ProfitMetrics
Frederik Boysen is the founder and CEO of ProfitMetrics and one of the most interesting Nordic voices in profit based Google Ads optimization. His work focuses on moving advertisers away from simple ROAS thinking and toward POAS, Profit on Ad Spend, where bidding and optimization are based on real gross profit rather than only revenue. That makes him especially relevant for ecommerce companies where margin, product mix and actual profitability matter more than surface level campaign metrics.