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How to Generate 70x ROAS With Your Social Ads

Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By
Ray Buckner

Daniel Lemin

Convince & Convert
Ray Buckner

Hannah Tooker

Ray Buckner

Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

Sponsored by: ICUC

To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Michael Melaro, Sr. Director of Retail Performance, and Kate Wolcott Rizzo, Sr. Creative Manager, of The Wellsville Group, join the Social Pros Podcast to discuss maximizing the return on social ads.


Maximize Your Social Ads

Social media has often been pitched as a way to reach a worldwide audience cheaply and easily. While this is true, it’s a bit of an oversimplification when talking about social ads.
Many businesses, especially those starting out, can fall into the trap of an “If we build it, they will come” mentality. While your social ads have the potential to reach everyone, they probably shouldn’t. Rather than starting your funnel as widely as possible and targeting later, you can maximize your returns by targeting from the top.
As The Wellsville Group has found, understanding your audience and targeting your top-of-funnel social ads means you can put more of your money into the bottom-of-funnel content. In this way, you can stop wasting dollars pushing ads out to people who have no interest, while investing in those who will actually bring returns.

In This Episode

  • How to manage social for infrequently purchased products.
  • How to incorporate social listening and user-generated content.
  • Why your employees should be part of your social strategy.
  • How to target content for different regions.
  • How to use triggers to build new audiences.

Quotes From This Episode

“Some of our most successful campaigns have been based on listening.” — Michael Melaro
We don't have to be as targeted at the bottom of the funnel because we've already targeted earlier in the process. Click To Tweet
“A lot of things come and go, but we believe that Facebook gives us the most powered versatility in targeting.” — Michael Melaro


See you next week!

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