Paid Ads & ROAS

ROAS, or return on ad spend, is ad revenue divided by ad spend: RM1,000 bringing in RM4,000 is 4x. The real test is your break-even ROAS, 1 divided by margin.

Set your paid media budget from gross profit per sale and the most you can pay to win a customer, then work backward through your funnel to a maximum cost per qualified lead.

ROAS usually drops because several small failures stack up at once in tracking, traffic quality, website conversion rate or sales follow-up. Check tracking first, then review each of those stages in order.

A Google Ads audit should check conversion tracking first, then structure, search terms, ads, landing pages, budget, bidding and sales follow-up, so you can see which spend never turns into revenue.

Scale only the campaigns that turn into closed, profitable revenue. Fix landing page and sales follow-up bottlenecks first, then raise budgets gradually and change one variable at a time.

Improve ROAS by fixing causes in order. Check measurement against real revenue, cut low-intent traffic, sharpen the offer, remove landing page friction and speed up sales follow-up before raising spend.

A B2B paid media strategy starts with deal economics, then matches each channel to buying intent. Google captures demand, paid social builds it, and every campaign is measured against qualified pipeline and revenue.

Most ads stop converting because something after the click is broken, such as loose targeting, a weak offer, a slow landing page, poor lead follow-up or tracking that counts the wrong results.