<b>"What ROI counts as good?"</b>

<b>"What ROI counts as good?"</b>

Wrong question. A 200% ROI campaign you can't scale past $40/day is worth less than a 25% ROI campaign eating $2k/day.

The setup — two live campaigns last quarter, same vertical.
The move — Campaign A: nutra, 180% ROI, but it died every time I pushed past $60/day. Campaign B: a mainstream lead-gen offer, thin 22% ROI, but it absorbed budget like a sponge.
The numbers — A: $1,800 spend, $5,040 revenue, $3,240 profit over the whole run before it choked. B: $14,000 spend, $17,080 revenue, $3,080 profit in three weeks and still climbing.
The lesson — ROI is a ceiling indicator, not a profit number. High ROI on a tiny ceiling is a hobby. The pros chase <b>profit per day at scale</b>, not the prettiest percentage.

<i>What I'd do differently:</i> I'd have killed my obsession with A sooner. I spent two weeks trying to "fix" its scaling wall when B was sitting there quietly outearning it. Good ROI is whatever survives the budget increase you actually need.