I will pay you $10 to give me $5. I just increased my revenue by $10 but decreased my profitability by $5. Now pretend that $10 was spent on ineffective advert

I will pay you $10 to give me $5. I just increased my revenue by $10 but decreased my profitability by $5. Now pretend that $10 was spent on ineffective advertising and sales, so I actually gave it to Google and my sales guy Bob, and $5 is the price I charged you.