Use your own numbers from the ad account and CRM. Any currency works as long as it is the same everywhere. Values are remembered in this browser.
- Clicks
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- Leads
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- Cost per lead
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- Orders
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- Cost per order
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- Revenue
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- Profit after ads
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- ROMI
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- Break-even cost per click
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ROMI = profit after ads / budget × 100%. If the break-even cost per click is below your current CPC, the campaign loses money.
How to read the result
The key number: break-even CPC
This is the click price at which ads break even: lead conversion × order rate × average order value × margin. If your CPC is higher, the campaign loses money — raise site conversion or drop expensive keywords.
Cost per lead vs cost per order
Cost per lead is handy for daily control, but decide by cost per order. Two campaigns with the same cost per lead can produce very different sales.
Where to get the numbers
- Budget and CPC: your ad account.
- Lead conversion: GA4 or Google Ads conversions.
- Order rate and average order value: your CRM or lead sheet.
- Margin: revenue minus the cost of fulfilling an order.
What to improve first
Site conversion usually grows fastest: a clear offer, speed and a short form. Going from 3% to 5% conversion cuts cost per lead by 40% at the same budget.
Questions
What is ROMI?
Return on Marketing Investment: profit after ad spend divided by ad spend. 100% means every dollar returned another dollar on top.
Why margin instead of revenue?
Revenue ignores cost of goods and creates an illusion of profit. Ads pay back only from margin.
Does it work for Meta ads?
Yes. Use link click cost from Meta Ads instead of CPC.
Got a project? Write to us.
A couple of sentences is enough. We reply with a plan, timeline and budget — the estimate is free and non-binding.