ROAS and CPC calculator
This free ROAS and CPC calculator works out return on ad spend and the budget you need to hit an inquiry target, from your cost per click and conversion rates. It also shows cost per inquiry and cost per customer, so you can judge a campaign before spending on it.
Your numbers
The starting values are examples, not benchmarks. Replace them with your own figures or with estimates from Google Keyword Planner.
How to use it
Change any number and the results update.
Set your target
Enter how many inquiries a month would make the campaign worthwhile.
Enter cost per click
Use your own account average, or the estimate Google Keyword Planner gives for your searches in your area.
Enter conversion rates
If you do not know them, start with a cautious guess and replace it with real data after the first month.
Read the result
Compare the ad cost per customer with what a customer is worth to you. If it does not work on paper, it will not work in the account.
Common questions
Short, direct answers.
How much should I spend on Google Ads?
Enough to get the clicks your inquiry target needs. Divide the inquiries you want by your conversion rate to get clicks, then multiply by cost per click. This calculator does that sum.
What is a good cost per inquiry?
One that leaves a profit after you account for how many inquiries become customers and what a customer is worth. It differs by industry and by business.
What is ROAS?
Return on ad spend: revenue from the ads divided by what the ads cost. A ROAS of 4x means four units of revenue for every unit spent.
How do you calculate CPC?
Cost per click is what you spent on ads divided by the number of clicks. If you spent 400 and got 100 clicks, your CPC is 4. Enter that figure above to see the budget your inquiry target needs.
Does this include agency fees?
No. It covers what you pay the ad platform. Add management fees and any creative costs to see the full picture.
Want this done for you?
The services behind this tool.
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