5 Ways to Get Smarter at Advertising: Improve ROAS While Reducing Ad Spend

We’ve all been there: watching ad budgets slip away with little to show for it. Getting smarter at advertising isn’t about throwing more money at campaigns or sticking with a single approach; it’s about being strategic, creative, and data-savvy. Let’s dig into five effective strategies that can help you optimise ad performance, make data-driven decisions, and get more bang for every buck.

1. Streamline How You Manage Ad Platforms & Get Serious with A/B Testing

If you’re managing multiple ad platforms (Google, Facebook, LinkedIn), it’s easy to feel overwhelmed. Keeping track of what’s working across each one can be a nightmare. But here’s a game-changing approach: consolidate your strategy and run smart A/B tests to figure out exactly what resonates with your audience on each platform.

Quick tips for A/B Testing Like a Pro:

Invest in a platform that lets you manage multiple ad channels and A/B test seamlessly—your future self (and budget) will thank you.

• Test with Intent: Instead of randomly testing elements, zero in on things that make a difference—calls-to-action, visuals, ad copy. Focus on changes that can realistically impact conversions.
• Cross-Channel Insights: Notice any successful trends on Google? Try adapting that to Facebook or LinkedIn. Sometimes insights on one platform reveal opportunities across others.
• Invest in a Ad Management Tool: An ad management tool that allows you to test and track results across platforms simplifies everything. You’ll get a real-time, holistic view of what’s working best without spending hours managing each account individually.

2. Boost ROAS by Using AI to Target High-Conversion Audiences

If you’re looking to know how to improve ROAS, AI-powered audience targeting is where the magic happens. Rather than trying to guess who might convert, AI can comb through your data, detect patterns, and zero in on people who are most likely to take action.

Smart AI Targeting Tactics:

• Segment by Intent: AI can help create micro-segments of high-intent audiences. This means instead of just targeting "potential buyers," you can reach "high spenders with an interest in sustainability," for example.
• Real-Time Optimisation: Many AI tools let you tweak ads in real-time based on live data. If a certain audience isn’t engaging, AI can instantly adjust, so your budget goes toward people who are actively interested.
• Leverage CRM Data: Integrate your CRM data with AI targeting to get the complete picture of who’s buying and why. The more data points AI has, the more accurate it can be with reaching your most likely converters.

3. Scale Efficiently with Lookalike Audiences

Lookalike audiences are incredibly powerful for reaching new potential customers who share characteristics with your best existing customers. This tactic can be especially useful for improving Facebook ad performance and reaching new, relevant users on Google.

Lookalike Audience Tactics for Maximum Impact:

• Go Beyond Demographics: When building lookalikes, use behavioural data (like content engagement) rather than just demographic info. If your top customers engage with certain types of content, target similar behaviours in your lookalike group.
• Regularly Refresh Your Source Audience: As your customer base evolves, update your lookalike audiences to reflect your most recent high-value customers. This keeps your targeting precise and relevant.
• Play with Source Audience Size: Experiment with different audience sizes. Sometimes a smaller, highly-focused source audience generates lookalikes that perform better, driving higher ROAS.

4. Save Budget with Real-Time Suppression Lists

Ever seen an ad for a product you’ve just bought? This is where suppression lists come in handy. By using real-time suppression lists, you can automatically exclude customers who’ve recently purchased from seeing your acquisition ads. Not only does this save you from wasted ad spend, but it also improves customer experience by preventing ad fatigue.

Suppression List Tips to Avoid Wasting Spend:

• Automate Updates with CRM Integration: Sync suppression lists with your CRM so they update automatically, keeping the list accurate.
• Exclude Loyal Customers from Acquisition Campaigns: Keep your retention efforts and acquisition efforts separate. Your loyal customers might not need a re-engagement ad, so save that budget for new prospects.
• Exclude Awareness Phase Leads: Some leads might still be in the awareness phase and not ready to convert. Exclude these from high-budget campaigns to focus on prospects closer to conversion.

5. Automate Reporting for Quick, Data-Driven Decisions

Let’s be real: waiting for weekly or monthly reports to make ad decisions is outdated. Automated reporting gives you real-time insights, helping you adjust your strategy on the fly. It’s one of the easiest ways to improve both Google Ads and Facebook ad performance by making decisions based on real-time data.

Automated Reporting Tips to Maximise Ad Performance:

• Set Key Metrics: Prioritise metrics that directly impact your goals (CTR, CPA, conversion rate) and configure your reports to spotlight these insights.
• Use Performance Triggers: Some tools allow you to set triggers. If a campaign’s CTR dips below a certain threshold, for example, you’ll get an alert and can adjust your bids or creative right away.
• Integrate All Data Sources: Bring in data from social, search, email—whatever channels you’re running ads on. Comparing performance side-by-side reveals patterns and helps you adjust across the board.

Final Thoughts: Advertising Smarter, Not Harder

Among Meiro's clients, brands that focus on high-converting segments and apply data-driven strategies can cut ad spend by up to 26% and see ROAS improvements of 92%. For example, learn how the top retail bank in Southeast Asia achieved a 238% improvement in conversion rates for customer acquisition campaigns using Meiro Customer Data Platform.

So, if you’re ready to reduce ad spend, improve ad performance, and get serious about ROI, these strategies are your roadmap. Getting smarter about advertising means leveraging the right data, making timely decisions, and avoiding wasted spend. By focusing on precise targeting, incorporating AI, using suppression lists, and utilising automated reporting, you can truly take control of your ad budget and boost your results—all without needing to outsource to an agency.

With these tips, you’re set to start improving Facebook ad performance, enhancing Google Ads results, and optimising every step of your advertising strategy.