Tier 1 and Tier 2 of the advertising shortlist, 2026-09-03. Every figure below is recomputed here from price and cost using the shortlist's own model, and checked against the figure that document publishes — the ✓ / ✗ column is that check, not a copy. Screened at group cost: PBB and JD are both owned, so the PBB transfer price is not the real cost.
| Product | Price | Cost | Profit / order | Margin | Stock | Profit pool | Break-even ROAS | Max bid | Checks |
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Break-even ROAS must beat 2.18 — the Home & Garden Meta median. Lower is better: it is the ROAS the campaign has to clear to wash its face.
The affordable bid must clear ฿15 — a realistic Thai Meta click. Link clicks run ฿2–15, up to ฿40 for tight targeting.
Max bid is 80% of the break-even click price at the 1.32% planning conversion rate, leaving 20% margin.
Profit pool is profit per order × units in stock — how much the product could earn if it sold out.
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The shortlist published LED GK white's max bid as ฿327k — its profit pool pasted into the wrong column. It is ฿55: GK white and EM white have identical price and identical profit per order, so their bids are necessarily identical. Corrected in the source document 2026-09-03.
Margins cluster at 36–42% because the group applies a consistent markup, so margin does not differentiate between these products — profit per order and stock depth do.
Tier 3 (the pumps and the X10) clears the economics but is a weaker Meta fit — a pump is usually bought when the old one fails, which is search intent. Not shown here.
Source:
marketing/2026-09-03-advertising-shortlist-final.md
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Recomputed in the browser from products.js.