I would improve Meta ad ROI by staying close to the customer. Historically, Meta’s algorithm performs well with broader targeting when conversion data is strong. Start broad, then refine to a more targeted approach, and test various types of content. I’d typically test various hooks, UGC vs polished brand content, static vs carousel vs short-form video, different CTAs, and pain points. The possibilities are endless!

My strategy for optimizing email campaigns comes down to sending the right message to the right audience at the right time! I take a data-driven approach based on past high-performing emails. What formats did well? What headlines? Using A/B testing, I make decisions based on KPIs - not vibes.