If you’re running e-commerce ads, you already know the thrill of making a sale—and the frustration of spending more than you earn. That’s where ROAS (Return on Ad Spend) comes in. A high ROAS means your campaigns are generating more revenue for every ad dollar you invest.
The truth is, boosting ROAS isn’t about one magic trick—it’s about a series of smart, strategic moves that add up to big results. In this guide, we’ll walk you through seven actionable, proven tips to help you get more value from your ad spend and turn clicks into profits.
1. Fine-Tune Your Targeting with Audience Segmentation
Why it matters: If you try to sell to everyone, you end up selling to no one. Audience segmentation allows you to tailor your message to the right people at the right time.
How to do it:
- Segment audiences based on behaviour (e.g., repeat buyers, first-time visitors, cart abandoners).
- Use demographics and interests to narrow your targeting in platforms like Meta Ads, Google Ads, and TikTok Ads.
- Create lookalike audiences from your highest-value customers to find similar buyers.
- Use retargeting for warm audiences who have already shown interest.
Pro tip: Always exclude irrelevant segments (e.g., past purchasers for one-time products) to avoid wasting ad spend.
2. Optimise Your Creative for Conversions, Not Just Clicks
Why it matters: A click doesn’t mean a sale. You need visuals and copy that speak to buying intent, not just curiosity.
How to do it:
- Test product lifestyle images vs. simple product shots—often, seeing the product in use boosts conversion.
- Use short, benefit-driven copy alongside your visuals to explain the “why” quickly.
- Add compelling CTAs like “Shop Now,” “Limited Stock,” or “Claim Your Offer.”
- Refresh creatives regularly—ad fatigue is a ROAS killer.
Pro tip: Use platform-specific creative sizes and formats to avoid cropping issues that hurt engagement.
3. Focus on High-Intent Keywords & Search Queries (For Google Ads & Search Campaigns)
Why it matters: Broad, low-intent keywords attract browsers. High-intent keywords attract buyers ready to purchase.
How to do it:
- Prioritise transactional keywords (e.g., “buy,” “order,” “shop,” “discount,” “free shipping”).
- Regularly check the search terms report to remove irrelevant queries.
- Use exact and phrase match for precision targeting.
- Add negative keywords to filter out wasteful clicks.
Pro tip: If your ROAS is low, pause broad campaigns and double down on high-converting terms first.
4. Leverage Upsells, Cross-Sells & Bundles
Why it matters: Sometimes the easiest way to boost ROAS isn’t by getting more customers—it’s by increasing the order value from each.
How to do it:
- Add product recommendations on product and checkout pages.
- Offer bundle discounts (“Buy 2, Get 1 Free”).
- Introduce add-ons or upgrades right before checkout.
Pro tip: Test post-purchase upsells—customers who’ve just bought are more likely to buy again immediately.
5. Improve Your Landing Page Experience
Why it matters: A great ad with a bad landing page is like inviting someone to dinner and then serving cold pizza.
How to do it:
- Keep the page load speed under 3 seconds—slow pages cause instant drop-offs.
- Ensure mobile-first design, since most e-commerce traffic comes from mobile.
- Highlight clear value propositions and unique selling points (USPs) above the fold.
- Include trust elements like reviews, guarantees, and secure checkout badges.
Pro tip: Use A/B testing tools to experiment with headlines, layouts, and CTA placements to see what drives the highest conversions.
6. Use Data-Driven Budget Allocation
Why it matters: Not all campaigns deserve the same budget—some are profit machines, others are money pits.
How to do it:
- Monitor ROAS at the campaign, ad set, and creative level.
- Shift budget towards high-performing campaigns and cut low performers quickly.
- Use automated rules in Google or Meta Ads to pause ads when ROAS drops below your threshold.
Pro tip: Instead of spreading your budget thin, concentrate on scaling what already works.
7. Retarget Abandoned Carts & Past Visitors
Why it matters: Most visitors won’t buy the first time. Retargeting brings them back when they’re ready to purchase.
How to do it:
- Set up cart abandonment retargeting with personalised offers or discounts.
- Retarget product viewers who didn’t add to cart.
- Use dynamic product ads to show the exact items they viewed.
Pro tip: Layer urgency (“Only 3 left in stock”) into retargeting ads to nudge hesitant buyers over the finish line.
Final Thoughts
Boosting ROAS is about working smarter, not just spending more. The key is to combine better targeting, stronger creatives, smart keyword strategy, higher order values, optimised landing pages, budget efficiency, and retargeting into a cohesive plan.
When you implement even a few of these tips, you’ll start to see your campaigns work harder for you—and your ad spend deliver more profit than ever.
