Approach
Blended ROAS, MER and why your Meta ROAS looks better than your bank account.
Three things I believe about paid media, and what they mean for how I'll run yours.
Judge it by the bank account, not the dashboard.
Someone sees your ad on Instagram, leaves, then Googles you four days later and buys. Both platforms can claim credit for the same purchase. Add their results together and you risk counting the same sale twice.
Platform numbers are useful for diagnosis. The business numbers decide whether it's working.
1
Why does it cost more? How does delivery work? Who's behind it? Will it work for me? Before I brief anything, I want to know what your customers are unsure about. That's the ad.
It isn't forty versions of the same video with different captions.
Good creative answers the question stopping someone buying.
2
You'll deal with me and only me. I'll tell you what's working, what isn't and when the answer isn't more ad spend. I won't promise you a ROAS figure, because nobody honest can.
3
One person, straight answers.
The numbers I report first
What MER and blended ROAS actually measure.
MER = total revenue ÷ total marketing spend
MER, or marketing efficiency ratio, looks at the whole business. Blended ROAS is the same idea using ad spend only. Neither cares which platform claims the sale. That's the point.
Business Metrics
What decides if it's working
- Total revenue and total marketing spend
- MER and blended ROAS
- New customer acquisition cost
- Contribution margin
- Lead quality and bookings, for lead gen
Platform Metrics
What tells me why
- Meta and Google ROAS
- Cost per purchase or lead
- Click-through and conversion rates
- Creative hook and hold rates
- Frequency and reach
Let’s get your ads working harder.
Tell me what you're spending and where it's stuck. I'll tell you honestly whether I can help.
20 minutes. No pitch deck.
Or fill this in and I'll come back to you.
I reply within one working day.