How to Achieve 60x ROAS: A Data-Driven Framework

When I achieved 60x ROAS for Harvey’s Furniture, the UK’s largest furniture retailer, it wasn’t magic. It was systematic application of attribution, bid strategy, and creative optimisation working together.

This framework breaks down the exact methodology, so you can apply the same principles to your campaigns.

Why Most ROAS Calculations Are Wrong

Before optimising for ROAS, ensure you’re measuring it correctly:

• Attribution window matters: A 7-day window shows different ROAS than 28-day
• Include all costs: Agency fees, creative production, landing page development
• Revenue accuracy: Are you counting gross or net revenue? Returns?
• Cross-device tracking: Mobile research to desktop purchase is common

The Foundation 60x ROAS required implementing Google’s footfall measurement, making Harvey’s one of only 4 retailers globally using the most mature version at the time. This connected online ads to in-store purchases, revealing the true value of digital campaigns.

The Three Pillars of High ROAS

Pillar 1: Precise Audience Targeting

High ROAS comes from showing ads to people ready to buy, not just interested in browsing:

• Intent signals: Target high-purchase-intent keywords, not just category terms
• Audience layering: Combine demographics with behaviour (in-market + affinity)
• Customer match: Upload customer lists to find similar high-value buyers
• Exclusions: Actively exclude recent purchasers and unlikely converters

Pillar 2: Bid Strategy Aligned to Margin

Different products deserve different bids:

• High-margin products: Aggressive bidding justified, can sustain higher CPA
• Low-margin products: Tight efficiency required, every click must count
• Loss leaders: Accept lower ROAS if they drive repeat purchases
• Seasonal adjustment: Increase bids during high-conversion periods

Pillar 3: Creative That Qualifies

Your ad creative should pre-qualify clicks:

• Price in ad: Reduces clicks from people outside budget range
• Clear product imagery: Sets accurate expectations
• Specific benefits: Attracts serious buyers, not browsers
• Strong CTA: “Shop Now” attracts buyers; “Learn More” attracts researchers

The Optimisation Cycle

Daily: Monitor and React

• Check budget pacing: are you spending efficiently?
• Identify any sudden performance drops
• Pause underperformers before they waste budget

Weekly: Analyse and Adjust

• Review ROAS by campaign, ad group, and product
• Reallocate budget from low to high performers
• Test new ad variations against controls
• Update negative keywords based on search terms

Monthly: Strategic Review

• Assess overall account health and trends
• Plan for upcoming seasonal changes
• Review competitive landscape
• Update bidding strategy based on business changes

Advanced Tactics for Exceptional ROAS

Omnichannel Attribution

For retailers with physical locations, online-to-offline attribution unlocks hidden value:

• Store visit tracking: Measures foot traffic from ad exposure
• Offline conversion import: Connect in-store sales to online campaigns
• Call tracking: Attribute phone enquiries to driving campaigns

Margin-Based Bidding

Move beyond ROAS to profit-based optimisation:

• Feed margin data into bid algorithms
• Bid more aggressively on high-margin products
• Accept lower ROAS on items with better profit contribution

Audience Segmentation

Not all customers are equal:

• New vs returning: Returning customers convert higher; bid accordingly
• High-value segments: Past high spenders warrant premium acquisition costs
• Geographic: Some regions convert better than others

Common ROAS Killers

1. Broad match without controls: Attracts irrelevant traffic
2. Ignoring negative keywords: Wastes budget on unqualified searches
3. Set-and-forget bidding: Markets change; bids must adapt
4. Poor landing pages: Great ads to bad pages = wasted spend
5. Wrong attribution model: Last-click overvalues bottom-funnel

Building Your ROAS Framework

Start with measurement. Until you trust your ROAS calculation, optimisation is guesswork.

Then systematically apply the three pillars: audience precision, margin-aware bidding, and qualifying creative. The combination compounds. Each improvement multiplies the others.