ROAS is return on ad spend: revenue divided by what you paid the ad platform. On its own it cannot say whether the ads made money. This is built for businesses that sell through leads. Plan what to spend to hit a profit goal, or check a campaign you have run, and see the break-even ROAS you have to beat.
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Start with the profit you want. This works out the jobs, leads and ad budget to get there.
Already ran a campaign? Enter what it cost and what came back, and see whether it made money. Jobs often close weeks after the leads arrive.
Enter your profit goal, job value, margin, close rate and cost per lead.
Set it up once, for the whole team, from your own tracked data. Then ask in plain words, like “show me how the spring campaign actually performed”.
| Feature | This calculator | Other free ROAS calculators |
|---|---|---|
| Free, no signup | Yes | Most |
| Break-even ROAS from your own margin | Yes | Most |
| A verdict that stays right at a thin margin | Yes | Some call a loss strong |
| Max cost per lead and cost per booked job | Yes | Not found |
| Says a read before jobs close is not final | Yes | Not found |
| A "good ROAS" benchmark table | None, by design | Some, loosely sourced |
| Answered inside Claude and ChatGPT | Coming next | -- |
Based on 11 free ROAS calculators we read in October 2026. A sample, not a census. A dash means we did not check.
Work backwards from the profit you want. Profit per job is job value times margin, minus cost per lead divided by close rate. Divide your goal by that to get the jobs you need, divide the jobs by your close rate to get the leads, and multiply the leads by cost per lead to get the budget. At a $5,000 goal, a $2,500 job, a 40% margin, a 20% close rate and $100 a lead, that is 10 jobs, 50 leads and a $5,000 budget. Cost per lead and close rate can change once you spend more, so treat the answer as a starting point. The Plan side of this calculator does the sum for you.
ROAS, return on ad spend, is the revenue credited to a campaign divided by the media spend on it. Spend 1,000 and get 4,000 back and your ROAS is 4.00x. The sum is easy. The part people get wrong is the revenue. Use the revenue the ads are credited with, not your total revenue, and say where you read it: the ad platform, GA4 or your own books. They rarely agree.
ROAS is a gross revenue ratio, so it says nothing about whether that revenue was profitable. A campaign at 4.00x is losing money at a 15% margin and making money at a 40% one. The ratio is the same in both cases, which is exactly why it cannot answer the question on its own.
There is no honest single answer, and the published benchmarks do not agree with each other. Cold prospecting and branded search behave nothing alike, and neither do a software business and a retailer. The number that does hold for you is your break-even ROAS, because it comes from your own margin rather than from an average somebody else compiled.
Break-even ROAS is 1 divided by your margin on a job. At 50% you break even at 2.00x. At 25% you need 4.00x. At 15% you need 6.67x. Below that line the ads cost more than the margin they brought in, whatever the headline ratio looked like.
The most a lead can cost is close rate times average job value times margin on a job. At a 20% close rate, a $2,500 job and a 40% margin, that is $200. Pay more than that per lead and the ads lose money, even if every other number looks healthy. Both sides of the calculator show it as max cost per lead.
It means each job costs more in ads than it earns, so a bigger budget only loses more. Four things can fix it: a lower cost per lead, a higher job value, a higher close rate or a higher margin on a job. The calculator names the cost per lead to get under. That is the max cost per lead: close rate times job value times margin.
It is cost per lead divided by close rate. Fifty leads for $5,000 is $100 a lead. At a 20% close rate that is 10 jobs, so $500 a booked job. Compare it with what one job earns you after the cost to deliver it.
In your CRM or job software, not in the ad platform. Save where each lead came from when it arrives, with tags on the link (our UTM builder makes them) or a tracking phone number, then total the paid jobs from those leads. Jobs close weeks after leads arrive, so wait before you judge a month. Until you have it, type a close rate and read the result as an estimate.
ROAS compares revenue to ad spend. ROI compares profit to the total cost of producing it, ad spend included. That is why a strong ROAS and a negative ROI can describe the same campaign. Break-even ROAS is the bridge between them: it is the point where the margin exactly covers the media cost.
Target ROAS is a bidding input in Google Ads, not a reporting metric: you tell the system what return to optimise toward and it bids accordingly. Setting it at your break-even point targets zero profit. Set it above break-even by whatever the rest of the business needs to cover, and remember that a campaign limited by budget may never reach the target it was given. The Plan side of this calculator shows the ROAS a dollar profit goal needs, which is a better place to start.
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