Marketers fixate on efficiency metrics like ROAS. The real goal is maximizing profit. A lower, but still profitable, ROAS can allow for greater scale, more customers, and ultimately more money in your pocket at the end of the month.
Don't just consolidate everything into one campaign. A structured account with separate prospecting, retention, and scaling campaigns provides crucial control. This lets you manage budgets and test new creative without just pausing underperforming ads.
Meta's ad algorithm now functions like TikTok's feed. What you say and show in your creative directly dictates who sees the ad. Generic, broad creative is ineffective; you must speak directly to a specific avatar's problems and position your product as the unique solution.
The current sweet spot for ad creative is not raw UGC or highly polished ads. Instead, use micro-influencers (1k-20k followers) who are skilled content creators. Provide them with strong scripts and key phrases, but let them add their own authentic spin.
Contrary to the idea that you always need new creative, iterating on your winners is a powerful strategy. Creating slight variations—like changing the headline or background on a proven ad format—can significantly extend its effective lifespan.
Most businesses exhibit consistent consumer behavior patterns, performing better on certain days. Analyze 90-180 days of non-sale data to find your brand's unique "shape." Allocate more ad spend to these high-performing days instead of spending the same amount daily.
If your best days generate a return on ad spend (ROAS) far above your profitability target, it's a mistake. This indicates you could have spent more aggressively to acquire more customers and drive more overall profit, even if it meant bringing the ROAS down closer to your goal.
Effective scaling isn't just increasing your budget. Use the 'Twin Engine' method: simultaneously increase spend (vertical scaling) while also launching new creative iterations based on top performers (horizontal scaling). This maintains efficiency and prevents ad fatigue.
Don't get distracted by proxy metrics like CPC or CPM. Define a single "king goal" for your business, such as a target ROAS or CPA. If this one crucial metric is on target, you can confidently ignore fluctuations in all the others and focus on what truly drives the business.