What is a good ROAS?
ROAS means return on ad spend: the sales an ad made divided by what you spent on it. A 4x ROAS means $4 back for every $1 in. A good one is simply the one that still leaves profit after what it costs you to deliver the thing.
The number nobody quotes with it
A 3x return is excellent on a service with almost no cost to deliver, and a slow loss on something where the product, the staff and the room eat most of the price. Your margin decides what good is.
Find your break-even first
Work out the share of each sale you keep after costs. If you keep half, you break even at 2x - so 2x is not good, it is nothing. Anything below your break-even is paying to be busy.
Why first-time ROAS looks worse than the truth
It only counts the first sale. If that customer comes back four times, the ad quietly earned four times what the report shows. That is why what a customer is worth over time is the number to run your ads on.
What to do with a low one
Change what the ad sells before you change the ad. Something small a stranger can buy on the spot, priced so one sale covers what the ad spent finding them, beats a rewritten headline every time.
Where the whole thing is taught
Ads That Pay For Themselves is the step by step: the offer, the three ads, the numbers, and what to do when one of them stops working.
See what is inside