Free predictive advertising calculators

Run the numbers before you spend.

The same math our team uses to build client forecasts: what your budget should return, what you can afford to pay per lead, the budget it takes to hit your goal, and how much of your current spend is likely leaking.

ROAS & revenue forecast Google Ads budget Cost per lead & CAC Wasted spend estimator

Calculator 1

ROAS & revenue forecast

Monthly ad budget ($) Average cost per click ($) Landing page conversion rate (%) visitors who become leads Close rate (%) leads who become customers Average revenue per customer ($) Gross margin (%)

Projected monthly result

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projected return on ad spend

Clicks

Leads

Cost per lead

New customers

Revenue

Break-even ROAS at your margin

Gross profit after ad spend

Predicted diminishing returns

Budget	Leads	CPL	ROAS

Forecast assumes cost per click rises about 12% and conversion rate falls about 5% each time budget increases 50%, a simplified version of the diminishing-returns curve we model for clients. Real results depend on your market, offer and account. Get a forecast built on your data →

Calculator 2

Google Ads budget calculator

Leads you want per month Average cost per click ($) Landing page conversion rate (%)

Recommended budget

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per month

Daily budget

Clicks needed

Expected cost per lead

Budget if conversion rate improves 50%

Google can spend up to 2x your average daily budget on a given day, but won’t exceed 30.4x the daily budget in a month. Raising conversion rate is often cheaper than raising budget. Free landing page guide →

Calculator 3

Cost per lead & CAC calculator

Average revenue per customer ($) use lifetime value if you know it Gross margin (%) Profit you want to keep per customer (%) of gross profit Close rate (%) Landing page conversion rate (%)

Most you can pay per lead

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target maximum cost per lead

Gross profit per customer

Maximum customer acquisition cost (CAC)

Break-even cost per lead

Maximum cost per click

Target ROAS

If the cost per click in your market is above your maximum, the fix is usually conversion rate, close rate or offer, not bidding harder.

Calculator 4

Wasted ad spend estimator

Monthly Google Ads spend ($)

Check every statement that’s true for your account:

We haven’t added negative keywords in the last 30 days Search campaigns include Display Network or Search Partners Location targeting is “presence or interest” (the default) We’re not sure every conversion action is a real lead or sale Most ads send traffic to our homepage Ads run 24/7 even though we can’t answer calls overnight We bid on our own brand name without checking incrementality Leads usually wait more than an hour for a response

Estimated monthly waste

Check the statements that apply

Estimated yearly waste$0

Issues flagged0

A directional estimate based on patterns our team commonly sees in Google Ads audits, capped at 40% of spend. It isn’t a measurement of your account. For a real number, we’ll audit your search terms and settings for free.

Get a free waste audit →

FAQ

How to use these calculators

How do you calculate ROAS?

Return on ad spend is revenue attributed to ads divided by ad spend. If $5,000 in ads produces $20,000 in revenue, ROAS is 4x. To know whether that’s profitable, compare it with your break-even ROAS, which is 1 divided by your gross margin.

What is a good cost per lead?

A good cost per lead is one that leaves you profit after your close rate and margin. Calculator 3 works backward from your customer value to the most you can afford per lead, which matters more than industry averages.

How much should I budget for Google Ads?

Divide the leads you want by your conversion rate to get clicks, then multiply by your average cost per click. Calculator 2 does this and shows the daily budget to enter in Google Ads.

What is predictive advertising?

Predictive advertising forecasts results such as leads, cost per lead and revenue before budget is spent, using market data and buyer-intent signals, then compares the forecast with actual results. Black X Marketing builds these forecasts with Cheeky Merlin, the platform our team created.

Want the real number?

Let us build the forecast on your data.

Calculators use averages. A Black X projection uses your market’s search volume, competitive costs and Cheeky Merlin’s intent scoring.

Get my free projection →Free guides