Facebook ads calculator
for budget, leads and ROAS.

Fill in the first two boxes to see how many leads or sales your budget buys. Add your close rate, sale value and margin to see customers, revenue, ROAS, profit and your break-even point. The last two boxes are optional: add any monthly fees to see the true profit, and a target number of customers to work out the budget you would need.

If you have run ads before, take the numbers from the last 30 to 90 days in Ads Manager. If you have not, read the section on finding your numbers below before you guess.

Cost per result. In Meta Ads Manager, the Results and Cost per result columns show what you paid for each lead, purchase or message over the dates you choose. Use at least 30 days and the campaigns you would actually run again, not one lucky week. If you sell online, make sure the Meta Pixel and Conversions API are set up, or the purchase count will be too low and the cost per sale too high.

Close rate. Of the leads from your ads, how many became paying customers? This number lives in your CRM, your WhatsApp chats or your sales book, not in Ads Manager. Count the last 50 or 100 leads honestly. A business in Malta that calls leads back within the hour often closes more than one that replies the next day, so this box is often where the biggest gain hides.

Sale value and margin. Use the average first sale, or the yearly value if customers come back, but be consistent. Margin is what is left after the cost of the product, materials or staff time for the job; your accountant can give you a fair figure. If you have never run ads, the only honest cost per result is the one from a small test campaign of a few weeks. Any average from a blog, especially one from the US or the UK, tells you little about what a lead costs for a clinic in Sliema or a contractor in Gozo.

If your cost per result is below your break-even point, the ads pay for themselves on your numbers, and the gap is your room to test new ads and audiences. Increase the budget step by step and watch whether the cost per result holds; in a market the size of Malta it often rises as you reach further out.

If your cost per result is above your break-even point, adding budget only loses money faster. Look at each step of the chain instead. A weak offer or tired creative raises the cost per click. A slow or confusing landing page raises the cost per lead. Slow follow-up lowers the close rate. A small change in any one of them moves the whole result, which you can see by changing one box in the calculator at a time.

Remember that ROAS in Ads Manager is tracked revenue, not profit. A ROAS that looks healthy can still lose money if your margin is thin, which is why the calculator shows break-even ROAS next to your ROAS.

It assumes your cost per result stays the same as the budget changes. In practice it can rise when you spend more, especially in a small market where you run out of new people sooner, and it can fall when better ads and offers come in. It does not include VAT, delivery, refunds or the value of customers who buy again, and it cannot tell you how many sales came from people who saw an ad and bought later in your shop.

Treat the result as a planning tool and a reality check, not a promise. The most useful habit is to fill it in again every month with real numbers and see which box moved.