A great ROAS on a channel dashboard means nothing if the business isn’t more profitable. Channel metrics are a means, not an end.
Optimise to the P&L
Structure paid media around commercial impact — revenue, margin and growth — not just the metrics each platform happens to report.
Make the trade-offs visible
Efficiency and volume pull against each other. The job is to make that trade-off a deliberate business decision, not an accident of bid strategy.