Google Ads Break-Even Calculator
Work out the cost per click, cost per lead and cost per customer your business can afford — before you spend, or while you review a campaign.
- Free
- No sign-up
- Runs in your browser
- Results are estimates
Your campaign economics
Use actual account data if you have it, or planning estimates if you do not.
Estimated monthly results
Estimates onlyAssumes every click costs the average CPC and rates hold constant.
- Estimated clicks
- Estimated leads
- Estimated customers
- Cost per lead (CPL)
- Customer acquisition cost
- Estimated revenue
- Approximate ROAS
- Revenue ÷ ad spend
- Gross profit
- Revenue × margin
- Net after ad spend
Break-even thresholds
- Break-even CPC
- Break-even CPL
- Break-even cost per customer
Formulas used
- Clicks =
budget ÷ CPC - Leads =
clicks × conversion rate - Customers =
leads × close rate - CPL =
budget ÷ leads· CAC =budget ÷ customers - Revenue =
customers × customer value· ROAS =revenue ÷ budget - Gross profit =
revenue × margin· Net =gross profit − budget - Break-even cost per customer =
customer value × margin - Break-even CPL =
customer value × margin × close rate - Break-even CPC =
customer value × margin × close rate × conversion rate
Break-even means gross profit from new customers equals ad spend. It excludes management fees, overheads and customer lifetime value beyond the value you entered.
Break-even is a ceiling, not a target
The break-even CPC is the most you could pay per click and still recover ad spend from gross profit — if your conversion and close rates hold. Profitable campaigns operate comfortably below it, leaving room for management costs and normal variation.
The fastest way to raise break-even is rarely a lower bid. A better landing page (higher conversion rate) or faster lead follow-up (higher close rate) increases the CPC you can afford, which lets you compete for more of the searches that matter.
How to use it
- Enter your monthly budget and average CPC.
- Enter landing page conversion rate and close rate — from your account and CRM if possible.
- Add customer value and gross margin.
- Compare your CPC with the break-even CPC.
- Change one input at a time to see which lever matters most.
What this calculator cannot tell you
- It does not predict campaign performance. Actual CPCs, conversion rates and lead quality vary by keyword, match type, location, device and competition.
- Averages hide spread. Some keywords will be far above break-even and others far below; account structure matters.
- Tracking must be accurate. If conversions include spam or duplicate forms, conversion rate — and therefore break-even — will be overstated.
- Lifetime value is not included unless you enter it as customer value. Repeat business can justify a higher CAC.
- Fees and overheads are excluded. Add them to budget if you want an all-in view.
Frequently asked questions
What is a good ROAS for Google Ads?
It depends entirely on your margins. A business with a 30% margin needs a ROAS above about 3.3× on gross profit terms to break even on ad spend; one with 80% margin needs about 1.25×.
Why is CAC different from CPL?
Cost per lead counts every lead; customer acquisition cost counts only leads that became customers. CAC is the number that determines profitability.
Where do I find my average CPC?
In Google Ads, under Campaigns, add the Avg. CPC column for the date range you care about. For planning, Keyword Planner gives estimated bid ranges.
Does this work for Microsoft Advertising or other search platforms?
Yes. The math applies to any cost-per-click channel.
Is my data stored?
No. The calculation runs in your browser. A copied scenario link contains only the numbers you entered.
Want to know where your ad spend is leaking?
Our free growth audit reviews tracking, search terms and landing pages, and prioritizes what to fix.