How to Increase ROAS: 24 High-Impact Tactics

Increasing your Return on Ad Spend (ROAS) isn’t just about cutting costs or bidding smarter, it’s about aligning every touchpoint of your customer journey to make the most out of every dollar spent. In a world where ad prices are rising and attention spans are shrinking, getting better returns from your marketing investment is no longer optional, it’s survival.

This guide doesn’t just throw generic advice at you. Instead, we’ve broken it down into four key areas that impact your ROAS the most:

1. Ad Optimization Tactics – How to improve your targeting, creatives, and bidding across platforms
2. Landing Page & Conversion Rate Optimization (CRO) – How to make the most of every click in your website
3. Customer Lifetime Value (CLV) Optimization – How to increase the long-term value of every customer.
4. Platform-Specific ROAS Tips – Practical advice tailored to Facebook, Google Ads, and Amazon Ads

Whether you're running a Shopify store or managing cross-channel campaigns, this is your go-to checklist to turn ad spend into real business growth.

How to Increase ROAS: Ad Optimization Tactics

When you're trying to improve ROAS, your ads are the first place to start. Better targeting, smarter budget allocation, and more engaging creatives can all lift performance without increasing spend. Here are five proven ways to optimize your ad campaigns:

1. Fine-tune your audience targeting

Not every customer responds to the same message, and that’s exactly why segmentation matters. By targeting audiences based on purchase history, demographics, behavior, or interests, you can create more personalized, relevant campaigns that resonate and convert.

For example, loyal customers might receive VIP discounts or early access, while new visitors get welcome offers. It’s all about meeting people where they are in the journey.

Some key targeting strategies include:

• Lookalike audiences – Build new audiences based on traits of your best existing customers.
• Retargeting – Re-engage users who visited your site, viewed products, or abandoned a cart. We will explore this tactic later on in this section.
• Interest-based targeting – Focus on users who engage with content or topics related to your niche.

Smarter targeting means better relevance, and better relevance means higher ROAS.

2. Ad spend optimization

You don’t always need to increase your budget to get better results. Sometimes, reallocating your spend strategically is enough to see a ROAS boost.

A few smart ways to optimize:

• Pause low-performers – Continuously audit your campaigns and pause ads with poor CTRs or low conversions.
• Use smart bidding strategies – Leverage tools like Google’s Smart Bidding or Meta’s Advantage+ to dynamically adjust bids based on user behavior.
• Schedule ads during peak performance hours – Focus your spend when your audience is most likely to engage.
• Rotate creatives regularly – Even top-performing ads wear out. Keep testing variations in format, visuals, and copy.

The key is being proactive. ROAS improves when your budget flows toward what’s working, and nothing else.

3. Craft compelling ad creatives

Ad creative is the face of your campaign, and it can make or break your ROAS. High-performing creatives resonate emotionally, match the audience’s mindset, and move people to action.

Start by testing different visuals, headlines, calls to action, and messaging tones. Is your audience more responsive to bold statements or emotional appeals? Do short, punchy headlines work better than benefit-rich ones?

A/B testing is your best friend here. Create multiple versions of your ads and monitor performance across metrics like CTR, conversion rate, and cost per acquisition. Use the insights not just to find winners, but to evolve your brand’s messaging.

Your creative toolkit should include:

• Scroll-stopping visuals (think contrast, motion, or bold text)
• Copy that addresses pain points or benefits clearly
• Strong, action-oriented CTAs

The more you refine, the more efficient your ad spend becomes—and your ROAS follows.

4. Explore different ad formats

Don’t put all your budget into one type of ad. Different formats perform differently depending on your audience, platform, and goals.

Static images might work well for fast-loading mobile ads. Carousels can showcase multiple products or features. Video content often drives higher engagement, especially for storytelling or demonstrations.

Try experimenting with:

• Image ads vs. video ads
• Stories vs. feeds
• Short-form vs. long-form video
• Text-heavy ads vs. visual-led creatives

Your audience consumes content in different ways, so meet them where they are. Diversifying your formats helps you identify what format gets the most traction across each funnel stage, leading to higher engagement and, ultimately, a stronger ROAS.

5. Nurture with retargeting

Most shoppers don’t convert on their first visit, but that doesn’t mean they’re gone for good. Retargeting helps you re-engage those warm leads and bring them back into your funnel.

Use pixels or tracking cookies to build audiences of people who viewed a product, added to cart, or browsed your site but didn’t check out. Then serve them tailored ads based on what they were interested in.

Effective retargeting quick-wins:

• Dynamic product ads showing the exact items they viewed
• Reminder messages or limited-time discounts
• Testimonials or social proof to rebuild confidence

Retargeting works because it hits when intent is already there. It shortens the consideration phase and increases conversions from traffic you’ve already paid for, maximizing ROAS.

Landing Page Optimization (CRO) Tactics to Increase ROAS

While ads get people through the door, your landing page is what turns curiosity into conversions. A well-optimized page doesn't just improve the user experience, it ensures that every click from your ad spend counts. Here are five proven landing page optimization tactics to help you increase ROAS.

1. Create Ad-Specific Landing Pages

Generic landing pages are conversion killers. If someone clicks an ad about a specific product, pain point, or promise, and lands on a broad or irrelevant page, their trust erodes instantly.

That’s why every ad campaign deserves its own tailored landing page. The messaging, visuals, and call-to-action (CTA) should mirror the ad they clicked on. For example, if your ad promotes “Free Shipping on Sustainable Yoga Mats,” your landing page should reinforce that offer above the fold, not bury it three scrolls down.

Ad-specific landing pages reduce bounce rates, align user expectations, and guide visitors seamlessly toward conversion.

2. Conduct A/B Testing

One of the cornerstones of Conversion Rate Optimization (CRO) is continuous testing. A/B testing allows you to compare two or more variants of a webpage element, such as a headline, image, CTA button, or even layout, to see which performs better.

You might think your current hero section is effective, but testing could reveal that a slightly tweaked headline or a different CTA color improves conversions by 10% or more. With tools like Explore by Omniconvert, you can set up and track A/B tests across different landing page variants without needing to code.

Start small: test headlines, images, and button copy. Then scale your tests to deeper UX elements like form design, testimonials placement, or even pricing tables. Over time, A/B testing helps you move away from guesswork and towards data-backed decisions that directly increase ROAS.

3. Use Social Proof to Build Trust

People trust people more than they trust brands. Including testimonials, reviews, case studies, or logos can boost conversion rates.

Social proof works especially well in BOFU scenarios where visitors are almost ready to purchase but need a final push. You might include customer quotes alongside product benefits, a short video testimonial near the CTA, or a carousel of star ratings from review platforms like Trustpilot.

The key is authenticity. Avoid overly generic reviews like “Great service!” and instead feature specific feedback that speaks to common objections or hesitations. For example: “I was hesitant to switch platforms, but their onboarding made the transition seamless, and we saw ROI in two weeks.”

4. Start with One Clear Value Proposition

The hero section is the most valuable real estate. In just a few seconds, visitors decide whether to keep scrolling or bounce. That’s why this area must communicate one clear, compelling value proposition.

What does that mean in practice? It means ditching vague taglines like “Smarter Email” and replacing them with specific, benefit-driven statements like “Automated Email Campaigns That Boost Sales by 30%.” Your headline should answer the visitor’s unspoken question: What’s in it for me?

This clarity doesn’t just boost conversions, it sets the tone for the rest of the user journey. Supporting subheadlines, visuals, and calls-to-action should all reinforce this central message.

When your hero section tries to say too many things at once, or worse, leaves visitors guessing, it creates friction. And friction kills ROAS. Stick to one core value, back it up with a brief explanation or proof point, and guide visitors to the next step without distraction.

This is especially important for new visitors who don’t yet know your brand. Clarity builds trust, and trust leads to action.

5. Optimization Review of the Basic Elements (Above-the-Fold Design)

Above-the-fold content is the first thing a user sees without scrolling, and it can make or break your campaign.

A high-converting above-the-fold section contains three essential elements: a strong headline, a relevant hero image or visual, and a prominent CTA. These aren’t just nice-to-haves. They are the drivers of user attention, engagement, and clicks.

• Headlines: Your headline is your hook. It should clearly convey what you offer and why it matters. Benefit-driven, concise, and tailored to the user’s pain point. Think “Get 300% More Leads with Our Proven Marketing Strategies” instead of “We Offer Digital Marketing.”
• Hero Image: This visual sets the emotional tone. Whether it’s a photo of your product in use, an interface mockup, or an illustrative animation, make sure it’s aligned with your headline and doesn’t compete for attention. Clean, fast-loading, and mobile-optimized is the way to go.
• Call-to-Action (CTA): Your CTA should stand out, visually and contextually. Use action-oriented text like “Start My Free Trial” or “Get Instant Access.” The placement should be intuitive (usually below the headline), and the design should make it impossible to miss.

Optimize Customer Lifetime Value (CLV) to Improve ROAS

Increasing your Return on Ad Spend doesn’t always require attracting new customers. In fact, some of the most impactful improvements come from getting more value out of the customers you already have. That’s where Customer Lifetime Value (CLV) comes in.

By optimizing CLV, you’re not just boosting revenue, you’re making every marketing dollar stretch further. The higher the lifetime value of each customer, the easier it is to justify your ad spend and maintain a healthy ROAS over time.

Here are five proven ways to optimize CLV and turn one-time buyers into loyal brand advocates.

1. Segment your customers by CLV potential

Not all customers bring the same value. Some buy frequently and spend more, while others may never come back. Segmenting your audience using RFM (Recency, Frequency, Monetary) data lets you target each group more effectively.

With tools like Reveal, you can automatically segment your Shopify customers into categories like “champions,” “at-risk,” or “potential loyalists,” and craft tailored marketing messages for each. For instance, your top-tier customers might get VIP offers or early access to new products, while one-time buyers could receive reactivation campaigns.

This ensures your ad and retention efforts are directed where they’ll generate the highest return.

2. Build automated post-purchase flows

One of the easiest ways to increase CLV is to extend the conversation after the first sale. Post-purchase flows can include thank-you emails, cross-sell offers, how-to guides, or reorder reminders.

The goal? Keep customers engaged and help them see value in your product right away.

For example, if your data shows that customers usually repurchase a consumable product within 30 days, you can automatically send them a reminder email at day 25, nudging them toward a second purchase without running a new ad.

Reveal helps you identify these key patterns and set up effective triggers to drive retention.

3. Create loyalty and referral programs

Rewarding your existing customers gives them a reason to come back, and to bring others with them.

Loyalty programs encourage repeat purchases by offering perks, points, or discounts. Referral programs incentivize your happiest customers to recommend your brand, often resulting in higher-converting traffic at a lower cost than paid ads.

These programs are particularly powerful when tailored to specific segments. For example, offering exclusive rewards to your highest spenders can deepen loyalty, while inviting satisfied customers to refer friends builds your audience organically.

4. Personalize the customer experience

Personalization is no longer optional, it’s expected.

By using data from past purchases and customer behavior, you can deliver tailored product recommendations, relevant offers, and personalized emails that resonate far more than generic campaigns.

With some tools, you can track this behavior and integrate it into your email platform or CRM. Whether it’s showcasing complementary products or sending a discount on a previously viewed item, personalization can dramatically boost repeat purchases and average order value.

5. Monitor and act on customer feedback

If you want to increase CLV, start by listening to your customers.

Use Net Promoter Score (NPS) surveys to understand satisfaction and spot potential issues early. If customers are unhappy post-purchase, you can intervene before they churn. If they’re happy, it’s an opportunity to upsell or request referrals.

Acting on this feedback ensures that your retention and customer experience efforts are always evolving with your audience.

Boosting ROAS on Facebook (Meta Ads)

While foundational strategies like audience targeting, landing page optimization, and CLV enhancement apply across the board, each ad platform has its quirks and strengths. To truly maximize your Return on Ad Spend (ROAS), you’ll want to go beyond the basics and tailor your approach to the specific ad ecosystem you're using.

Let’s start with Facebook, one of the most powerful (and competitive) platforms for digital advertising. With its granular targeting, robust analytics, and massive user base, Facebook Ads can be a goldmine, but only if you play smart.

1. Benchmark your ads against industry competitors

To improve Facebook ROAS, you first need a benchmark. Comparing your ad performance against industry standards helps you understand whether your campaigns are underperforming, average, or excelling.

For example, if your click-through rate or cost per click is significantly lower than others in your industry, it may indicate poor targeting or unengaging creative. On the flip side, outperforming benchmarks signals that your strategy is working—and gives you a baseline to scale from.

Keep in mind that ROAS alone isn’t enough. Also monitor:

• CTR (Click-through rate) – Is your audience clicking at an industry-competitive rate?
• CPC (Cost per click) – Are you overspending to get eyes on your ads?
• CVR (Conversion rate) – Are those clicks turning into real conversions?

Facebook’s Ad Library and external tools like Revealbot or Wordstream’s benchmarks can help you understand how your performance stacks up.

2. Test your ads before they launch

Testing should not be an afterthought. One of the biggest ROAS killers on Facebook is launching untested campaigns that fail to engage.

Use A/B testing (or split testing) to refine:

• Creative assets (images vs. videos)
• Ad copy and headlines
• CTA language
• Audiences and placements

Start small with low-budget tests to validate your assumptions. Then, scale only the top-performing combinations. This minimizes wasted spend and boosts ROAS by focusing resources on what actually converts.

Testing before launch ensures you’re not flying blind, and that every dollar you spend is already set up for success.

3. Implement a marketing funnel

If you’re running one-size-fits-all ads on Facebook, you’re leaving money on the table. A structured marketing funnel lets you target users based on their current stage in the buyer’s journey, ensuring your messaging evolves as they move from awareness to conversion—and beyond.

Here’s how a basic Facebook funnel looks:

• Awareness stage: Use engaging video content or carousel ads to introduce your brand.
• Consideration stage: Retarget visitors with testimonials, case studies, or product demos.
• Conversion stage: Offer time-sensitive discounts or social proof to drive final purchase decisions.
• Post-purchase stage: Run loyalty or referral ads to existing customers to increase CLV and repeat purchases.

Mapping your content and targeting to this funnel creates a smoother customer journey and ensures you're not wasting high-intent messaging on cold audiences.

Maximize Your ROAS on Google Ads

Google Ads is a high-intent channel, users are actively searching for solutions, which makes it an ideal place to capture demand. But it’s also competitive, and poor targeting or bidding strategies can quickly drain your budget. To make the most of your investment, you need to be surgical about how you segment, bid, and target.

Below are key tactics to help you get more return from every dollar spent on Google Ads.

1. Segment Google Ads campaigns by region

Not all regions perform equally: differences in demand, competition, and customer behavior can have a big impact on ROAS. Instead of running one global or national campaign, split your campaigns by geographic area. This allows you to:

• Adjust bids based on regional performance
• Tailor ad copy and landing pages to local audiences
• Allocate budget where the conversion potential is highest

For example, a product that sells well in New Zealand may underperform in Australia due to price perception or market saturation. With geographic segmentation, you can increase efficiency and reduce waste, two core levers of better ROAS.

2. Keyword strategy and targeting

Keyword targeting is the beating heart of Google Ads. Here's how to optimize it for higher ROAS:

• Use long-tail keywords: These are longer, more specific search terms that indicate strong intent (e.g., “best ergonomic chair for back pain” vs. “office chair”). They may bring less traffic, but it's often more qualified and cheaper to convert.
• Add negative keywords: Exclude terms that don’t match your offer. For example, if you sell premium software, exclude terms like “free,” “cheap,” or unrelated industries. This avoids clicks from users who are unlikely to convert.
• Segment campaigns by keyword performance: Monitor which terms drive conversions and ROAS and which don’t. Reallocate budget accordingly and pause or reduce bids on low performers.

An optimized keyword strategy means you’re speaking to the right people at the right time, maximizing conversions while lowering cost per acquisition (CPA).

3. Implement Smart Bidding strategies

Manual bidding may give you control, but it can also limit your scale and responsiveness. Google’s Smart Bidding options use machine learning to optimize bids in real time based on dozens of signals (device, time of day, user behavior, etc.).

Here are a few options worth exploring:

• Target ROAS: Automatically adjusts your bids to get the most conversion value possible at your target return.
• Maximize Conversions: Ideal if you want to drive volume, particularly in early-stage campaigns.
• Enhanced CPC (eCPC): Adjusts your manual bids to improve conversion chances while maintaining control.

Smart Bidding not only reduces the manual work, it often outperforms human adjustments, especially at scale.

Improve ROAS on Amazon Ads

Amazon is a unique beast, it’s not just an ad platform, it’s a marketplace. That means success isn’t just about driving clicks, it’s about driving purchase-ready traffic. To boost your ROAS, you need to fine-tune your targeting, maximize basket size, and use smart promotional levers that amplify perceived value.

Here are three tactical ways to stretch your ad dollars further on Amazon.

1. Use exact match targeting to reduce wasted ad spend

Amazon offers multiple keyword match types, but not all are created equal when it comes to ROAS. Broad match casts a wide net, showing your ads to a broad audience (and often irrelevant queries). Phrase match refines this slightly, but still lacks precision.

If your goal is efficiency, exact match targeting should be your go-to. It lets you target only those search terms you know are high-converting based on past data. This laser focus avoids budget bleed on irrelevant clicks and ensures you’re only paying for the most qualified traffic.

Additionally, exact match bids are often more cost-effective because you’re avoiding inflated ad group pricing that comes with broader match types. The result? More conversions at a lower cost per click.

Tip: Pair exact match with strong negative keyword filtering to further refine your targeting and maintain high-quality traffic.

2. Boost Average Order Value (AOV) with strategic bundling

Want to increase your ROAS without changing your ad strategy? Start by raising your average order value. One of the most effective ways to do this on Amazon is through product bundling.

Instead of pushing individual low-cost items, group related or complementary products into value-rich packages. For example, if you sell skincare products, you could bundle a cleanser, toner, and moisturizer into a complete daily kit. This increases perceived value and gives shoppers a reason to spend more in a single purchase.

Just be sure to follow Amazon’s bundling rules and use customer data to create bundles that make sense. Bonus: bundled products also give you higher-value listings to advertise, helping you stretch your ad spend further.

3. Leverage promotions to improve conversion and velocity

Promotions don’t just attract attention, they can significantly improve conversion rates, which is key for boosting ROAS. Amazon offers several promotion types that can be used to amplify your ad strategy:

• Percentage discounts and Lightning Deals create urgency and increase visibility on deal pages.
• BOGO (Buy One Get One) or free product promos can drive trial, encourage larger purchases, and create brand goodwill.
• Social Media Promo Codes and external coupons give you cross-channel opportunities to convert new customers and drive traffic back to Amazon.

While promotions can cut into margin, they often improve sales velocity, which impacts organic ranking and overall campaign performance. Used strategically, they become a valuable lever in your ROAS toolkit

ROAS Optimization Starts with Analytics

You can’t improve what you don’t measure. And when it comes to ROAS, guesswork is a fast track to wasted ad spend.

Analytics is the engine behind every successful optimization effort. It tells you what’s working, what’s failing, and where your biggest opportunities lie. Without it, you’re flying blind—pouring money into campaigns without understanding the return.

Here’s why analytics should be the foundation of your ROAS strategy:

Identify high- and low-performing campaigns

Not all ads are created equal. Use your analytics tools to compare ROAS across different campaigns, channels, audiences, and creatives. For example:

• Which campaigns are delivering conversions at the lowest cost?
• Which ad sets are bleeding budget with low return?
• Which customer segments bring the highest value over time?

This helps you double down on what works and cut what doesn’t—improving ROAS without spending more.

Understand customer behavior beyond the click

ROAS isn’t just about CTRs or impressions, it’s about how ads translate into revenue. Go deeper by analyzing what happens after the ad click:

• Do visitors bounce or complete a purchase?
• Are certain landing pages converting poorly?
• Do retargeted users perform better than cold traffic?

These insights help you optimize landing pages, funnel stages, and retargeting flows, not just ad creative.

Map performance across the full customer journey

A single campaign may not deliver stellar ROAS on its own, but when viewed in the context of lifetime value (LTV) or multi-touch attribution, the picture changes.

Some analytics tools can help you evaluate how early-stage campaigns influence long-term behavior: repeat purchases, customer retention, and loyalty. For example, a Facebook prospecting campaign might appear expensive, but if it consistently brings in high-LTV customers, it could be your best investment.

To Wrap Things Up

Improving ROAS isn’t about just tweaking one setting or increasing your budget, it’s about building a smarter, more customer-centric strategy from start to finish. From refining your ad targeting and optimizing landing pages to boosting customer lifetime value and mastering analytics, each element plays a critical role in how effectively your ad spend translates into revenue.

Whether you’re advertising on Facebook, Google, Amazon, or all three, the key is to continuously test, iterate, and align your campaigns with what your audience actually responds to.

Great ROAS comes from great systems. And now you have the blueprint to build them.

FAQs

Why improve return on ad spend?

ROAS is a direct measure of your advertising efficiency, how much revenue you generate for every dollar spent. Improving ROAS means your marketing is working smarter, not harder. It allows you to grow profitably, scale campaigns with confidence, and free up budget for innovation and testing. A better ROAS translates into stronger margins and a more sustainable business model.

How can testing improve the return on ad spend (ROAS) of marketing on retailer websites?

Testing, through A/B experiments, multivariate tests, or even message comparisons, helps identify what actually resonates with your audience. By testing headlines, offers, creatives, and calls-to-action, you can uncover winning combinations that drive higher engagement and conversions. This means you’re no longer wasting budget on assumptions and guesswork, but instead continuously improving campaign performance based on real data.

How does dynamic creative optimization improve ROAS?

Dynamic Creative Optimization (DCO) uses real-time data to automatically deliver the most relevant ad creative to each user. It adapts images, copy, and calls-to-action based on audience segments, behavior, or context. This hyper-personalization boosts engagement and conversion rates by making ads more meaningful, and ultimately improves ROAS by showing the right message to the right person at the right time.