July 15, 2026 at 10:00 AM CT

Why ROAS Is a Good Way to Make Bad Decisions in Paid Media

The metric that feels objective could quietly be limiting your business growth.

ROAS feels safe. It's a number, it's tied to revenue, and the logic is clean: spend a dollar, get two back, you're winning. So why do the reports keep looking great while revenue stays flat?

Because the campaigns that post the highest ROAS and the campaigns that grow a business are rarely the same thing. When ROAS drives the budget, money flows toward demand you already had, and away from the work that creates demand you don't have.

Join Brandee Johnson and Kyle Tapper for a candid conversation on why ROAS misleads, what it hides, and the metrics you should be watching instead.

What You'll Learn

Why High ROAS Can Be Misleading
Learn why the campaigns with the best reported return are often harvesting existing demand instead of creating new revenue.
The Difference Between Attributed Revenue and Incremental Revenue
Understand why platform-reported results can overstate impact, and how to think about what your media actually caused.
How ROAS Could Quietly Be Limiting Your Business Growth
See how budget decisions based only on efficiency can shift spend away from prospecting, testing, and demand creation.
What to Measure Instead
Learn which metrics help ecommerce leaders evaluate paid media based on contribution to growth, not just dashboard performance.

Who Should Attend

This webinar is built for:

Ecommerce founders and marketing leaders evaluating paid media performance
Paid media teams responsible for budget allocation and growth strategy
Brands that rely on ROAS but suspect it is not telling the full story

Your Speakers

Brandee Johnson

Founder, CEO

LimeLight Marketing

Brandee is the founder and CEO of LimeLight Marketing, a Kansas City ecommerce marketing agency. She brings a candid, growth-first perspective to how brands measure paid media and decide where to put the next dollar.

Kyle Tapper

Account Director

LimeLight Marketing

Kyle Tapper is an Account Director at LimeLight Marketing, where he leads paid media and performance strategy for ecommerce and growth-focused brands. Before LimeLight, he spent years on an in-house marketing team and as a freelance marketer, helping clients connect the dots and make visible progress toward their business goals, the same practical lens he brings to a candid look at what ROAS does and doesn't tell you.

Let’s talk

Let’s find your next priority.

Tell us what you want to change. We’ll help you find the right place to start.

Start a conversation

From our team

Recent insights

Claude MCP for Marketers: What It Is, What It Unlocks

MCP is a Linux Foundation standard now, with more than 10,000 public servers. What it actually does, what it unlocks for a marketing team, and what breaks.

AI Agents for Marketing: The Use Cases That Actually Pay

Three quarters of marketing teams use AI. Only 13% run agents. From a year of building them for client work: the three questions that decide whether a use case is worth an agent at all.

AI Agent Orchestration: When an Agent Manages the Fleet

An orchestrator is the agent that reads your other agents' work so you don't have to. What it does, what it costs in tokens, and the point at which a marketing team actually needs one.