Category: Growth Strategy

ROAS (Return on Ad Spend): A ratio of revenue generated by advertising to the cost of that advertising. A good ROAS for ecommerce depends on your margins — for low-margin products (under 30%), a 4:1 ROAS is the minimum viable; for mid-margin products (30–50%), 3:1 is healthy; for high-margin products (50%+), even 2:1 can be…

A practical guide to reducing ad spend without losing sales by cutting waste, protecting profitable demand, and reallocating budget with better measurement.

The Short Answer MMM ROI for small businesses is real and fast. The typical SMB spending $50K–$200K/month across 3–4 marketing channels sees 10–25% efficiency gains within 1–2 quarters of running Bayesian MMM via OptiMix—equivalent to $5K–$40K/month in additional revenue from the same spend base, often recovering the tool’s cost within 4–12 weeks. [Case Study: Regional…

Every business owner wants the same thing: more revenue per dollar spent on marketing. Yet most companies are running their ad budgets on autopilot — either sticking to the same channel split year after year or following the latest agency trend. Neither approach maximizes ROI. The Core Problem: Platform Siloes Each ad platform — Google,…

Digital ad costs are climbing across every platform — Google, Meta, LinkedIn, TikTok. The instinct is to cut budgets indiscriminately. But cutting the wrong campaigns turns a manageable efficiency problem into a revenue emergency. Cut digital advertising costs the right way: use data to identify what is actually working, then protect those campaigns while surgically…

[Case Study: Retail Chain, Unified Measurement] A 35-door retail chain had separate reporting for Google Ads, Meta, email, and in-store — no unified attribution model. Last-click showed email as the top performer at 4.8× ROAS, driving most budget decisions. Bayesian MMM run across all channels revealed email’s apparent performance was heavily inflated by last-click attribution…