True-ROAS Calculator
CPL → close rate → ASP → real revenue per ad dollar
Surfaces what your CPL actually means once you fold in close rate, average sale price, and the length of your sales cycle. Built for industrial accounts where a $297 CPL is fine if it closes a $40K deal — and where Smart Bidding looks at the wrong number.
- Enter your CPL (cost per lead) and monthly ad spend.
- Enter your lead-to-customer close rate (0–100%).
- Enter your average sale price (ASP).
- Optionally adjust the sales cycle in months — affects payback timing, not total revenue.
- Result: revenue per ad dollar, payback months, and the "as-reported" vs "true" ROAS gap.
Result
- Leads / month
- 152
- Customers / month
- 12.12
- Monthly revenue
- $484,848
- Revenue per ad $
- 10.77
- True ROAS
- 1077%
- Payback (months)
- 3.0
Healthy revenue per ad dollar — scale candidate.
Why this exists
Most reporting tools show CPL and Cost-per-Conversion. Neither is what your CFO is asking. This calculator translates ad spend into the revenue language the business actually runs on — and exposes the gap between what the dashboard shows and what closes.
Frequently asked
How do I calculate true ROAS for B2B?
True ROAS in B2B = (leads × close rate × ASP) ÷ ad spend. For a $45K monthly spend at $300 CPL, an 8% close rate, and a $40K ASP, that is (150 × 0.08 × $40,000) ÷ $45,000 = ~10.7x revenue per ad dollar. Standard reporting tools stop at the lead stage and never compute this.
Why is my reported ROAS so much lower than the calculated true ROAS?
Most platforms count a lead as the "conversion" with a placeholder value (often $0). True ROAS multiplies the lead by close rate × ASP, which surfaces the closed-deal revenue that actually pays for the ad spend. The gap is real — fix it by either valuing leads at expected close-weighted revenue or by importing offline conversions.
What is a healthy revenue-per-ad-dollar number for B2B industrial?
In industrial B2B with multi-thousand-dollar deal sizes and 60–90 day sales cycles, 3x revenue per ad dollar is the borderline. 5–10x is common for accounts that have done the structural work (B2C contamination removed, audience segmentation done, landing pages aligned). Below 1x is genuinely unprofitable.