Yes, it is possible to increase your return on ad spend. This can be achieved by resolving bidding issues on your account and refining the selection of inventory and search terms that are selected by Google. It can also be achieved by refining your ads over time. This can include improving the inventory in the merchant centre, search ads, images for display apps, and audiences, such as remarketing audiences. You can also improve your return on ad spend by taking advantage of seasonal fluctuations in search demand. This is accomplished by increasing your budget during high-demand peak periods. However, it's important that you have an agency such as The Quantified Web monitoring your search terms all the time to reliably determine when those peak periods are and to increase the budget or exposure to certain search terms accordingly. Excessive spending relative to your search demand and competition can also erode your return on ad spend. If this is the case, you can increase your return on ad spend by decreasing your budget and running your Google ads more efficiently and with less wastage.