True Story I have seen multiple times Phase 1: Brand comes across an agency who claims to improve ROI within 3 months without increasing spends. Founder is intrigued and onboards the agency Phase 2: The agency very smartly starts allocating more budgets to brand search ads and remarketing ads to existing customers. Naturally, overall ROI on ads look better as people who are already searching for your product/brand, and have previously purchased your brand converts much easier than non aware audience. Founder is elated Phase 3: After few months, founder realizes that even though ROI on ads has improved, the overall sales numbers haven't gone up. He is little worried now but still thinks since ROI has improved, maybe they are doing something right Phase 4: The sales begin to decline. Now the founder is extremely worried and the agency accepts that they were allocating more and more budget to bottom funnel to improve ROI. And the funnel got exhausted and now they need to put more money in top/mid funnel campaigns Phase 5: The moment the agency increases top funnel spends, the ROI is much much poorer than what it was when the agency was onboarded. Founder fires the agency, but by this time the organization would have lost a good 6-12 months and some money While it might seem this founder is extremely stupid, but you will not believe how many people fall for this. You can replace branded search with any non-incremental things like affiliate marketing, Amazon branded search etc, but the concept still holds true Whenever you are reading any report/dashboard that your performance marketing team or agency sends, always ensure that the campaigns which bring incremental revenue and the campaigns which don't bring fully incremental revenue are separated and judged differently Attribution( taking credit for sales) will get a raise for the marketing team and the agency. Incrementality( ads that bring sales which wouldn't have happened if not for the ads) is what will grow your business. Make it the North Star of your marketing efforts Also, if you find someone who says they are going to increase ROI/ROAS in 3 months, run away. And don't look back at them ;)