Improving your conversion rate
How much more revenue could you generate by lifting conversion? Small gains in PPC funnels can multiply return across a full year of spend.
Additional annual revenue$14,400
Tools
PPC Calculator
Build a realistic paid media projection from budget, CPC, conversion rates, and deal value. Pressure-test Google Ads and other PPC assumptions before you scale spend.
Model paid performance in minutes
Clicks = Budget ÷ CPC · Leads = Clicks × CVR · CPL = Budget ÷ Leads · Revenue = Customers × Value
Estimated monthly revenue$20,480
- Estimated clicks
- 1,067
- Estimated leads
- 43
- Estimated CPL
- $187
- Estimated customers
- 6
- ROAS
- 3x
- ROI
- 156%
With this model you could generate 3x ROAS and about 156% ROI.
Estimates based on the assumptions you enter. Not a forecast of results.
Book a strategy callYou could unlock $68,400 annually, that is $187 every day.
Sales close rate
Better lead qualification and faster response can raise close rate — and the annual revenue that follows from the same lead volume.
Additional annual revenue$54,000
How to read this PPC projection
The calculator walks from ad spend to clicks, leads, customers, and revenue — then reports CPL, ROAS, and ROI. Use it to set budgets, pressure-test auction economics, and decide whether landing conversion or close rate is the real constraint before you raise spend.
The formulas, written out
Every figure in the results panel comes from five inputs you control: monthly ad budget, average cost per click (CPC), landing conversion rate, lead-to-sale close rate, and average customer value. Nothing else is hidden inside the model.
Clicks = Monthly ad budget ÷ Average CPC. Budget is what you plan to spend in a month on the channel you are testing. CPC is the average you pay when someone clicks an ad. If CPC is $7.50 and budget is $8,000, the model expects about 1,067 clicks.
Leads = Clicks × (Landing conversion rate ÷ 100). Landing conversion rate is conversions attributed to the landing experience divided by clicks — form submits, calls, or chats you count as a sales-ready lead.
Customers = Leads × (Lead-to-sale close rate ÷ 100). Close rate should come from sold jobs ÷ qualified leads in your CRM or dispatch software, not from raw form fills alone.
Estimated monthly revenue = Customers × Average customer value. Average customer value is closed revenue ÷ closed jobs for the period you care about — first ticket, average job, or lifetime value if that is how you plan media.
CPL = Monthly ad budget ÷ Leads. ROAS = Revenue ÷ Budget. ROI = ((Revenue − Budget) ÷ Budget) × 100. The calculator rounds ROAS and ROI to whole numbers because this model is directional for planning, not accounting-grade.
ROAS versus ROI — why both appear
ROAS (return on ad spend) answers how much revenue the model attributes to each dollar of media. A 3× ROAS means $3 of modeled revenue for every $1 of spend. Media buyers and Google Ads dashboards often speak in ROAS because it maps cleanly to campaign reporting.
ROI answers how much net media return you keep after subtracting spend: (revenue − spend) ÷ spend. The same 3× ROAS is about 200% ROI on media alone. Both figures ignore labor, parts, and overhead — so a strong ROAS can still fail if gross margin is thin.
Showing both keeps media conversations and owner conversations aligned. Use ROAS when you are tuning bids and budgets; use ROI when you are asking whether the channel is worth the cash outlay before fulfillment cost.
A worked example for a service business
Take a residential HVAC company spending $8,000 per month on Google Ads Search at a $7.50 average CPC. Landing pages convert about 4% of clicks to quote requests. Sales closes roughly 15% of those leads at an average booked-job value of $3,200.
That yields about 1,067 clicks, roughly 43 leads, about 6 customers, and around $20,500 in modeled monthly revenue — about 3× ROAS and 156% ROI on media spend alone. Those are planning figures, not a promise. Change any input and the panel updates immediately.
If your real CPC is $12 or your landing conversion rate is 2%, the same budget looks very different. The example exists to show how unit economics compound — not to claim those rates for your market or trade.
How to pull real CPC and conversion rate from Google Ads
In Google Ads, open Campaigns (or the account overview) for the last 30 days. Average CPC is usually a column — use the account or campaign average that matches the budget you are modeling, not a single outlier day or a branded-only slice if you are planning non-brand growth.
For conversion rate, divide conversions by clicks for the same date range and the same conversion actions you treat as leads (form submit, call, booked estimate). If you track multiple conversion actions, count only sales-ready inquiries — otherwise the model overstates leads and understates CPL.
Close rate and average customer value live in your CRM or job software, not in Google Ads. Export booked jobs for the same period, divide sold jobs by qualified leads for close rate, and divide closed revenue by sold jobs for average value. Align the date ranges so the five inputs describe the same reality.
When the model says paid search cannot work
If ROAS stays below roughly 1× even after honest inputs, the auction price or the funnel is the constraint — not “more budget.” Lower CPC by tightening match types and negatives, raise conversion rate with a clearer offer and faster page, or raise close rate with better qualification and speed-to-lead.
Sometimes the honest answer is that a keyword category cannot support your job value at current auction prices. Shift budget to higher-intent themes, change the offer, or fix ops before scaling. The calculator’s job is to surface that decision early instead of after another quarter of spend.
A 3× ROAS can still be unprofitable if margin is thin — bring gross margin into the decision outside this tool. When you want spend-side planning next to operations leakage, open the Lost Revenue Calculator. For a diagnostic of structure and conversion paths, request a free performance audit.
Prefer a guided diagnosis instead? Request a free performance audit — or estimate lost revenue from missed leads if operations leakage is the bigger question.
Yes. Model Google Ads or other paid search outcomes in your browser with no account, download, or sales call required. It is built for owners and marketers who need a quick pressure-test before raising budget.
Use a real monthly budget, an average CPC from Google Ads (or your last 30 days), a landing-page conversion rate from form or call conversions ÷ clicks, a close rate from booked jobs ÷ qualified leads, and an average customer value from closed revenue ÷ closed jobs. Guessing any of those turns the output into fiction.
ROAS is revenue ÷ ad spend — useful for media buying conversations. ROI is (revenue − spend) ÷ spend — closer to contribution after media cost. Neither subtracts labor, parts, or overhead, so treat them as media-efficiency gauges, not full P&L.
That usually means CPC is too high for your conversion and close rates, or deal value is too low for the auction. Fix the funnel (landing page, offer, lead handling) before raising budget. Raising spend on an unprofitable unit economics model only scales the loss.
Yes for directional planning — swap in Meta CPC and conversion rates. Auction dynamics differ, so validate with platform reporting. The formulas (spend → clicks → leads → customers → revenue) are the same; the inputs should come from the channel you are modeling.
This page models forward-looking paid media efficiency from budget and CPC. The lost-revenue calculator estimates money you may already be leaving on the table from missed and weakly handled leads — regardless of channel. Use this for spend planning; use that one for operations leakage.
Need a more accurate paid model?
We can build a channel plan tied to your local market economics, real auction benchmarks, and your internal close capacity so budget scales with margin, not guesswork.