Your 10x Google Ads ROAS is a Lie (And It's Killing Your Profit)

Your Google Ads agency is showing you a 10x ROAS, but your business isn't growing. Sound familiar? In this video, I break down the biggest disconnect in e-commerce media buying: the difference between "in-app ROAS" and your actual bank account. As someone who manages over $2 million per month in ad spend, I've seen brands (and agencies) make this mistake over and over. The truth is, it's easy to run a "mediocre" Google Ads account that looks good on the dashboard. Performance Max (PMax) and Demand Gen are attribution machines—they are fantastic at harvesting warm traffic from your Meta ads and Branded Search, taking 100% of the credit, and making your ROAS look amazing... all while your overall profit is flat or even declining. I even tell the story of how I was fired from an account for having "great" in-app metrics. In this rant, you'll learn: Why in-app ROAS is the ultimate vanity metric. The real job of a media buyer in 2026 (Hint: It's being a data analyst, not a button-pusher). How to stop "harvesting" old traffic and start prospecting for new customers on Google. The difference between dashboard metrics (ROAS) and what actually matters (MER / Blended ROAS). How Performance Max is fooling you and your ad agency. Stop optimizing for the dashboard. Start optimizing for the bank account. Do you agree or disagree? Let me know your experience in the comments below.