What ROAS do you actually need?
Every kill-or-scale decision I make runs on one number: the ROAS where the ads stop losing money. Most founders have never worked theirs out. It takes thirty seconds.
1.83
Your breakeven ROAS- Kept per order before ads
- $65
- Margin before ads
- 54.5%
Add today's ROAS to see where the needle sits.
Below breakeven you lose money on the first order. That can still be right if customers come back: with strong email and SMS, the second order pays for the first. At my longest client, retention brings in millions a year, which is why the ads can chase new customers harder.
This is first-order math. It leaves out your fixed costs and lifetime value on purpose: it's the line for daily ad decisions.
Want me to check the numbers behind it?
Send me your margin and the ROAS you're getting. If the gap can be closed, the call is free.
Tell me why you wouldn't hire me. Then let me convince you.