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Heroic units. If you level them they can soak up a ton of damage and just regenerate. Plus they share levels, and even if they die they keep them, so they are a super worthwhile investment.
Turrets. They can also level, and SM and IG have some of the best in the game. A leveled turret doesn't cost much, its very spammable, since in UA there's no build limit to them, but a number of them can just melt anything.
Of course these are not great for attacking, but I usually just go max tech and then steamroll them with titans.
As for units i find most infantry to be not really cost effective, they just break and die too easily since there are too many AOE damage units (IG are especially weak to this, SM are somewhat better). Vehicles with long range firepower are good, but they can also get shredded quickly late game.
Prioritize maxing out your economy, thats the only way to keep up with the AIs cheating. Its tempting to create a large army early, but they won't last long, and eat up a ton of resources.
I usually play on insane, and this is pretty much my strategy for every faction (I know its a little cheesy).
IG specific tips: Garrison conscripts in your buildings. Mars Pattern Vechiles auto repair everything around them, 1-2 around your front line is pretty nice. If you want some infantry play do some behind the lines raiding via airdrops.Turrets are amazing, mix in some artillery platforms and you can even attack the enemy base.
SM: Heroes are even more amazing, chapter master is god tier. Everything is expensive, so if you invest in something, make sure you can keep it alive. Send in a hero to tank, and fall back once he gets low. If you want to use infantry make sure to upgrade them.
Also UA is very customizable. If you don't like the feeling of your battles right now just add Fortress Defences, or adjust resources rates, etc. UA is more about fun than balanced strategy gameplay anyway.