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What’s a good ROAS for a Sales campaign on Meta Ads?

ROAS tells you how much revenue you're making back for every dollar spent on ads. It's the metric most directly tied to whether your ads are actually making you money, not just performing well on paper.

ROAS benchmarks for a Sales campaign

Tier	Range	What it means
Below average	Under 2x	You're not getting back what you're putting in, at least not yet. Worth digging into before scaling spend further; the fix could be the offer, the audience, or the landing page rather than the ad itself.
Average	2x – 3x	You're making your money back and then some. Solid, sustainable territory for most businesses.
Above average	3x – 4x	You're generating meaningfully more revenue than you're spending. A healthy place to be.
Excellent	4x+	This is an exceptional return. If your margins support it, this is a strong candidate for more budget.

ROAS by industry, for a Sales campaign

Industry	Below average	Average	Above average	Excellent
E-commerce & Retail	Under 1.15x	1.15x – 2.15x	2.15x – 3.75x	3.75x+
Local & Home Services	No reliable industry-specific data, the general benchmark above applies.
Legal & Finance	No reliable industry-specific data, the general benchmark above applies.
Health & Wellness & Fitness	Under 0.85x	0.85x – 1.65x	1.65x – 2.9x	2.9x+
B2B & Professional Services	No reliable industry-specific data, the general benchmark above applies.
Education	Under 0.7x	0.7x – 1.35x	1.35x – 2.4x	2.4x+

E-commerce & Retail: Traffic-objective numbers come from WordStream's “Shopping, Collectibles & Gifts” category, the closest published match to general e-commerce and retail; other sub-categories like apparel or furniture run somewhat differently. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of 40,000+ e-commerce brands (Aug 2025 to Jul 2026); Sales-objective CPC comes separately from Vaizle's 2025 study, since Triple Whale doesn't publish CPC. No reliable Leads-objective data exists for this industry, and Frequency has no industry-specific data anywhere, so those fall back to the general benchmark.

Health & Wellness & Fitness: Traffic and Leads figures come from WordStream's “Health & Fitness” category. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of the Health & Wellness industry (Aug 2025 to Jul 2026). Sales-objective CPC isn't included since the only figure found for it was several years out of date, so that one falls back to the general benchmark, as does Frequency.

Education: Traffic and Leads figures come from WordStream's “Education” category. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of the narrower “E-learning & Online Courses” category, the closest available match. Sales-objective CPC comes from Vaizle's 2025 study. Frequency has no industry-specific data anywhere, so it falls back to the general benchmark.

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If your ROAS is below average

You're not getting back what you're putting in, at least not yet. Worth digging into before scaling spend further; the fix could be the offer, the audience, or the landing page rather than the ad itself.

Do we know if the issue is the ad, the offer, or what happens after someone clicks?
At what ROAS do we actually break even, given our margins?

If your ROAS is average

You're making your money back and then some. Solid, sustainable territory for most businesses.

Is this ROAS consistent, or has it been trending up or down?

If your ROAS is above average

You're generating meaningfully more revenue than you're spending. A healthy place to be.

Since this is performing this well, how much more budget could we put behind it before returns start to drop?

If your ROAS is excellent

This is an exceptional return. If your margins support it, this is a strong candidate for more budget.

Is this return sustainable at higher spend, or is it likely to soften as we scale?

Other metrics for a Sales campaign

Sources

These are third-party industry aggregates, not Meta's own published data, so treat the exact numbers as reasonable reference points rather than gospel. They're consistent enough across sources to build tiers on with confidence, but worth re-checking every few months since ad costs shift.