Free tool
ROAS calculator: are your ads making money?
Put in what you spent on ads last month, what those ads brought in and your margin. You get your return on ad spend, the ROAS you need to break even, and the most each sale can cost before the ads lose you money.
Free, no sign-up. It runs in your browser, so your numbers stay on this page unless you ask us to email them.
Google Ads, Meta, or both
Same month, from tracked sales
What you keep after materials and labour
Optional, unlocks cost per sale
Your ROAS
4.00x
In profit
Your ads are making money. Every £1 you spend brings in £4.00 in sales, and you only need 2.50x to break even.
- Break-even ROAS
- 2.50x
- Profit after ad spend
- £600
- Most a sale can cost
- £160
- What a sale costs you now
- £100
You're spending £1,000 a month. Let's see how much more it can take.
We go through your account with you and show you what we’d fix first. If we’re not the right fit, we’ll say so.
Book a Google Ads reviewWhere the numbers come from
ROAS is the revenue from ads divided by the ad spend. Break-even ROAS is 1 divided by your margin, so a business that keeps 40% of each sale needs a ROAS of 2.5x just to cover its ads.
Margin here means what you keep from a sale after the cost of delivering it (materials, labour, stock), before any ad costs. Use the same month for spend and revenue.
The most a sale can cost is your average sale value times your margin. Pay more than that to win a sale and the ads lose money, however healthy the ROAS looks.
ROAS only counts the sales you can trace back to ads. If your tracking misses phone calls or offline sales, your real ROAS is higher than this shows, and the fix is the tracking, not the budget.
Written and maintained by the SEO Engico team
Two mechanical engineers turned marketers, and the people who do the work. Meet the team
Updated 28 October 2026
What to do with your result
Below break-even
Find where the money leaks first: searches that never buy, a page that doesn't convert, or tracking that counts the wrong things.
Book a Google Ads reviewAround break-even
Small fixes tip you into profit. Check your landing page turns visits into enquiries before you add budget.
Get a website reviewComfortably in profit
You have room to grow. The question now is how much more spend the market can take at the same return.
View servicesA worked example
Say a kitchen fitter spends £1,500 a month on Google Ads, and the ads bring in three jobs worth £6,000 in total. After materials and labour, they keep 35%.
Their ROAS is £6,000 divided by £1,500, which is 4x. Break-even is 1 divided by 0.35, which is 2.86x, so the ads are in profit: they keep £2,100 of the £6,000, and after £1,500 of ads that leaves £600.
The most a job can cost them is £2,000 times 35%, which is £700. They're paying £500 per job, so each one has £200 of headroom.
Questions, answered
What is a good ROAS?
There's no single good number, because it depends on your margin. A good ROAS is any ROAS above your break-even point, which is 1 divided by your margin. At a 50% margin you break even at 2x. At 25% you need 4x.
How do I calculate break-even ROAS?
Divide 1 by your margin as a decimal. A 40% margin is 0.4, so your break-even ROAS is 1 divided by 0.4, which is 2.5x. Below that, ads lose money on every sale once the ad cost is paid.
What's the difference between ROAS and ROI?
ROAS compares the revenue from ads with the ad spend, nothing else. ROI compares profit with the total cost, including the cost of delivering the work. A campaign can show a 3x ROAS and still lose money if your margin is under 33%.
Why does the ROAS in my Google Ads account look different?
Google Ads only counts the conversions it can track, at the values you gave it. Phone calls, repeat customers and offline sales are often missing, and some conversions get counted twice. If the account's ROAS and your bank balance disagree, fix the tracking before you change the budget.
Does this tool store my numbers?
No. The calculation runs in your browser. We only see your numbers if you ask us to email you a copy.
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