# B2B ROAS Calculator | Lead-to-Customer Return on Ad Spend Model return on ad spend across the full lead-to-customer journey — not just immediate conversions. Factor in lead-to-customer rate and deal value to see the true ROAS of B2B paid media with long sales cycles. ## What makes B2B ROAS different? In eCommerce, a conversion is a sale, so revenue is immediate and ROAS is straightforward. In B2B, a conversion is usually a lead that may close weeks or months later, so immediate-revenue ROAS dramatically understates performance. A B2B ROAS calculation has to step through the journey: clicks → leads → customers (via your lead-to-customer rate) → revenue (via average deal value). ## How B2B ROAS is Calculated The calculator boots on the B2B tab so the lead-to-customer steps are built in: it derives leads from clicks and conversion rate, customers from your lead-to-customer rate, and revenue from average deal value — then divides revenue by spend for ROAS. ## Frequently Asked Questions ### What lead-to-customer rate should I use? Use your own historical close rate from marketing-qualified lead to closed-won deal if you have it — it varies enormously by motion (often 1–5% for top-of-funnel inbound, much higher for high-intent demo requests). In long B2B cycles the lead-to-customer rate is usually the single biggest driver of true ROAS. ### Why does B2B tolerate a lower ROAS than eCommerce? Because B2B customer lifetime value is typically much larger and more durable: a single closed account can pay back acquisition cost many times over across a multi-year contract. B2B teams therefore often accept a lower first-order ROAS, judging paid media on pipeline and LTV-adjusted return. ## Related Tools - [ROAS Calculator](/resources/tools/calculators/roas-calculator.md) - Calculate return on ad spend - [Marketing Efficiency Ratio Calculator](/resources/tools/calculators/mer-calculator.md) - Evaluate blended marketing performance - [Customer Lifetime Value Calculator](/resources/tools/calculators/customer-ltv-calculator.md) - Calculate customer lifetime value ## Get Started Ready to model B2B ROAS? Use our free calculator to account for your full lead-to-customer journey.