What your leads actually earn.
Four numbers are enough: monthly visitors, lead conversion rate, average customer value, lead-to-customer close rate. The calculator returns the product in MAD plus a ROI you can use tomorrow.
How this calculator works
The math is deliberately simple. Leads per month = visitors × site conversion rate. Customers per month = leads × sales close rate. Monthly revenue = customers × average customer value. Annual revenue = monthly revenue × 12. From there, the target CPL is derived from the value of one converted lead: if a lead is worth 1,000 MAD of expected gross margin and you target a 3x ad ROAS, your CPL ceiling sits around 333 MAD. That's a math ceiling, not a commercial target — the reality of an account that holds also includes creative amortisation and learning phase.
Assumptions: a 3x target ROAS (standard with our Morocco e-commerce and services clients, sometimes 4x on mature accounts with structured retargeting), no haircut for churn or seasonality, and gross margin treated as equal to sale price (mentally adjust if you're reselling with 25 to 40% gross margin). The calculation also ignores multi-purchase LTV: for an e-commerce where the average customer comes back 2.3 times, true lead value is doubled — and tolerated CPL with it.
Owned limits. The calculator doesn't model the lag between media spend and cash collection, which in B2B can exceed 90 days and create real cash-flow tension even if final ROAS holds. It also doesn't distinguish lead quality — an MQL and an SQL aren't worth the same. For a clean calculation tailored to your funnel, that's exactly what a Webotic audit delivers in 48 hours, with the real numbers from your CRM and Ads Manager.