The Truth About Social Ads

In this episode of The Truth About Social Ads, Jason Smith dives deep into one of the most controversial topics in digital marketing: why Return on Ad Spend (ROAS) is killing the profitability of your paid ads. While ROAS has long been considered the gold standard for measuring ad performance, Jason challenges this outdated metric and makes the case for Media Efficiency Ratio (MER) as the ultimate KPI for sustainable business growth.

Jason explains how an overreliance on ROAS can lead to short-sighted decisions, misaligned strategies, and stunted scalability. By focusing solely on individual campaign performance, businesses overlook the multi-channel customer journey and fail to grasp the bigger picture of their marketing efforts. With practical examples and real-world insights, Jason demonstrates how MER—calculated as total revenue divided by total media spend—offers a holistic view of profitability across all platforms, including Facebook, Google, TikTok, and email.

Throughout the episode, Jason breaks down the limitations of ROAS and outlines the benefits of shifting to an MER-driven approach. He shares actionable steps for calculating MER, adjusting team benchmarks, and optimizing ad spend to drive long-term growth. Whether you’re a business owner or a marketer, this episode provides the tools and mindset shifts needed to move beyond ROAS and focus on metrics that truly matter.

Discover why MER aligns better with overall business goals, is harder to manipulate, and provides a clear picture of your brand’s performance. If you’re ready to ditch the ROAS obsession and embrace MER for scaling success, tune in to this episode now. Plus, learn how Jason and his team at Spotlight Social Advertising can help you transform your approach to paid advertising. Don’t miss this eye-opening episode that could redefine how you measure success in digital marketing.

“ROAS measures individual campaigns, not business success—it’s like judging the health of a crop by just one plant.” - Jason Smith

Key Takeaways:

• The Problem with ROAS (Return on Ad Spend)

• The Importance of MER (Media Efficiency Ratio)

• Why Businesses Struggle with ROAS-Driven Goals

• Steps to Shift from ROAS to MER

Learn more about Jason Smith through the following links:

In today's episode of "The Truth About Social Ads," host Jason Smith dives into the contentious topic of using Advantage Plus Creatives to enhance ad performance on Facebook and Instagram. Jason acknowledges that while some brands find these AI-driven enhancements useful, many are frustrated by the loss of control over their branding. Throughout the episode, Jason walks listeners through the intricacies of Advantage Plus Creatives, demonstrating how it works within Facebook's Business Manager using a dummy account. He shares his perspective on which features are beneficial and which may detract from a brand's integrity, particularly for non-e-commerce businesses. With a focus on practical application, Jason provides actionable advice on optimizing ads without compromising on brand consistency, making this episode a must-listen for advertisers looking to navigate the complexities of AI-enhanced ad tools.

"Don't be fooled by the numbers—just because others are turning on features doesn’t mean they're seeing better results."

Key Takeaways:

• Understanding Advantage Plus Creatives

• Pros and Cons of Using Advantage Plus Creatives

• Walkthrough of the Advantage Plus Creatives setup within Facebook's Business Manager

Learn more about Jason Smith through the following links:

In today's episode of "The Truth About Social Ads," host Jason Smith dives into a crucial aspect of ad setup for e-commerce brands: deciding whether to send traffic to Facebook Shops or directly to a website. He explores the advantages and disadvantages of both strategies, emphasizing the importance of testing to determine the best approach for each business. Jason highlights how Meta (formerly Facebook) is pushing for integrated shopping experiences to keep users engaged on the platform. He discusses the nuances of setting up product catalogs, auto-tagging on Instagram, and optimizing campaigns. Throughout the episode, Jason shares insights from his extensive experience, offering practical advice on structuring ads to maximize profitability. He stresses the necessity of tailoring campaigns to different stages of the sales funnel, and encourages listeners to continuously test and adjust their strategies for optimal results. For those needing further assistance, Jason invites listeners to reach out for personalized guidance.

"Your ad strategy should be tailored to your specific business needs and goals."

Key Takeaways:

• Ad Setup for E-commerce Brands

• Testing Ad Strategies

• Advantage Plus Campaigns

• Practical Tips

Learn more about Jason Smith through the following links:

In this episode of "The Truth About Social Ads," host Jason Smith dives deep into the evolving landscape of social media advertising, specifically focusing on the significant changes in how Facebook and Instagram's AI algorithms handle ad placements. Jason emphasizes the critical shift from minor tweaks in ad elements to the necessity for substantial differences between ad versions to optimize performance in the ad auction. Drawing from insights gained at a recent exclusive Facebook training, Jason reveals that minor adjustments to headlines or images are no longer sufficient. Instead, advertisers must now create drastically different versions of ads to stand out. He shares practical strategies for adapting to these changes, such as testing entirely different copies, images, and videos to ensure each ad is unique. Jason also reassures listeners that, despite these changes, Facebook ads remain highly effective, with many clients still achieving impressive results. He encourages business owners and agencies to think creatively and strategically about their ad campaigns and offers resources for further guidance. For more details or personalized advice, Jason invites listeners to reach out directly or book a call through his website.

"Gone are the days of minor adjustments; now, ads need to be completely different to stand out."

Key Takeaways:

• Changes in Facebook and Instagram ads

• New ad strategy

• Tips on creating diverse ad copies and visuals

• Encouragement to think outside the box

Learn more about Jason Smith through the following links:

In this episode of "The Truth About Social Ads," host Jason Smith is excited to relaunch his podcast, bringing listeners invaluable insights and updates on social advertising across platforms like Facebook, Pinterest, TikTok, and Snapchat. Jason welcomes guest Tim Holloway, who has been instrumental in helping revive the podcast. They dive into the reasons for the hiatus, including Jason's busy schedule and the challenge of prioritizing the podcast amidst his professional commitments. The episode touches on the evolving landscape of social ads, emphasizing the complexity of running successful ad campaigns in the post-iOS update era. Jason shares his unique approach to strategic ad reviews, including live audits of clients' ad accounts and the importance of comprehensive testing. The conversation also highlights the necessity of using third-party reporting tools to ensure accurate tracking and the continued effectiveness of Facebook ads despite recent challenges. Overall, the episode provides a candid look at the realities of managing social ads and offers practical advice for businesses looking to optimize their advertising strategies.

"The landscape of running ads has become harder, but having a great team makes all the difference."

Key Takeaways:

• Challenges of Balancing Life, Business, and Podcasting

• Changes in the Ad Landscape

• Third-Party Reporting Tools

• Market Trends and Platform Performance

Learn more about Tim Holloway through the following links: