Industry Articles

Improve ROAS Using These 4 Tricks

By Brian Handrigan on April 26, 2018 |


Businesses utilize advertisements online because they’re effective. They work. They bring in new customers, and they increase your company’s standing. As such, it’s no surprise that lots of businesses spend hefty sums of money building new ads and attempting to create more effective variations than their competition. So what separates the most successful companies from everyone else? Why do certain businesses advertise so much more effectively than their competitors? The answer lies in their ROAS (return on ad spend). Many businesses talk about getting the most bang for their buck in regard to ad spend; but few take the steps necessary to ensure it. Fortunately, you can improve your ROAS by implementing these four simple measures:

Calculate ROAS

The first step to improving your ROAS is to calculate it properly. If your ad spend is an integral part of your marketing strategy, then you need to take the time to track it independently of your total marketing ROI. If you don’t, you’ll likely be dealing with skewed numbers and lack a complete picture of your advertising effectiveness.

Identify Ineffective Ads

When you use a platform like Google Ads on a Pay-per-click (PPC) basis, you pay a fee every time someone clicks on the link in your ad –– regardless of whether or not they do business with you. That’s why it’s vital to determine which ads aren’t generating clicks (bad) as well as which ones are creating clicks, but aren’t contributing to sales (also bad). Unqualified leads cost you money and time, and unless you’re tracking every lead you get, you won’t be able to tell the difference between them and quality leads who do want to work with you. Far too many companies get distracted by the number of page visits they get –– along with other metrics. And while they do play an important part in their own right, never forget that the name of the game is sales.

Get to Know Your Leads 

If you want to craft better ads, you need to have a deep understanding of your customer base. What are they looking for? What specifically about your business or product attracts them to your site? How willing are they to do business with you? The more you know about what your leads like (and don’t like) about your company’s sales process, the better you can form a system to draw them in (and keep them with you).

Optimize Your Ads 

The squeaky wheel gets the grease, right? Not always. Sure, it’s good practice to try and make your not-so-stellar ads perform better. Sometimes though, you’re better served ditching them altogether and working to improve the ads that are already making a difference for you. Knowing when to double down on excellent ads can provide just as big a lift as fixing underperforming ones. 

The Bottom Line 

You might be wondering how you can best calculate ROAS, identify which ads weren’t working, optimize the ones that were, and get closer to your leads than ever before. Indeed, it sounds like a lot of work. If you think that you’d need to utilize a number of different programs to accomplish those goals –– you’d be wrong. Instead, all you need is call tracking software. Call tracking will grant you a richer understanding of your own business, and your customer base –– as well as providing you with a greater insight into your marketing effectiveness. So if you’re ready to take the next step and start getting a significant return on your ad spend, then contact the Advocado team today. And for a first-hand glimpse at what call tracking can do for your business, request a free demo.


Brian Handrigan

Written by Brian Handrigan

Co-founder and CEO of Advocado, Brian is a proven entrepreneur with a passion for expanding the intersection of technology and communication. He is a true innovator and has been a founder or co-founder of multiple startups. His talent to see “beyond the known” and identify the real opportunity has resulted in some of the most creative omni-channel solutions to date and was instrumental in inspiring the vision of Advocado. Brian has over twenty years of experience working leading companies such as TD Ameritrade, ADP, Walmart, WPP and major health insurance companies.