Make ROI Everyone’s Job
Why ROI Shouldn’t Stop at the Ads Dashboard
Most marketing teams measure “performance” inside Google Ads or Meta dashboards. But real performance marketing goes far beyond campaign data.
It’s rooted in how every part of your marketing organization, from creative to operations, connects to business results.
If your designers, copywriters, and social managers aren’t thinking in terms of ROI (or the bottom line), you’re not a performance marketing team, you’re complacent.
What Performance Marketing Really Means
Performance marketing isn’t just about ad optimization or analytics reports. It’s a mindset that ties every action, asset, and campaign to the bottom line.
Yes, keep an eye on:
Click-through rates (CTR)
Cost per acquisition (CPA)
Conversion rates
But those metrics are only one piece. The real question is:
Does this improve the company’s ROI?
If the answer’s no, it’s time to rethink that task, campaign, or workflow.
How to Drill ROI Across Your Team
Here’s where most teams fall short: they have creative, media, and content on repeat. The ad manager runs the numbers, the designer makes new creatives, and the email marketer sends the next newsletter, without considering the business impact.
To shift the mindset:
Assign ROI-linked goals to every role.
Designer: Conversion rate of landing pages or ad variants.
Email Manager: Email open rates and bookings.
Social manager: Engagement-to-lead ratio.
Share performance results weekly.
Show what worked, what didn’t, and what moved the needle.
Use data visualization dashboards that tie to revenue, not just engagement.
Encourage ROI-based creativity.
Ask, “Would this make someone convert?” instead of “Does this look good?”
Example: Turning a Design Into a Conversion Machine
I recently worked with a website designer, and I asked him to make a clear call-to-action button. The first idea was generic, a simple “Book a Call.” on the homepage.
I challenged him: If you were a new visitor, would you click that? The answer was no, because “Book a Call” is a huge ask (I’m afraid to call my own dentist let alone a random website). We went through some options and eventually landed on “Get a Free Growth Audit.”, which I love. It’s actionable, it’s catchy, and it’s different.
Same design effort, entirely different ROI impact.
Create a Culture that Rewards ROI
When your team wins, share the dividends. If a copywriter’s headline boosts sign-ups by 30%, celebrate it. ROI culture thrives when people see how their work impacts revenue directly.
Also, don’t demonize mistakes. In performance marketing, flops are data. Every failed test brings you closer to a scalable win. And remember, mistakes can be your friend.
The ROI Mindset in Action
To build an ROI-driven marketing team:
Define clear revenue-linked KPIs.
Remove vanity metrics that don’t convert.
Reward experimentation.
Review results as a team, not just by department.
When everyone’s aligned around ROI, performance becomes your culture.