Invest in a variety of campaigns on these platforms using an ample budget:

• Facebook Ads
• Instagram Ads
• Broad keyword Search and Shopping ads

Note:ROAS will go down with this more aggressive approach, but revenue may go up and is the better metric to focus on with this strategy.

For example, one of our clients with a 7-figure Google ad budget allocates 75% of their spend on brand awareness tactics like Search Ads, Video, and Display Ads. Rather than focusing on ROAS, they are focused on extending their reach.

This works for their business because their ad budget allows them to “be known” as a major player in their industry. This helps their broad-based keyword campaigns targeted at general product searches to win against their competition.