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Your result

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Net Profit After Ads

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ROAS

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Cost per Deal

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Max Cost per Lead

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B2B sales cycles can take weeks or months, so deals from this month's ads may close later. Use averages from a few months of your own leads for the most useful answer.

Estimates only. Results are estimates for information only. They are not tax, legal or financial advice, and they do not account for your full circumstances. Please confirm the result with a qualified professional or the official source before you rely on it or act on it.

What this calculator does

In B2B, a cheap lead isn't always a good lead. Many enquiries turn out to be students, competitors or buyers without a budget, and only a few qualified prospects sign. This calculator follows your ad spend from leads to qualified leads to closed deals, shows the profit left after ad costs and GST, and tells you the most you can pay per lead before the ads stop paying for themselves.

How the numbers are calculated

Leads = ad spend ÷ cost per lead (GST is not part of the cost per lead).
Qualified leads = leads × qualified lead rate.
Deals = qualified leads × close rate.
Revenue = deals × average deal value × purchases per client.
Gross profit = revenue × gross margin.
Ad cost = ad spend plus 18% GST (if switched on). Net profit = gross profit − ad cost.
Max cost per lead = deal value × purchases × margin × qualified rate × close rate — the most one lead can cost, including GST, for you to break even.

To check the return on ad spend on its own, use our ROAS calculator. To see what you're paying per click or per 1,000 impressions, try the CPC & CPM calculator.

Worked example

Example numbers only: a software firm spends ₹50,000 on ads at ₹500 per lead. 30% of leads are qualified, 20% of those sign, the average deal is ₹1,00,000 with a 25% margin, and each client buys once a year. GST is off because the firm claims input tax credit.

That's 100 leads, 30 qualified leads and 6 deals — ₹6,00,000 in revenue and ₹1,50,000 gross profit. After ₹50,000 in ads, net profit is ₹1,00,000 and ROAS is 12x. Each deal costs about ₹8,333 in ads, and the firm could pay up to ₹1,500 per lead and still break even.

How to improve your result

Qualify leads on the form — ask for company name, role or budget, so you pay for fewer enquiries that can never buy.
Target by job role, industry and company size where the platform allows, and exclude searches that bring in job seekers.
Follow up the same day and keep following up; many B2B deals close only after several conversations.
Send closed-deal data back to your ads account so the platform learns which leads matter. See the Google Ads help centre and the Meta Business Help Centre for setup help.
Grow repeat business and contract length — a client who buys twice a year doubles the most you can afford per lead.

A note on these numbers

The results are estimates based on the averages you enter. They don't include fixed costs like your sales team's salaries, and real lead quality changes from month to month. If you'd like help building a steady B2B lead generation system, talk to us.