AI isn’t here to replace marketers — it’s here to make our work smarter, faster and more effective. At WRL, we’re using AI across five key areas to help our clients get more from every dollar spent on social ads. Here’s how AI can improve social media ROAS (return on ad spend): 

1. Audience & Targeting 

AI helps us find the right people to show ads — not just anyone who happens to scroll by. It looks at patterns in online behavior, job titles, interests and engagement history to predict who’s most likely to click, fill out a form or make a purchase. 

Instead of us guessing who might be interested, AI analyzes thousands of signals behind the scenes and builds smarter audiences automatically. It can even learn who did engage and adjust future targeting to find more people like them. 

Our team still defines who we’re trying to reach. AI simply helps refine and expand that audience faster. It’s a way to strengthen the strategy, not replace it. 

ROAS Impact: By combining human insight with AI precision, ads reach people who are genuinely interested — stretching your budget further and improving results. 

2. Bids & Budgets 

Every time someone sees an ad, it’s part of an online “auction.” AI helps us decide how much to bid in that moment — balancing cost with the likelihood of success. 

AI makes real-time tweaks to bids based on market conditions, like when audiences are more active or ad competition increases. We still decide how much to invest, where to focus and when to shift gears. 

ROAS Impact: With AI optimizing in the background and our strategists leading the plan, every dollar works harder toward achieving better return on ad spend. 

3. Creative 

When it comes to creative, we still firmly believe nothing beats a human touch. AI can’t replicate the understanding, experience or instinct our designers bring to a project — but it can help us think faster. 

We use AI tools and other brainstorming platforms to spark ideas, generate concepts or explore new directions. It’s like having an extra person in the room who throws out ideas — some great, some way off the mark — and our designers take it from there. 

Many of our team members also use AI features inside design programs to speed up repetitive tasks, like removing backgrounds or resizing images, so they can focus more time on what really matters: creativity and storytelling. 

ROAS Impact: With AI helping behind the scenes, our creative team moves faster and spends more time refining what truly resonates — leading to stronger engagement and higher conversion rates. 

4. Scheduling 

AI doesn’t just know who to reach — it knows when. Instead of running ads around the clock, AI studies when people are most active and most likely to respond. 

Rather than running ads nonstop, we use AI-powered delivery tools to learn when people are paying attention and to optimize placements across Feeds, Stories and Reels. The result is smarter, more intentional scheduling — not set-and-forget automation. 

ROAS Impact: By pairing AI’s timing intelligence with our team’s strategy, we deliver ads when they matter most, reducing wasted impressions and maximizing performance. 

5. Reporting 

Data tells the story, but people interpret it. AI helps us sort through massive amounts of performance data and highlight what’s most important — but our strategists turn those insights into clear, actionable recommendations. 

Our AI tools help analyze month-over-month results, identify big-picture trends and summarize what’s driving success. This makes it easier for our team to communicate results clearly to clients — explaining what’s working, what’s not and why. 

ROAS Impact: With AI helping us analyze data faster, our strategists can focus on refining strategy — making smarter decisions that continuously improve performance and ROI. 

AI + WRL = Success for You 

We believe AI is a powerful assistant — not a replacement. Our team brings the creativity, experience and strategic thinking that make campaigns successful. AI simply helps us get there faster, test more efficiently and make decisions backed by data. 

By combining innovation with human insight, we’re able to deliver meaningful, measurable results that move our clients forward — proving that the best outcomes happen when technology supports, not replaces, the people behind it. 

Curious how AI could elevate your social campaigns? Let’s talk!