How to increase your ROAS by increasing your overall conversion rate
If you’re running Meta ads or you’re about to venture into it then keep reading…
This is part of my job that I really love getting stuck into. From optimising the website, to producing creative with a great hook, building landing pages and analysing all the data - the geek in me just loves it.
I often see it done so poorly and it’s super frustrating when it leaves them thinking ads don’t work! Yes there are some instances where there's not enough margin to use ads but 9 times out of 10 it’s poor execution.
I’m on a mission to change this. So today I’m sharing with you something no one ever considers…
Want better ROAS? Start with your website.
If you’re running ads but not seeing the return you'd hoped for, or…you’re seeing a good return but want it to be even better, then this is for you! Before you throw more money at Meta or rewrite your ad copy for the tenth time, take a step back and ask yourself the following:
Is my website actually converting the traffic I’m paying to bring in?
Because here’s the thing, you don’t always have an ads problem. It can actually be a conversion problem.
Say you spend £500 and bring 1,000 people to your site. If your conversion rate is 1%, you’ll get 10 orders.
But if you nudge that rate up to 2%? You’ve now got 20 orders from the exact same traffic.
That’s double the revenue, without increasing your ad spend by a single penny.
Your ROAS just doubled. More sales, more profit, same budget.
Why conversion rate is the real ROAS booster
Think of your ads like sending out invites to a party. They’re doing the job of getting people to show up. That’s the main focus with ads - you should be focusing on getting the click to begin.
But your website? That’s the party itself.
If it’s confusing, slow, or just not vibing with what people expected…they’re not sticking around. It really is as simple as that.
And right now, with the cost of ads creeping up, the smartest way to boost your ROAS is to make sure your website actually converts the people your ads are sending over.
You might not need better ads, you might just need a better converting website
So before you start messing with your audiences, upping your budget, or panicking about CPMs, take a closer look at your site.
If you’ve got a leaky bucket, adding more water won’t help.
But plug the holes, improve your customer journey, fix the friction, and build trust, and suddenly, your ads start working so much harder for you.
So what can you actually do?
Here’s 10 practical things you can do to boost your conversion rate, make your ads work harder, and get that ROAS up where it should be.
1. Get clear on what you’re asking the customer to do
If your product page is a mess of options, images, or distractions, the customer won’t know what to do next. Every page should have one clear job. Want them to buy? Make the CTA big, bold, and simple.
2. Make sure your page matches the ad
If your ad says “30% off bestselling candles” and the landing page just shows a generic homepage, they’re gone. You need ad to page alignment which means no surprises.
3. Speed will lead to sales
Your site should load in under 3 seconds, especially on mobile. Every extra second kills conversions. Check your site on your phone (not just desktop!) and be brutal.
4. Add reviews, UGC and real photos
People buy from people. If they can see other happy customers using your product, especially with real photos or videos, it builds trust fast. No reviews yet? Start asking. Incentivise it.
5. Remove friction in the checkout
Reduce the number of steps to buy. Offer guest checkout. Don’t ask for information you don’t need. Add PayPal, ShopPay, Apple Pay, anything that makes it quicker to part with their money.
6. Clarify delivery and returns
Vague info will lead to no sale. Be specific. How long delivery takes, what it costs, how returns work. The less uncertainty, the higher your conversion rate.
7. Use landing pages (not just product pages)
When you’re running paid ads, a good landing page can double or triple your conversion rate. If you’re worked with me before you’ll know I’m big on these. It lets you tell a story, pre-empt objections, add social proof, and guide the customer to buy. If you want an example of these drop me a reply.
8. Tweak your copy
Stop describing the product and start selling the transformation. What does the product do for the customer? How does it fit into their life? What problem does it solve? People don’t buy socks, they buy warm feet on cold mornings.
9. Capture the almost buyers
Run an exit intent popup with a discount code or free shipping offer. Add a reminder email if they abandon cart. Retarget them with a product focused ad. If they nearly bought, don’t give up on them.
10. Test, don’t guess
Sometimes the smallest tweaks (button colour, headline, layout) make a huge difference. Don’t assume, test. Use heatmaps, scroll recordings, or even customer interviews to see what’s stopping them from buying.
You can’t scale ads until you fix the foundation.
If your site is converting poorly, scaling your ads just scales your losses.
But once your site is optimised, every £1 you spend on ads can bring back £3, £5, £8 or more. And that’s when things get fun.
Want help making your ads work harder?
If this sounds like what you should be doing but you’re not sure where to start, I have 2 options for you.
Inside my Membership, I break down exactly how to optimise your website for conversion.
Or…become a client and let us support you with your Meta ads. We build amazing landing pages, optimise your site and really get your ads firing on gas.