How to Increase ROAS on Meta Ads: The 5 Most Effective Levers in 2025

Improving ROAS on Meta Ads has become more nuanced in 2025. With the rollout of Meta’s Andromeda system and the platform’s increasing reliance on automation, many traditional tactics have become less reliable - while new patterns and performance levers have become far more important.

This article breaks down the five levers that consistently drive higher ROAS today, based on publicly available Meta guidance, industry data, and patterns commonly seen across stable performance accounts.

1. Creative Volume and Variety (More Important Than Ever)

In the Andromeda era, Meta’s own documentation has emphasized that advertisers should provide more creative options - not fewer.

Why?
Because the system relies on a large pool of creative assets to test different combinations of:

• format
• angle
• hook
• visual structure
• audience match

Meta has repeatedly stated that creative diversification is one of the strongest ways to improve delivery and ROAS.

What to do:

• Provide 8–12 creatives per ad set (not 2–3).
• Use varied formats: UGC, product demos, slideshows, statics, testimonials, POV shots.
• Refresh weekly or bi-weekly at higher spend levels.
• Test different “first-second hooks” - they disproportionately affect ROAS.

2. Run a Portfolio of Audiences (Not Just Broad)

Broad targeting performs well when an account has strong signals and strong creative variety. But for many advertisers - especially DTC and niche products - running only broad limits ROAS.

A better approach in 2025:

Run a diversified audience portfolio, such as:

• Broad
• Interest clusters
• Lookalikes
• Historical winners
• Seasonal or campaign-specific audiences
• High-performing audience groups identified from past data

This aligns with Meta’s automated exploration but gives the system more distinct “starting points.”

3. Conversion Rate Is the Silent ROAS Multiplier

Most advertisers try to fix ROAS inside Ads Manager - but the biggest multipliers usually sit outside of it.

Conversion rate lifts have disproportionate impact.

Ways to lift conversion rate:

• Speed improvements (Meta strongly weights landing page performance)
• Simplified checkout
• Stronger value props above the fold
• Better product demonstration
• Social proof blocks
• Multi-unit or bundle offers
• Removing unnecessary distractions from the landing page

Improving ROAS becomes dramatically easier when conversion rate rises.

4. A More Stable Budget Strategy

Many ROAS declines happen not because ads are “bad,” but because budget movements are too aggressive.

Behaviours that hurt ROAS:

• Rapid vertical scaling (20 → 80 → 200 in one move)
• Launching too many new ad sets at the same time
• Constant pausing and restarting
• Scaling on unstable days
• Changing budgets without allowing learning stability

Behaviours that help ROAS:

• Scaling 20–30% at a time
• Horizontal scaling
• Scaling only when performance is trending upward
• Avoiding scaling during heavy competition windows

Stable budgets → stable learning → higher ROAS.

5. Refreshing Fatigued Audiences and Creatives

ROAS often drops because audiences become temporarily saturated or creatives become overexposed, especially during scaling.

Signs of fatigue:

• Rising CPMs
• Dropping click-through rates
• Results declining after 3–10 days
• Strong audience suddenly collapsing
• Frequency rising too quickly

Solutions:

• Introduce new creatives
• Rotate audiences (rest periods restore performance)
• New hooks even if format is similar
• Reintroduce old winners after 1–3 weeks
• Avoid repeating the same audience–creative combo indefinitely

Bringing It All Together

Increasing ROAS in 2025 isn’t about tricks or hacks - it’s about combining the levers that matter:

• Creative variety
• Audience diversification
• Conversion rate improvements
• Budget stability
• Refresh rhythms

Meta’s automation is powerful, but it still requires the right inputs to deliver strong ROAS consistently.

Optional Note on Tools

Some advertisers use analysis tools - such as CrystalGate - to identify:

• historical ROAS patterns
• audience fatigue windows
• rebound periods
• consistently outperforming audience groups
• when performance dips are temporary vs meaningful

Whether you track this manually or through software, consistent trend analysis makes your ROAS decisions clearer and more confident.

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