Free tool
Break-even ROAS calculator
Before you set a target in Google or Meta, know the point where ads stop paying for themselves. Three numbers, no sign-up, and nothing is sent anywhere.
- Break-even ROAS
- 1.43×
- Most you can pay per sale or client
- €630
- Most you can pay per lead
- €126
Above these numbers, ads lose money on the first sale. Repeat purchases and referrals can justify going higher, but that should be a decision you make on purpose, using real retention data.
How it's calculated
Break-even ROAS = 1 ÷ gross margin. At a 40% margin, every €1 of ad spend has to bring back €2.50 in revenue just to cover itself.
Most you can pay per client = sale value × margin. A €900 client at 70% margin leaves €630 to spend on winning them.
Most you can pay per lead = cost per client × close rate. If 1 in 5 leads signs, you can pay up to €126 per lead.
These are break-even numbers, so profit only starts below them. Platform-reported ROAS often overstates what ads cause, so compare these targets with a holdout test rather than the dashboard.
Want these numbers checked against your real accounts?
Book a 30-minute call, or ask for the free recorded audit and decide afterwards. Either way you'll get a straight answer on whether we can help.
We reply within 1 business day (CET/EET).