B2B SaaS Customer Acquisition Cost & Break-Even ROAS Calculator
Calculate break-even ROAS, target CPA, and allowable Cost Per Lead (CPL) for B2B SaaS subscriptions ($1,200 ACV). Accounts for server overhead and 8% demo close rates.
Unit Economics & Costs
Retail selling price or contract deal size
Direct fulfillment / supplier cost per unit
Outbound parcel freight & box packing
Percentage your gateway takes, for example 2.9%
Flat part of the fee, for example $0.30. Use 0 if none
Media retainer or ad automation tool cost
Used to amortize monthly retainer overhead
Target net margin left over after all ad spend
Model cost-per-lead and sales closing rates
E.g., 10% means 1 in 10 inquiries becomes a paying client
WordStream's 23 business categories. Pick the closest one to your business.
Business Services: average ad costs
Average cost per lead, against the most you can pay per lead at your close rate.
| Platform | Avg CPC | Avg cost per lead | Your break-even CPL | Average vs break-even |
|---|---|---|---|---|
| Google search ads | $5.87 | $93.69 | $79.59 | Over break-even (1.2x) |
WordStream publishes no Meta leads-campaign figures for this category.
Averages across WordStream's client accounts (Google Ads and Facebook Ads Benchmarks 2026), checked 2026-11-10. Your own costs will differ. Google Ads Benchmarks 2026 · Facebook Ads Benchmarks 2026
Notes for This Preset
Example inputs: a $1,200 annual contract, $120 cost to serve, a 2.9% + $0.30 card fee ($35.10) and a $1,500 monthly retainer spread over 30 new customers ($50.00 each). Contribution margin is $994.90 (82.9%), so break-even CPA is $994.90 and break-even ROAS is 1.21x. To keep a 35% net margin ($420.00 per customer), target CPA is $574.90 and target ROAS is 2.09x. If 8% of leads become customers, break-even cost per lead is $79.59 and target cost per lead is $45.99. WordStream has no software category, so this uses its Business Services averages (checked 10 Nov 2026): $93.69 per lead on Google search ads, about 1.2x the break-even cost per lead. WordStream publishes no Meta leads-campaign figure for Business Services.
How can I lower my break-even ROAS?
Three primary levers: increase Average Order Value (AOV) via post-purchase upsells and cross-sell bundles, negotiate lower supplier/COGS rates at volume, or lower payment processing and fulfillment costs. Increasing contribution margin lowers your required break-even ROAS, allowing you to bid more aggressively in competitive ad auctions.
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