Kekäle

Kekäle is a Finnish fashion retailer offering clothing, footwear, and accessories for the whole family, with a focus on quality brands and excellent customer service.

Kekäle switched Google Ads from revenue optimization to profit optimization

Margin data was added to product feeds during the e-commerce relaunch. Since then, Google Ads has been optimized for POAS instead of ROAS. Google Ads sales +53%, POAS +23%, and whole-store gross profit +76%.

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Data / ROAS → POAS

Before

After

+76%gross profit €

Google Ads salesYoY

+53%

POASFeb–Mar vs Jan 2026

+23%

Gross profit €Whole store, YoY

+76%

Bidding:Profit on ad spend (POAS)

Tools:ProfitMetrics, Expanly

Period:Jan–Mar 2026 vs prior year

“In February we switched Google Ads from optimizing sales to optimizing profit, and that made profitable scaling possible. The bottom line has come in well above budget. This seems to be that famous profitable growth.”

Janni Markkula

Head of E-commerce