SoulGait / calculators
Google Ads ROI calculator
Estimate leads, clients, gross value and modeled return on ad spend from a paid search budget. Understand the assumptions behind each number.
The working tool
Build a scenario.
A campaign can produce many enquiries without producing profitable clients. This model connects monthly ad spend to cost per lead, lead-to-client close rate and average first purchase value. It helps reveal which assumption is carrying a paid-search business case.
Know the inputs
What the calculator measures.
The tool shows gross value divided by advertising spend. This is ROAS, not accounting ROI or profit. If you include repeat purchases in client value, base them on observed retention cohorts rather than an optimistic lifetime estimate.
Read the inputs before changing them.
Start with a measured value where one exists. Where it does not, run a low, expected and high scenario rather than treating one guess as a forecast.
| Input | Meaning and practical check |
|---|---|
| Monthly ad spend | Paid media budget for the same period used in your lead and sales assumptions. Agency fees and landing page costs are excluded. |
| Expected cost per lead | Spend divided by meaningful enquiries. Define a qualified call, form or WhatsApp conversation consistently. |
| Lead-to-client close rate (%) | The share of leads becoming paying clients after enough follow-up time. Do not confuse booking rate with payment rate. |
| Average client value | Gross first-purchase revenue per new client unless you have reliable repeat-purchase evidence. |
Transparent method
Formula and worked examples.
The calculation is transparent and uses only the fields above. It does not import market benchmarks, current prices or external account data.
A worked example
At $3,000 spend and $60 per lead, the model produces 50 leads. At a 20% close rate, that is 10 clients. At $450 per client, gross client value is $4,500 and ROAS is 1.50×. The $1,500 difference between gross value and ad spend is not profit because service delivery and other costs remain.
Compare three versions of the same decision
These figures are examples with illustrative inputs, not expected results for your business. Change the form above to use your own numbers.
| Scenario | Assumptions | Modeled output |
|---|---|---|
| Tougher acquisition | $3,000 spend · $80 CPL · 10% close · $450/client | $1,688 value · 0.56× ROAS |
| Illustrative case | $3,000 spend · $60 CPL · 20% close · $450/client | $4,500 value · 1.50× ROAS |
| Stronger funnel | $3,000 spend · $50 CPL · 30% close · $450/client | $8,100 value · 2.70× ROAS |
Put it to work
How to use the estimate.
A calculator helps when its assumptions lead to a specific next action. Use this three-step check before committing budget or building a product.
Define the conversion
Separate call clicks from connected calls, chat starts from meaningful conversations and form starts from submitted leads.
Use your own funnel
Pull spend, qualified leads, closed clients and first-purchase value from the same cohort and time window.
Check contribution
Deduct ad spend, fulfillment, sales labor, platform charges and refunds; then decide whether the result supports growth.
Where the number can mislead
The model assumes every lead has the same conversion chance and every client the same value. It excludes delay between enquiry and sale, invalid leads, refunds, repeat value, agency fees and fulfillment. Platform attribution may differ from CRM sales records; use your own reconciled lead-to-sale data for decisions.
Straight answers
Frequently asked questions.
Is ROAS the same as ROI?
No. ROAS compares gross attributed value with ad spend. ROI requires a defined net return and a fuller cost base.
Should WhatsApp clicks count as leads?
Only when the conversation meets your agreed qualification rule. A button tap alone may not represent a reachable prospect.
How do I choose a close rate for a new campaign?
Start with a cautious range informed by your existing sales process, then replace it with observed cohort data as results mature.
Can I include repeat purchases?
You can model them separately if repeat behavior is measured. Avoid adding speculative lifetime value to make an unprofitable first purchase appear viable.
Why did the modeled client count include fractions?
It is an expected value across many leads, not a prediction of fractional people. Real short-period outcomes will be whole numbers and may vary widely.