Google Ads ROI Calculator
Enter a monthly budget, pick your industry, and see the whole funnel — impressions, clicks, leads, qualified leads, customers and revenue — before you spend a rupee.
Your numbers
Pick an industry to load the benchmark midpoints, then edit anything you have real data for.
Media spend only. Management fees and GST are not included.
Modelled month
One month at ₹1.00 L, assuming the funnel above holds.
- 1ImpressionsAt a 3.0% click-through rate57,971
- 2ClicksAt ₹58 per click1,739
- 3Leads3.5% of clicks convert · ₹1,643 per lead61
- 4Qualified leads30% survive qualification · ₹5,476 each18
- 5Customers8% close · ₹68,452 to acquire one1.5
- 6Revenue1.5 customers × ₹1,50,000₹2.19 L
At these assumptions the model returns ₹2.19 of revenue for every ₹1 of spend. Revenue is not profit — you break even on gross revenue when a customer is worth ₹68,452, so check that figure against your actual margin before calling this profitable.
Estimates, not forecasts. Built from directional benchmark ranges and the assumptions you entered above — not a prediction of what your account will do.
What the model is actually doing
No black box. Six multiplications, all of them visible, all of them editable.
Google Ads prices on the click, so the click is where the model anchors. Your monthly budget divided by your cost per click gives the number of clicks that budget buys. Working backwards from clicks through your click-through rate gives the impressions those clicks came from — useful as a reality check on whether there is even enough search volume in your category to spend the budget you have entered.
From there it is a chain of four percentages. Clicks times your landing page conversion rate gives leads. Leads times your qualification rate gives qualified leads — the ones your sales team would actually be willing to call. Qualified leads times your close rate gives customers. Customers times your average revenue per customer gives revenue. Revenue divided by spend is your ROAS.
Every one of those inputs starts at the midpoint of the range published on our benchmarks page for the industry you selected, so the tool can never quietly drift away from the numbers we publish elsewhere on this site. The qualification rate, close rate and deal value are not benchmarks — no ad platform can see those — so they start at conservative Indian-market assumptions and should be replaced with your CRM's real figures.
A benchmark midpoint is not a prediction. The ranges we publish are wide because the underlying reality is wide — a click in Mumbai and the same click in Indore can differ by 4X, and lead quality varies more than lead cost does. Taking the middle of a wide range and presenting it to three decimal places would be false precision, which is why every figure here is editable and why we would rather you overwrote all of them.
The model also assumes a steady state. Real accounts spend the first four to eight weeks in a learning phase where cost per acquisition is materially worse while the platform gathers conversion signal. If you are launching from zero, expect month one to underperform everything you see here, and judge the channel on month three.
Finally, the output is revenue, not profit, and it is booked in the same month as the spend. If you sell something with a three-month sales cycle, the revenue shown against this month's budget will not arrive for a quarter — which matters enormously for cash flow even when the ROAS is excellent. Apply your gross margin, subtract management fees and GST, and shift the revenue out by your real sales cycle before treating any of this as a plan.
Three ways this model breaks in the real world
- Broken conversion trackingIf your conversion action fires on a page view or a scroll rather than a genuine enquiry, every number downstream of the lead count is fiction. Check what is being counted before you trust any conversion rate.
- Budget the auction cannot absorbSearch demand is finite. If the impressions figure looks implausibly large for your category, the budget cannot actually be spent on qualified search terms — it will leak into broad matches and Display placements instead.
- A close rate borrowed from hopeClose rate is the input people inflate most. Pull the real figure from your CRM for the last two quarters. If you do not have it, that is the first thing to fix — not the campaigns.
Google Ads ROI questions
It is an estimate, not a forecast. The industry defaults are the midpoints of the directional ranges we publish on our benchmarks page, and a midpoint of a range that spans 3–4X is a starting point, not a prediction. The output becomes genuinely useful only once you replace the defaults with your own CPC, conversion rate, qualification rate and close rate. Treat the first result as a sanity check on whether the channel can work at all, not as a number to put in a business plan.
These are directional ranges for the Indian market, compiled from publicly reported platform benchmarks and the spread we see across accounts we manage. They are not a proprietary dataset and not a promise — your numbers depend on your offer, geography, seasonality and how well your tracking is set up. Use them to sanity-check whether your account is roughly in the right postcode, not as a target.
Because the two measure different things and conflating them is the most common way an ad account looks healthier than it is. Conversion rate is what Google reports — how many clicks submitted a form. Qualification rate is what your sales team knows — how many of those submissions were a real prospect rather than a wrong number, a student researching a project, or a competitor. A campaign can halve its cost per lead and still lose money if the qualification rate halves at the same time.
Four things. It does not model profit, only revenue — you have to apply your own margin. It does not account for the learning period, so month one will almost always be worse than the steady state it shows. It does not model sales cycle length, so revenue that closes six months from now is shown in the same month as the spend. And it does not model attribution: some of the revenue Google claims would have arrived anyway, and some it takes no credit for.
Not by itself. CPC varies enormously by city, device, keyword intent and Quality Score — a search in Mumbai can cost several times the same search in a tier-2 city. High CPC only matters relative to what a customer is worth to you. A ₹200 click is fine if it leads to a ₹5,00,000 deal. Override the CPC field with your own number and look at the cost-per-customer figure instead.
Your break-even ROAS is 100 divided by your gross margin percentage — a 40% margin means you need roughly 2.5X just to stand still on media cost, before management fees, GST or overheads. Anything above that is contribution. Anyone quoting a universal target ROAS without asking your margin first is quoting a number they made up.
Want these numbers from your own account, not a benchmark?
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