B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
2
2 -- median roas for B2B SaaS (Google Ads) (2025)
The median Google Ads ROAS for B2B SaaS is 1.55x based on Varos real-data benchmarks.
- Reflects short-term / first-order ROAS, which may understate long-term profitability for businesses with multi-year customer lifetime value
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
2
Unit
Multiple
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Varos
Primary
Tier B
https://www.qwestyon.com/blog/good-roas-google-ads-uk-2026-benchmarks ↗
Source Article
Good ROAS for Google Ads UK: 2026 Benchmarks by Industry | Qwestyon
What Is a Good ROAS for Google Ads in the UK? (2026 Benchmarks by Industry)
Every Google Ads article on the internet will tell you: a "good" ROAS is 4:1.
That number is repeated so often it has become the industry default — and for most UK businesses, it is precisely the wrong target to be chasing.
…
Original Research
Varos
· Original study ↗
Methodology
Varos real-data benchmark
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B SaaS (Google Ads): 2 median roas. Source: Varos (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-saas-median-roas-varos
HTML Embed
<blockquote cite="https://lighthousedata.io/data/b2b-saas-median-roas-varos" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2</strong> -- median roas for B2B SaaS (Google Ads)<br><small>Source: Varos (2025) · <a href="https://lighthousedata.io/data/b2b-saas-median-roas-varos" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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