As a savvy marketing professional, you know you’ve got to make every media dollar count. Getting a strong return on ad spend (ROAS) can transform your campaigns and drive exponential growth for your business. And at the recent Movers and Breakers event in Port Douglas, Ultimate Edge Communications CEO, Aleisha McCall, shared insights on achieving 4x return on ad spend—all by working smarter, not harder.
Here’s a video outlining some key tips from the presentation and how you can apply these strategies to get four times the impact from your next ad spend.
Want to go even further? Let’s break down the critical components of driving ROAS:
Step 1: Know Your Key Metrics – Cost Per Lead (CPL) and Cost Per Acquisition (CPA)
Understanding CPL and CPA is important for optimising ROAS. Here’s why these metrics matter:
- CPL is the cost to attract a potential customer (lead) into your funnel.
- CPA is the cost of converting that lead into a paying client.
In a recent campaign, we worked with a service-based business and were able to generate a CPL of $13 and CPA of $43. By targeting high-value audiences and optimising each dollar, this campaign generated over 7,600 leads, with 3,846 bookings and $411,000 in revenue from a $100,000 spend—an impressive 4x return on ad spend!
To get similar results, focus on your CPL and CPA, using them as indicators to show where you need to make adjustments to improve your campaign’s impact.
Step 2: Target High-Intent, High-Value Audiences
A huge factor in maximising ROAS is focussing on high-intent audiences—or people who are most likely to convert. This will help you avoid wasted ad spend on tyre kickers and amplify sales potential with those most likely to buy from you.
Step 3: Test Creatives and Targeting for Optimal Ad Spend
In order to achieve serious results, you’ve got to continuously test and measure your campaigns. This will show you how to find and refine the most effective combinations of ad creatives, copy, and targeting. Testing allows you to adapt in real-time, ensuring that your ad budget is focussed on the most engaging, high-performing ads.
Step 4: Leverage Retargeting Campaigns
One of the quickest ways to boost ROAS is through retargeting, which helps you stay connected with potential clients who’ve shown interest but haven’t yet converted. You know the ones: they keep watching your ads and even clicking through to your website, but just haven’t taken that final step. Retargeting helps you stay on their radar so when you catch them in the right state of mind, they’re already aware of who you are and what you offer. To start, I recommend going with a segmented approach—target users who viewed specific product or service pages for the best results.
Step 5: Regular Monitoring and Adjustments to Maximise Return on Ad Spend
Turning around a 4x return on ad spend doesn’t just happen. It means having a hands-on, data-driven approach. Marketing landscapes, trends and technologies change quickly, and it’s important to track your key metrics often. Tweaking your strategy based on these insights ensures you’re spending wisely and keeping costs down while maximising your reach.
Remember, at the end of the day your goal is to work smarter, not harder. This means treating every dollar as an investment in measurable growth. And by targeting high-intent audiences, optimising creatives, and monitoring ongoing campaigns, you can get serious return on ad spend, growing your business and transforming your brand’s trajectory.