In order to improve communication with another electronic device, during an advertising mode an electronic device (such as a smartphone) may transmit a packet with advertising information using a default transmit power level. Then, based on feedback about a performance metric associated with the communication from the other electronic device, the electronic device may selectively increase the transmit power level for a subsequent packet. Because this selective increase in the transmit power level may increase the overall power consumption, the change in the transmit power level also may depend on one or more factors, such as a battery power level of the electronic device. However, the selective increase in the transmit power level may, in some instances, decrease the overall power consumption by reducing or eliminating retries.