Platform ROAS Comparison Table — 2026
Average ROAS ranges by platform for e-commerce and direct response advertisers. Figures reflect well-managed campaigns — poorly optimized campaigns will underperform these ranges significantly.
| Platform | Avg ROAS Range | Retargeting ROAS | Primary Strength | ROAS Driver |
|---|---|---|---|---|
G Google Search | 6–8× | 8–15× | High-intent buyer capture | Purchase intent |
D Google Shopping | 5–9× | 7–12× | Product discovery, comparison | Product intent |
f Facebook | 4–6× | 6–10× | Broad e-commerce, scale | Audience data |
ig Instagram | 3–6× | 5–9× | Visual products, brand discovery | Visual appeal |
▶ YouTube | 3–5× | 5–8× | Complex products, brand lift | Video storytelling |
tt TikTok | 3–5× | 4–7× | Discovery, younger demographics | Creative virality |
in LinkedIn | 3–5× | 4–7× | B2B, SaaS, high-ACV products | Professional targeting |
These ranges reflect direct-response, conversion-optimized campaigns. Brand awareness campaigns will show lower ROAS but drive future conversions not captured in platform attribution. Retargeting campaigns consistently outperform cold audience campaigns by 1.5–3×. Always segment your ROAS reporting by audience temperature.
Visual ROAS Comparison — Average Midpoints
Why ROAS Differs So Much by Platform
ROAS is not a fixed property of a platform — it's the output of audience intent, creative quality, product-market fit, and attribution model. But platform architecture systematically influences where each one lands.
Google Search: intent captured, not created
Search users are already looking to buy. Google doesn't need to create demand — it routes existing demand to your product. This produces the highest conversion rates and ROAS of any channel. The tradeoff is volume: search is limited by how many people are actively searching for your product.
Meta: demand creation at scale
Facebook and Instagram reach users who aren't actively shopping. Meta's algorithm learns who converts and finds more similar users — but it can't replicate the purchase intent of a Google search. ROAS is lower than search but reach is 10–100× larger. Meta excels at creating demand for products people didn't know they wanted.
TikTok: creative-driven discovery
TikTok ROAS is more variable than other platforms because algorithmic reach is tied to creative performance. A video that goes semi-viral can produce 8–10× ROAS on minimal spend. Average creative produces 2–3×. The platform rewards native-feeling, entertaining content over polished ad formats.
LinkedIn: ROAS measured in pipeline, not transactions
LinkedIn ROAS is harder to measure because B2B conversions are leads, not purchases. A "3× ROAS" on LinkedIn means the pipeline generated was 3× the ad spend — but actual revenue realization takes 3–18 months. LinkedIn ROAS should be modeled against closed-won revenue over a longer attribution window.
Platform ROAS by Funnel Stage
Every platform performs differently depending on where in the funnel you're running. Matching platform to funnel stage is as important as any other optimization.
| Funnel Stage | Best Platform | Expected ROAS | Why It Works |
|---|---|---|---|
| Bottom (Purchase-ready) | Google Search / Shopping | 6–12× | Captures active intent at the moment of decision |
| Middle (Consideration) | YouTube / Facebook Retargeting | 4–8× | Re-engages warm prospects with product storytelling |
| Top (Awareness) | TikTok / Instagram / YouTube | 2–4× | Builds brand familiarity at scale — ROAS is lower but enables future conversions |
| Retargeting (All stages) | Google Display / Facebook | 5–12× | Lowest CPA of any campaign type — converts warm audiences who already know your brand |
Calculate Your ROAS or Find Your Break-Even
Enter your revenue and ad spend to get ROAS — or work backwards from your target ROAS to find your maximum CPA.
Frequently Asked Questions
What is the average ROAS on Google Ads?
The average ROAS on Google Search Ads is 6–8× for well-managed campaigns. Google Shopping averages 5–9×. These are the highest ROAS figures of any major platform because search captures active purchase intent. Use our ROAS calculator to see how your numbers compare.
What is the average ROAS on Meta (Facebook and Instagram)?
The average ROAS on Meta (Facebook + Instagram) is 4–7× for e-commerce advertisers running conversion-optimized campaigns. Retargeting campaigns often achieve 6–10×, while cold audience campaigns typically deliver 2–4×. Meta's Advantage+ campaigns have improved average ROAS by 10–20% compared to manual placements since 2024.
Is TikTok ROAS lower than other platforms?
On average, yes — TikTok ROAS averages 3–5× compared to 6–8× on Google Search. But this comparison is misleading because TikTok functions as a top-of-funnel discovery channel, not a bottom-of-funnel conversion channel. TikTok's impact on brand awareness lifts ROAS on other channels — especially Google Search — as more people search for products they discovered on TikTok.
Which platform should I prioritize for ROAS?
Start with Google Search to capture existing demand efficiently, then add Meta for scale and audience building. Once those channels are profitable, test TikTok for incremental reach. LinkedIn is only cost-effective for B2B products with high ACV ($5,000+). The right allocation depends on your product, margin structure, and growth stage.
How do I improve my platform ROAS?
The most impactful levers are: (1) improve landing page conversion rate — every 1% CVR improvement directly improves ROAS, (2) focus budget on your best-performing audiences rather than spreading thin, (3) add retargeting campaigns which consistently outperform cold traffic, (4) optimize creative for each platform's native format. See our ROAS by industry page for context on what's achievable in your vertical.