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Marketing ROI Calculator

Most small businesses judge marketing on revenue, which quietly flatters every campaign — because revenue ignores what the goods and the marketing cost. This calculator shows the numbers that actually decide whether to keep spending: cost per lead, cost per customer, and profit contribution after your margin.

What is left after the direct cost of delivering the work.

At a glance

What it does, what it reads, what it cannot see

Every tool on this site states its scope in the same six lines, so you know what a result means before you act on it.

You enter
Spend, leads, customers, revenue and gross margin for a period
You get
Cost per lead, cost per customer, gross profit, contribution, ROAS and return on marketing investment
It reads
Nothing beyond the form
It cannot see
Attribution: it trusts the lead and customer counts you give it
It takes
Instant
Worked example

This tool’s own output on a fictional business

Generated by the tool at build time
Month
Spend £1,200 · 40 leads · 9 customers · £6,300 revenue · 60% gross margin
£30Cost per lead
£133.33Cost per customer
£3,780Gross profit
£2,580Contribution after spend
525%ROAS
215%Return on marketing investment

How to read it

ROAS of 525% sounds healthy and is the number an ad platform shows; the return on marketing investment of 215% is the one the business feels, because it is worked out on gross profit after the spend, not on revenue. The gap between the two is the margin. A campaign with a 300% ROAS loses money in a business with a 30% gross margin.

Meadowbank Dental is a fictional practice written for these examples: the result above is what this tool’s code produces on that page, regenerated whenever the site is built, and is not a real business’s data.

How it works

What this tool measures, and what it leaves alone

Read this before you act on a result. Every tool here states its method and its limits in the same breath.

The number most owners miss

ROAS (revenue ÷ spend) is the number ad platforms show you because it flatters them. The number that pays your bills is contribution: revenue × gross margin − spend. A campaign with 300% ROAS loses money at a 30% margin (£3 revenue per £1 spent → 90p gross profit per £1 spent). The calculator shows both, and the break-even ROAS your margin implies.

Gross margin here means what is left after the direct cost of delivering the work — materials, treatment stock, subcontractors, direct labour — before overheads. If you have never calculated it, an honest estimate beats ignoring it.

Questions

Common questions

What is a good cost per lead?

There is no universal number — it depends entirely on what a customer is worth to you. The right test: CAC (cost per customer) comfortably below the gross profit a customer brings. Our Max CAC calculator works that ceiling out.

Related

Free tools that go with this one

Each one measures rather than guesses, works without an account, and says so when something cannot be measured.

Max CAC

"How much should I spend on marketing?" is really "how much can I pay for one customer and still profit?" This calculator answers it two ways — the cautious ceiling (profit on the first purchase alone) and the growth ceiling (profit across the customer lifetime) — with your target margin built in..

Lifetime Value

Almost every marketing decision — what to bid, what to spend on reviews, whether a £495 retainer is cheap or dear — quietly depends on one number: what a customer is worth over their lifetime with you.

Ads Break-Even

Google will happily sell you clicks at any price; whether those clicks make money depends on numbers Google does not know — your conversion rates and margin.

If you need more than the tool

If the numbers came out worse than you hoped, the leak is usually the website every campaign pays to send people to. Fixing that raises the return on all of it at once.

Free Snapshot

Not sure the findings matter? A person checks your website and sends three specific, evidenced fixes — free, no call, no obligation.

Website Revenue Audit — £295

The full picture: up to ten pages and your customer journey checked by a person, every finding evidenced, every fix written so you or your developer can do it.

Repair Sprint — £795

No developer, no time, no interest in doing it yourself? The audit plus up to twelve fixes implemented for you, with a full change log.

And when the whole system needs rebuilding — website, trust evidence, local and AI visibility together — the founder-led HighRegard Authority Transformation (£7,495, 8 weeks, application only) is the complete version.

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