Ad Spend & ROI Calculator for Google Ads and Meta Ads
Plan a Google Ads or Meta Ads budget, or check the campaigns you already run. Pick your country, currency and industry, and see clicks, leads, sales, revenue, ROAS, ROI and your break-even point, side by side for both platforms. Free, no sign-up, with live exchange rates.
How to calculate your ad budget and ROI
Most founders ask "How much should I spend on ads?" The better question is "What can I afford to pay for one customer?" This calculator answers both.
Choose your market
Pick your country, currency and industry. Every field starts empty, and the calculator shows typical estimates for cost per click, click-through rate and conversion rate in grey until you type your own.
Add your business numbers
Enter your monthly budget, your average order or deal value, your gross margin and, for lead businesses, how many leads become customers.
Compare Google and Meta
See both platforms side by side, move the budget split, and check which one brings customers at a lower cost.
Replace estimates with real data
Once your campaigns run, switch to "Check my results" and enter your actual spend, clicks, conversions and revenue.
What each result means for your business
Ad dashboards are full of numbers. These are the ones that decide whether your ads make money.
ROAS (return on ad spend)
Revenue from ads divided by ad spend before tax, the same way Google Ads and Meta report it. A 4x ROAS means 4 in sales for every 1 spent. It is revenue, not profit.
ROI (return on investment)
Profit after product costs, ad spend and fees, divided by what you spent. This tells you whether the business is actually better off.
Break-even ROAS
The ROAS where you stop losing money: 1 divided by your gross margin, plus any tax you pay on ads. At a 40% margin it is 2.5x, or 2.95x with 18% GST. Below that, every sale costs you money.
Cost per lead or sale (CPA)
What you pay for each enquiry or purchase. Compare it with the most you can afford, which the calculator shows as your break-even.
Cost per click and CPM
What each click and each thousand impressions cost. Useful to compare markets and platforms, but never the final goal.
Budget for a goal
Tell the calculator how many new customers you want each month and it works backwards to the budget you need on each platform.
Built for real businesses, in any country
Google Ads and Meta Ads together
Search, Performance Max, Shopping and Display on Google; leads, sales, traffic and awareness on Facebook and Instagram.
26 industries, 58 countries, 48 currencies
From e-commerce and real estate to clinics, coaching and car dealers, with live exchange rates and local cost levels.
Lead businesses and online stores
For lead businesses it follows the full path from lead to customer. For stores it uses orders and average order value.
Honest, editable estimates
Every assumption can be changed, and the calculator tells you exactly what would make an unprofitable campaign work.
Before you spend on ads, check these
- Know your gross margin. ROAS without margin is only half the story.
- Set up conversion tracking first, so Google and Meta learn from real leads and sales.
- Send ads to a focused landing page, not your home page.
- Start with a test budget for 2 to 4 weeks before scaling.
- Compare platform numbers with your actual orders or CRM, since platforms can both claim the same sale.
- In India, remember 18% GST on ad spend when you plan the budget.
Ad spend and ROI: common questions
Is this ad spend calculator free?
Yes. It is completely free, with no sign-up and no limits. Everything is calculated in your browser.
How accurate are the cost per click and conversion estimates?
They are rounded starting points based on public industry benchmark reports from the United States, adjusted for your country's typical cost level. Real results vary a lot by offer, landing page, competition and season, so replace them with your own account data as soon as you have it.
What is a good ROAS?
There is no single good number. A good ROAS is one above your break-even ROAS, which depends on your margin. A store with a 25% margin needs more than 4x just to break even, while a service business with an 80% margin breaks even at 1.25x.
What is the difference between ROAS and ROI?
ROAS compares revenue with ad spend. ROI compares profit with your total cost, including product costs, fees and tools. You can have a high ROAS and still a negative ROI if your margins are thin.
Should I advertise on Google Ads or Meta Ads?
Google Ads captures people who are already searching, so it often converts better for urgent needs and services. Meta Ads creates demand through Facebook and Instagram, so it suits visual products, offers and lead forms. Use the compare mode with your own numbers, then test both with a small budget.
How much should I spend on Google Ads or Meta Ads per month?
Work backwards from your goal. Decide how many new customers you need, enter your deal value and margin, and the calculator shows the budget needed and the most you can afford per lead or sale.
Does the calculator include GST or VAT?
Yes. Add the tax rate on ad spend and the calculator treats your budget as including it: ROAS and cost per lead use the spend before tax, like the ad platforms, while profit and ROI include the tax. For India, enter 18 for GST on ads. If your business claims that GST back as input credit, leave it empty.
Why do clicks cost so much less in some countries?
Ad prices are set by auctions, so they follow how many advertisers compete and how much each customer is worth locally. Clicks in India, Indonesia or Egypt usually cost a fraction of clicks in the United States, Switzerland or Australia.
Which exchange rates do you use?
Live rates from a public exchange-rate feed, refreshed twice a day. If the feed is unavailable, the calculator uses recent approximate rates and says so.
Can I share my calculation?
Yes. Use "Copy share link" and anyone who opens it sees exactly the same numbers, which is handy for sending a plan to a partner, client or agency.