Free tool for Facebook and Instagram ads

Find out what your Meta ads are really worth.

Put in your budget, what a lead costs, how many turn into customers, and what a customer is worth. You get back your return on ad spend, your break-even line, and the most you can pay for a lead before the math stops working. Twelve business types are preloaded with 2026 benchmarks and California deal sizes.

Run my numbers See how we run paid ads

Built by the team that runs Meta ads inside GoHighLevel accounts the client owns. Every preset tells you where its numbers came from.

The calculator

Pick your business. Then make it yours.

Start from a preset, then overwrite anything with your own figures. Your numbers stay in this browser so you can come back to them.

Start from a preset

Budget

What an agency charges on top of ad spend. Counted in net ROAS and profit, not in platform ROAS.
Raises cost per lead and CPM for LA and Bay Area auctions. No public benchmark breaks out California metros, so set this from your own account. 0% is the national median.

Ads to leads

Leads to customers

Money per customer

1.0 means first sale only. 2.0 means the average customer is worth twice their first ticket over their time with you.
What is left after the cost of doing the job: materials, lab fees, labor, product. Rent and salaries stay out.
The return you want on ad spend. Drives the "to hit your target" lines in the results.

Results

0.0×
ROAS · revenue per ad dollar
…

$0
Monthly profit
0
New customers
$0
Cost per customer
0.0×
Net ROAS · profit basis

The funnel each month

Break-even and targets

What if leads cost more or close less

Above break-evenLosing moneyCurrent inputs

Where this preset's numbers come from

    How to read it

    Three numbers that matter more than ROAS.

    Platform ROAS is the number Ads Manager brags about. It ignores your margin and anyone you pay to run the account. These three tell you whether the ads are actually paying you.

    01 · Net ROAS

    Profit per dollar, after the job is done.

    Revenue times your gross margin, divided by ad spend plus any management fee. A 5× platform ROAS on a 30% margin job is a 1.5× net return. That is the number to compare against doing nothing.

    02 · Break-even cost per lead

    The most you can pay before you lose money.

    Revenue per lead times margin. Once you know it, a $90 lead can be a bargain and a $20 lead can be a problem. It also tells you when to stop optimizing for cheap leads and start optimizing for ones that close.

    03 · Close rate you need

    Whether the fix is the ads or the follow up.

    If the close rate you need to hit your target is above what your team actually closes, better ads will not save you. Speed to lead, booking, and reminders are the lever. That is where most accounts leak money.

    Straight answers

    What people ask about the numbers.

    What counts as a good ROAS?
    It depends on your margin. A business keeping 70 cents of every dollar can live on a 2× return. A roofer at 35% margin needs closer to 3× just to break even once you count the cost of doing the job. The calculator shows your own break-even line, which is the only one that matters.
    Are these California numbers?
    The deal values are. Implant prices, roof and solar ranges, the median home price and mortgage size all come from California surveys. The ad costs are national medians from LocaliQ's 2026 panel, because no public report breaks out Los Angeles or Bay Area auctions. Use the metro premium slider to adjust from your own ad account.
    Why is my real cost per lead different?
    Benchmarks are medians across hundreds of accounts. Your creative, offer and targeting move the number a lot. Treat the preset as a starting point and type in your own figures from Ads Manager as soon as you have 30 days of data.
    Do you run Meta ads for businesses?
    Yes. We build the creative, run the account and wire every lead into a CRM you own, so you can see cost per booked appointment, not just cost per lead. Everything is set up in your name. If you'd rather learn to run it yourself, we teach that too. Details on the paid ads page.

    Want these numbers to be real instead of a benchmark?

    A 20-minute call. You bring your Ads Manager, we bring the calculator, and you leave with your break-even cost per lead written down.

    Get my plan Read about paid ads first
    Sources

    Where the benchmarks come from.

    Ad benchmarks are national medians. Anything marked assumption in a preset is an estimate from the ranges in these sources and should be replaced with your own close rate and ticket.

    1. LocaliQ, Facebook Ads Benchmarks 2026 (opens in a new tab): lead-gen CTR, CPC, conversion rate and cost per lead for 20 industries. Updated September 2026.
    2. Fibbler (opens in a new tab) and AdAdvisor (opens in a new tab): legal services and finance cost per lead, and the year over year rise in lead costs.
    3. Real Dental Costs, California 2026 (opens in a new tab): single complete implant averages $5,733 statewide.
    4. This Old House, California roof replacement (opens in a new tab): average $6,046, range $4,277 to $17,413.
    5. SolarTech, California solar 2025 (opens in a new tab): most systems $11,452 to $22,904 before incentives.
    6. ServiceTitan, State of the Trades (opens in a new tab): average residential HVAC install $17,040 in 2025.
    7. C.A.R. via Norada (opens in a new tab): California median home price $869,300, Q4 2025. Redfin (opens in a new tab): buyer-agent commission 2.42%, Q3 2025.
    8. Jamil Academy (opens in a new tab): real estate lead-to-appointment 10 to 15%, lead-to-close 0.4 to 1.2%.
    9. Zenoti, Medspa Trends 2026 (opens in a new tab): median ticket $216. SchedulingKit (opens in a new tab): about $3,200 annual spend per active client, citing AmSpa.
    10. Webtonic (opens in a new tab): dental lead-to-booked 20 to 60%, booked-to-show 60 to 90%. LeadGen Economy (opens in a new tab): operator-reported qualification rates near 35% dental and 45% home services.