See what your next Meta ad dollar actually buys.
Not reach. Not impressions. Signed workers' comp cases, revenue, and profit. Model any Facebook & Instagram budget and watch the whole funnel — from cost per lead to profit — respond in real time.
This is your arithmetic, not our benchmark. Every number below is computed from the inputs you enter — there are no secret “industry averages” hiding in the math. We've pre-filled realistic starting assumptions so you can see it work; replace every field with your firm's real numbers for a forecast you can act on.
Your inputs
Runs entirely in your browser. Nothing is sent, stored, or submitted.
From Ads Manager — blended cost per form fill or call.
Advanced (optional)
Context for how far your best audiences can scale.
Folded into cost per signed case and profit.
Fill in your budget and funnel on the left and the full forecast fills in here — signed cases, revenue, profit, and the budget where returns flatten.
The funnel, at your numbers
Budget in at the top; signed cases out at the bottom.
Budget simulator
Drag to model any monthly spend. Everything below updates live.
Return on ad spend
Where your next dollar works hardest
Model a better quarter
You set the targets. Type a rate you believe your firm could reach and see the forecast move against today's baseline. Leave a field blank to hold it steady.
Your opportunity roadmap
Sequenced so the cheapest, fastest gains come first — and you only buy new demand once the funnel underneath it converts.
What each number means
The metrics that actually decide whether Google Ads makes you money — in plain English.
Return on ad spend (ROAS)
What it is. Collected fees ÷ ad spend. A 3:1 ROAS means every $1 of Google Ads returns $3 in fees you actually keep.
Why it matters. It's the single fastest read on whether the channel is worth scaling. Below roughly 2:1, once you add agency and intake cost, most WC firms are running to stand still.
How to move it. Lower cost per click (negatives, Quality Score), lift landing-page conversion, or raise the close rate — each drops your cost per signed case without touching budget.
Cost per signed case
What it is. Everything you spent — ad budget plus agency, creative, and software — divided by the cases you signed. The only acquisition number that connects to the P&L.
Why it matters. A cheap cost-per-lead can hide an expensive cost-per-case if the funnel leaks. This is the number to defend.
How to move it. The math rewards conversion more than volume: fixing the consult-to-signed step usually beats buying more clicks.
The Efficiency Score
What it is. A 0–100 read on profitability, defined openly: Score = ROAS × 12.5, capped at 100. An 8:1 return scores 100; a 4:1 scores 50.
Why we show the formula. Because a score you can't reproduce is just decoration. This one is a plain transform of your own projected ROAS — nothing hidden.
Audience saturation
What it is. Meta finds your best-converting people first. As you spend more, you reach further into colder audiences and show ads more often — so cost per lead tends to rise as budget climbs.
Why it matters. A budget that looks profitable at $8k can be marginal at $25k if CPL drifts up. The simulator holds CPL constant and flags the upper end as optimistic — the honest read is to treat scaled numbers as a ceiling.
What beats a bigger budget. Fresh creative angles, new audiences, and geographic expansion reset the curve; simply raising spend on a tired audience does not.
Cost per lead (CPL)
What it is. What you pay Meta for one inbound lead — a form fill or a call. It's the input everything downstream multiplies against, so a small CPL change moves every number on the page.
How to move it. Test creative relentlessly (the hook is 80% of CPL), use instant forms for volume and site landing pages for quality, and kill the bottom-quartile ad sets every week.
Investment grade
What it is. A letter grade from net ROI, thresholds shown so you can check us: A ≥ 300%, B ≥ 150%, C ≥ 50%, D ≥ 0%, F below break-even.
Why it matters. It answers “is this a good use of the firm's money vs. anything else we could do with it?” in one character.
How this forecast is built — and what it will not pretend to know
The engine is deterministic arithmetic on the numbers you enter: leads = budget ÷ CPL, consultations = leads × lead-to-consult, and so on down to signed cases, revenue, and profit. Annual figures are the monthly result × 12. There is no black box.
There are no invented benchmarks. We don't tell you what CPL is “normal” for workers' comp, because no one has credibly measured it and every version you've been shown was built to sell something. The forecast is only as good as your inputs — which is why the honest move is to enter your real ones.
Scaled numbers are a ceiling, not a promise. The simulator holds your cost per lead constant as you move the budget — but on Meta, CPL almost always rises as you spend past your best audiences. We flag the upper end rather than bend a curve we can't measure for your specific market. A forecast that admits its assumption beats one that hides it.
The planner shows you the ceiling.
We help you reach it.
If the numbers say Meta should work for your firm — or that intake is the real constraint — that's the conversation to have. Bring your forecast to a free strategy call and we'll pressure-test it against what we see running $16.5M in workers' comp media.
Book a free strategy call