Paid Media Efficiency: ROAS Playbooks for Google, Meta, and TikTok Ads

TL;DR (Executive Summary)

• ROAS = Revenue / Ad Spend is the visible metric; true efficiency depends on incremental revenue and contribution margin after COGS, shipping, payment fees, and returns.
• Measurement first: clean conversion setup (pixels + server-side/CAPI + enhanced conversions), strict UTM taxonomy, and a single source of truth (GA4 + data warehouse or Looker Studio) with channel-level MER and cohort LTV.
• Creative is the biggest lever on Meta/TikTok and a major lever on YouTube/Discovery. Build a creative engine: weekly testing, modular concepts, and quantitative creative analytics (hook rate, hold time, scroll-stop, click share).
• Bidding and budgets: start with automated bidding but add guardrails. On Google: Max Conversion Value or tROAS with demand capture (Search/Shopping) and demand creation (YouTube/Discovery/PMAX). On Meta: Advantage+ Shopping (ASC) or CBO with broad targeting + high-signal events via CAPI. On TikTok: Smart Performance Campaigns or high-velocity creative testing with value optimization once enough conversions accrue.
• Playbooks inside: detailed configurations for Google (Search + Shopping + PMax + YouTube), Meta (ASC, creative testing, LAA/broad, bids), and TikTok (hooks, SPC, Spark Ads, shop integrations), plus budgets and pacing, feed optimization, brand/non-brand split, negatives, and troubleshooting.
• 90-day plan: build measurement, stabilize funnels, scale what’s working, and install alerting to prevent ROAS drawdowns.

Table of Contents

1. Foundations: What “Efficient ROAS” Really Means
2. Measurement Readiness & Source of Truth
3. Creative Science: The Universal ROAS Multiplier
4. Attribution, Incrementality & Testing
5. Google Ads ROAS Playbook
6. Meta Ads ROAS Playbook (Facebook/Instagram)
7. TikTok Ads ROAS Playbook
8. Cross-Platform Budgeting, Pacing & Rebalancing
9. Margins, LTV, and Financial Guardrails
10. Operations: Naming, UTMs, Short Links, and Dashboards
11. Troubleshooting: Diagnosing ROAS Drops
12. Your 90-Day ROAS Acceleration Plan
13. Final Checklist

Foundations: What “Efficient ROAS” Really Means

Return on Ad Spend (ROAS) is a ratio:

ROAS = Revenue / Ad Spend

But the ROAS you see in an ad manager is often platform-attributed, not necessarily incremental or profit-aware. Efficient ROAS means you’re driving net-new, profitable, and scalable revenue.

The Three Layers of Efficiency

1. Attribution ROAS: What the platform reports. Useful for optimization but can be inflated by view-through or last-click bias.
2. Incremental ROAS (iROAS): Revenue that wouldn’t have happened without the ads. Measured with holdouts, geo-experiments, or MMM.
3. Profit ROAS: Contribution margin after COGS, shipping, platform fees, taxes, returns, and discounts.

Target ROAS should be set from the unit economics:

Contribution Margin % = 1 - (COGS + Shipping + Payment Fees + Returns + Taxes) / Revenue
Break-even ROAS = 1 / Contribution Margin %
Target ROAS = Break-even ROAS × Safety Factor (e.g., 1.2–1.5)

If your contribution margin is 60%, break-even ROAS = 1 / 0.60 = 1.67. To stay safe, you might set Target ROAS = ~2.0–2.5, depending on cash flow, LTV, and growth goals.

Measurement Readiness & Source of Truth

Before pushing spend, lock down measurement. Bad data = bad optimization.

1) Conversion Events, Signals & Prioritization

• Define primary conversion (e.g., purchase) and secondary actions (e.g., add-to-cart, lead, initiate checkout).
• Calibrate value: pass order value with tax/discount logic you’ll standardize across platforms.
• Ensure deduplication when using both browser pixel and server events (CAPI / server-side GTM).

2) Redundant Tracking for Resilience

• Pixels: Google Ads tag (with enhanced conversions), Meta Pixel, TikTok Pixel.
• Server-side: Google Enhanced Conversions server-side or GTM Server; Meta CAPI; TikTok Events API.
• Data quality checks: identifier match rates (email/phone hashing for enhanced conversions), event volume, event match quality, and conversion lag distributions.

3) UTM Taxonomy (Consistent Across Platforms)

Create a universal UTM schema to unify analytics and data warehouse modeling:

utm_source = google | meta | tiktok | youtube | discovery | pmax | (etc.)
utm_medium = cpc | paid_social | video
utm_campaign = {objective}__{audience}__{geo}__{datecode}
utm_content = {creative_id}__{angle}__{format}
utm_term = {keyword or product_id when relevant}

• Keep it machine-readable.
• Use short links to keep URLs clean and consistent—especially in creative or influencer workflows. (A branded shortener like yourdomain.link helps maintain trust and tidy UTMs.)

4) Source of Truth & Reporting

• Operational optimization: Let platforms optimize with their native signals.
• Business reporting: Use GA4 or your BI stack (e.g., BigQuery, Looker Studio) to calculate MER (Marketing Efficiency Ratio), blended CAC, and cohort LTV.
• Reconciliation: Expect platform vs GA4 differences; reconcile with consistent business rules (same attribution windows, currency, tax/discount logic, and return reductions).

5) Alerting & Guardrails

• Automated alerts when: CVR drops, CPC spikes, pixel fires fall, return rate surges, or MER dips under threshold.
• Maintain a runbook with owners, SLAs, and rollback plans.

Creative Science: The Universal ROAS Multiplier

Across Meta and TikTok (and YouTube), creative quality dwarfs micro-tweaks in targeting. On Search/Shopping, creative manifests as ad copy, extensions, product titles, and images.

The Creative Engine (Weekly Cadence)

1. Concept backlog: Problem/solution, social proof, unboxing, UGC testimonial, expert authority, before/after, limited-time offer.
2. Modular assembly: Hooks (first 2–3 seconds), proof (reviews, press), demo (how it works), value (guarantee, free returns), CTA.
3. Versioning: 5–10 variants per concept (hook line, thumbnail, opening frame).
4. Quant analysis:
   • Hook/Thumb-stop rate (3-sec hold, view-through to 25%/50%)
   • Share rate / Saves for social virality
   • Click-through (CTR / click share)
   • On-site metrics (LP view rate, CVR)
5. Kill or scale: Cut bottom 20–30% weekly. Scale winners and refresh with new hooks.

Creatives by Platform

• Meta: 1:1 and 4:5 feed, 9:16 Stories/Reels. Native captions, bold subtitles, product close-ups, quick jump cuts, social proof overlays.
• TikTok: 9:16 vertical, lo-fi native feel, creator-led, strong hook in first 1–2 seconds, “I tried X so you don’t have to” narratives, duets/stitches, Spark Ads for whitelisting.
• YouTube (Google): 16:9 and 9:16 for Shorts. The first 5 seconds must win attention; show product in use, reinforce brand memory, and include a clear title card and CTA.

Attribution, Incrementality & Testing

Practical Attribution Stack

• Platform attribution for day-to-day optimization (uses platform windows).
• GA4 / BI for blended business view (click-based, cross-channel).
• Incrementality tests (geo lift, audience holdouts) for iROAS.
• MMM (Media Mix Modeling) when spend is large and multi-channel, to separate causality from correlation.

Testing Frameworks

• Hypothesis-driven: Define success criteria upfront (e.g., +20% CVR at same CPA).
• Minimal contamination: Hold budget steady while testing one lever (creative, audience, bid, landing page).
• Stat hygiene: Pre-decide power and sample size; avoid peeking and switching off too soon.
• Rotation discipline: Promote winners to evergreen, retire losers, and refill test queue weekly.

Google Ads ROAS Playbook

Google captures existing demand (Search/Shopping) and creates demand (YouTube/Discovery/Display/PMAX). Efficient ROAS requires clean structure, feed excellence, right bidding, and brand protection.

1) Account Structure (Simple, Scalable)

• Brand vs Non-brand Search in separate campaigns.
• Shopping / Performance Max dedicated to e-commerce feed; separate by margin tier or product category.
• YouTube/Discovery as distinct demand-creation campaigns.
• Minimize micro-splits; use asset groups or ad groups to organize, not dozens of tiny campaigns.

2) Keyword Strategy (Search)

• Core intent terms first, then expand with close variants.
• Prefer broad match only when your conversion signals are excellent; otherwise start with phrase and exact on high-intent.
• Negatives:
  • Add irrelevant queries daily/weekly.
  • Brand protection: exclude competitor names in brand campaigns.
• RSA best practices: pin key headlines (brand + value prop), include prices, guarantees, free shipping, and strong CTAs.
• Extensions: sitelinks, callouts, structured snippets, price extensions, promotions.

3) Bidding & Budgets (Search)

• If data is thin: Max Conversions with a conservative CPA cap.
• If you have conversion value and stable volume: Max Conversion Value → then tROAS.
• Seasonality adjustments for predictable promos (avoid over-learning).
• Portfolio strategies: group campaigns with similar economics.

4) Shopping & Performance Max (E-commerce)

• Feed quality is king:
  • Product titles: brand + key attributes (size, color, use case).
  • High-res images, lifestyle pics when permitted.
  • GTIN/MPN, rich descriptions, correct categories, shipping/tax settings.
• PMax structure:
  • Group by margin or product category to control tROAS and prioritize profitable SKUs.
  • Asset groups per theme; add audience signals (remarketing, in-market) but don’t overconstrain.
  • Brand exclusion (if available) to prevent cannibalizing brand search when you want clean read.
• Bidding: start Max Conversion Value → graduate to tROAS targets. Raise tROAS slowly (5–10% increments) when spend and volume stabilize.
• Data sources: connect first-party lists, GA4 audiences, and product performance signals.

5) YouTube & Discovery (Demand Creation)

• Formats: skippable in-stream, in-feed, Shorts.
• Targeting: custom intent (search terms), in-market, remarketing, and broad (creative-led).
• KPI ladder: CPV/Thumb-stop → CTR / LP views → View-assisted conversions → last-click CVR.
• Creative: 5-sec hook, show product in context, highlight social proof, reinforce brand name visually + verbally.

6) Brand & Trademark Protection

• Always run brand search to protect ad rank and pricing. Use low tROAS (or CPA) thresholds; it usually prints money.
• Monitor auction insights; deploy exact match + negatives to keep brand clean from resellers or affiliates.

7) Landing Pages & Speed

• Google punishes slow pages (QS/Ad Rank).
• Use fast hosting/CDN, lazy load, image compression, and mobile-first design.
• A/B test headlines, hero images, social proof blocks, and checkout flows. A 10% CVR lift directly increases ROAS.

8) Weekly Ops Checklist (Google)

• Search query report → add negatives.
• Feed health → fix errors, update titles.
• Asset performance → swap low-performing assets.
• Budget pacing → reallocate to margin-positive PMax groups.
• Auction insights → watch competitor moves.

Meta Ads ROAS Playbook (Facebook/Instagram)

Meta excels at demand creation and amplification. With Signal + Creative + Simplicity, Meta can be your volume driver at acceptable CAC.

1) Structure for Scale

• Advantage+ Shopping Campaign (ASC) for e-commerce or standardized CBO for leadgen.
• Minimal ad sets; broad targeting (age/gender/geo) with large audiences. Layer remarketing and prospecting separately if needed for reading.
• Avoid over-segmentation; let the algorithm find pockets of efficiency.

2) Signals & Conversion Setup

• Meta Pixel + CAPI (server-side) with deduplication.
• Prioritize Purchase as the optimization event once volume allows (50+ conversions/week/ad set is a rough heuristic).
• Pass value and key parameters (content_ids, product_category, currency).
• Maintain Match Quality: hashed email/phone, external_id if allowed.

3) Creative Testing to Scale

• Frameworks:
  • Angles: problem-solution, testimonial, comparison (“why us vs X”), bundle/offer, guarantee.
  • Formats: UGC video, carousel for catalogs, short Reels, static with bold headline.
• Testing lane: 70/20/10 budget split (scale/winners/test).
• Metrics to watch:
  • Thumb-stop rate (2–3s hold), outbound CTR, add-to-cart rate, link CVR.
  • Ads Manager quality ranking (compare to peers).
• Creative fatigue: rotate hooks weekly; refresh top performers with new intros/thumbnails.

4) Targeting & Audiences

• Broad first—Meta’s index works best with strong conversion signals.
• Lookalikes (1–3%) from high-value cohorts (repeat buyers, AOV top quartile).
• Remarketing: 7/14/30-day site visitors; cart abandoners; video viewers 50–95%.
• Exclusions: exclude recent purchasers for prospecting; include for cross-sell with frequency caps (where supported).

5) Bidding & Budgets

• Start with lowest cost (no bid cap) to learn; introduce ROAS control on ASC or bid caps only when you see runaway CPMs or scaling plateaus.
• Budgeting: CBO for stability across ad sets; ABO for clean testing and learning.
• Gradual increases (10–20%) rather than doubling overnight to protect learning phase.

6) Catalog & Advantage+ Shopping

• Sync product feed; ensure titles, images, and prices are accurate; include lifestyle imagery where possible.
• Use Product Sets by margin or category to bias spend into profitable SKUs.
• Layer promotions and free shipping overlays in creatives.

7) Landing Experience & CRO

• Mobile-first speed, frictionless checkout (Shop Pay, Apple/Google Pay).
• Social proof near the CTA: review stars, media logos.
• Guarantees and risk reducers reduce drop-off (free returns, 30-day trial).

8) Weekly Ops Checklist (Meta)

• Creative rotation (new hooks weekly).
• Frequency check (avoid over-frequency; cap where possible, or expand audiences).
• Post-purchase surveys (to triangulate channel impact).
• Breakdown guard: watch for “breakdown effect” when comparing narrow slices—rely on top-line stat significance.
• Budget rebalancing: tilt toward ad sets with consistent, profitable CAC.

TikTok Ads ROAS Playbook

TikTok is creative-led and hook-dependent. It’s a powerful top- and mid-funnel driver that can also close sales with the right Spark Ads, shop integrations, and value optimization.

1) Structure & Objectives

• Creative testing campaigns: low budgets, many variants, measure hook rate and CTR.
• Conversion campaigns: once you have 50+ purchase events/week, move to value optimization (ROAS target) where available.
• Smart Performance Campaigns (SPC) can reduce manual setup; still feed them with strong creatives.

2) Spark vs Non-Spark

• Spark Ads (using creator/post handles) deliver native trust and better engagement.
• Non-Spark: useful for controlled brand voice or when creators aren’t available. Test both.

3) Targeting

• Start broad; layer interest clusters only if you need to shape delivery.
• Lookalikes from purchasers and high-value cohorts once you have data.
• Geo/age filtering as required by policy and audience.

4) Creative Principles

• 0–2 second hook: curiosity or strong promise (“I replaced my $300 X with this”).
• Show the product in hand/on face/in room immediately; keep scenes moving (2–3s cuts).
• Native text overlays and on-beat editing; show social proof (stars, UGC).
• CTAs: “Watch to the end for a code,” “Tap to see colors,” “Don’t buy X before seeing this.”
• Test length (12–20s vs 25–35s), first frame (face vs product), caption (benefit vs curiosity).

5) Bidding, Budgets & Scale

• Start lowest cost; once conversion volume is stable, test target CPA/ROAS.
• Scale with more creatives instead of only budget; use horizontal scaling (duplicate winners with new hooks) to avoid learning resets.
• Monitor CPV and CTR as leading signals, then CPC and CVR downstream.

6) Shops & Checkout

• If you run TikTok Shop where available, shorten path to purchase with in-app checkout.
• Sync catalog, refresh titles/images; spotlight bundles or best sellers.

7) Weekly Ops Checklist (TikTok)

• New creative drops every 5–7 days.
• Hook performance leaderboard; retire bottom quartile.
• Analyze comments for objections and turn them into new hooks.
• Pacing checks; expand to new geos or creators if CPMs rise.

Cross-Platform Budgeting, Pacing & Rebalancing

The MER Ladder

• MER (Marketing Efficiency Ratio) = Total Revenue / Total Paid Media Spend.
• Set a floor MER (e.g., 3.0) derived from contribution margin and cash constraints.
• Allocate budgets where marginal MER (incremental revenue per incremental dollar) is highest.

Daily/Weekly Rebalancing

• Daily: spend within 10% of the day’s plan; react to glaring issues (tracking breaks, overspend).
• Weekly: move 10–30% budget between channels based on iROAS/MER; keep tests funded; don’t starve discovery channels (YouTube/TikTok/Meta) that feed Search/Shopping.
• Seasonality: pre-load data 1–2 weeks before promotions so algorithms can stabilize.

Portfolio View

• Think of campaigns like a portfolio: some are dependable bonds (brand search), some are growth equities (TikTok/YouTube), and some are dividends (remarketing). Your blended MER must clear your profit hurdle.

Margins, LTV, and Financial Guardrails

Contribution Logic

Include COGS, shipping, payment fees, pick/pack, returns to get Contribution Margin. Build this into your BI so ROAS & CAC are compared to margin-aware thresholds.

LTV & Payback

• Not all ROAS is immediate.
• Define Payback Window (e.g., 30 or 60 days) and Cohort LTV.
• Allow lower front-end ROAS if cohorts reliably pay back within your cash runway.
• Use promo elasticity carefully: discounts can juice ROAS but erode margin and train customers to wait for sales.

Guardrails

• Minimum price floors to protect margin.
• Return rate thresholds by SKU (returns erode realized ROAS).
• Inventory constraints: do not scale a SKU you can’t keep in stock.

Operations: Naming, UTMs, Short Links, and Dashboards

Naming Conventions (Machine-Readable)

{Platform}_{Objective}_{Geo}_{Audience}_{Offer}_{DateCode}
e.g., META_PURCHASE_US_BROAD_BOGO50_2025Q4

Ads/ad sets include creative_id or hook name in the name for fast diagnosis.

UTM Hygiene (One Example)

utm_source=meta
utm_medium=paid_social
utm_campaign=purchase__broad__us__2025q4
utm_content=crv123__ugc_demo__9x16

Using a branded short link can keep URLs clean and trustworthy, and makes it easy to swap destination parameters without editing placements.

Dashboards (Must-Have Views)

• Daily Pacing: spend vs plan by channel and campaign.
• Funnel Performance: CPM → CTR → CPC → LPV% → CVR → AOV → ROAS.
• Creative Leaderboard: hook rate, CTR, CVR, ROAS by asset.
• SKU/Category Margins: ROAS vs contribution margin by product lines.
• Attribution Reconciliation: platform vs GA4 vs BI revenue deltas.

Alerts

• CVR drop >20% day-over-day (site or tracking issue).
• Pixel/CAPI events down >30% (tracking break).
• MER below floor (pause expansion, investigate).
• PMax or ASC spend spikes (unplanned allocation).

Troubleshooting: Diagnosing ROAS Drops

Symptom A: Platform ROAS down, traffic steady

• Likely causes: LP speed issues, price changes, checkout problems, promo ended, competitor undercut.
• Fixes: roll back site change, restore promo, test free shipping, add urgency, swap hero creative.

Symptom B: CPC/CPM spike, CTR steady

• Likely causes: auction pressure, seasonality, audience saturation, budget change.
• Fixes: broaden audiences, rotate creatives, add new geos/placements, try bid caps carefully.

Symptom C: CTR drop

• Likely causes: creative fatigue, poor hook/thumbnail, irrelevant messaging.
• Fixes: new hooks, creator variations, stronger opening lines, clearer offer.

Symptom D: Conversion rate drop but CPC stable

• Likely causes: landing page mismatch, site bugs, out-of-stock, slower site.
• Fixes: align ad copy to LP, revert site changes, ensure inventory sync, speed optimizations.

Symptom E: ROAS looks fine in the platform, but cash is tight

• Likely causes: return rate rising, discounts too deep, high fulfillment costs.
• Fixes: margin analysis by SKU; throttle low-margin SKUs; raise prices on high-elasticity items; focus spend on profitable bundles.

Your 90-Day ROAS Acceleration Plan

Days 1–15: Measurement & Baseline

• Audit pixels + CAPI/Events API; enable enhanced conversions.
• Standardize UTMs; implement short links where helpful (clean sharing, consistency).
• Build a single dashboard: MER, CAC, ROAS, contribution margin, LTV.
• Define guardrails: break-even ROAS and minimum MER, alert thresholds.
• Stabilize campaigns (stop volatile edits), establish named test lanes.

Days 16–30: Creative & Funnel Wins

• Launch a weekly creative drop (5–10 new hooks across Meta/TikTok/YouTube).
• Improve product feed (titles, images, GTIN, categories).
• On Search: expand exact/phrase on high-intent; add negatives aggressively.
• On PMax: re-group by margin/product category; add brand exclusion if cannibalizing.
• On Meta/TikTok: broaden audiences; set up LLA once events suffice; maintain clean remarketing.

Days 31–60: Optimization & Early Scale

• Transition to value bidding (tROAS or value optimization) where volume allows.
• Spin up YouTube or Discovery for demand creation, fed by strongest creatives.
• Start a geo holdout or small lift test to estimate iROAS.
• CRO: test hero headline, social proof density, and offer structure; target +10–20% CVR.

Days 61–90: Scale & Sophistication

• Scale budgets 10–20% weekly on winners without breaking learning.
• Introduce portfolio bidding and seasonality adjustments.
• Build a creative scorecard; tie bonuses/creator fees to measurable outcomes.
• MMM exploration if spend and channels justify; use it to guide channel mix.
• Formalize a QBR (Quarterly Business Review) with goals, tests, and risks.

Final Checklist

Data & Measurement

• Pixel + CAPI/Events API configured; deduplication verified
• Enhanced conversions enabled; high match rates
• Unified UTMs; branded short links where beneficial
• Dashboard with MER, CAC, ROAS, contribution margin, LTV
• Alerts on CVR, spend, events, MER, and site speed

Google

• Brand vs non-brand split; negatives maintained
• RSAs with strong value props; extensions live
• Shopping/PMax structured by margin or category
• Feed quality: titles, images, GTIN, categories
• Bidding: Max Value → tROAS; seasonality adj. set

Meta

• ASC/CBO for scale; ABO for testing lanes
• Broad + remarketing; LLA from high-value cohorts
• Weekly creative drops; retire fatigued ads
• CAPI dedup + value passed; exclusions clean
• Budget ramps in 10–20% steps

TikTok

• Hook-first creative; Spark + non-Spark tested
• Broad → interests/LLA as data accrues
• Value optimization once volume supports
• Weekly creative rotation; comment mining

Finance & Ops

• Contribution margin computed in BI
• Break-even ROAS and target ROAS defined
• Cohort LTV and payback windows tracked
• Inventory and returns monitored
• QBR cadence with test roadmap

Deep Dives & Practical Patterns

To ensure you can copy-paste tactics into your actual accounts, here are hands-on patterns you can deploy immediately.

A) ROAS Targeting Ladder (Google)

1. New SKU / low data: Max Conversions (or Max Value without target) → gather signal
2. Stable conversion volume: switch to Max Conversion Value with tROAS
3. Raising efficiency: increase tROAS in 5–10% steps; watch for spend collapse
4. Holiday promos: apply seasonality adjustments to prevent bid overreactions

B) PMax Asset Group Blueprint

• Asset Group A (Evergreen): hero lifestyle images + testimonial video + all headlines (brand + value)
• Asset Group B (Offer): promo overlays (free shipping, bundles)
• Asset Group C (Category): specific product family with semantic titles in feed
• Add audience signals: converters, cart abandoners, in-market segments; do not over-target—signals guide, they don’t restrict.

C) Meta Creative Grid (10 Slots)

Rotate 3–5 new hooks weekly. Keep the winners, duplicate with fresh openings.

D) TikTok Hook Patterns

• “POV: You’ve been wasting money on ___ because no one told you about ___.”
• “If you have [pain], watch this before buying [category].”
• “I replaced my $X [competitor] with this $Y [your product].”
• “3 things I wish I knew before [use case] (number 2 saves money).”

E) Landing Page Fast Wins

• Headline structure: Outcome + Timeframe + Objection removal (“Clear skin in 14 days—backed by derms, or your money back”).
• Proof block above fold: star rating, review count, press logos.
• Micro-conversion: quiz or calculator for high-consideration items—collect email/SMS for remarketing.
• Trust signals near CTA: payment badges, free returns, secure checkout.

F) Audiences That Usually Work

• Remarketing: 7/14/30-day site visitors, cart abandoners.
• High-value seed lists for lookalikes: top 25% AOV or repeat buyers.
• Creators’ followers (via whitelist/Spark on TikTok or Meta whitelisting).
• Custom intent (YouTube): recent searchers of competitor terms or category terms.

G) Naming Examples

• GG_SRCH_US_BNRD_EXACT_Q4 (Google Search, US, Brand Exact)
• GG_PMAX_US_HMARGIN_Q4 (Google PMax, US, high-margin set)
• META_ASC_US_BROAD_Q4 (Meta ASC broad)
• TTK_CNV_US_BROAD_SPC_Q4 (TikTok Conversion, broad, SPC)

Example KPIs & Targets (Adjust to Your Business)

(These are directional; calibrate to your vertical and price point.)

Putting It Together: Example Weekly Rhythm

Monday

• Review last 7 days: MER, channel ROAS, CAC, contribution margin, returns.
• Identify top 5 and bottom 5 assets/campaigns; propose reallocations.

Tuesday

• Launch new creatives (3–5 hooks per platform).
• Update Google feed (titles, images, promos).
• Add negatives from search query reports.

Wednesday

• CRO test rollout (LP headline or checklist).
• Check PMax asset group spend vs margin tiers.

Thursday

• TikTok creators review; prep Spark authorizations.
• Meta remarketing refresh (exclude recent buyers, test new offers).

Friday

• Pacing and inventory checks; adjust weekend budgets.
• Snapshot report to stakeholders with actions & next week plan.

Closing Thoughts

ROAS is not a magic number—it’s an output of measurement quality, creative truth, bidding discipline, and unit economics. When you establish clean signals, build a weekly creative engine, and let algorithms optimize within clear financial guardrails, ROAS rises and stays resilient through seasonality and competition.

Use the playbooks above to simplify structure, standardize measurement, and ship creative at a weekly cadence. Keep your eyes on MER, contribution margin, and cohort payback—and let platform ROAS be a helpful instrument, not the pilot.