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

Meta has introduced a new performance goal called Maximise ROAS, which shifts the focus from chasing volume to driving actual return.

Previously, the majority of campaigns utilising "Maximise Conversion Value" were looking to drive as much revenue as possible. Sounds good in theory, but in practice, it meant clients were frequently wasting budget on lower-value purchases. This new goal is changing that. Meta now looks at how much profit each conversion is delivering and pushes spend to customers who are genuinely valuable.

In short, it's about quality over quantity.

You may see fewer overall conversions, but the ones that come through should be worth more. And if your campaigns aren't performing efficiently, Meta will hold back spend instead of burning through budget for the sake of activity.

Here's how we're approaching it at Paladin.

Set realistic ROAS targets to begin with, based on what you already know works. If your account averages 3x, build from there. Unrealistic targets will only stall delivery.

Then, ensure your event values are correct. Meta needs to understand what a "good conversion" is. It can't make smart decisions if the data isn't clean or if the value signals are off.

Employ this objective first on established campaigns that already have solid performance data. Once you've seen stable results, then test it on new ones.

And as always, your creative and offer matter most. Higher-value actions mean your ads need to communicate stronger reasons to buy-clear pricing, solid offers, and proof of value.

When tracking performance, shift your focus. It’s no longer about how many conversions you get, but how much value they bring. Key metrics to monitor are:

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

At Paladin, we've always built campaigns around efficiency and clarity. The brands that win know what drives profit - and double down on it. Because effective marketing isn't about spending more. It's about spending smarter.