25-06-2025, 11:18 AM
Hey everyone,
As we move deeper into 2025, the landscape of paid advertising continues to shift fast. Whether you're managing ad budgets for a small business or scaling up campaigns for an agency client, the question remains the same: how do we maximize ROI with Google & Meta
(Facebook/Instagram) Ads?
I wanted to start this thread to share what’s currently working, what’s changed, and what others are seeing out there.
What’s Working for Google Ads
In recent campaigns, one of the biggest ROI drivers for me has been leveraging exact match keywords and focusing on high-intent search queries. Broad match still has its place, especially with Google's new AI-driven matching, but I’ve found that being laser-focused with keyword targeting and aligning ad copy tightly to search intent really helps reduce wasted spend.
Also, Performance Max campaigns are showing some promise, but only when you give them clear goals and feed them high-quality creative assets. Letting the algorithm "figure it out" on its own rarely yields good results, in my experience.
Meta Ads: The Creative Rules Everything
On the Meta side, creative is still king. I’ve noticed that even minor tweaks to copy or visuals can lead to big changes in cost-per-click and conversion rates. Video content especially short-form, UGC-style clips continues to outperform static images, especially for retargeting audiences.
Interest targeting has gotten a bit murky post-iOS updates, so lookalike audiences built from high-value custom lists or web traffic events have become more reliable than ever. I’ve also started testing more Advantage+ Shopping campaigns, and while results are mixed, they’re definitely worth exploring for e-commerce brands.
ROI Boosting Tips That Work Across Platforms
I’m curious, what’s working for you lately with Google and Meta Ads? Are you seeing better results on one platform versus the other? What’s your go-to strategy when campaigns start to plateau?
Let’s share some insights and help each other cut through the noise.
Also, if you're someone who loves writing about digital marketing trends, experiments, or real-world case studies, we’re always looking for new voices. If that sounds like you, check out our write for us digital marketing opportunity and consider contributing your insights to the wider community.
Looking forward to hearing your thoughts!
As we move deeper into 2025, the landscape of paid advertising continues to shift fast. Whether you're managing ad budgets for a small business or scaling up campaigns for an agency client, the question remains the same: how do we maximize ROI with Google & Meta
(Facebook/Instagram) Ads?
I wanted to start this thread to share what’s currently working, what’s changed, and what others are seeing out there.
What’s Working for Google Ads
In recent campaigns, one of the biggest ROI drivers for me has been leveraging exact match keywords and focusing on high-intent search queries. Broad match still has its place, especially with Google's new AI-driven matching, but I’ve found that being laser-focused with keyword targeting and aligning ad copy tightly to search intent really helps reduce wasted spend.
Also, Performance Max campaigns are showing some promise, but only when you give them clear goals and feed them high-quality creative assets. Letting the algorithm "figure it out" on its own rarely yields good results, in my experience.
Meta Ads: The Creative Rules Everything
On the Meta side, creative is still king. I’ve noticed that even minor tweaks to copy or visuals can lead to big changes in cost-per-click and conversion rates. Video content especially short-form, UGC-style clips continues to outperform static images, especially for retargeting audiences.
Interest targeting has gotten a bit murky post-iOS updates, so lookalike audiences built from high-value custom lists or web traffic events have become more reliable than ever. I’ve also started testing more Advantage+ Shopping campaigns, and while results are mixed, they’re definitely worth exploring for e-commerce brands.
ROI Boosting Tips That Work Across Platforms
- Consistent A/B testing: Whether it’s headlines, landing pages, or ad visuals, testing is still one of the most effective ways to improve ROI.
- Post-click optimization: Too many advertisers focus only on the ad side and forget that poor landing pages kill conversion rates. Page speed, messaging alignment, and mobile UX all matter.
- Data cleanup: Having accurate tracking (via Google Tag Manager, Meta Pixel, and server-side events) is non-negotiable now. If your data is off, your decisions will be too.
I’m curious, what’s working for you lately with Google and Meta Ads? Are you seeing better results on one platform versus the other? What’s your go-to strategy when campaigns start to plateau?
Let’s share some insights and help each other cut through the noise.
Also, if you're someone who loves writing about digital marketing trends, experiments, or real-world case studies, we’re always looking for new voices. If that sounds like you, check out our write for us digital marketing opportunity and consider contributing your insights to the wider community.
Looking forward to hearing your thoughts!