Landing Page ROI Calculator
Your landing page CVR directly controls your CPA and ROAS. A 25% improvement in CVR cuts your CPA by 20% and increases revenue by 25% — without spending an extra euro on ads. This calculator shows you your current metrics and exactly what each CVR improvement scenario is worth.
Landing Page ROI Calculator
Enter your ad spend, CVR, and deal value to see CPA, ROAS, and revenue across multiple improvement scenarios
How to Use This Calculator
- Monthly Ad Spend — total spend on the campaign driving traffic to this landing page. Use one campaign or ad group, not blended account spend.
- Monthly Clicks / Visitors — clicks from your ad platform (Google Ads, Meta Ads) or sessions from GA4 for this specific landing page.
- Current Landing Page CVR — conversions ÷ visitors × 100. Use the same time period as your spend. For accuracy, use GA4 goal completions for this specific page, not platform-reported conversions (which may include view-throughs).
- Value per Conversion — average revenue per conversion. For e-commerce: AOV. For B2B lead gen: average deal value × close rate.
CPA and ROAS: The Relationship with CVR
- CPA = Ad Spend ÷ Conversions. Double your CVR = halve your CPA. This is why landing page CRO always beats media buying optimisation for efficiency.
- ROAS = Revenue ÷ Ad Spend. Break-even ROAS = 1 ÷ Gross Margin. Target ROAS should be 2× your break-even minimum.
- The multiplier effect: A 25% CVR improvement on a €5,000/month campaign with €200 CPA reduces CPA to €160 — and increases revenue by 25% with zero extra spend.
- Why CVR varies by traffic source: Paid social traffic typically converts 50–70% lower than branded search because intent is lower. Always calculate landing page CVR per traffic source, not blended.
Frequently Asked Questions
What is a good landing page conversion rate?
Paid search averages 2.35%; top quartile converts at 5.31%+. B2B lead gen averages 1–5%. The number that matters is yours vs. your historical baseline — a 25% improvement on your current rate is more valuable than hitting an industry average.
What is a good ROAS?
Break-even ROAS = 1 ÷ Gross Margin. At 40% margins, you need 2.5x ROAS just to break even on ad spend. Target 4x+ for healthy profitability. Higher CVR directly raises ROAS — use the scenario table above to model it.
How much can landing page optimisation realistically improve CVR?
Pages built without structured CRO typically sit 40–60% below achievable CVR. Structured A/B testing produces 10–30% per test. Over a 6-month programme, 50–100% cumulative improvement is achievable on most paid traffic landing pages.
Should I optimise my landing page before scaling ad spend?
Yes. Scaling a poorly-converting landing page multiplies wasted spend. Optimise to at least 3× your current CVR benchmarks before increasing budget. The scenario table above shows you the exact revenue value of getting CVR right before you scale.
Stop Paying for Traffic That Doesn't Convert
If your landing page CVR is below 3%, you're probably leaving 40–60% of potential revenue on the table. A CRO audit identifies the specific friction points — and gives you the fixes, in priority order, with revenue estimates attached.
Get a Free CRO Audit