Don't throw the ball, get him close to you with the ball in your hand. Get him excited about the ball and roll it to the side like 2-3 feet away, and see if he brings it back.
Start small and work your way up. Works with my border collie who is incredibly fetch driven. She brings it back every single time unless she's whooped out. I have her trained to even bring the ball closer or drop it in my lap (if I'm sitting obviously).
Keep it fun, and keep them guessing.