What's a Good ROAS Benchmark? Levels by Industry and Improvement Points

"How high does ROAS need to be to pass?"—anyone involved in ad operations hits this question at some point. ROAS is a representative metric for measuring cost-effectiveness, but because the "benchmark" varies greatly with the business model and profit margin, there is no single right answer.

This article reviews the basic meaning and calculation of ROAS, then explains the essence of "how you should think about the benchmark," a sense of the levels by industry and model, and the improvement points for when ROAS falls short of target—all from a practical standpoint. The goal is to be able to judge your own appropriate ROAS yourself.

What is ROAS (return on advertising spend)?

ROAS (Return On Advertising Spend) is a metric showing how much revenue you generated for the advertising spend you invested. It is used as one of the most basic KPIs for measuring the results of ad operations.

The formula is simple, as follows.

ROAS (%) = revenue from ads ÷ ad spend × 100

For example, if ¥500,000 in revenue is generated from ¥100,000 in ad spend, ROAS is "¥500,000 ÷ ¥100,000 × 100 = 500%." It means ¥5 of revenue was generated per ¥1 of ad spend. "ROAS 500%" is sometimes expressed as a multiple, like "5x" or "×5."

The difference between ROAS and ROI

ROAS is often confused with ROI. The two are similar, but what they look at is decisively different. Confusing them leads to wrong investment decisions, so let's get the difference straight.

ROAS: The ratio of "revenue" to ad spend. A metric that measures ad efficiency on a revenue basis.
ROI: The ratio of "profit" to investment. Calculated as "(profit − investment) ÷ investment," it measures the validity of the investment on a profit basis.

The key point is that a high ROAS does not necessarily mean you are profitable. Because ROAS only looks at revenue, it doesn't account for cost of goods or profit margin. Use ROI to judge whether you're ultimately making money, and ROAS to see the efficiency of the ads alone—that's the basic split. The "benchmark" in this article also needs to be considered with this profit structure in mind.

The ROAS benchmark "isn't set uniformly"

People sometimes talk about "the ROAS benchmark is ○○%" as if it were uniform, but that's a misleading way to put it. The appropriate ROAS is determined by your own profit margin (gross margin). With the same ROAS, a high-margin business is comfortably in the black while a low-margin one can be in the red.

That's where the idea of break-even ROAS (the ROAS at the boundary between profit and loss) becomes important. It is found with the following formula.

Break-even ROAS (%) = 1 ÷ gross margin × 100

For example, if the gross margin is 50%, the break-even ROAS is "1 ÷ 0.5 × 100 = 200%." In other words, once ROAS exceeds 200%, you recover the ad spend and turn a profit. If the gross margin is 25%, the break-even ROAS becomes 400%, requiring a higher ROAS.

In short, the ROAS you should aim for is "break-even ROAS + the profit you want to secure," and that's the correct approach. Rather than applying the benchmark numbers thrown around in the world as-is, first grasping your own break-even ROAS is the starting point.

A sense of ROAS levels by industry and business model

On the premise of the break-even point, let's organize a rough sense of "how high a ROAS is realistic" by industry and business model. These are tendencies only—treat them as material for judgment together with your own profit structure.

EC / physical goods (lower-margin businesses)

Physical-goods businesses with sourcing and cost of goods tend to have low gross margins, which pushes the break-even ROAS higher. As a result, a higher ROAS such as 400–800%+ is often required in advertising, and the thinner the margin, the more a high ROAS becomes essential. On the other hand, if you factor in repeat purchases and LTV, room opens up to allow a lower ROAS on the first purchase.

High-price, high-margin products (info products, some D2C, etc.)

Products with a low cost ratio and high gross margin have a low break-even ROAS. In extreme cases the break-even can be around 150–200%, and even with a low ROAS target itself you can secure ample profit. The higher the margin, the more room expands to invest in advertising.

Subscription / SaaS (LTV-premised models)

In subscription and SaaS, where revenue accumulates continuously through monthly billing, you must not judge by the first (acquisition-point) ROAS alone. You need to view cost-effectiveness against ad spend relative to LTV (customer lifetime value), not a single sale. The premise is that even if the acquisition-month ROAS is below 100%, there's no problem as long as the design recovers and turns a profit over several months to several years through retention.

Lead-generation type (BtoB, etc.)

In models where ads don't generate direct revenue—like BtoB lead-generation ads—ROAS becomes hard to apply directly. In this case, it's more practical to judge cost-effectiveness by combining CPA (cost per acquisition) with the conversion rate from lead to opportunity to deal and the deal value. You need to keep in mind that ROAS is a metric suited to "ads where revenue can be measured immediately."

Three steps to decide your appropriate ROAS

While referencing industry levels, you ultimately set your appropriate ROAS with your own numbers. Thinking in the following three steps makes it easier to organize.

① Calculate the break-even ROAS: Use "1 ÷ gross margin × 100" to grasp the boundary between profit and loss. This becomes the absolute reference point for setting targets.
② Add the profit you want to secure: Add the profit you want from advertising onto the break-even point to set the target ROAS. How much profit you want to keep is decided by business policy.
③ Factor in LTV and repeats: If repeat purchases are expected, lower the first-purchase ROAS standard and judge overall economics on an LTV basis.

Following this procedure, you'll be able to answer the question "what % is the benchmark?" with a number that has grounding specific to your own business.

Improvement points when ROAS falls short of target

When you fall short of your target ROAS, the moves can be broadly organized into "increase the numerator (revenue)" or "decrease the denominator (ad spend)." Going back to the ROAS formula reveals the direction for improvement.

1. Refine your targeting

If you're spending ad budget on segments that don't lead to results, ROAS drops. Reviewing your delivery audience, keywords, regions, time slots, and so on, and concentrating budget on segments that convert easily, is the improvement most likely to deliver results. Just stopping delivery to poorly performing segments improves overall ROAS.

2. Improve creative and the LP

Even with the same ad spend, revenue varies greatly with the creative's messaging and the quality of the landing page (LP). The ad's click-through rate (CTR) and the LP's conversion rate (CVR) are both elements that directly push up ROAS. Aligning the messaging of the ad and the LP and reducing drop-off is effective.

3. Optimize bidding and budget allocation

By shifting budget to campaigns and ad groups that are producing results and squeezing the inefficient ones, overall ROAS is lifted. Budget optimization that leverages the platform's automated bidding while weighting allocation toward high-ROAS channels and products is effective. Conversely, if ROAS is too high, it's a sign of "opportunity loss," and increasing budget to grow total revenue can also be the right call.

4. Raise average order value and LTV

This is the approach of growing the numerator—revenue itself. Raising average order value through upsell/cross-sell, and raising LTV by encouraging repeats, structurally raises ROAS for the same ad spend. Especially for products where repeats are expected, increasing second and subsequent purchases greatly improves the overall economics of advertising.

5. Review measurement accuracy

Often overlooked, but it's not uncommon for the reason ROAS looks low to be "measurement gaps." If conversion tag settings are wrong, or indirect effects and in-store purchases aren't being measured, ROAS comes out lower than reality. Before any improvement measures, it's important to first confirm whether the numbers are being captured correctly.

Summary | Back-calculate the ROAS benchmark from the "break-even point"

ROAS is a metric showing the ratio of revenue to ad spend, and its "benchmark" is not something you apply from the numbers floating around the world—the correct approach is to base it on the break-even ROAS (1 ÷ gross margin × 100) derived from your own profit margin. The lower the margin business, the higher the ROAS required; for high-margin products, even a lower ROAS turns a profit.

Furthermore, in subscription and repeat-premised models, the perspective of viewing economics on an LTV basis—not just the first ROAS—is indispensable. When you fall short of target, work on improvements from five angles: targeting, creative/LP, budget allocation, average order value/LTV, and measurement accuracy.

To judge ROAS correctly, an environment where you can grasp not only the ad numbers alone but also gross margin, LTV, and economics by channel across the board is the foundation. Xtrategy, as a platform that integrally supports budget allocation and effectiveness measurement across all of marketing, provides the practical infrastructure to judge ROAS in connection with profit.