ROI calculator
Put in your own numbers and see what your marketing could bring back: enquiries, cost per enquiry, jobs won and revenue for every £1 you spend.
Move the sliders and the results update as you go. Start with the defaults, then swap in your own figures.
Not what marketing costs, but what one good enquiry is worth to you. Once you know that, the budget decision gets a lot easier.
It follows the path every enquiry takes. Money spent on ads buys clicks, some clicks become enquiries, and some enquiries become paying work. Put in your figures and it shows the enquiries, cost per enquiry, jobs won, revenue and what comes back for every £1 you spend.
It’s a planning tool, not a promise. The answer is only as good as the figures you put in, and revenue isn’t profit, so allow for your own margins. On a call we model it properly with real search volumes and click costs for your area.
Six sliders, about a minute. Use real figures where you have them and sensible guesses where you don’t.
Seven businesses, seven goals, and the maths behind each one. The people are made up to show how it works in real life; the click costs are real UK figures from Google Keyword Planner. Your numbers will differ, so treat these as a starting point.
Mark runs a fire alarm company with four engineers. Maintenance contracts keep them busy, but the bigger margins are in new installations, and those mostly come through word of mouth. When referrals go quiet between projects, so does the order book. He wants a steady three new installs a month.
Keyword: fire alarm installation. Top-of-page bids up to £15.42, so we’ve assumed £10 a click on average.
£1,500 ad spend ÷ £10 a click = 150 clicks
150 clicks × 8% = 12 enquiries (£125 each)
12 enquiries × 25% = 3 jobs won
3 × £3,500 per installation = £10,500 revenue
£7.00 back for every £1 of ad spend
Priya’s company fits CCTV and access control for warehouses and offices. Her installs are first class, but facilities managers keep finding bigger firms on Google first. She wants two more commercial installs a month without hiring a salesperson.
Keyword: commercial CCTV installation. Top-of-page bids up to £26.17, so we’ve assumed £15 a click on average.
£1,500 ad spend ÷ £15 a click = 100 clicks
100 clicks × 8% = 8 enquiries (£187.50 each)
8 enquiries × 25% = 2 jobs won
2 × £4,500 per installation = £9,000 revenue
£6.00 back for every £1 of ad spend
Dr Helen Carter opened a private GP clinic eighteen months ago. Patients who find her tend to stay, but most people nearby don’t know there’s a private option ten minutes away. She wants ten new patients a month and fewer empty appointment slots.
Keyword: private GP near me. Top-of-page bids up to £6.10, so we’ve assumed £4 a click on average.
£1,000 ad spend ÷ £4 a click = 250 clicks
250 clicks × 10% = 25 enquiries (£40 each)
25 enquiries × 40% = 10 patients booked
10 × £300 per new patient = £3,000 revenue
£3.00 back for every £1 of ad spend
Jack owns a four-bay garage. His servicing is great and his reviews say so, but the bays sit empty mid-week. He wants more MOT bookings, because every MOT brings in repair and servicing work, and customers who trust him come back for years.
Keyword: MOT near me. Top-of-page bids up to £4.70, so we’ve assumed £2.50 a click on average.
£600 ad spend ÷ £2.50 a click = 240 clicks
240 clicks × 10% = 24 enquiries (£25 each)
24 enquiries × 75% = 18 bookings
18 × £180 per booking (MOT plus work found) = £3,240 revenue
£5.40 back for every £1 of ad spend
Tom runs an independent estate agency. Every instruction starts with a valuation, and the big chains outspend him on the property portals. He wants more local homeowners booking a valuation with him directly, and three extra instructions a month.
Keyword: house valuation. Top-of-page bids up to £5.45, so we’ve assumed £4 a click on average.
£1,200 ad spend ÷ £4 a click = 300 clicks
300 clicks × 5% = 15 enquiries (£80 each)
15 enquiries × 20% = 3 instructions
3 × £3,000 sales fee per instruction = £9,000 revenue
£7.50 back for every £1 of ad spend
Amira leads fundraising for a local hospice. One-off gifts arrive around appeals, then drop away. What the hospice really needs is regular monthly givers who fund care all year round, not just at Christmas.
Keyword: charity fundraising. Top-of-page bids up to £7.40, so we’ve assumed £5 a click on average.
£1,000 ad spend ÷ £5 a click = 200 clicks
200 clicks × 5% = 10 new donors (£100 each)
10 donors × 50% giving monthly = 5 regular givers
5 × £240 (a year from a £20 monthly gift) = £1,200
£1.20 back for every £1 in year one, more as gifts continue
Dave and Lisa own a carpet and flooring showroom. Walk-ins have slowed because people now search “carpet shop near me” before they leave the house. They want more of those searchers booking a free home measure, which is where most sales are made.
Keyword: carpet shop near me. Top-of-page bids up to £1.99, so we’ve assumed £1.50 a click on average.
£750 ad spend ÷ £1.50 a click = 500 clicks
500 clicks × 4% = 20 enquiries (£37.50 each)
20 enquiries × 25% = 5 sales
5 × £1,200 per fitted order = £6,000 revenue
£8.00 back for every £1 of ad spend
Want the real numbers?
We’ll model your market with live search volumes and click costs for your area, and tell you honestly what’s achievable before you spend a penny.
