Your ROAS goal guides how Dynamic Bidding optimizes your bids. Choosing the right goal affects how aggressively the system competes in auctions, influencing your property's visibility, booking volume, and advertising efficiency. This article explains how different ROAS goals work and how to choose the right one for your objectives.
What is a ROAS Goal?
ROAS (Return on Ad Spend) = Revenue ÷ Spend. A ROAS goal of 10 means you want to generate $10 in booking revenue for every $1 spent on ads.
When Dynamic Bidding is enabled, the system automatically adjusts your bids in real time to work toward your target ROAS. Lower ROAS goals encourage more aggressive bidding to win additional auctions and increase booking volume, while higher ROAS goals prioritize efficiency by bidding more selectively on searches that are more likely to convert.
The starting point
A ROAS goal of 10 is the recommended starting point for most advertisers. It provides a balanced approach between visibility, booking volume, and return on ad spend, and is the default setting for Quick Start campaigns.
When to Set a higher ROAS Goal (ROAS > 10)
Consider a higher ROAS goal when:
Your campaigns are consistently meeting or exceeding your performance goals, and you want to improve advertising efficiency.
Demand is lower, and you want the system to focus on the highest-value booking opportunities.
Your property already receives strong organic visibility, so you want Sponsored Listings to supplement rather than maximize exposure.
Important: The system enters fewer auctions, resulting in lower impressions, clicks, spend, and booking volume while aiming to maximize return on ad spend.
When to Set a lower ROAS Goal (ROAS < 10)
Consider a lower ROAS goal when:
You want to maximize visibility and booking volume, accepting a lower return per dollar spent.
You're in a high-demand window (peak season, major event) and want to capture as many bookings as possible.
You're launching a new property or entering a competitive market and want to maximize exposure and early bookings.
Your campaigns are underspending against your budget. A lower ROAS goal allows the system to bid more aggressively and fill that budget.
Important: The system competes in more auctions, increasing impressions, clicks, and booking volume, while accepting a lower return on ad spend.
ROAS Goal and campaign templates
Campaign Template | Default ROAS Goal | Best For |
Quick Start | 10 | Balanced performance |
Maximize ROAS | 17 | Efficiency and profitability |
Maximize Clicks | 3 | Visibility and booking volume |
Custom Campaign | User-defined | Tailored campaign strategy |
When should I change my ROAS goal?
Allow your campaign to run for at least 2–4 weeks before adjusting the ROAS goal, unless there's a significant change in your business objectives or market conditions.
This gives Dynamic Bidding enough data to optimize performance and provides a more reliable basis for evaluating results.
How to Change Your ROAS Goal
Go to the Campaigns tab and hover over the campaign name.
Click the pencil icon (✏️) to open Campaign Settings.
Update the ROAS Goal field.
Save - the system will begin adjusting bids toward the new target immediately.
Need help?
Our team is here to help. Reach out via Live Chat 💬 in the platform, email us at booking.sponsoredlistings@koddi.com, or browse the Help Center for additional guides and resources.