What is a Good ROAS for Google Ads: Ensuring Profitable Returns on Your Ad Spend

For those looking to advertise their business online, Google Ads has long been considered the go-to platform. However, with so many options available, determining the right return on ad spend (ROAS) can be overwhelming. What’s a good ROAS for Google Ads? It’s a question that’s on every advertiser’s mind. After all, if you’re investing money into your marketing campaigns, you want to see a return on that investment.

The good news is that there is no one-size-fits-all answer to this question. ROAS will vary depending on your industry, the type of campaign you’re running, and the goals you’re trying to achieve. Nevertheless, there are some general benchmarks you can use to determine whether your ROAS is healthy. For instance, a ROAS of 4:1 means that for every dollar you invest in ad spend, you’re seeing $4 in return. While this may vary from business to business, most advertisers aim for a ROAS of at least 3:1 for their Google Ad campaigns.

The key here is to remember that your ROAS is just one metric to measure the success of your advertising campaigns. While a high ROAS shows that you’re getting good returns on your investment, it’s important to consider other factors, such as conversion rate and customer lifetime value (CLV). So, don’t get too caught up in finding the “perfect” ROAS number. Instead, focus on optimizing your campaigns to drive the best possible results for your business.

What is ROAS?

ROAS refers to Return on Ad Spend, which is a metric used in digital marketing to measure the effectiveness of an advertising campaign. It calculates the revenue generated by an ad campaign in comparison to the amount spent on it. Simply put, it shows how much revenue a business is generating for every dollar spent on advertising.

ROAS is an essential key performance indicator (KPI) for digital marketers, and it helps them evaluate the marketing strategy’s performance. By understanding their target audience and developing effective ad campaigns, businesses can optimize their ROAS to maximize their ROI.

There are different ways to calculate ROAS, but the most common formula is: ROAS= Revenue generated by the campaign / Ad spend. For instance, if a business spends $10,000 on an ad campaign and generates $50,000 in revenue, ROAS will be 5 ($50,000/$10,000). It means that every dollar spent on advertising returned $5 in revenue.

Why is ROAS important in Google Ads?

Return on Ad Spend (ROAS) is a metric that measures the effectiveness of online advertising campaigns. It is calculated by dividing revenue earned from ads by the cost of the ads. ROAS helps advertisers understand how much they are earning for every dollar spent on ads, and in turn, helps them make better decisions about their advertising budgets.

  • ROAS helps in optimizing ad campaigns: ROAS is important in Google Ads as it helps advertisers to determine which specific ad campaign to scale back or totally halt. By knowing the ROAS figures of different ad campaigns, advertisers can allocate the budget for the campaigns that produce the highest return on investment (ROI)
  • ROAS maximizes profitability: The ultimate goal of advertising is to increase revenue while reducing costs. With the help of ROAS, advertisers can optimize their ad campaigns to yield the highest possible revenue while minimizing advertising costs.
  • ROAS helps in identifying new opportunities: By having a clear picture of what campaigns are yielding the highest ROAS, advertisers can develop new advertising strategies and ideas that will exploit the discovered opportunities and increase revenue generation.

How ROAS is Calculated in Google Ads?

In Google ads, ROAS is calculated by dividing the total revenue from the ads by the total cost of the ads. For instance, if a company spends $1000 on Google ads and gets a revenue of $5000, their ROAS is 5:1 because for every $1 spent on Google ads, they earned $5 in revenue.

Total CostTotal RevenueROAS

ROAS is an essential metric in evaluating the success of your Google ad campaign. It is not just enough to have a high click-through rate; ROAS helps in determining how much revenue is being generated from the ads, which is the primary objective of advertisements. Therefore, keeping ROAS in mind while implementing ad campaigns can help businesses boost revenue and stay profitable.

How to Calculate ROAS in Google Ads?

One of the essential metrics for measuring the effectiveness of your Google Ads campaigns is Return on Ad Spend (ROAS). As the name suggests, ROAS determines how much revenue you generated for each dollar invested in ads. Calculating ROAS helps you to assess the performance of your campaign and determine its profitability. Here’s a detailed guide on how to calculate ROAS in Google Ads.

Steps to Calculate ROAS in Google Ads

  • Start by logging into your Google Ads account and selecting the campaign you want to analyze.
  • Click on the “Campaigns” menu and select the campaign type you want to analyze – whether it’s a Search, Display, or Video campaign.
  • Next, click on the “Columns” dropdown menu and select “Modify columns.”
  • Under “Performance,” select “Conversions” and “All conv. value / cost.”
  • Hit “Apply” to update the metrics table and add a new column with the ROAS metric for each campaign.
  • The ROAS value is calculated by dividing the total revenue generated from a campaign by its total ad spend. For example, if you spent $200 on your ad campaign, and it generated $1000 in revenue, your ROAS would be 5x ($1000 ÷ $200 = 5).

Interpreting ROAS Metrics in Google Ads

Now that you know how to calculate ROAS in Google Ads, it’s essential to understand what the ROAS metric tells you about your campaign’s performance. A ROAS of less than 1 means that you’re spending more on ads than you’re generating in revenue, indicating that your campaign is not profitable. On the other hand, a ROAS of more than 1 means that for each dollar invested in your ad campaign, you’re generating more than a dollar in revenue, making your campaign profitable.

Most businesses aim for a ROAS of 3 or higher, as it indicates that they are generating enough revenue to offset their ad spend and make a profit. However, the optimal ROAS varies depending on a number of factors, including your industry, competition, profit margins, and campaign goals. Therefore, it’s important to analyze your ROAS metrics in context and adjust your ad strategy accordingly.


Calculating ROAS is crucial for measuring the success of your Google Ads campaign and optimizing its performance. By knowing how to calculate ROAS in Google Ads, you can determine whether your campaign is generating enough revenue to justify its ad spend. Additionally, interpreting ROAS metrics can help you to identify areas for improvement, refine your ad strategy, and achieve greater profitability.

Less than 1Unprofitable
More than 1Profitable

Therefore, mastering the ROAS metric is an essential aspect of running effective Google Ads campaigns.

What is a good ROAS benchmark for Google Ads?

Return on Ad Spend (ROAS) is one of the most important metrics in measuring the effectiveness of your Google Ads campaigns. Having a good ROAS means that you are making the most out of your ad spend. But what is considered a good ROAS benchmark for Google Ads? Let’s take a closer look.

  • Industry benchmarks – Depending on your industry, the ROAS benchmark can vary. For example, according to Wordstream, the average ROAS for the apparel industry is around 4.87, whereas for the legal industry, it’s around 2.68.
  • Brand awareness campaigns – With brand awareness campaigns, a target ROAS serves more as a guide rather than a benchmark. Setting a target ROAS that is equal or higher than your advertising costs can be a good point to start.
  • E-commerce campaigns – For e-commerce campaigns, a good ROAS is between 4:1 to 6:1. However, a ROAS of 2:1 can be considered successful if the product has a higher profit margin.

It’s important to keep in mind that your ROAS can also be affected by factors outside your control, such as seasonal demand, competition, or economic downturns. Therefore, it’s essential to monitor your ROI consistently and adjust your campaigns to achieve the desired results.

Below is a table that summarizes the ROAS benchmarks for various industries:

IndustryAverage ROAS
Beauty and Personal Care2.70
Consumer Electronics3.66
Education and Training4.50
Financial Services5.46
Travel and Hospitality3.55

Overall, ROAS benchmarks vary depending on the industry, campaign type, and advertising objectives. Hence knowing your industry standard and setting a realistic target for your campaigns is crucial.

How does the industry affect ROAS in Google Ads?

When discussing ROAS in Google Ads, it is important to consider the industry in which the advertiser operates. Different industries have varying levels of competition and demand which can impact the effectiveness of their advertising efforts. Here are some key ways in which the industry can affect ROAS:

  • Competition: Highly competitive industries, such as retail and travel, often have higher cost-per-click rates which require advertisers to have a higher conversion rate to achieve a positive ROAS. On the other hand, industries with lower competition, such as niche markets, may have lower cost-per-click rates and require a lower conversion rate to achieve a positive ROAS.
  • Product type: Different product types may have different ROAS goals. For example, high-cost products such as luxury goods or high-end technology may require a lower conversion rate and higher ROAS to be profitable, while lower-cost products may require a higher conversion rate and lower ROAS.
  • Seasonality: Some industries have seasonal demand fluctuations that can significantly impact ROAS. For example, the tourism industry may see a spike in demand during the summer months, requiring a higher ROAS to capitalize on the increased demand.

Aside from these factors, there are also industry-specific strategies that can impact ROAS. For example, a B2B advertiser may have a longer sales cycle than a B2C advertiser, requiring a different approach to advertising and a longer time frame to see a positive ROI. Ultimately, it is important for advertisers to understand the nuances of their industry and adjust their advertising strategy accordingly to achieve an optimal ROAS.

Here’s a sample table illustrating varying ROAS benchmarks by industry:

IndustryLow ROASMedium ROASHigh ROAS
Apparel & Accessories1.5x3x5x
Consumer Electronics1.5x3x6x

Note that these benchmarks are just a guide and may vary depending on the specific product, competition, and seasonality within each industry. Advertisers should strive to achieve the highest ROAS possible for their specific business goals.

What factors can impact ROAS in Google Ads?

ROAS or return on ad spend is an important metric that advertisers use to measure the effectiveness of their Google Ads campaigns. While there is no hard and fast rule on what constitutes a good ROAS for Google Ads, it generally ranges from 200% to 400%. However, this metric can be impacted by several factors, which we will discuss in this article.

  • Budget Allocation: Your budget allocation can directly impact your ROAS in Google Ads. If you are allocating a small budget, then it can be difficult to achieve high ROAS as your ad spend would be limited.
  • Target Audience: Targeting the right audience is crucial in achieving a good ROAS. If you are targeting the wrong audience, then your ads may not be receiving relevant clicks, which can lead to a low ROAS.
  • Ad Copy: The quality of your ad copy can also impact your ROAS. If your ad copy is not enticing, then your click-through rate may be low, leading to a low ROAS.
  • Bidding Strategy: Your bidding strategy can also impact your ROAS. If you are using a manual bidding strategy, then you may not be able to optimize your bids effectively, leading to a low ROAS. Instead, using a smart bidding strategy can help you achieve a higher ROAS.
  • Ad Placement: The placement of your ads can also impact your ROAS. If your ads are not being placed in the right locations, then they may not be receiving relevant clicks, leading to a low ROAS.
  • Competition: The level of competition in your industry can also impact your ROAS. If your industry is highly competitive, then achieving a high ROAS can be difficult, as your ad spend may not be able to compete with other advertisers.

Factors that can Impact ROAS in Google Ads – Table

FactorsImpact on ROAS
Budget AllocationDirectly impacts ROAS as limited ad spend can lead to a low ROAS.
Target AudienceTargeting the wrong audience can lead to low ROAS.
Ad CopyPoor ad copy can lead to low click-through rates and low ROAS.
Bidding StrategyA manual bidding strategy can lead to low ROAS as smart bidding can be more effective in optimizing bids.
Ad PlacementAds placed in the wrong locations can lead to low ROAS.
CompetitionHigh competition can make achieving a high ROAS difficult as your ad spend may not be able to compete with other advertisers.

It is important to keep in mind that achieving a good ROAS in Google Ads may require several optimizations and experiments. It is also important to monitor your metrics regularly and make adjustments where necessary to achieve optimal results.

How can advertisers improve their ROAS in Google Ads?

ROAS, or return on ad spend, is a critical metric for advertisers who want to measure the effectiveness of their Google Ads campaigns. Generally, a good ROAS for Google Ads varies depending on industry and business type, but a ROAS of at least 4:1 is considered desirable across the board. Achieving a good ROAS requires careful planning, strategy, and execution from advertisers. Here are some tips for improving your ROAS in Google Ads:

  • Define your target audience: Knowing your target audience is one of the critical steps to achieving a good ROAS. Advertisers need to understand their customer’s pain points, needs, and interests to create ads that resonate with them. Conducting market research to identify your target audience’s demographics, interests, and online behavior can help you create an effective campaign.
  • Use targeted keywords: Using the right keywords in your Google Ads campaign is critical to attract the right audience. You need to research and identify the keywords that your target audience is using to find products and services similar to yours. Google Keyword Planner is a useful tool for identifying relevant keywords with high search volumes and low competition.
  • Use negative keywords: Negative keywords are keywords that you don’t want your ads to display for. Adding negative keywords helps to prevent unwanted clicks from irrelevant users, reducing your ad spend and improving your ROAS. Make sure to review your search terms report regularly, identify irrelevant keywords, and add them as negative keywords.

Another way to improve your ROAS is by optimizing your ad campaigns to enhance their performance. Here are some optimization tips:

  • Create compelling ad copy: Your ad copy should be compelling and relevant to your target audience. It should highlight your unique selling points and benefits to users, making them want to engage with your ad. Using ad extensions such as site links, call extensions, and callout extensions can make your ad more engaging.
  • Bid on high-quality ad placements: Bidding on high-quality ad placements can help you attract the right audience and improve your ad performance. Consider using smart bidding strategies such as target ROAS or enhanced cost-per-click (ECPC) to optimize your bids to improve your ROAS.
  • Track your conversions: Tracking your conversions accurately is essential to measure your ROAS and optimize future campaigns. By using conversion tracking, you can determine which campaigns, ad groups, and keywords are driving the most conversions, allowing you to make data-driven decisions and improve your ROAS.

By following these tips, advertisers can improve their ROAS, reduce ad spend, and achieve more significant profits from their Google Ads campaigns.

How to optimize ad campaigns for better ROAS in Google Ads?

As a marketer, your primary goal is to get the best return on ad spend (ROAS) for your client’s ad campaigns on Google Ads. But what defines a “good” ROAS? The answer depends on the industry, competition, and profit margin of the business you advertise for. However, generally, a 4:1 or 400% ROAS is considered a good goal to aim for.

  • Use relevant keywords: Google Keyword Planner is an excellent tool to research relevant keywords for your ad campaigns. Choose keywords with a high search volume, low competition, and a high relevance score.
  • Create specific ad groups: Dividing your ad sets based on the themes of your keywords can lead to more targeted ads and, subsequently, a better ROAS.
  • Write compelling ad copy: The goal of your ads is to attract clicks and convert users, so write ad copy that addresses pain points and solves users’ problems.

The following practices could also help you achieve a better ROAS:

  • Optimize your landing pages: Your landing pages should match your ad copy and be optimized for user experience. A clear CTA, fast load time, and mobile responsiveness are essential elements for a converting landing page.
  • Target relevant audiences: Use Google Ads’ audience targeting options to reach users interested in your product or service.
  • Track your conversions: Utilize Google Ads’ conversion tracking tool to identify which ad sets and keywords are driving conversions. This will help you optimize your ad campaigns for better ROAS by focusing on the ones that deliver results.

Remember, optimizing ad campaigns for better ROAS in Google Ads is a continuous process. You need to monitor your campaigns regularly, analyze the data, and make adjustments accordingly. Diligence, patience, and consistency are key ingredients to achieving a good ROAS.

1:1 or 100%Breaking even
2:1 or 200%Profitable campaign
3:1 or 300%Highly successful campaign
4:1 or 400%Exceptional campaign

Furthermore, remember that a good ROAS will vary depending on the industry, competitiveness of the market, and customer lifetime value. Keep experimenting with your ad campaigns and adjust your expectations as necessary to ensure that you’re getting the best ROI for your clients.

How to adjust bids for ROAS in Google Ads?

ROAS (Return on Ad Spend) is a crucial metric for measuring the effectiveness of Google Ads campaigns. It shows the revenue earned for each dollar spent on advertising. A good ROAS varies depending on the industry, but generally, a ROAS above 4:1 is considered a good benchmark.

Here are some tips on adjusting bids for ROAS in Google Ads:

  • Start by setting a target ROAS. This will depend on your business goals and profit margins. It’s important to be realistic and not set an unrealistically high ROAS target.
  • Automate bidding with Smart Bidding. Google’s automated bidding strategy helps maximize conversions while achieving the target ROAS. However, it’s important to monitor and adjust the bidding strategy regularly to ensure it’s performing as expected.
  • Adjust bids by device type. If you notice a higher ROAS on mobile devices, consider increasing bids for those devices. Similarly, lower bids for device types with a lower ROAS.

It’s important to note that adjusting bids for ROAS can take time and testing. It’s recommended to make small adjustments and closely monitor the results before making further changes.

Factors that affect ROAS

There are several factors that can affect ROAS:

  • Industry: Different industries have different profit margins and customer lifetime values, which can impact the ROAS benchmark.
  • Seasonality: Some industries may have higher demand during certain seasons, which can affect revenue and the ROAS.
  • Keyword competition: The more competitive a keyword, the higher the cost per click, which can lower the ROAS.
  • Ad placement: Ads placed at the top of the search results page tend to have a higher click-through rate and conversion rate, which can increase the ROAS.

ROAS calculation

The ROAS formula is:

ROASRevenue ÷ Cost

For example, if you spent $100 on Google Ads and generated $500 in revenue, the ROAS would be 5:1 ($500 ÷ $100).

How to measure the impact of ROAS on overall business performance?

When it comes to measuring the impact of ROAS on your overall business performance, there are several factors you can consider. Here are some key areas to focus on:

  • Sales: One of the most obvious ways to measure the impact of your ROAS on business performance is to track your sales. If your advertising campaigns are driving more sales at a lower cost, then your ROAS is likely having a positive impact on your business.
  • Return on Investment (ROI): Another important area to consider is your ROI. This involves calculating the total cost of your advertising campaign and comparing it to the revenue generated. If you’re getting a high ROI, then your ROAS is likely performing well and supporting your overall business goals.
  • Customer Lifetime Value (CLV): CLV is a key metric that helps determine the total amount of revenue a customer will generate over the course of their relationship with your business. If your ROAS is driving more high-value customers while keeping acquisition costs low, then it’s likely having a positive impact on CLV.

In addition to these metrics, there are several other ways to measure the impact of your ROAS on your overall business performance. For example:

  • Website traffic: If your advertising campaigns are driving more traffic to your website, this can have a major impact on your business. More traffic can lead to more sales, greater brand awareness, and increased customer engagement.
  • Brand awareness: Advertising campaigns can also help raise awareness of your brand and increase visibility in your target market. This can lead to greater customer engagement, increased loyalty, and repeat business.
  • Market share: Finally, tracking your market share can help you understand how well your ROAS is performing in comparison to your competitors. If your market share is growing, it’s a good indication that your advertising campaigns are having a positive impact on your overall business performance.

Ultimately, the key to measuring the impact of your ROAS on your overall business performance is to track the right metrics and regularly evaluate your advertising campaigns. By doing so, you can identify areas where you’re performing well and areas where you need to make adjustments in order to optimize your ROAS and drive better results for your business.

Thanks for reading!

I hope this article helped shed some light on what a good ROAS for Google Ads looks like. Remember, every industry and business is different, so what may work for one may not work for another. Don’t be afraid to experiment and adjust your strategies as needed. And if you have any questions or additional tips you’d like to share, feel free to leave them in the comments! Thanks again for taking the time to read, and be sure to visit again soon for more helpful insights.