Tracking is the foundation
Without clean conversion tracking, optimisation is guessing. Implement GA4, the Meta Pixel and Conversions API server-side, and the Google Ads conversion tag with enhanced conversions.
Validate every event with the platforms' debug tools before scaling spend.
Structure beats budget
On Google: one campaign per intent (brand, generic, competitor, dynamic, performance max). Avoid mixing match types within a single ad group.
On Meta: a few broad CBO campaigns with strong creative outperform fragmented interest stacks. Let the algorithm work.
Creative is the new targeting
On Meta especially, creative quality drives 70%+ of variance in performance. Produce 3-5 distinct concepts per offer, each in 3 ratios (1:1, 4:5, 9:16).
Refresh top performers every 3-4 weeks to fight creative fatigue.
Bid for the action that pays you
Optimise for revenue or qualified lead — not for clicks or page views. Pass server-side conversion values so the platforms learn what an actual customer is worth.
Smart bidding works only when fed accurate signals.
Retargeting and exclusions
Build remarketing audiences for cart abandoners, high-intent page visitors, and recent buyers. Always exclude recent buyers from prospecting campaigns.
A clean exclusion list often saves 15-25% of monthly spend.
Measure honestly
Compare last-click ROAS, data-driven attribution, and incrementality tests. Real ROAS usually sits between platform-reported numbers and last-click — never trust a single source.
Conclusion
ROAS is a function of tracking quality, creative volume and offer strength. Fix those three before changing keywords or bids.
