ROAS & Paid profitability calculator for B2B 2026

Measure what your LinkedIn, Meta and Google Ads really bring back, net of margin.

Enter your spend, leads, funnel rates and deal value: get your ROAS, your POAS, the CPL to CAC cascade, your break-even ROAS and the maximum CPL you can pay at your target CAC.

Calculate my ROAS

How to use the ROAS calculator

Pick your channel first: Paid Social (LinkedIn, Meta) or Search Ads (Google). The toggle changes the benchmarks the verdict compares you to, not the formulas. Then enter one month of data: media spend, leads generated, your conversion rates down the funnel, first-year revenue per customer and gross margin.

The formulas

ROAS = revenue attributed / ad spend
POAS (profit on ad spend) = revenue × gross margin / ad spend
CAC = ad spend / customers, with customers = leads × lead→MQL × MQL→SQL × win rate
Break-even ROAS = 1 / gross margin
Max CPL at target CAC = target CAC × lead→customer rate

Why POAS matters more than ROAS in B2B

A 4× ROAS on a 30% margin product loses money once delivery is paid. POAS reads the same campaign net of margin, which is what finance looks at. Most ROAS calculators stop at revenue: this one tells you whether each euro of media pays for itself.

B2B benchmarks used

The verdict compares your CPL with indicative B2B references: around 110 per lead on LinkedIn and Meta, around 70 on Google Search. Your sector, ACV and geography move these numbers: treat them as a starting point, not a target.

Limits

The calculator uses a single attribution source and first-year revenue. Long sales cycles, multi-touch journeys and expansion revenue all shift the real ROAS. To see what CPM and CTR sit upstream of your CPL, use the CPM calculator; to put your CAC against lifetime value, use the CAC & LTV calculator.