Many Australian SMEs find themselves running marketing campaigns that simply aren’t delivering a return. It’s a frustrating situation, but often fixable. We see it time and time again – campaigns launched with good intentions, but lacking the crucial elements to convert spend into revenue. The good news is, turning things around doesn’t always require a complete overhaul. It’s usually about smarter analysis and focused adjustments.

The first step is honest assessment. Too often, businesses look at vanity metrics – likes, shares, website visits – instead of focusing on what truly matters: cost per acquisition (CPA) and return on ad spend (ROAS). We need to understand exactly how much each customer is costing you to acquire through each channel. If your CPA is higher than your average customer lifetime value, you’ve got a problem.

Here are a few key areas we focus on when rescuing underperforming campaigns:

• Audience Refinement: Are you targeting the *right* people? Broad targeting wastes budget. We utilise detailed demographic and interest-based targeting, and increasingly, lookalike audiences based on your best existing customers.
• Conversion Rate Optimisation (CRO): Driving traffic is only half the battle. Your landing pages and website need to be designed to convert visitors into leads or customers. Simple A/B testing of headlines, calls to action, and form fields can make a huge difference.
• Channel Allocation: Not all channels are created equal. Perhaps your Facebook ads are underperforming, but your Google Search campaigns are strong. We analyse performance across all channels and reallocate budget to those delivering the best ROAS.
• Creative Fatigue: Australians are bombarded with advertising. Your ads need to be fresh and engaging. Regularly rotating ad copy and visuals prevents your audience from becoming blind to your message.

Don’t underestimate the power of tracking. Implementing robust conversion tracking – using tools like Google Tag Manager – is essential. This allows us to accurately measure campaign performance and identify areas for improvement. We also recommend regular reporting, not just monthly, but weekly during optimisation phases.

Ultimately, turning unprofitable campaigns into revenue drivers is about data-driven decision making. By focusing on CPA, ROAS, and continuous optimisation, you can ensure your marketing spend is working hard for your business. If you’re unsure where to start, a comprehensive marketing audit is a great first step to identify opportunities and unlock hidden potential.