Free tool
Ad budget and ROAS calculator
Turn a monthly ad budget into expected clicks, leads, customers, revenue and ROAS. See your break-even point, what it takes to hit your target, and how the numbers move in a conservative or strong month.
- Free, no sign-up
- Runs in your browser
- Built by working specialists
Ad Budget & ROAS Calculator
Calculator · FreeAccounting, consulting, agencies, legal. Deal value is a first engagement.
Benchmark values are rounded ranges from our own client work and widely published industry figures, not your numbers. Your ad platform shows CPC and conversion rate; your CRM shows close rate and deal value. Inputs are saved in this browser only.
Leads per month
41
909 clicks
New customers
11
from 41 leads
Cost per lead
$122
Cost per customer $437
Revenue per month
$40,091
First sale only
ROAS
8.02×
Meets your 3.0× target
Gross profit after ads
$17,050
At 55% margin
Your monthly funnel
- Clicks909
- Leads414.5%
- Customers1128%
- You clear your 3.0× target. You could pay up to $14.70 per click and still hit it.
- At 55% margin, ads break even at 1.82× ROAS. You can pay up to $539 per lead before the first sale stops covering ad spend.
| Scenario | Worstunfavourable end of each range | Expectedyour inputs | Bestfavourable end of each range |
|---|---|---|---|
| Cost per click | $8.00 | $5.50 | $3.00 |
| Click-to-lead | 3% | 4.5% | 6% |
| Leads | 19 | 41 | 100 |
| Customers | 3.8 | 11 | 35 |
| Cost per lead | $267 | $122 | $50.00 |
| Revenue | $13,125 | $40,091 | $122,500 |
| ROAS | 2.63× | 8.02× | 24.5× |
Worst and best apply the professional services benchmark spread to your cost per click, conversion rate and close rate: a higher cost per click and lower conversion and close rates in Worst, the reverse in Best. Plan around the worst column; if it still works, the budget is worth testing.
12-month projection
12 months| Month | Spend | Leads | Customers | Revenue | Cum. profit after ads |
|---|---|---|---|---|---|
| Month 1 | $5,000 | 29 | 8 | $28,064 | $10,435 |
| Month 2 | $5,000 | 35 | 9.7 | $34,077 | $24,178 |
| Month 3 | $5,000 | 41 | 11 | $40,091 | $41,228 |
| Month 4 | $5,000 | 41 | 11 | $40,091 | $58,278 |
How this is calculated
- Clicks
- budget ÷ CPC
- 909
- Leads
- clicks × click-to-lead rate
- 41
- Customers
- leads × close rate
- 11
- Revenue
- customers × deal value
- $40,091
- Cost per lead
- budget ÷ leads
- $122
- ROAS
- revenue ÷ budget
- 8.02×
- Gross profit after ads
- revenue × margin − budget
- $17,050
- Break-even ROAS
- 1 ÷ margin
- 1.82×
- Break-even CPL
- deal value × close rate × margin
- $539
- Max CPC for target
- (click-to-lead × close × deal value) ÷ target ROAS
- $14.70
Scenarios multiply your CPC, conversion and close rate by the benchmark's low and high ends divided by its midpoint, with the unfavourable factor on each in Worst. The projection applies a 70% and 85% conversion factor in months 1 and 2.
How to use it
How to use the Ad Budget & ROAS Calculator
- 1Pick your industry, then enter your budgetThe benchmark fills typical CPC, conversion, close rate and deal value for your industry. Replace any of them with figures from your ad account and CRM.
- 2Add your conversion and close ratesConversion rate is the share of clicks that become leads. Close rate is the share of leads that become customers, from your CRM.
- 3Add deal value and marginAverage first-sale value, and your gross margin if you want profit and break-even figures.
- 4Compare the scenariosPlan around the conservative column. If it still works, the budget is worth testing.
Reading your result
What the result means
- Industry benchmark
- Rounded ranges for CPC, conversion rate, close rate and deal value in that industry, from our own client work and widely published industry figures. They set the starting inputs and the worst and best scenarios. Treat them as starting points and replace them with your numbers as soon as you have them. The Custom preset holds sample numbers with a 25% spread either way.
- Cost per lead (CPL)
- Budget divided by leads. Compare it with the break-even CPL to see how much room you have.
- ROAS
- Return on ad spend: revenue divided by spend. 3× means three in revenue for every one spent on ads.
- Break-even ROAS
- The ROAS where gross profit exactly covers ad spend: 1 divided by your margin. Below it, ads lose money on the first sale.
- Gross profit after ads
- Revenue times margin, minus ad spend. It ignores fixed costs and lifetime value, so treat it as a first-sale view.
- Scenarios
- Worst and best cases scale your CPC, conversion rate and close rate by the benchmark's spread, so the range reflects how much results vary in your industry. Worst takes the unfavourable end of each range: a higher CPC and lower conversion and close rates.
- 12-month projection
- Your monthly forecast carried forward, with months 1 and 2 discounted for the platform's learning period, and cumulative profit after ad spend.
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FAQ
Questions about this tool
Something else on your mind? Email grow@noorscale.com and a person will reply within one business day.
How much should I spend on ads per month?
Spend enough to get a meaningful number of conversions each month, so the platforms can optimize and you can judge results. Work backward: decide how many customers you need, then use your cost per lead and close rate to find the budget that delivers them.
What is a good ROAS?
A good ROAS is one above your break-even point, which depends on your margin. At a 50% margin you break even at 2×, so a business with thin margins needs a much higher ROAS than one with high margins.
How do I calculate cost per lead?
Divide your ad spend by the number of leads it produced. If you spent 5,000 and got 80 leads, your cost per lead is 62.50.
Why are my real results lower than the calculator?
Usually because conversion tracking is incomplete, the landing page converts worse than expected, or CPCs rose as spend increased. The calculator assumes your rates stay constant, which is rarely true when you scale quickly.
Should I include lifetime value?
Yes, if customers buy again. This calculator counts the first sale only, which is the safer way to judge a campaign; if repeat purchases are reliable, multiply deal value by expected purchases per customer.
Are my numbers saved?
Only in your browser. The calculator keeps your inputs in this browser's local storage so they are there when you come back. Nothing is sent to our server, and clearing your browser data removes them.
Paid Media & PPC
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