Matt PaulsonFounder and CEO of MarketBeat

How We Improved ROAS Without Finding Cheaper Leads

13 Oct 2026 · 1 min

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In this interview excerpt, Matt Paulson discusses the trajectory of Return on Ad Spend (ROAS) for his business. He counters the expectation that ROAS will inevitably decline year over year, explaining that their ROAS has actually increased because they have become more effective at monetizing leads. The conversation then shifts to the performance of the initial 30‑ to 60‑day ROAS, setting up a deeper dive into early‑stage revenue optimization strategies.

So would you say you expect the ROAS to decrease continually year after year, or do you just try to find a way to maximize the volume while maintaining a certain ROAS?
I'd say our ROAS has actually gone up over time because we've gotten better at monetizing leads.
How about the initial 30 to 60 day ROAS?
That's actually improved this year. Really? Yeah. Because like we used to only have like when somebody signed up, we'd sign them up for MarketBeat. Now we sign up for MarketBeat and our beehive list, American Market News. And then it wasn't until about a year and a half ago that we added an SMS opt-in form on our kind of cold traffic landing page. So we were getting email, now we're getting email, second email list, SMS. So it's just more opportunities to monetize, and that's really improved our 30-day ROAS.