Paid Media · Profitability Calculator
Free Tool

Find Your Safe
Ad Spend Range

Enter your business numbers and we'll calculate the exact CPL, CAC, and monthly budget range that keeps your paid media profitable — based on your actual numbers, not guesswork.

10 metrics calculated
3 spend scenarios
1
Business
Fundamentals
2
Sales Funnel
Performance
3
Current
Ad Spend
4
Profit
Protection
Section 01

Business Fundamentals

These numbers form the foundation of your profitability model. The more accurate they are, the more reliable your safe spend range will be.

What is the average revenue you receive for a single job, project or sale. If it varies, use your most common transaction value. If you sell a monthly service, use an average yearly total received by a single client.
$
What is the percentage of each transaction you keep after paying for labour, materials, and direct costs of delivery. Does not include marketing or overhead.
%
On average, how many times does a single client buy from you in a 12-month period? A one-off service is 1. A quarterly service is 4.
How long does a typical client stay with you before they stop buying? If most are one-time, enter 1. Repeat service businesses might enter 3–5.
Section 02

Sales Funnel Performance

Your conversion rates connect CPL to CAC. Even a great CPL becomes unprofitable if your funnel leaks — these numbers tell us exactly how much each lead costs to convert into a paying customer.

How many new inbound leads do you currently receive per month across all sources? If you're just starting paid ads, use your target number.
How many new paying customers do you want to acquire each month from paid media specifically?
Of all the leads that come in, what percentage actually book or agree to a consultation, call or estimate? Industry average for local service businesses is 30–50%.
%
Of those who book a consultation or estimate, what percentage actually show up? No-show rates of 10–25% are common without good reminder sequences.
%
Of the appointments that show up, what percentage become paying customers? Strong local service businesses typically close 50–70% of attended appointments.
%
How many days on average from first contact to payment? Same-day services are 1. Projects that require multiple quotes might be 14–30 days or more.
days
Section 03

Current Ad Spend

Tell us what you're currently spending and where. If you haven't started paid advertising yet, enter what you're planning to spend.

Your total ad spend per month — this is the money going directly to the platforms (Google, Meta, etc.), not including management fees.
$
Where most of your budget runs
If you're already running ads, what are you currently paying per lead? If you don't know, leave at 0 and we'll calculate a benchmark based on your inputs.
$
Section 04

Profit Protection

These final inputs define what "profitable" actually means for your business — not just breaking even, but generating a return worth your time and risk.

After accounting for your Cost to Acquire a Customer, what's the minimum gross profit margin you need to make the advertising worthwhile? 20–30% is a common floor for service businesses.
%
How quickly do you need to recover your customer acquisition cost? Shorter = safer cash flow. Most service businesses target 1–3 months for transactional work, 3–12 months for relationship-based work.
months
Your ideal gross profit margin from ad-acquired customers. This is the number you're aiming for, not just surviving on. This drives your Target Cost to Acquire a Customer and Target Return On Ad Spend calculations.
%
What percentage of a customer's lifetime value do you want to attribute when calculating ad profitability? 100% = credit all future purchases to the ad. 50% = be more conservative. Start at 100% and reduce if your attribution is uncertain.
%
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Your Results

Your Profitability Picture

Based on your numbers, here's the spend range that keeps your paid media profitable.

↳ Your Profitability Summary
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✓ Green Zone

Profitable Range

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⚠ Yellow Zone

Borderline Range

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✗ Red Zone

Danger Range

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$0 YOUR CURRENT SPEND POSITION Max
Green zone
Yellow zone
Red zone
Your spend
Customer Value Metrics
Customer Lifetime Value (CLV)

Total revenue a client generates over the full relationship

—
Attributed CLV

CLV credited to paid media based on your attribution setting

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Gross Profit Per Customer

What you actually keep per client after delivery costs

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Customer Acquisition Cost Metrics
Maximum Allowable CAC

Hard limit, spend more and you lose money on every customer

——
Target CAC

Safe CAC that preserves your target profit margin

——
Effective Funnel Conversion Rate

Lead-to-appointment × show rate × close rate

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CPL (Cost Per Lead) Safe Range
Maximum Allowable CPL

CPL ceiling, above this your CAC exceeds break-even

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Target CPL

CPL that delivers your target profit margin

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Your Current CPL

Compared against safe range

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ROAS (Reture On Ad Spend) Benchmarks
Break-Even ROAS

Minimum return on ad spend to not lose money

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Target ROAS

Return needed to hit your profit margin goal

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Monthly Budget Scenarios — To Hit — New Customers/Month
Scenario Monthly Budget CPL Target Est. Leads Est. Customers
Additional Metrics
Leads Needed Per Month

To hit your new customer target at current close rates

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Estimated Payback Period

Months until an ad-acquired customer recovers their CAC

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Annual Revenue Per Ad Customer

Average annual revenue from a single acquired customer

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Want to Turn These Numbers Into a Working Ad System?

Book a free Growth Strategy Session with Eustan. We'll review your numbers together, identify where your funnel is leaking, and map out exactly what your paid media system needs to look like to hit your customer target.

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