The 30% profit boost you're missing

June 27, 2025

Here are 3 advanced Meta ads insights anyone can apply.

#2 especially can yield up to a 30% profit boost, as reported by Andrew Faris.

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#1. Stop Paying for Conversions That Would’ve Happened Anyway

Meta’s default setting?
 ✅ Show your ad to the people most likely to convert.
 ❌ Not necessarily the people who need convincing.

That means you often pay for sales that were going to happen with or without the ad.

What we changed:
We turned on Incrementality Optimization — a new Meta feature that tells the algorithm:

“Only chase conversions that wouldn’t have happened without us.”

Awesome, right? 

⚠️ What’s going to happen:

[Incrementality results] will almost always look worse.

Just because the numbers look worse, doesn't mean they're actually worse. They should be more accurate and useful. Don't be afraid!

#2. The Hidden Campaign Type That Finds Your Highest-Spending Customers (the 30% boost)

Andrew Faris, a big DTC growth consultant, reminded the ecomm world of a huge mistake we’re nearly all making. 

Most people just run Meta ads on “Lowest Cost” — it’s the default.

But that means:

✅ You get easy wins

❌ You miss big spenders

Meta finds cheap conversions

But not the people who buy a lot

You scale faster

But leave profit on the table (up to 30% says Andrew)

What we’re doing now:
We added a Target ROAS (tROAS) campaign beside our cost/bid cap (same thing as Highest volume).

It tells Meta:

“Only spend if this person is likely to convert and spend more than average.”

✅ Why tROAS works:

“When you only run "Highest Volume" optimization (previously “Lowest Cost”), Meta shows your ads to people who are easiest to convert — not necessarily those who'll spend the most. Bid Caps and Cost Caps are both variations of this.

But Target ROAS bidding optimizes for “Highest Value," which means you start reaching folks that are likely to convert more often AND spend more money when they do.”

⚠️ Heads up though:

“Higher converting, higher spending audiences cost more. So EXPECT a higher CPM when you test tROAS campaigns.”

– Andrew Faris

#3. Go Broad to Go Deep (Google ads)

Why We’re Testing $0.02 Awareness Ads

For years, running TOF campaigns optimized for engagement felt like heresy.

Before: We needed purchases.
And optimizing for anything else just confused the system.

But now? We’ve served SnapPad ads to millions of RVers.
The pool of ready buyers is saturated.

So we’re experimenting with a new top-of-funnel strategy:

  • A video view campaign

  • Optimized purely for engagement (not conversions)

  • Designed to drive reach, build warm audiences, and influence branded search

At $0.02 per view, this is a low-risk test.

We’ll measure its impact on:

  • Purchase campaign CPAs

  • Retargeting performance

  • Google search volume for SnapPad and branded terms

The point: When scale plateaus, cheap engagement might be the best way to warm up your next million impressions.

Side note.

Google Ads still work if:

🔹 You pick the best keywords.
🔹 You don’t invest in brand terms.
🔹 Focus on non-brand search, Shopping, and Performance Max campaigns that can actually bring in new customers.
🔹 You run incrementality testing. That is, a holdout test.

Hope this help! Let me know if you have any trouble implementing all of this.

Talk soon,

Kent

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