PPC Calculator: Work Out CPC, CPM, CTR, CPA and ROAS
Type in any numbers you have from Google Ads, Microsoft Ads or Meta: impressions, clicks, cost, conversions, revenue or any rate. The calculator fills in every other metric it can, shows the formula and the math for each, and flags inputs that disagree. Free, no signup.
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- Updated October 2026
Key Takeaways
A PPC calculator turns the numbers in your ad account into the metrics you compare: CTR is clicks ÷ impressions, CPC is cost ÷ clicks, CPM is cost ÷ impressions × 1,000, conversion rate is conversions ÷ clicks, CPA is cost ÷ conversions, ROAS is revenue ÷ cost and AOV is revenue ÷ conversions. Any two related numbers give you the third.
- $9,600 spent on 120,000 impressions and 4,800 clicks is a 4% CTR, a $2.00 CPC and an $80.00 CPM.
- 240 conversions from 4,800 clicks is a 5% conversion rate and a $40.00 cost per conversion.
- $36,000 in revenue on $9,600 of spend is a 3.75x ROAS, and $36,000 over 240 conversions is a $150 average order value.
- To compare CPM and CPC buying, effective CPC = CPM ÷ (CTR × 1,000): a $12 CPM at a 4% CTR works out to $0.30 per click.
- The 2026 Google Ads search medians across 23 industries are a 6.64% CTR, a $5.42 CPC and an 8.18% conversion rate (WordStream by LocaliQ).
How to Use the PPC Calculator
Enter what you know
Fill any of the 12 fields: impressions, clicks, cost, conversions, revenue, CTR, CPC, CPM, conversion rate, CPA, ROAS or AOV. Leave the rest empty.
Read the results
Every metric the calculator can work out appears on the right with its formula and the numbers it used. Worked-out values also show, shaded, in the empty fields.
Check for conflicts
If you enter more numbers than needed and they do not agree, the calculator tells you which ones clash so you can check the date range or campaigns.
Plan a budget
Switch to Plan a budget, enter a budget and a CPC or CPM, and add CTR, conversion rate and AOV to estimate impressions, clicks, conversions, revenue and ROAS.
What are the PPC formulas?
Seven formulas cover almost every pay-per-click report. The example uses one month of a search campaign: 120,000 impressions, 4,800 clicks, $9,600 cost, 240 conversions and $36,000 revenue.
| Metric | Formula | Example |
|---|---|---|
| CTR (click-through rate) | Clicks ÷ impressions | 4,800 ÷ 120,000 = 4% |
| CPC (cost per click) | Cost ÷ clicks | $9,600 ÷ 4,800 = $2.00 |
| CPM (cost per 1,000 impressions) | Cost ÷ impressions × 1,000 | $9,600 ÷ 120,000 × 1,000 = $80.00 |
| Conversion rate | Conversions ÷ clicks | 240 ÷ 4,800 = 5% |
| CPA (cost per conversion) | Cost ÷ conversions | $9,600 ÷ 240 = $40.00 |
| ROAS (return on ad spend) | Revenue ÷ cost | $36,000 ÷ $9,600 = 3.75x |
| AOV (average order value) | Revenue ÷ conversions | $36,000 ÷ 240 = $150.00 |
How do you work out a missing PPC metric?
Each formula links three numbers, so any two give you the third. These rearranged versions are the ones people search for most:
- Clicks = cost ÷ CPC, or impressions × CTR.
- Impressions = clicks ÷ CTR, or cost ÷ CPM × 1,000.
- Cost = clicks × CPC, or CPM × impressions ÷ 1,000.
- Conversions = clicks × conversion rate, or cost ÷ CPA.
- Revenue = cost × ROAS, or conversions × AOV.
The calculator chains these together. Enter only cost ($1,000), CPC ($2.50), CTR (5%), conversion rate (4%) and AOV ($60) and it finds 400 clicks, 8,000 impressions, a $125 CPM, 16 conversions, a $62.50 CPA, $960 in revenue and a 0.96x ROAS. That last number is the warning: the campaign returns less than it costs before any product cost is counted.
CPC or CPM: which is cheaper?
Convert one into the other with your expected CTR, then compare like for like:
- Effective CPC = CPM ÷ (CTR × 1,000)
- Effective CPM = CPC × CTR × 1,000
| Offer | CTR | Effective CPC | Effective CPM |
|---|---|---|---|
| $12 CPM | 4% | $0.30 | $12.00 |
| $12 CPM | 0.5% | $2.40 | $12.00 |
| $2.50 CPC | 4% | $2.50 | $100.00 |
The same $12 CPM is cheap at a 4% CTR and expensive at 0.5%. Paying per click moves the CTR risk to the ad platform; paying per impression rewards ads that people click. Use Plan a budget mode to see impressions, clicks and conversions for a budget under either model.
What are good CTR, CPC and conversion rate numbers?
For Google Ads search campaigns, the 2026 medians across 23 industries from WordStream by LocaliQ are:
| Metric | Median | Industry range |
|---|---|---|
| CTR | 6.64% | 5.56% to 12.75% |
| CPC | $5.42 | $1.63 to $9.87 |
| Conversion rate | 8.18% | 2.64% to 16.22% |
| Cost per lead | $66.69 | $26.84 to $131.63 |
Display, video and social campaigns usually have much lower CTRs than search, so compare each channel with its own benchmark. See every industry in the Google Ads benchmarks tool.
How do you use PPC metrics to find what is wrong with a campaign?
Read the metrics in funnel order: impressions, then clicks, then conversions, then revenue. The first weak step is usually where the money leaks.
| What you see | Metric to check | Likely cause | First fix |
|---|---|---|---|
| Few impressions | Impressions, impression share | Budget too low, bids too low, or keywords too narrow | Raise budget on campaigns that convert, or widen match types |
| Impressions but few clicks | CTR | Ads that do not match the search, weak headlines | Put the keyword in headlines, add assets, split ad groups by intent |
| Clicks cost too much | CPC | Broad keywords, irrelevant searches, low Quality Score | Search terms report, negative keywords, tighter match types |
| Clicks but few conversions | Conversion rate | Landing page, offer or form, or broken tracking | Test the conversion path yourself, then the page |
| Conversions but little revenue | AOV, ROAS | Low-value products or leads | Bid by value, cut low-margin products |
Change one thing at a time and give it enough clicks to judge before you move to the next step.
What is the difference between CPA, cost per lead and ROAS?
- CPA is cost ÷ conversions, for whatever you count as a conversion: a sale, a lead, a call or a sign-up.
- Cost per lead is CPA when the conversion is a lead. It says nothing about how many leads become customers, so pair it with your close rate.
- ROAS is revenue ÷ cost. It needs conversion values, so it suits ecommerce and accounts that import sale values.
A lead-gen account with a $40 cost per lead and a 25% close rate pays $160 per customer. An ecommerce account at 3.75x ROAS with a 40% gross margin keeps $1.50 of gross profit per $1 of spend, after paying back that $1. Both numbers only mean something next to your margin. If you want a team to push these numbers in the right direction, Clickem manages Google Ads for lead-gen and ecommerce businesses.
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Frequently Asked Questions
How do you calculate CPC?
Divide total cost by total clicks. $9,600 spent on 4,800 clicks is a $2.00 CPC. If you know CPM and CTR instead, CPC = CPM ÷ (CTR × 1,000).
How do you calculate CPM?
Divide cost by impressions and multiply by 1,000. $9,600 spent on 120,000 impressions is an $80 CPM. CPM is the cost of 1,000 impressions.
How do you calculate CTR?
Divide clicks by impressions. 4,800 clicks from 120,000 impressions is a 4% CTR. The 2026 median CTR for Google Ads search campaigns is 6.64%.
How do you calculate conversion rate in PPC?
Divide conversions by clicks. 240 conversions from 4,800 clicks is a 5% conversion rate. The rate can pass 100% if you count every conversion and one click leads to several.
How do you calculate CPA?
Divide cost by conversions. $9,600 spent for 240 conversions is a $40 CPA. If you only know CPC and conversion rate, CPA = CPC ÷ conversion rate.
How do you calculate ROAS?
Divide revenue from ads by ad spend. $36,000 of revenue on $9,600 of spend is a 3.75x ROAS, or 375%. Compare it with your break-even ROAS, which is 1 ÷ gross margin.
Why does the calculator say my inputs disagree?
You entered more numbers than it needs and they do not match, for example a CPA that is not equal to cost ÷ conversions. That usually means the figures come from different date ranges, campaigns or conversion actions. The calculator uses the first matching formula and tells you which inputs clash.
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