In this session, Phil will dismantle the "ROAS Trap" by demonstrating how to identify the products which drive predictable repeat purchases and long-term brand value. He will show attendees how to build their own target ROAS model that ties CAC directly to LTV and payback windows, allowing for a more aggressive and profitable approach to Google Ads scaling. Attendees will leave with the framework to align their bidding strategies with their own unit economics and margin requirements.