Google Ads · SEM

ROAS calculator

Enter your campaign parameters and get revenue, ROAS and net profit calculated automatically — with live what-if scenarios.

Campaign parameters

Total investment

€

CPC cost per click

€

Conversion rate

Average order value per sale

€

Key results

Total clicks

—

Conversions

—

Revenue

—

Cost / conversion

—

Financial breakdown

Ad investment—

Gross revenue—

Net profit—

Scenario simulation

If CPC −20%

—

If conversion rate +1pt

—

If order value +10%

—

What counts as a good ROAS in Search?

Reference criteria for SEM (Google Ads) campaigns — ROAS here is "revenue per € spent", the multiple shown in the banner above.

Metric	Poor	Average	Good
ROAS	Below 1x	1x – 5x	Above 5x
Conversion rate	Below 1%	1% – 4%	Above 4%

A ROAS below 1x means you're generating less revenue than you spend on ads — and if your margins are tight, even a ROAS of 2x can still fall short. Between 3x and 4x is typical for most e-commerce accounts. Above 5x, each euro invested is returning five or more in revenue.

How it's calculated: Clicks = Investment ÷ CPC · Conversions = Clicks × Conversion rate · Revenue = Conversions × Average order value · Cost/conversion = Investment ÷ Conversions · Net profit = Revenue − Investment · ROAS = Revenue ÷ Investment.

! Context matters more than the number

A "good", "average" or "poor" ROAS depends entirely on your business model. A company with high profit margins can be profitable with a lower ROAS, while a business with tighter margins may need a much higher return just to break even.

That's why ROAS should always be read alongside other metrics — particularly Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV). This calculator treats the average order value as pure revenue; if you work with product margins rather than full ticket value, adjust the order value field accordingly.

ROAS also plays a key role in automation: Google Ads offers Target ROAS bidding strategies, which use machine learning to optimize campaigns around the return you want — letting advertisers scale spend while protecting profitability.

The ranges shown here are indicative only — they depend on your sector, your specific account, and your company's margin. Because of this, treat them as a general guide and consult a specialist where possible, since you should also factor in your break-even ROAS: the minimum return needed just to cover costs before turning any profit.