Most accounts that have hit a ROAS ceiling have one of three problems: tracking is leaky (so the bidding algorithm is optimising against incomplete data), creative has fatigued (the same 2–3 ad variants have been running for 4+ months and CPM is rising while CTR is falling), or attribution is wrong (last-click is overcrediting one channel and starving others of budget they deserve). None of these are fixed by increasing ad spend or switching channels. They're fixed by diagnosing the actual bottleneck and rebuilding. We run ROAS optimisation engagements for eCom stores and service businesses that have hit a ceiling on paid performance — typically $30k–$200k/month in ad spend. We start with an attribution and tracking audit (the most common problem), follow with a creative refresh strategy (the second most common), and then rebuild bid and budget allocation based on accurate channel contribution data. We benchmark ROAS against your CAC payback target and target contribution margin — not against industry averages that don't reflect your product margins or operating costs. For ongoing cross-channel performance management after the ceiling is broken, see our performance marketing service.
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Signs of a tracking problem: your Google Ads reported conversions don't match GA4 conversion data; Meta is claiming ROAS significantly above what GA4 shows for Meta traffic; your total attributed revenue across all channels exceeds your actual revenue. If any of these are true, the bidding algorithms are working from bad data and the ceiling is a tracking problem, not a spend problem. Our conversion tracking setup service fixes this.
ROAS targets are meaningless without margin context. The minimum viable ROAS is: 1 / (gross margin % x (1 - target net margin %)). A product with 50% gross margin targeting 10% net margin needs a minimum ROAS of 2.2x to break even on ad spend. We calculate your minimum viable ROAS at the first session and benchmark your current performance against that number — not against "industry average 4x ROAS" figures that may not reflect your cost structure.
ROAS optimisation is a diagnostic and fix engagement — typically 4–12 weeks, focused on identifying and resolving the specific ceiling. Performance marketing is an ongoing cross-channel management retainer for businesses that already have healthy ROAS and want to scale. Most ROAS optimisation clients transition to a performance marketing retainer once the ceiling is resolved.
Same four stages on every roas optimisation project. You'll always know what's happening this week and what's next.
30-minute chat to understand your business, your customers and what success looks like for your roas optimisation.
We map the work to outcomes — fixed-price scope, clear deliverables, no surprise rounds on your roas optimisation project.
Senior in-house team executes — you'll see real progress weekly, not a 6-week silence followed by a big reveal.
We hand over editable files, train your team, and stay on for 30 days post-launch to fix anything that needs fixing.
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