If you double the number of people who click on your ad, that means you doubled revenue to $2,000 (2X the people = 2X the revenue), but your ad spend didn’t go up. That means instead of $100 profit you made $1,100 profit ($2,000 revenue - $900 in ads = $1,100 in profit). By doubling the clicks on your ad, you did not double your profit—you increased profit by more than 10 times!
