I would expect: ROI > 1 = profitable ad spend 0 < ROI < 1 = ad spend does not cover its cost ROI < 0 = losing money because of the ad spend (the ad is da

I would expect: ROI > 1 = profitable ad spend 0 < ROI < 1 = ad spend does not cover its cost ROI < 0 = losing money because of the ad spend (the ad is damaging to your brand)