How to Boost Digital Marketing ROI: Strategies for CEOs and Managers
When you’re leading a business, every pound counts.
And digital marketing — for all its buzz — is only valuable if it delivers a return.
But many CEOs and managers still struggle to answer one simple question:
“Is our marketing actually working?”
This guide breaks down how to measure, manage, and multiply your digital marketing ROI — in plain English.
Let’s get into it.
What Is Digital Marketing ROI?
ROI stands for return on investment.
In digital marketing, it tells you how much revenue you earned compared to how much you spent.
Basic ROI formula:
(Revenue from Marketing – Marketing Cost) / Marketing Cost x 100
Example:
Spend £5,000 → Earn £15,000 → ROI = 200%
In other words, every £1 you spent brought in £3. That’s a net gain of 2x your investment.
Simple in theory. More complex in practice.
Why ROI Should Matter to CEOs and Managers
As a business leader, your role isn’t to manage campaigns — it’s to evaluate performance and allocate resources wisely.
Knowing your digital ROI helps you:
- Justify your marketing spend to stakeholders
- Set smarter budgets
- Identify what’s driving real growth
- Cut waste and improve margins
If your team can’t show how marketing connects to revenue, you’re flying blind.
Average ROI Benchmarks for Digital Marketing
Different channels yield different returns.
Here are general benchmarks for 2025:
Channel | Average ROI |
Email marketing | 3,600% (yes, really) |
SEO | 500–1,200% |
Google Ads | 200–800% |
Social Media Ads | 150–400% |
Content Marketing | 300–800% |
These are broad ranges.
Your actual ROI depends on strategy, execution, industry, and customer lifetime value.
How to Calculate Your Digital Marketing ROI
Use this 4-step process:
- Define success
Is it revenue? Leads? App installs? Set your goal first. - Track every campaign
Use UTM links, Google Analytics 4, and CRM data. - Attribute revenue correctly
Multi-touch attribution gives a clearer picture than “last click”. - Calculate net gain
Subtract costs from returns, then divide by cost and multiply by 100.
Example:
- Cost: £10,000
- Revenue: £30,000
- ROI = ((30,000 – 10,000) / 10,000) x 100 = 200%
What’s Considered a Strong ROI in 2025?
Here’s a rough guide:
ROI Range | Verdict |
0–100% | Needs improvement |
100–300% | Decent return |
300–500% | Strong performance |
500%+ | Top-tier result |
Don’t just aim for a number. Ask:
- Are these customers repeat buyers?
- What’s the long-term customer value?
- Are we factoring in brand lift or referrals?
Common Pitfalls in Measuring Marketing ROI
Here’s what trips up most teams:
- Measuring vanity metrics (likes, shares) instead of revenue
- Ignoring indirect value like brand trust or lead nurturing
- Focusing only on last-click attribution
- Lack of integration between marketing and sales systems
- Short-term mindset: Some strategies (like SEO) take time
Fixing your measurement methods can boost ROI without changing a single ad.
10 Proven Strategies to Improve Digital Marketing ROI
1. Focus on High-Intent Keywords
Stop chasing vanity traffic.
Optimise your content and ads around keywords with buying intent like:
- “best CRM for law firms”
- “accounting software UK comparison”
2. Use Marketing Automation
Automated email sequences, lead scoring, and dynamic landing pages save time and convert more.
Platforms like HubSpot and ActiveCampaign pay for themselves quickly.
3. Double Down on Retargeting
Retarget website visitors with specific, personalised ads.
They’re 3–5x more likely to convert than cold traffic.
4. Align Sales and Marketing
When sales and marketing teams share data and goals, conversion rates improve across the board.
5. Segment Your Audience
Tailor messages to different personas, sectors, or stages of the funnel.
More relevant = higher ROI.
6. Improve Site Speed and UX
Slow websites kill conversions.
Use tools like Google PageSpeed Insights or Lighthouse to optimise.
7. Test Landing Pages
A/B test your headlines, CTAs, layouts — even colours.
Small tweaks can lead to big lifts in performance.
8. Invest in SEO
Unlike ads, SEO compounds over time.
Focus on long-tail content and pillar pages to drive traffic without ongoing spend.
9. Track Micro-Conversions
Don’t just track final sales.
Track smaller actions: form fills, video views, downloads.
They show what’s working earlier in the funnel.
10. Trim Underperforming Channels
Cut the fat.
Review your ROI by channel quarterly. Pause or pivot what isn’t working.
Challenges CEOs Face When Tracking ROI
1. Lack of Clear Attribution
“Where did this lead come from?”
If your team can’t answer that, ROI gets muddy fast.
2. Long Sales Cycles
B2B deals take months. That makes real-time ROI tracking harder — but not impossible with proper CRM integration.
3. Multiple Decision-Makers
A click isn’t always a conversion.
Several people may influence a sale, which clouds attribution.
4. Marketing-Sales Disconnect
If your teams use different tools or KPIs, you’ll never get an accurate picture of ROI.
Fix your data integration first.
Final Thoughts on ROI and Leadership
If you’re in the C-suite or managing a team, understanding and improving ROI is one of the smartest ways to grow your business.
The numbers don’t lie.
And when you track, optimise, and double down on what works, you’ll not only hit your targets — you’ll exceed them.
FAQs
What is a good digital marketing ROI?
Anything above 300% is considered strong. But it depends on your margins, industry, and customer lifetime value.
How often should I measure digital marketing ROI?
At least monthly. But review campaigns in-depth quarterly to spot patterns and seasonal trends.
Which digital channel has the highest ROI?
Email marketing still tops the charts, often delivering £30–£40 for every £1 spent.
What if I can’t track revenue directly to campaigns?
Use lead scoring, CRM tags, and first-touch/last-touch attribution models to get closer. Not perfect — but better than guessing.
Should CEOs personally review marketing ROI?
Not necessarily daily — but at least once a month. ROI is your clearest indicator of marketing health.
