B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
5
5 -- incremental roas for Non-brand Search campaigns (2026)
Non-brand Search campaigns averaged 5.21x incremental ROI / incremental ROAS across 18,000+ ecommerce brands in 2026.
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5
Unit
Multiple
Data Vintage
2026
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
Triple Whale
Primary
Tier B
https://elevate-digital-solutions.com/the-cpa-trap-why-your-paid-ads-are-working-while-your-business… ↗
Source Article
The CPA Trap: Why Your Paid Ads Are ‘Working’ While Your Business Quietly Dies
I’m going to say something that might sting a bit.
That 6:1 ROAS your Performance Max campaign is reporting? It’s probably closer to 3:1. Maybe less.
I know. I’ve been there. A client walks in buzzing about their PMax results, showing me screenshots of incredible returns. Then we dig into the data a…
Original Research
Triple Whale
· Original study ↗
Methodology
Incremental ROAS measured across thousands of ecommerce brands
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Non-brand Search campaigns: 5 incremental roas. Source: Triple Whale (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cpa-trap-non-brand-search-roas
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<blockquote cite="https://lighthousedata.io/data/cpa-trap-non-brand-search-roas" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5</strong> -- incremental roas for Non-brand Search campaigns<br><small>Source: Triple Whale (2026) · <a href="https://lighthousedata.io/data/cpa-trap-non-brand-search-roas" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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