demonstrates real depth.”

For

• DTC brands doing £500k–£10M+ revenue, mostly on Shopify
• Spending £3k+/month on Google Ads (Search, Shopping, PMax)
• Founders, CMOs and Heads of Performance who suspect the ROAS number isn't the whole story
• Brands with real margin variation across the catalogue — fashion, homewares, supplements, multi-line stores

Not for

• Single-product stores (you don't need SKU-level anything)
• Brands that want validation, not findings
• Anyone unwilling to share cost data — without COGS the audit is just another dashboard

Questions

No catch, but there's a motive and we'll be straight about it: this is how we win clients. The audit is the pitch. If the findings are good enough, some brands hire us to execute them. If they don't, you still own a cost model and a leak report your team or current agency can act on. Either way the numbers stand on their own — that's the point.

Most free audits are — a teaser engineered to sell a retainer. This one is 10 working days of analyst work with a deliverable you keep, which is exactly why we cap it at 4 per month and turn down brands that don't fit. We can't afford to do it for tyre-kickers.

Read-only Google Ads and GA4, your Merchant Center feed, and a cost file (template provided: COGS, shipping assumptions, return rates by category if you have them).

Yes. It takes scripts and stitching that most agencies don't do, which is partly why PMax accounts leak the most.

Then you've bought certainty that your account is well run — the cheapest insurance you'll buy this year. It's happened. Rarely.

Find your leaks.

Free, capped at 4 per month. 20-minute scoping call to confirm fit — we turn down accounts where the audit won't pay for itself.