Once you have followed the generic advice around match types and automated bidding, it’s easy to feel lost about how to further improve your ad campaigns.Well, here are five methods to kick your ads into high gear:1) Avoid relying on vulnerable cookiesThe 3rd party cookies used by Facebook and Google are increasingly unreliable, due to iOS 14 and ad blockers. You can’t trust you are really seeing the correct amount of visitors and events.So, verify the data with reliable 1st party cookies.Tools such as Fathom only collect a minimal amount of anonymous data. Others such as SegMetrics record each customer’s full journey by connecting the visitor cookie to their contact ID.2) Optimize for sales using Offline ConversionsGoogle and Facebook both support “Offline Conversions”. It is designed for uploading conversion data about purchases made in physical stores, but it is also ideal for purchase events such as:When sales happen after a long email funnelDeals closed on a sales or demo call Conversion from trial to paid subscriptionPayments that are collected on a separate websiteSales outside of the 7-day attribution windowYou can manually upload this conversion data each week using CSVs, or you can automate the process with SegMetrics’s Conversion Feeder. It feeds conversion data to the advertising AIs, without being impacted by iOS 14.3) Separate funnels for different lead typesLet\u2019s say you have two ads, one that will appeal to newbies and one that addresses a pain point of experienced folk. Visitors download a lead magnet and enter your email sequence.No information can be ideal for both of these groups. Yet they are usually all poured into the same sequence. It would be better to build out different content variations instead. Experiment with sending your leads into different funnels based on:Decision making stage First time buyers or switching from competitorsPain point that attracted themCompany size\/industryDemographics such as age or parent statusThat way you can send information specific to them, instead of trying to have mass appeal with each message.4) Measure success using LTV, not small eventsMeasuring success with PDF downloads or trial signups isn’t good enough.To make the most of your ad spend you need to see where your big spenders came from. Whether it\u2019s leads that turned into customers, trial signups that became paying subscribers, or customers that become repeat buyers.The attribution from ad platforms hides the fact that leads aren\u2019t converting into customers at an equal rate. SegMetrics users find that there\u2019s as much as a 3x variation in the LTV of leads from different campaigns, with some \u201csuccessful\u201d campaigns actually wasting their money.There is a range of tools (such as SegMetrics) that will track customer journeys from ad click to repeat purchases, so stop measuring success through proxy metrics.5) Test upsell combinations and strategiesBoosting the average order value (AOV) is a great way to get the most from your ad clicks.So, go ahead and run an A\/B test on your upsell. Or if you don\u2019t have an upsell, test a new strategy for promoting follow-up purchase. You could try:An upsell vs a downsellA delayed \u201cnext purchase\u201d suggestionOther complimentary productsOffers exclusive to existing customersOf course, you will ideally want to see whether people from different ad campaigns work best with different upsells instead of treating them as one uniform group of people. You could do this using the tags in your email platform, or with a few clicks using SegMetrics.