Unlike e-commerce, mobile and desktop users are not created equal. Potential customers will discover you on their phone (awareness), but likely not sign-up (conversion). They will, however, go search for you once they're back on their laptop and sign up there.

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Problem: It might seem like you should turn off mobile ads because conversion costs are higher, but that will eliminate awareness and your conversions will suffer.

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Simple Solution: Duplicate and split your campaigns by 'mobile' and 'desktop + tablet' traffic.

(Implementation time: 25 minutes)

• Once the campaigns are split, force each campaign to serve ads on ONLY those devices.
• Match the budgets of the new 2 campaigns to what the original campaign was driving.
• Experiment with the budgets: reduce the mobile spend by 15%, and increase the desktop campaign by 15%. Repeat this until your ads don't perform any better, and go back a little.

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Advanced Solution: Third-party attribution.

(Implementation time: Several days)

The only better solution than the simple one above, is to understand from day 1 who's becoming aware, who's converting, and why they're converting. As a marketer, you want to know this independent from the channel (SEO, Facebook Ads, Google Paid, LinkedIn, etc) and regardless of whether website users opt-in cookies.

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For this, you need better attribution. We use Cometly, it's expensive, but the BEST option for B2B Tech and SaaS. Which is why we use it for every client. The other viable options are:

• Hyros - Good for Tech & SaaS, OK implementation and support.
• TripleWhale - Great for e-commerce, less than OK for Tech & SaaS.

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Explanation

What you're trying to achieve with this budget optimization is the right awareness-to-conversion ratio. If you are:

• Reaching 100 people > only 1 sign-up = Good awareness, bad conversions.
• Reaching 10 people > 2 sign-ups = Bad awareness, good conversions.

You want to reach 50 people and have 10 sign-ups = Good awareness, and good conversions.