What’s a Good ROAS for Facebook Ads in 2025? (And How to Improve Yours)

If you’re running Facebook ads and wondering, “Is my ROAS good or bad?” — welcome to the club.

In a world where everyone’s screenshotting dashboards and flexing 10x returns, it’s easy to lose track of what real performance looks like. Especially in 2025, where ad costs are rising, privacy rules are tighter, and buyers are more skeptical than ever.

So, what’s actually a good ROAS on Facebook? And more importantly — how can you improve it?

Let’s break it down.

First, What Is ROAS?

ROAS stands for Return on Ad Spend. It’s calculated as:

Revenue generated from ads ÷ Ad spend

So if you spend $1,000 on Facebook and make $4,000 in tracked revenue, your ROAS is 4.0x.

Simple in theory. But in practice? ROAS is messy — especially post-iOS 14 and with delayed attribution windows.

That’s why you need to look at ROAS in context.

What’s a Good ROAS in 2025?

It depends on your:

Industry
Product price point
Funnel structure
CAC tolerance
Margin structure

But here are general benchmarks for cold traffic:

Industry	Average ROAS (Cold)
Apparel & Fashion	2.5x – 3.5x
Skincare & Beauty	3.0x – 5.0x
Fitness & Wellness	2.0x – 3.0x
Consumer Tech	1.5x – 2.5x
Info products	3.5x – 6.0x
High-ticket DTC	1.2x – 2.0x

⚠️ Reminder: These are cold acquisition ROAS. Retargeting and returning customer campaigns often hit much higher — sometimes 5x–10x+.

QuickAds’ Facebook Ads Agency helps brands benchmark performance by funnel stage, not just overall ROAS. That’s where the real clarity comes in.

What ROAS Should You Aim For?

Instead of chasing arbitrary 4x goals, reverse-engineer your ideal ROAS based on:

Product margin
If your profit margin is 60%, a 2.0x ROAS might still be profitable. If it’s 20%, you’ll need 4–5x to make it work.
Lifetime Value (LTV)
Can you afford a 1.5x ROAS on Day 1 if you know the buyer will spend $600 in the next 90 days?
Blended vs. Platform ROAS
Your Shopify shows a 3.5x return, but Ads Manager says 2.2x? Attribution decay is real — check blended performance across sources.

7 Reasons Your ROAS Might Be Low (And How to Fix It)

1. Creative Isn’t Resonating

If CTR is low, scroll depth is shallow, or your videos aren’t being watched — creative is likely the issue.

✅ Fix:

Test new hooks every week
Use UGC or founder-led content
Match creative to funnel stage (awareness vs. decision)

2. Landing Page Dropoff

Clicking the ad isn’t enough. If users bounce after 3 seconds, you’re leaking ROAS post-click.

✅ Fix:

Run heatmaps or session recordings
Speed up your site (Core Web Vitals matter)
Match messaging: if the ad says “Save 25%,” the page should too

3. Poor Audience Targeting

If you’re targeting too narrow (or too broad without testing), your cost per click will rise.

✅ Fix:

Test broad audiences vs. stacked interests
Use 1%–3% lookalikes built from high-LTV segments
Run Advantage+ Shopping Campaigns with exclusions

4. No Funnel Segmentation

Running one campaign for everyone means low intent = low returns.

✅ Fix:
Build a proper funnel:

TOFU: UGC, hooks, curiosity angles
MOFU: Testimonials, explainer carousels
BOFU: Offer-focused, urgency-based CTAs

Want a done-for-you funnel build? QuickAds’ Facebook Ads Agency specializes in full-funnel Meta setups for DTC brands.

5. Poor Offer Positioning

Sometimes it’s not your ad — it’s your offer.

✅ Fix:

Test new bundles, free trials, or BOGO
Add urgency: “Ends tonight,” “Limited stock”
Emphasize the value clearly in the ad itself

6. Algorithm Disruption

Facebook’s learning phase resets or policy updates can tank performance overnight.

✅ Fix:

Don’t edit live campaigns frequently
Monitor frequency and delivery diagnostics
Keep backups of winning campaigns in draft mode

7. ROAS Isn’t the Whole Picture

Some campaigns are meant to acquire leads or build awareness, not close immediate sales.

✅ Fix:

Use lead gen benchmarks (e.g., CPL) where relevant
Attribute value across the funnel
Look at blended ROAS, not just Ads Manager

Bonus: Tools to Track and Improve ROAS

UTM tracking + GA4 for post-click behavior
Triple Whale / Northbeam for LTV and blended attribution
Creative testing matrices to find winning hooks fast
Real-time dashboards to track performance daily

Final Thoughts: ROAS Is a Lagging Metric

If your ROAS drops, don’t just panic and restart ads.

Ask:

Did your creative fatigue?
Did audience quality shift?
Did your tracking break?
Did your offer lose relevance?

And remember — the goal isn’t just “high ROAS.” It’s profitable growth.

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