Want Google Ads advertising that keeps profitability in mind?
Campaigns are run with profitability first, through the right decisions and reliable measurement.
ROAS Calculator
Calculate your break-even point and target ROAS correctly. Alongside price and product cost, the calculator accounts for VAT, shipping and payment fees, so you see which ROAS is actually profitable for you.
Start by filling in the numbers you know. The calculator gets more precise as you add costs, and you can begin with just the price and your margin. If you do not know a field's value, you can leave it empty. The ROAS estimate becomes more accurate the more precisely you can fill in the fields.
Sales
Profit target
How much profit do you want per order after advertising?
Product cost
Enter costs without VAT.
Per-order costs
Enter costs without VAT.
Estimate other per-order costs, for example:
- 3PL handling (picking and packing)
- Packaging materials
- Returns handling
What is the difference between break-even and target ROAS?
Break-even ROAS is the point below which advertising runs at a loss. At that ROAS your sales cover the costs but leave no profit. If your break-even is 2.5x, for example, every euro spent on advertising has to bring in at least 2.50 euros in sales for you to avoid a loss.
Target ROAS is higher, because it also includes the profit you want after costs. It tells you how effective your advertising has to be for something to be left over, rather than just breaking even.
Both figures are specific to your business. They depend on your product margin and costs, so another company's ROAS tells you nothing about your own profitability. There is no general "good ROAS", only your own, and this calculator works it out.
Calculate ROAS based on real costs
Price and product cost alone give too flattering a picture of profitability. Your margin is also affected by shipping, payment and transaction fees, and per-order costs such as packaging, handling and returns. All of them take their share of every order.
The more accurately you fill in the fields, the closer the result is to reality. A ROAS target based on a rough estimate can look easy to reach, but the real target is often higher once all costs are included. A ROAS that looks good can still run at a loss if costs are left out.
You know your target. Next it has to be reached.
The calculator tells you what ROAS your advertising needs to produce. Reaching it takes two things: advertising that delivers results, and measurement you can trust.
Make sure your tracking is right
An accurate ROAS depends on reliable measurement. Conversion tracking repair makes sure your numbers reflect real results.
Why Viral Links?
Behind Viral Links is Riku Hirvikangas, a Google Ads consultant who does the client work himself. Accounts are never passed on.
His work covers Google Ads audits, ongoing Google Ads service, conversion tracking repair and server-side tracking implementation. The combination is unusual: most Google Ads consultants don't build measurement, and most measurement specialists don't manage advertising.
Google Ads is the core of the work, but the perspective extends to marketing as a whole, because it directly affects advertising results.