Enter your ad spend
Use the total from your ad account for one campaign, one channel or the whole month. Include agency fees if you want the return on everything the campaign cost you.
Free tool
ROAS calculator
This ROAS calculator divides the revenue from your ads by what you spent on them. Add your profit margin and it also shows the return you need before a campaign makes money.
Your return on ad spend
Enter your ad spend and the revenue it produced to see your ROAS.
ROAS
- ROAS as a percentage
- Revenue for each 1.00 spent
- Break-even ROAS The return at which the campaign pays for itself.
- Profit after ad spend
This tool runs in your browser. Nothing you enter is sent or stored.
What is the ROAS formula?
The ROAS formula is revenue from ads divided by ad spend. A campaign that cost 2,500 and produced 10,000 in sales has a ROAS of 4, usually written as 4x, 4:1 or 400%. Each of those means that every 1.00 spent on ads came back as 4.00 in revenue.
ROAS measures revenue, which is why it differs from return on investment. ROI subtracts your costs first, so a campaign can show a healthy ROAS and still lose money.
How to calculate ROAS for lead generation?
You calculate ROAS for lead generation from the sales your leads became, because a lead has no revenue until someone closes it. Count the jobs won from the campaign's leads, add up their value and divide by the ad spend for the same period.
A roofing company that spends 3,000 on Meta ads, receives 60 leads and wins 5 jobs worth 9,000 each has a ROAS of 15x. The same campaign judged on cost per lead alone would show 50 per lead and tell you nothing about the jobs. If you are still working out how to calculate ROAS before any sales have closed, use our lead value calculator to put a revenue figure on each lead.
What is a good ROAS?
A good ROAS is any figure above your break-even ROAS, which is 1 divided by your profit margin. A business that keeps 40% of each sale breaks even at 2.5x, and one that keeps 20% needs 5x before the ads pay for themselves.
This is why a single target such as 4x is misleading. Add your profit margin above and the profit line shows what is left after the ads and the cost of delivery. The break-even ROAS calculator works out the threshold on its own and sets a target above it.
How do you improve ROAS without spending more?
You improve ROAS without spending more by turning more of the clicks you already buy into customers. Revenue rises while the spend stays the same, so the ratio improves.
The form on your landing page is the quickest place to find that gain. A multi-step form opens with one easy question and asks for contact details last, which brings more visitors to the end of the form. Qualifying questions tell your sales team which leads to call first, and conversion tracking can report qualified leads only, so the ad platform learns to find more of the leads that turn into revenue.
How to use the ROAS calculator
Enter the revenue
Add the value of the sales that came from those ads in the same period. Lead generation businesses should use closed jobs, not the number of leads.
Add your profit margin
Choose “Profit margin” under the two fields. With it, the calculator shows your break-even ROAS and the profit or loss after ad spend.
How Growform raises the return on your ad spend
Growform is a form builder made for paid lead generation. Each point below changes the revenue side of the ROAS formula while your budget stays where it is.
- More of your paid clicks finish the form.
Questions are spread across short steps, and the phone number is requested on the last one.
- Your sales team knows which leads to call first.
Every lead arrives with the answers that decide its value, such as the job type, the budget and the timing.
- Ad platforms optimize for the leads you want.
Google Ads and the Meta Pixel can receive a conversion for qualified leads only.
- Revenue can be traced to the campaign that earned it.
Hidden fields save the UTM parameters and click ID on each lead, ready for your CRM.
Frequently asked questions
Is ROAS the same as ROI?
No. ROAS compares revenue with ad spend, while ROI compares profit with every cost involved. A campaign with a 3x ROAS and a 25% margin has a negative ROI, because it needs 4x to break even.
Should agency fees count as ad spend?
Platforms report ROAS on media spend alone. Add your management fee to the ad spend field when you want to know whether the whole campaign paid for itself.
How is break-even ROAS calculated?
Break-even ROAS is 1 divided by your profit margin written as a decimal. At a 50% margin the figure is 2x, and at a 25% margin it is 4x.
Can I calculate ROAS for a single ad or keyword?
Yes. Enter the spend and revenue for that ad or keyword alone. The result is only as reliable as your tracking, so make sure each sale records the campaign it came from.
Why this tool is different
Most ROAS calculators stop at the ratio. This one is built for businesses that buy leads rather than sell online.
- The bar under the result marks the point where your spend is paid back, and it moves to your own break-even once you add a margin.
- Profit after ad spend is shown in money, because a ratio does not tell you whether the campaign paid for itself.
- Two fields are enough to start, and the margin is added only when you want a verdict.
Start your free trial
Create beautiful multi-step forms that convert, with a 14-day free trial. No credit card required.