ROAS calculator
Return on ad spend
Enter revenue and spend for the same period. Add your gross margin to see whether the campaign is actually profitable, not just high-revenue.
Optional. Revenue minus cost of goods, as a percentage of revenue.
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Common questions
What is a good ROAS?
There is no universal figure, because the answer depends on your margin. A business running a 20% gross margin needs a ROAS above 5 just to break even, while one at 80% margin breaks even at 1.25. Work out your break-even point first, then set a target above it.
What is the difference between ROAS and ROI?
ROAS measures revenue returned per unit of ad spend and ignores every other cost. ROI accounts for cost of goods, overheads and the ad spend itself, so it tells you about profit. A campaign can post a strong ROAS and still lose money.
How do you calculate ROAS?
Divide revenue attributed to advertising by the advertising spend that generated it. $48,000 in revenue from $12,000 in spend is a ROAS of 4, often written 4:1 or 400%.
CPM calculator
Cost per thousand impressions
Fill in any two boxes and the third is worked out for you.
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Common questions
What is a good CPM?
It depends almost entirely on platform and audience. Broad awareness campaigns on Meta often land in the low single digits, while narrowly targeted B2B audiences on LinkedIn routinely run ten to twenty times higher. Compare your CPM against your own historical average on the same platform rather than an industry figure.
How is CPM calculated?
Divide total ad spend by the number of impressions, then multiply by 1,000. So $4,500 spent for 900,000 impressions is a CPM of $5.00.
Is a lower CPM always better?
No. A low CPM usually means a broad, cheap audience. If those impressions do not convert, a higher CPM against a tighter audience will produce a better cost per acquisition. Judge CPM alongside CTR and conversion rate, never on its own.
Google Ads budget calculator
Work backwards from a customer target
Start with how many customers you need each month. This works out the clicks and the budget required to get there.
Optional. Adds projected revenue and ROAS.
Common questions
How much should I spend on Google Ads?
Work backwards rather than picking a round number. Decide how many customers you need, divide by your conversion rate to get the clicks required, then multiply by your average cost per click. That gives a budget grounded in a goal instead of a guess.
What if I do not know my conversion rate yet?
Start with a conservative estimate of 2% to 3% for a landing page built for the campaign, and lower for a general homepage. Run enough budget to gather roughly a hundred conversions, then replace the estimate with your real figure.
Why is my real cost per acquisition higher than this?
This model assumes every click reaches the page and converts at a single rate. In practice, bounced sessions, mismatched search intent, budget caps and seasonality all raise the true figure. Treat the output as a planning floor rather than a forecast.
