ROI calculator.
Enter four to six values, such as CPC, conversion rate, customer value and margin, and see what performance marketing can realistically achieve for your business. Below that, you will find the ROI you can expect with these figures.
ROI for service providers
For lead generation models: clicks become leads, leads become customers. Suitable for agencies, consultants, tradespeople, law firms, medical practices – anywhere there is a sales step between the click and the deal.
Inputs
Based on these figures.
ROI for e-commerce
For shop models: the click turns directly into an order, with no separate sales step. Suitable for direct-to-consumer brands, traditional online shops and marketplaces with their own landing page.
Inputs
Based on these figures.
What the ROI shows here – and what it doesn’t.
The calculator is a model. It takes the six levers that determine return on ad spend in almost every performance set-up and calculates them linearly: if you buy more clicks at a lower CPC, convert more visitors into leads, close more leads and earn more margin per customer, your ROI is higher. The logic is simple, but the effect is still significant: if your conversion rate doubles, your cost per lead halves.
What the calculator does not account for: seasonality, repeat customers, customer lifetime value across multiple orders, organic effects from SEO, and indirect brand lifts. Anyone doing the maths honestly therefore never plans the ROI for the first month, but rather for the steady state after three to six months of optimisation.
The four levers, in order of impact:
- Landing page conversion rate – usually the most effective lever. A fast-loading page with a clear message delivers more than any additional advertising budget. Find out more in our web design section.
- Close rate – this is where your sales process, follow-up and the quality of your proposals make the difference. SEO and ads deliver leads; deals are closed offline.
- Average customer value – rises with upsells, packages or service contracts. If you earn more per customer, you can also afford higher CPCs.
- Cost per click – depends on keyword selection, Quality Score and targeting. Here, a good SEO strategy achieves more in the long run than any bid optimisation.
You will find concrete cases with real figures from ongoing projects in our case studies. If you would like to go through your inputs with us, get in touch via Contact. The market potential calculator estimates how much demand there actually is in your market.
Frequently asked questions.
What exactly is ROI in online marketing?
Return on investment – the profit left after deducting advertising costs, relative to the ad budget spent. An ROI of 200% means: every euro invested generates two euros of profit, on top of the ad budget that has been recouped.
What values should I enter for the conversion rate?
If you don't have your own data, 2–5% is a realistic starting point for well-built service provider landing pages, and more like 1–3% in e-commerce. The values vary considerably by sector, traffic quality and page speed – above all, the calculator is meant to show how sensitively ROI responds to this lever.
Why do you distinguish between service providers and e-commerce?
Because the funnels differ in length. For service providers, there is a sales step between the click and the revenue – the lead still has to be closed. In e-commerce, the click turns directly into an order. Both models therefore need a different calculation, especially at the point where visitors turn into revenue.
Why is my ROI so high / so low in the calculator?
The calculator responds linearly to the inputs. High CPCs, low conversion rates or small margins push ROI into negative territory, sometimes drastically. That is exactly the point: to see which lever needs optimising first before more budget makes sense.
Can I use these figures to draw up a budget straight away?
More of a plausibility check. Proper budget planning requires additional data on seasonality, repeat purchase rates, customer lifetime value and tracking validity. If you’ve reached that stage – get in touch, and we’ll work it out together.
Do the numbers add up – or would you like them to add up better?
We go through your inputs with you, review your landing page, tracking and channel mix, and tell you honestly whether and where performance marketing pays off for you.
Your enquiry has been received.
I will confirm the appointment by email within one working day. If the time doesn’t suit, I will suggest an alternative.