What is a good target CPA?

One that leaves you profit. Work out your break-even CPA from your sale value and margin, then set the target below it by the profit you want to keep.

How is target ROAS related to target CPA?

Target ROAS = sale value ÷ target CPA. A £120 sale with a £36 target CPA is a target ROAS of 3.33, entered as 333% in Google Ads.

How do I calculate a maximum cost per click?

Multiply the CPA you can afford by your conversion rate. If you can pay £36 per sale and 3% of clicks buy, you can pay up to £1.08 per click.

What is the most I should pay for a lead?

Multiply the CPA per sale by the share of leads that become customers. If a sale can cost £300 and one lead in five buys, a lead can cost up to £60.

Should I include VAT?

No. VAT is not your money. If your prices include VAT, tick the box and the calculator takes it out before working out profit.

Free tool

Free Target CPA, Max CPC and Target ROAS Calculator

Find the most you can pay for a sale, a lead and a click, and the target CPA or target ROAS to put into Google Ads or Meta, from your sale value and margin.

By Anthony McGrath · Updated 25 October 2026

Your numbers

Average sale value

What a customer spends per order or contract.

Margin before ads

What is left after product, delivery and fees.

Conversion rate

Clicks that become a sale or lead.

Optional tweaks: profit to keep, leads, repeat orders, VATOptional

Add these for lead generation, repeat customers or VAT-inclusive prices.

Profit you want to keep

Share of the sale value. Gives your target CPA.

Leads that become sales

Under 100% shows the most you can pay per lead.

Orders per customer

Over 1 uses lifetime value: profit from repeat orders.

The sale value includes VAT

VAT rate

Your results

Estimates for planning, based on the numbers you enter. Nothing you type leaves your browser.