Hupspot ROAS Buckets Guide

Hubspot advertisers and marketers can dramatically improve paid performance by organizing campaigns into clear ROAS buckets and making disciplined optimization decisions from those segments. This guide breaks down the ROAS bucket framework, how to apply it, and how to turn your ad data into actionable insights.

Instead of reacting to every metric in isolation, this approach helps you group campaigns by business impact, understand where to cut spend, and where to scale confidently.

Why ROAS Buckets Matter in Hubspot Reporting

Return on Ad Spend (ROAS) is the core profitability metric for performance advertising. By grouping campaigns into performance tiers or buckets, you can:

• See which ads are truly profitable
• Spot wasted spend quickly
• Prioritize optimization time by impact
• Align marketing and finance around clear targets

Within Hubspot reporting, these buckets become a simple shared language between teams: instead of arguing about CTR or impressions, you evaluate campaigns by ROAS category.

Core ROAS Buckets in Hubspot Performance Analysis

Start by defining a few simple performance tiers. These can be adapted to your margin structure, but the logic stays the same.

Hubspot ROAS Bucket 1: Under 1x (Unprofitable)

This bucket includes campaigns returning less revenue than ad spend. Typical causes include broad targeting, weak offer, or poor funnel alignment.

Key actions:

• Pause or cut budget aggressively
• Review targeting and audience match
• Check tracking and attribution accuracy
• Test new creative or landing page quickly

These campaigns should not scale until they cross into at least break-even territory.

Hubspot ROAS Bucket 2: Around 1x (Break-Even Zone)

When campaigns are close to 1x ROAS, they are paying for themselves but not driving strong profit.

Key actions:

• Optimize for higher conversion rate (CRO)
• Refine messaging and creative angles
• Improve follow-up sequences and nurture flows
• Evaluate whether the offer price or packaging should change

This is often the most valuable testing zone, because small improvements can move these campaigns into clear profitability.

Hubspot ROAS Bucket 3: 1–3x (Moderately Profitable)

Campaigns in this range are working but may not yet be fully maxed out.

Key actions:

• Gradually increase budgets while monitoring ROAS stability
• Duplicate top ad sets for structured testing
• Expand the best-performing audiences
• Protect performance by avoiding sudden budget jumps

This tier shows strong product–market fit and a working funnel, so it is ideal for strategic scaling.

Hubspot ROAS Bucket 4: 3x+ (High-Performing)

These campaigns generate strong profit and often represent your best creative, audiences, and offers.

Key actions:

• Prioritize additional budget allocation
• Reverse-engineer why they work: audience, hook, offer
• Spin off variants with minimal changes (headline, format, angle)
• Use them as benchmarks for new tests

High-performing campaigns should be protected and monitored closely, as they can be the foundation of sustainable growth.

How to Implement ROAS Buckets in Hubspot Workflows

To get consistent value from this framework, you need a repeatable workflow for your team.

Step 1: Define Your Hubspot ROAS Targets

1. Align with finance on acceptable ROAS at each funnel stage.
2. Document bucket thresholds (for example, <1x, 1–1.5x, 1.5–3x, 3x+).
3. Adjust for different product lines or regions if margins vary.

These targets should be visible in your reporting dashboards so everyone speaks the same language.

Step 2: Pull and Segment Data

Use your ads reporting and attribution tools to collect:

• Spend by campaign and ad set
• Revenue attributed to each ad group
• Conversion volume and cost per acquisition
• Time window for attribution (for example, 7, 30, or 90 days)

Then, categorize every campaign into one of your ROAS buckets. This can be done manually in spreadsheets or via automated rules if your stack allows.

Step 3: Create Hubspot ROAS-Based Action Rules

Assign clear actions to each bucket so your team knows exactly what to do on every review cycle.

• Under 1x: Reduce bids or pause unless part of a deliberate awareness play.
• ≈1x: Keep spend controlled and focus on optimization tests.
• 1–3x: Increase budgets carefully by defined percentages.
• 3x+: Scale more aggressively and replicate winning patterns.

Document these rules in your internal playbook and incorporate them into your recurring optimization meetings.

Using Hubspot ROAS Buckets to Improve Creative

Creative performance is often the fastest lever for improving ROAS. Once campaigns are in buckets, analyze creative trends inside each group.

Analyze Winning and Losing Patterns

For high-ROAS buckets, look for:

• Headline patterns that repeat
• Specific offers or bonuses that appear most often
• Visual styles that resonate (product close-ups, lifestyle, UGC)
• Audience segments most likely to respond

For low-ROAS buckets, examine:

• Messaging that creates confusion or weak interest
• Irrelevant audiences or overly broad targeting
• Landing page experience mismatches

Feed these insights back into your creative briefing process so each new round of ads is grounded in real data.

Optimizing the Funnel Beyond Hubspot Ads

ROAS reflects not just ad quality but the full journey from first click to purchase. To strengthen every bucket, review:

• Landing page speed, clarity, and relevance
• Checkout friction and mobile experience
• Email and remarketing sequences
• Cross-sell and upsell opportunities after first purchase

Partners like Consultevo can help build a cohesive funnel strategy that supports stronger ROAS across all channels.

Putting the Hubspot ROAS Bucket System Into Practice

To operationalize this framework, set a recurring cadence:

1. Weekly: Review bucket distribution and apply action rules.
2. Bi-weekly: Refresh creative based on winning patterns.
3. Monthly: Re-assess bucket thresholds and targets based on updated costs and margins.
4. Quarterly: Compare ROAS trends to broader business KPIs like LTV and payback period.

Over time, your goal is to move spend out of low-performing buckets and into high-performing ones, tightening feedback loops so that every optimization cycle is informed by clear, bucketed data.

Learn More from the Original Hubspot Source

This article is based on the ROAS bucket approach explained on the HubSpot Marketing Blog. For deeper context and examples, review the original resource here: HubSpot ROAS buckets article.

By applying a structured ROAS bucket system, aligning it with your business economics, and building repeatable optimization rules, you can transform scattered ad metrics into a focused growth engine.

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