Free tool
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.
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.
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
Want this done for you — with evidence?
The free tools show you what a machine can measure. The Website Revenue Audit adds what only a person can: your real customer journey, verified findings and a prioritised plan across up to ten pages.