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Google Ads ROI Calculator

Enter spend, CPC, CTR, conversion rate and order value. Get CAC, ROAS, payback and a verdict: scale the budget, hold steady or cut the campaign.

Your campaign

Why ROAS isn’t enough

A 2× ROAS sounds poor and a 4× ROAS sounds good. But either one can be right or wrong depending on LTV. A 1.5× ROAS with a high LTV and low churn is excellent: every euro you spend comes back 1.5 times in the first month, and the customer keeps paying for another 24 months. A 4× ROAS on a customer who only buys once is good, but not as powerful as the first case.

That’s why this calculator looks at LTV/CAC as well as ROAS. The verdict depends on both metrics together: a campaign is only ready to scale when LTV/CAC is above 3-4× and ROAS is above 2-3×.

2026 benchmarks by industry

  • • Fashion e-commerce: CPC €0.80-2, 2-3% conversion, 4-6× ROAS.
  • • SMB B2B SaaS: CPC €4-12, 3-5% trial conversion, 1.5-3× direct ROAS (LTV makes up the difference).
  • • Enterprise B2B: CPC €10-50, 0.5-1.5% demo conversion, low ROAS but large LTV.
  • • Professional services (legal, accounting): CPC €20-80, 5-15% conversion, 3-8× ROAS.
  • • Health / beauty e-commerce: CPC €1-3, 1.5-3% conversion, 3-5× ROAS.

How to lower CAC systematically

  1. Quality Score: improve it and CPC drops 20-40% without touching anything else.
  2. Match types: replace broad with phrase/exact wherever you have signal.
  3. Negative keywords: filter out traffic that doesn’t convert.
  4. Audiences: lookalikes + remarketing convert 2-4× better.
  5. Landing pages: test continuously, especially the CTA and the form.
  6. Bid strategy: if you have the data, automated target CPA or target ROAS usually wins.
  7. Ad schedule: pause the hours and days that don’t convert.

Common mistakes

  • • Optimizing CPC without looking at conversion. A low CPC with 0.5% conversion is worse than a high CPC with 5%.
  • • Comparing Search and Display with the same metric: they’re two different animals.
  • • Raising the budget before validating. More money in a bad campaign = more money lost.
  • • Ignoring Quality Score: the factor with the biggest impact on CPC and position.
  • • Not segmenting by device: mobile and desktop convert differently.
  • • Cutting campaigns too soon (before 60 days): there isn’t enough signal yet.

Typical examples

  • • SMB B2B SaaS, €80/month plan: spends €3k/month, 800 clicks, 3% conversion, 24 trials, 30% trial-to-paid = 7.2 customers. CAC €417. With a €1,500 LTV, LTV/CAC is 3.6× → hold.
  • • Fashion e-commerce, €80 order value: spends €5k/month, 5,000 clicks, 2.5% conversion, 125 sales. 2× ROAS, needs optimizing.
  • • Legal services, €2,500 deal: spends €2k/month, 100 clicks, 8% conversion, 8 leads, 25% close rate = 2 customers. CAC €1,000, 2.5× ROAS, ready to scale.

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