What a good ROAS looks like:
E-commerce average: 4x — for every $1 ad spend, generate $4 revenue
SaaS / subscription: 3x minimum — LTV makes up for lower ratios
Lead gen: varies widely — evaluate by cost-per-lead, not just ROAS
Break-even ROAS = 1 ÷ margin — e.g. 30% margin → 3.33x to break even