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Growth & ROI planner.

Model inbound (paid ads) and outbound (SDR) lead generation side by side. See your leads, meetings, deals, revenue, ROAS, and cost per acquisition — in your currency. Start from a budget, or work backward from a target.

TL;DR

A budget number on its own tells you nothing — what decides whether lead gen pays is the chain: spend → clicks or dials → leads or conversations → qualified meetings → deals → revenue → ROI. This planner walks that chain for both inbound (paid ads) and outbound (SDR), in six currencies, with benchmark defaults pre-filled so you get a credible number fast — then tune every assumption to your reality.

Two directions: forward (start from a monthly ad budget, see the pipeline it buys) or backward (start from a revenue, MRR, or deals target, see the budget it requires). Every output shows its assumptions inline, so the ROI is defensible — not a black box. Numbers stay in your browser unless you choose to email yourself the plan.

Sets the benchmark CPL adjustment.
Auto-fills a benchmark cost-per-lead.
Benchmark for SaaS & technology in United States: $98. Type to override.
Paid traffic → form lead → qualified meeting → closed deal. The default B2B service motion.
Direction
Start from a monthly ad budget and see the pipeline it buys.
What you put into paid channels per month.
Funnel assumptions · Leads + appointments
Avg CPC on your paid channels.
Impressions → clicks.
Visitors who become a form lead.
Leads you reach for a conversation.
Connected leads that qualify into a meeting.
Qualified meetings that close.
Revenue per closed deal.
Projected return
$16,837 revenue
on $12,500 all-in cost
1.3×
ROAS
35%
ROI
Cost per lead$984,000 clicks/mo
Leads / mo102
Qualified meetings / mo22
Deals / mo6
Revenue / mo$16,837
CPA (per deal)$2,227
Recommended monthly plan
Ad spend $10,000 + managed service $2,500$12,500/mo
Optional add-ons
Snapshots this scenario into a URL — open it to reload these exact inputs.

Email me my growth plan

Get this scenario — funnel math, projected pipeline, and the recommended plan — sent to you. Optional; your numbers above never leave your browser unless you submit.

Benchmark cost-per-lead, country/currency adjustments, and plan prices are directional starting points — your real numbers shift with offer, geography, sales cycle, and channel mix. Treat the outputs as a model, not a quote.

Growth & ROI Planner → Division50

Like the numbers? We build the engine that hits them.

A planner shows what's possible — Division50 makes it happen. We run paid acquisition and outbound SDR end to end: targeting, creative, landing pages, AI calling, human follow-up, and CRM. Bring this scenario to a call and we'll pressure-test it against your real funnel and quote the engagement.

Book a strategy call →

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How the math works — and where the assumptions come from

Inbound starts from your monthly ad budget. We apply your cost-per-click and click-through rate to get clicks, your landing-page conversion to get leads, then walk the rest of the funnel — connect, qualification, and close rates — to meetings, deals, and revenue. The benchmark cost-per-lead is auto-filled from your country and industry and is always overridable. Four funnel strategies cover the common motions: leads + appointments, signup / free trial (MRR / ARR / LTV), demo bookings, and direct purchase.

Outbound starts from headcount: number of SDRs × dials per day × working days gives total dials, then connect, meeting, and close rates walk through to deals and revenue. Your calling style (power dialer, standard, or account-based) sets a sensible default for dials per day. ROI in both modes is revenue measured against the all-in cost — ad spend plus the recommended management or SDR plan.

Benchmark cost-per-lead figures, country and currency adjustments, and plan prices are directional starting points — your real numbers shift with offer, geography, sales cycle, and channel mix. The whole tool runs in your browser and stores nothing you type; the optional email step only sends an address (and your scenario) if you ask for the plan.

Frequently asked questions

What is a lead generation ROI calculator?
It's a model that turns a marketing budget into a forecast of pipeline and revenue — and then tells you whether the math pays. You give it the inputs you actually control (ad budget or SDR headcount, your funnel conversion rates, and your average deal value), and it walks the whole chain: spend → clicks or dials → leads or conversations → qualified meetings → closed deals → revenue → ROI. This planner does that for both inbound (paid ads) and outbound (SDR) motions, in your currency, with benchmark defaults pre-filled so you can get a credible number in under a minute and then tune it to your reality.
How do you calculate marketing ROI from ad spend?
Marketing ROI is (revenue from the campaign − total cost) ÷ total cost, expressed as a percentage; ROAS is simply revenue ÷ ad spend. The hard part isn't the final division — it's getting an honest revenue number, which means walking the funnel. Start from spend, apply your cost-per-click and click-through rate to get clicks, your landing-page conversion rate to get leads, your connect and qualification rates to get meetings, and your close rate to get deals; deals × average sale value is revenue. This tool does every step and shows the assumptions inline so the ROI is defensible, not a black box.
What's the difference between inbound and outbound ROI?
Inbound (paid ads) buys attention: you pay per click, a fraction convert on your landing page, and the cost scales with media prices and your conversion rates. Outbound (SDR) buys activity: you pay for human callers who dial a finite number of accounts a day, and the cost scales with headcount and connect rates. Inbound tends to be faster to switch on and easier to scale up or down; outbound reaches named accounts that never click an ad and tends to produce larger, more deliberate deals. Most B2B companies that hit predictable pipeline run both — which is exactly why this planner models them side by side.
What's a good cost per acquisition (CPA) for B2B?
There's no universal figure — CPA scales with deal size and sales cycle — but the test that matters is the ratio, not the absolute. A healthy B2B engine keeps customer lifetime value at roughly 3× acquisition cost or better, and earns the acquisition cost back (payback) inside 12 months. A $40 lead that never books a meeting is worse than a $250 lead that closes a $50k contract, so judge CPA against your meeting rate, close rate, and deal value together — which is what this planner computes for you rather than leaving CPA floating on its own.
How many SDRs and how much budget do I actually need?
Work backwards from the target. In outbound, one SDR can hold a fixed number of dials a day; multiply by working days, your connect rate, meeting rate, and close rate to see deals per SDR per month — then divide your deal target by that to size the team. In inbound, the planner's backward mode does the same: enter a revenue, MRR, or deals target and it solves for the ad budget required at your conversion rates. That's the fastest way to avoid both under-investing (no pipeline) and over-investing (burning budget a leaky funnel can't convert).
Are the benchmarks and prices in this planner exact?
Treat them as directional, not gospel. The benchmark cost-per-lead figures, country and currency adjustments, and Division50 plan prices are reasonable starting points so you're not staring at empty fields — but your real numbers shift with offer, geography, sales cycle, and channel mix. Every input is editable, and the whole tool runs in your browser; nothing you type is sent anywhere unless you choose to email yourself the plan. Want a human to pressure-test the model against your actual funnel and quote the real engagement? Book a free 30-minute strategy call.
Free lead generation ROI calculator (inbound + outbound) — Division50