What's a Good ROAS for Home & Garden and Furniture Brands on Meta Ads?

A good ROAS for Home & Garden brands on Meta Ads in 2026 is a 2.60x median, with strong-performing campaigns typically landing between 3.2x and 5.0x — a benchmark that runs notably lower than the same category's 3.90x median ROAS on Google Ads, reflecting how differently the two platforms convert home-goods shoppers.

The Home & Garden Benchmark, By the Numbers

• Meta Ads median ROAS: 2.60x
• Strong-campaign range on Meta: 3.2x-5.0x
• Google Ads median ROAS, same category: 3.90x
• Meta CPA for Home & Garden: $46.46

The gap between Meta's 2.60x and Google's 3.90x median is one of the larger cross-platform differences seen in category-specific ROAS data, and it points to a real difference in buyer intent rather than one platform simply performing better — Google captures shoppers already searching for a specific product, while Meta reaches people earlier, before they've decided what to buy.

Why Home & Garden Runs Lower on Meta Than Other Categories

Home & Garden carries a higher Meta CPA ($46.46) than many other ecommerce verticals, driven by larger average order values and longer decision cycles — furniture and home-goods purchases typically involve more deliberation, comparison, and revisits before a shopper converts than a low-consideration impulse category does. That longer path to purchase pulls immediate, last-click ROAS down even when the underlying campaign is performing well, since Meta's attribution window doesn't always capture a sale that closes weeks after the last ad interaction.

Why Google's Higher Median Makes Sense for This Category

Google Ads captures Home & Garden shoppers at a later, higher-intent stage of their decision — actively searching for a specific product, brand, or dimension — while Meta reaches the same shoppers earlier, through visual discovery before purchase intent has fully formed. That's the core reason Google's 3.90x median outperforms Meta's 2.60x for this specific category, even though both platforms can be profitable parts of the same brand's media mix.

What Separates Top-Quartile Home & Garden Advertisers on Meta

Reaching the 3.2x-5.0x strong-campaign range on Meta for this category typically depends on lifestyle and room-scale creative — showing a product in a styled, real-world setting rather than on a plain white background — combined with a retargeting layer that recaptures shoppers during their longer consideration window rather than relying solely on cold prospecting to close the sale in one session.

What This Means for Cross-Platform Budget Allocation

A brand running both Google Shopping and Meta for Home & Garden products shouldn't expect the two channels to report equal ROAS, and shifting budget away from Meta because its ROAS trails Google's would ignore that Meta is typically doing earlier-funnel work — building the demand that later shows up as a branded search on Google. The two numbers describe different stages of the same customer journey rather than competing outcomes.

Bottom Line

Benchmark a Home & Garden or furniture brand's Meta Ads performance against a 2.60x median rather than a higher blended-ecommerce figure, treat 3.2x-5.0x as the mark of a strong campaign, and don't read a lower Meta ROAS relative to Google as underperformance — it reflects where in the purchase journey each platform reaches the shopper.

Source: AdAmigo.ai, "Meta Ads ROAS Benchmarks by Industry (2026)."