What is ROAS and how do you calculate it?

ROAS stands for Return on Ad Spend — the return you get on your advertising investment. You calculate it by dividing your revenue from ads by the ad costs. A ROAS of 5x means every €1 of ad budget generates €5 in revenue. Use our free ROAS Calculator above to instantly calculate your ROAS and compare it with your industry benchmark.

What is a good cost per lead (CPL)?

A good CPL depends on your industry, deal value and close rate. For B2B services, a healthy CPL often ranges between €30 and €150, while e-commerce leads can cost €5-€30. The key is that your CPL stays below your maximum CPL — which you calculate based on your deal value, close rate and desired profit margin. Our CPL Calculator helps you determine this in seconds.

How much should I spend on Google Ads?

Your ideal Google Ads budget depends on three factors: your industry (average CPC), your goals (desired leads per month) and your region (competition). In Belgium, an effective campaign typically starts from €1,000-€1,500 per month. Use our Budget Planner to get a personalized estimate based on your specific situation.

What is a good conversion rate for my website?

The average conversion rate for Google Ads landing pages is around 3-5%, but this varies significantly by industry. E-commerce converts at an average of 2.5%, while services/B2B can reach up to 4.5%. A conversion rate below the industry average often points to issues with your landing page, offer or audience targeting. Use our Conversion Calculator to see how you compare.

How does the free Google Ads audit work?

In our free audit, we analyze your Google Ads account for wasted spend, missed opportunities and optimization possibilities. After filling out the form, you'll receive an email with instructions to grant read-only access. Within 48 hours you'll receive a personal report with concrete recommendations to improve your results — completely no-obligation.

What is the difference between ROAS and ROI?

ROAS (Return on Ad Spend) only measures the return on advertising costs, while ROI (Return on Investment) includes all costs — including production costs, personnel costs and overhead. A high ROAS doesn't automatically mean a positive ROI. That's why our ROAS Calculator includes a profit margin slider, so you can instantly see if your campaigns are truly profitable.

What is an llms.txt file and why does it matter?

An llms.txt file is a standardized text file you place on your website to help AI agents and large language models (LLMs) like ChatGPT, Gemini and Claude better understand your site. It works similarly to robots.txt, but specifically for AI. By adding an llms.txt file, you make your content more discoverable and usable for AI-powered search engines and assistants. Use our free llms.txt Generator to create one in seconds.

100% Free

Free Marketing Tools

Use our calculators and audit tools to get immediate insight into your growth potential.

No registration needed

Instant results

By Google Partner

Google Ads Audit llms.txt Generator ROAS Calculator CPL Calculator Budget Planner Conversion Calculator

Free Google Ads Audit

Discover wasted budget in 2 minutes.

FREE

Free Marketing Checklists

Download our SEO, Google Ads and Tracking & Analytics checklists — the same templates we use for our clients.

Download Free

Free llms.txt Generator

Optimize your site for AI agents & LLMs. Generate a standard llms.txt file in seconds.

Try Free

Marketing Calculators

Get instant insight into your ad performance and determine the right budgets. Compare your results with industry benchmarks.

ROAS Calculator

Calculate your break-even ROAS and profitability.

Industry

Expected Revenue (€)€10,000

Ad Costs (€)€2,000

Profit Margin (%) (%)40%

Current ROAS

5.00x

Break-Even ROAS

2.50x

Benchmark

Net Profit+€2,000

Excellent

Your campaigns perform well above break-even. There's room to scale and invest more budget for additional growth.

CPL Calculator

What should a lead actually cost?

Average Deal Value (LTV) (€)€2,500

Sales Close Rate (%) (%)20%

Target Margin (%) (%)30%

Break-Even CPL

€500

Max. Cost Per Lead

€350

*This is the maximum you can pay per lead to maintain your 30% margin.

Generous budget per lead

With a max CPL of €350, you have plenty of room to advertise aggressively. Focus on volume and quality — there's enough margin.

Ad Budget Planner

Estimate your monthly Google Ads budget based on your industry and goals.

Industry

Target leads per month30

Region

Est. Monthly Budget

€1,867

Est. Cost Per Lead

€62

Avg. CPC in industry€2.80

Avg. Conversion Rate4.5%

Healthy budget

With this budget you can run a good mix of Search and Remarketing. Enough data to optimize.

*Estimates based on average Belgian/Dutch market data. Actual costs may vary.

Conversion Calculator

Calculate your conversion rate and compare with your industry.

Industry

Monthly visitors5,000

Conversions per month100

Your Conversion Rate

2.00%

Industry Benchmark

4.5%

You're potentially missing 125 extra conversions per month based on the industry average.

Critically low

2.00% is significantly lower than the 4.5% average. There are likely issues with your landing page, audience targeting or offer.

FAQ

Frequently Asked Questions

Everything you need to know about ROAS, CPL and ad budgets.

Ready to optimize your Google Ads?

Get in touch for a no-obligation strategy call. Together we'll explore how to improve your results.