{"id":1449,"date":"2026-06-17T18:07:16","date_gmt":"2026-06-17T18:07:16","guid":{"rendered":"https:\/\/americanhomejournals.com\/?p=1449"},"modified":"2026-06-17T18:07:16","modified_gmt":"2026-06-17T18:07:16","slug":"the-new-roas-rules","status":"publish","type":"post","link":"https:\/\/americanhomejournals.com\/?p=1449","title":{"rendered":"The New ROAS Rules"},"content":{"rendered":"
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Today’s marketers are under more pressure than ever to prove that their work has real revenue impact \u2014 that marketing is not a cost center but a growth engine for the business. But when campaigns are optimized for clicks, impressions, or surface-level engagement alone, budget flows toward the metrics that look good in a deck rather than the ones that move the pipeline, a problem LinkedIn has coined as “Bullspend.”<\/p>\n

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“Think about numbers that look incredible on a dashboard, you can show the arrows going up, but when the next question comes about \u2014 how did they move the business forward? \u2014 that’s when you get that awkward silence in the room,” explains Keith Browning, director of global brand marketing at LinkedIn.<\/p>\n

It’s something that Loreal Lynch, chief marketing officer at Jasper, has experienced during her extensive career in the marketing industry. When it came time to market Jasper’s major rebrand in June 2025 \u2014 repositioning the AI platform from a writing assistant to a multi\u2011agent content automation platform designed to transform how marketers work \u2014 she knew a more outcomes- driven approach would ensure their time and money were going to the right places.<\/p>\n

<\/p>\n

“We couldn’t rely on vanity metrics.”<\/q>Loreal Lynch, chief marketing officer at Jasper<\/cite><\/p><\/blockquote>\n

<\/es-blockquote><\/p>\n

“We needed to convert rebrand momentum into measurable business growth: pipeline growth, high-quality leads, and really clear ROI on spend,” Lynch notes. “We couldn’t rely on vanity metrics.”<\/p>\n

Finding the right metrics was its own challenge. Impressions and likes alone weren’t going to cut it. “I couldn’t go back to my board and say, ‘We got in front of this many eyeballs.’ I had to tell them how much revenue this drove for the business,” Lynch says. Her leadership, in other words, had no patience for Bullspend.<\/p>\n

Yet bottom-of-the-funnel data didn’t tell the whole story, either. “Early on, I think we were weighing straight lead generation too heavily,” Lynch says. They ended up with plenty of inbound demand \u2014 just from the wrong buyers, ones looking for what Jasper used to offer rather than the platform it had become.<\/p>\n

A connected, full-funnel approach to measurement<\/h2>\n

Thanks to a strategic marketing partnership with LinkedIn, Lynch and her team could see the full impact of their campaigns.<\/p>\n

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Instead of looking at any numbers in isolation, they’re able to look at them in aggregate and connect the dots more easily, shares Lynch. For example, a carousel ad featuring a customer story might not drive an immediate download \u2014 but when Lynch’s team could see that the same accounts engaging with that ad were later requesting demos, it revealed that thought leadership content was doing more work than they’d given it credit for.<\/p>\n

<\/p>\n

“You can’t feed the bottom of the funnel without feeding the top first”<\/q>Loreal Lynch, chief marketing officer at Jasper<\/cite><\/p><\/blockquote>\n

<\/es-blockquote><\/p>\n

“Our initial results showed that demo requests were actually up 14%, which is interesting because we put so much of our budget toward brand awareness,” she says. “But I’ve always said \u2014 and I think this campaign showed it \u2014 that you can’t feed the bottom of the funnel without feeding the top first. LinkedIn was able to help us track that the whole way through.”<\/p>\n

Better measurement leads to more impactful momentum<\/h2>\n

Seeing the full picture changed the internal conversation and gave them data to inform their strategy moving forward. “Embracing this full-funnel strategy allows us to get more refined with who we’re going after, making sure it’s the right people,” Lynch says. With that clarity came the confidence to invest in the right places \u2014 and the results followed, with a 226% surge in qualified leads and 40% reduction in cost per lead.<\/p>\n

Cindy Nguy, marketing manager at HP, shared that her team found similar success when implementing more nuanced measurement capabilities to improve their spending strategy. Specifically, they used LinkedIn’s Conversions API (CAPI), which allows marketers to connect campaigns to online and offline business results. “Once we could clearly see the ROI from our campaigns, scaling investment was a no-brainer,” she shares. “CAPI turned insights into actionable strategies that fueled real growth.”<\/p>\n

The takeaway is simple: Marketers looking to cut costs without hurting impact need to stop optimizing for what’s easy to measure \u2014 and start optimizing for what actually matters. “You reduce waste by making every impression accountable,” explains Browning.<\/p>\n

See how LinkedIn can help you cut the Bullspend and measure what actually matters.<\/p>\n

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This <\/em>sponsored post<\/em> was created by BI Studios with LinkedIn.<\/em><\/p>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

Discover how marketers use LinkedIn to improve ROI, reduce wasted spend, and drive measurable business results.<\/p>\n","protected":false},"author":1,"featured_media":1448,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting"],"yoast_head":"\nThe New ROAS Rules - American home journals<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/americanhomejournals.com\/?p=1449\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New ROAS Rules - American home journals\" \/>\n<meta property=\"og:description\" content=\"Discover how marketers use LinkedIn to improve ROI, reduce wasted spend, and drive measurable business results.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/americanhomejournals.com\/?p=1449\" \/>\n<meta property=\"og:site_name\" content=\"American home journals\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-17T18:07:16+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/americanhomejournals.com\\\/?p=1449#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/americanhomejournals.com\\\/?p=1449\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/americanhomejournals.com\\\/#\\\/schema\\\/person\\\/a3bb30439d8074c26cddd2e4af7af957\"},\"headline\":\"The New ROAS Rules\",\"datePublished\":\"2026-06-17T18:07:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/americanhomejournals.com\\\/?p=1449\"},\"wordCount\":806,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/americanhomejournals.com\\\/?p=1449#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/americanhomejournals.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/0c049d85aac09632f46f121482f00bdb.webp\",\"articleSection\":[\"Interesting\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/americanhomejournals.com\\\/?p=1449#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/americanhomejournals.com\\\/?p=1449\",\"url\":\"https:\\\/\\\/americanhomejournals.com\\\/?p=1449\",\"name\":\"The New ROAS Rules - 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