ROAS = Revenue / Ad spend gross. ROI = (Revenue - Total cost) / Total cost net (incluye COGS + overhead). ROAS 3x ≠ profitable. Si gross margin 40%, ROAS 3x = ROI break-even.

Sin closed-loop CRM (vanity). Last-touch attribution sobre-atribuye. Time window <30d ignora cycle B2B 60-180d. Confundir ROAS con ROI. Target rígido per-channel ignora TOFU. Sin segmentar por cohort.

ROAS Return on Ad Spend B2B · Fórmula + benchmarks

Q: ¿Qué es ROAS?

Return on Ad Spend = Revenue atribuida / Ad spend × 100%. Métrica foundational paid media. Métrica preferida Smart Bidding tROAS Google Ads. Gross top-line.

Q: ¿Benchmarks ROAS B2B mid-market?

Google Search Branded 8-15x. Non-Branded 3-5x. Performance Max 2-4x. LinkedIn 2-4x multi-touch. Meta 1.5-3x. Retargeting 6-12x warm audiences.

El ROAS (Return on Ad Spend) mide los ingresos generados por cada euro invertido en publicidad. Métrica foundational paid media + métrica preferida Smart Bidding tROAS Google Ads. Sin closed-loop CRM B2B, ROAS = vanity metric (leads ≠ revenue).

Fórmula canónica

ROAS = Revenue atribuida / Ad spend × 100%

Ejemplo: 10.000€ ad spend → 35.000€ revenue atribuida = ROAS 350% (3.5x).

ROAS vs ROI · diferencia crítica

ROAS · Revenue / Ad spend. Gross top-line.
ROI · (Revenue – Total cost) / Total cost. Net bottom-line, incluye COGS + overhead + salaries.
Decisión · ROAS para optimización paid tactical. ROI para decisiones budget allocation strategic.
ROAS 3x ≠ profitable. Si gross margin 40%, ROAS 3x = ROI break-even.

Benchmarks ROAS B2B mid-market 2026

Google Search Branded · 8-15x ROAS (queries high-intent).
Google Search Non-Branded · 3-5x ROAS B2B mid-market.
Performance Max · 2-4x ROAS B2B closed-loop.
LinkedIn Ads · 2-4x ROAS multi-touch B2B (last-touch underreport).
Meta Ads B2B · 1.5-3x ROAS B2B mid-market.
Retargeting cross-channel · 6-12x ROAS warm audiences.

Target ROAS B2B

Target ROAS depende de gross margin + cycle:

Gross margin 70-80% B2B SaaS · target ROAS 1.5x mínimo break-even, >3x healthy.
Gross margin 40-50% servicios · target ROAS 3x mínimo, >5x healthy.
Gross margin 20-30% ecommerce · target ROAS 4x mínimo, >7x healthy.
LTV-based target · LTV/CAC >3 → ROAS implícito.

Cómo calcular ROAS B2B mid-market

Closed-loop CRM · Won deals atribuidos a canal vía Enhanced Conversions + Offline Conversions.
Attribution model · W-shaped B2B mid-market default + data-driven cuando volume.
Time window · 90-180 días mid-market (sales cycle 60-180d).
Value rules · MQL = 100€, SQL = 500€, Won = ACV real.
Dashboard Looker Studio · ROAS por canal + cohort + cycle.

Errores frecuentes ROAS B2B

ROAS sin closed-loop CRM. Optimizes leads, no revenue. Vanity metric.
Last-touch attribution. Sobre-atribuye branded + paid, undervalues TOFU.
Time window short. 30d window underreports cycle B2B 60-180d.
ROAS confundido con ROI. ROAS 3x ≠ profitable según gross margin.
Target ROAS rígido per-channel. LinkedIn TOFU debe tener target ROAS más bajo que branded Search.
Sin segmentar por cohort. ROAS aggregate oculta channels burning cash.

Términos relacionados

CAC — ROAS y CAC inversamente correlacionados.
LTV — LTV/CAC target define ROAS implícito.
Smart Bidding — tROAS bidding strategy.
Atribución multi-touch — atribución impacta ROAS reportado.
Meta CAPI — recovery ROAS B2B post-iOS.

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