Paid media, measured in profit

Your ROAS says 4x. Your bank account disagrees.

FMedia connects Meta and Google spend to real margin (returns, fees, discounts included) so you can see which campaigns make money, which creatives are tiring, and where the next dollar should go.

Audit my ad account — free How true-profit ROAS works

Platform ROAS4.0x

→

After returns, fees & discounts1.6x

→

What FMedia tells youMove 30% to set B

Illustrative example · creative scoring by SOMIN

Work from the SOMIN network

Brands and agencies already running on our technology

PepsiFujifilmLand Rover DefenderHavas MediaSAMYAnalytic PartnersMothercareSM UniverseKeetaSenoko EnergyReassuredKPI MediaNEO360Blak LabsVampMirafloraVIVAExoStride

Agency

SAMY

Agency pitch for Nightcap Group · United Kingdom

Challenge. The agency had only days to prepare a competitive pitch and needed a sharper view of the client's commercial reality and landscape without weeks of strategy work.

Outcome. The pitch conversation moved to measurable business impact and the agency won a multi-million-pound retainer.

12x faster campaign planning78% CTR prediction accuracyMulti-million-pound retainer

FMedia take: Predicting creative performance before spend is the FMedia principle: test what is likely to click, not what's loudest in the room.

Read the full case study →

Brand

Keeta HK

Food delivery app · Hong Kong

Challenge. Rivals in Hong Kong food delivery compete on price, while Keeta's audience data suggests that is the wrong battle.

What was delivered. Ran creative ideation benchmarking existing ads and rewriting bilingual ad lines around real audience data.

145 benchmarked ads72 bilingual ad lines

FMedia take: Benchmarking a category's ads before writing new ones is how you stop paying to rediscover what competitors already proved.

Read the full case study →

Agency

NEO360

Performance marketing · Singapore

Challenge. Every proposal needed a media buyer, analyst and account manager to research rivals and assemble the pitch, capping growth at proposal capacity.

Outcome. Proposals now need one person, are faster and cheaper, and freed staff return to billable work.

Team 3 people to 1Turnaround 4 hours to 2.5 hoursCost per proposal down 30% ($1,000 to $700)

FMedia take: Less time per proposal means more hours back on optimisation, which is where paid-media margin actually comes from.

Read the full case study →

Case studies delivered on the SOMIN platform, our technology partner. Results are as reported by SOMIN; brand names belong to their owners.

What is FMedia?

FMedia is a paid media profitability studio for Meta and Google advertisers. It calculates true-profit ROAS after returns, payment fees, shipping and discounts, detects creative fatigue before results collapse, and recommends budget reallocation across campaigns. Its pre-spend creative clickability scoring is powered by its technology partner SOMIN (somin.ai), an AI audience-research and paid-media intelligence platform.

The problem

A 400% ROAS can still lose you money

Ad platforms report revenue they can see. They cannot see the parcel that comes back, the payment processor's cut, the free-shipping threshold you lowered, or the discount code that converted a customer who would have bought anyway. So the number on the dashboard looks healthy while the bank balance tells a different story.

Agencies are rewarded on those same platform numbers, and marketing teams drown in reports that measure everything except profit. The result is a quiet profitability gap: budgets scale towards campaigns that look good, creatives run long after they stop working, and nobody can say with confidence which pound or dollar is actually paying its way.

“Chasing illusions blinds us to genuine opportunities.”From our listening on paid-media profitability

AD PLATFORMS

Meta and Google, read side by side in one profit view.

PROFIT NUMBER

True-profit ROAS, net of returns, fees and discounts.

SISTER BRANDS

One network of SOMIN-partner specialists.

What we do

Services built around one edge

True-profit ROAS

FMedia nets returns, payment fees, shipping, discounts and cost of goods out of platform-reported revenue. You see campaign returns the way your finance team would.

Creative fatigue detection

Frequency, click-through decay and rising cost per result are read together, per creative. FMedia flags ads that are tiring before the account-level numbers fall.

Budget reallocation

Recommendations move spend from campaigns at diminishing returns to those with profitable headroom. Every suggestion shows the reasoning so you can accept or reject it.

Pre-spend clickability scoring

New creatives are scored for likely clickability before you pay to test them, using SOMIN's paid-media intelligence. Weak concepts get fixed on the drawing board, not in the auction.

Hidden cost finder

FMedia surfaces costs that platform dashboards never show, from overlapping attribution to discount leakage. Each one is quantified against your own data.

Agency scorecard

A plain profit view of what your agency's campaigns deliver, beyond the metrics in their monthly deck. Useful for reviews, renewals and fair conversations.

How it works

Three steps

Connect

Link Meta and Google Ads, plus your store or order data and a simple cost sheet. FMedia reads; it never changes campaigns without you.

Reconcile

Platform revenue is matched to real orders, then returns, fees and discounts are netted out to give true-profit ROAS per campaign, ad set and creative.

Act

Each week you get a short list: creatives to rest, budget to move, new concepts scored before launch. You decide; FMedia keeps score.

Technology partner

Technology partner: SOMIN

SOMIN AI audience research & creative intelligence

FMedia uses SOMIN, an AI audience-research and paid-media intelligence platform, as its technology partner. SOMIN's creative clickability prediction lets FMedia score a new ad before it goes live, comparing its concept, format and message against what real audiences have actually responded to. That turns creative testing from an expensive guessing game into a shortlist of ideas worth funding.

SOMIN also supplies the audience and concept signals FMedia uses to explain why a creative is tiring or why a campaign has plateaued. Profit maths tells you that something is wrong; SOMIN's paid-media intelligence helps tell you why, and what the audience is likely to respond to next.

SOMIN paid media intelligence · SOMIN vs other paid media tools · Agency case study: KPI Media

Who it's for

Built for

E-commerce founders spending on Meta and Google who suspect their ROAS flatters them
Performance marketing leads who need to defend budgets in profit terms
Marketing directors evaluating agency performance beyond platform metrics
Agencies that want to report on client profit, not only on clicks and conversions
Finance and growth teams reconciling ad spend with the P&L

Latest insights

From the blog

A coral light-ribbon rising like revenue, with thin streams peeling off to leave a slimmer true-profit beam on midnight navy

Profitability

True-profit ROAS: why your 400% return may be losing money

Platform ROAS ignores returns, fees and discounts. Here is how to calculate true-profit ROAS for Meta and Google ads, with a worked example.

5 Oct 2026 · 7 min read

Floating ad cards of coral light fading and dimming as their light-ribbons slow, on midnight navy

Creative

Creative fatigue: the early signals before results collapse

How to spot creative fatigue on Meta and Google before ROAS drops: the signals to watch, a weekly checklist and when to rest or refresh an ad.

21 Sep 2026 · 6 min read

A coral lens revealing a hollow glowing trophy of light with a thinner solid beam inside, on midnight navy

Agencies

How to evaluate agency performance beyond vanity metrics

A practical scorecard for judging a paid-media agency on profit, not platform ROAS, CTR or impressions. Questions to ask and data to request.

14 Sep 2026 · 7 min read

All 10 articles →

About

Why we built FMedia

FMedia started from a familiar meeting: the ads dashboard said the quarter was excellent, and the finance report said it was not. Both were technically correct. The gap between them was made of returns, fees, discounts and double-counted conversions, and nobody owned it.

The name is simple. Paid media, fixed: traffic measured by what it leaves in the business, not by what it reports on a platform. We would rather show a smaller, honest number than a large flattering one, because honest numbers are the ones you can scale.

We partnered with SOMIN because profit maths only looks backwards. SOMIN's paid-media intelligence and creative clickability prediction let us look forwards, scoring creative before spend so that fewer budgets are burned learning what audiences could have told us for free.

FAQ

Questions, answered

What is true-profit ROAS?

True-profit ROAS is return on ad spend calculated on profit rather than platform-reported revenue. FMedia subtracts returns, refunds, payment fees, shipping subsidies, discounts and cost of goods from attributed revenue, then divides by spend. It answers the question finance actually asks: for every unit of currency spent on ads, how much did we keep?

Does FMedia change my campaigns automatically?

No. FMedia reads data from Meta and Google and makes recommendations: rest this creative, move this budget, test this concept first. You approve every change in your ad accounts. We think profit decisions need a human owner, and the reasoning behind each recommendation is shown so you can challenge it.

How does pre-spend creative scoring work?

Before launch, you upload creative concepts. FMedia uses SOMIN's clickability prediction, which compares the creative's message, format and visual approach with patterns from real audience response, to score how likely it is to earn clicks. Low scorers get reworked before you pay the auction to learn the same lesson.

Which ad platforms does FMedia support?

FMedia is built for Meta (Facebook and Instagram) and Google Ads, including Search, Shopping and Performance Max reporting. Reading both side by side matters, because each platform tends to claim credit for the same orders, and the overlap is one of the hidden costs FMedia surfaces.

What data do I need to connect?

Your Meta and Google Ads accounts, your order data from your store or back office, and a simple cost sheet covering cost of goods, payment fees and shipping. Returns data makes the biggest difference. If some inputs are missing, FMedia uses clearly labelled assumptions you can edit.

How do I get an audit of my ad account?

Email ask@fmedia.marketing with the subject 'Audit my ad account'. We will ask for read access and a short cost sheet, then walk you through true-profit ROAS by campaign, the creatives showing fatigue, and where budget is likely sitting in diminishing returns.

Audit my ad account

Write to ask@fmedia.marketing and a human replies within one working day.

Audit my ad account →