Meta’s New “Maximise ROAS” Goal: What It Really Means

What is it

Meta’s latest update flips the focus from ‘spend more, sell more’ to ‘spend smarter, profit more’. The new Maximise ROAS performance goal means Meta now optimises around return, not just revenue.

What’s Changed

Before: campaigns chased conversion value. Great if you wanted top-line growth, but not always efficient.
Now: the system prioritises conversions that deliver the highest return per pound spent.

In plain English, Meta will go after the customers who make you the most money, not just the ones easiest to convert.

Why It Matters

• Efficiency first: You’ll see fewer cheap conversions that don’t add up to profit.
• Profit-driven optimisation: High-value buyers and loyal repeat customers now take centre stage.
• Budget control: If your target ROAS isn’t being met, Meta may slow or pause spend instead of wasting your budget chasing low-value sales.

How to Use It

1. Set a realistic ROAS target. Start with what you’ve historically achieved and build up.
2. Feed Meta the right data. Make sure your events have clear values; the algorithm only learns what you teach it.
3. Test smartly. Run this goal on proven campaigns first; once consistent, expand to others.
4. Keep creative tight. Profit-focused goals mean your ads need to work harder. Clear offers, stronger value props, sharper messaging.

Watch Your Metrics

Your KPIs now shift from volume to value:

• ROAS (Return on Ad Spend)
• Average Order Value
• Cost per Purchase
• Revenue per Impression

Track how these move together. That’s where the real insight lives.

Final Word

Meta’s “Maximise ROAS” goal isn’t just a toggle; it’s a mindset shift. It rewards brands who understand their numbers, not those who throw budget at the wall.

At Paladin, our approach stays the same: data-led strategy, creative that sells, and budgets that perform.

Because performance isn’t about spending more. It’s about spending smarter.