Free calculator

Break-even CPC calculator

Enter average order value, conversion rate, and margin to see the maximum CPC you can pay before ads stop covering gross profit.

How max CPC is derived

Max CPC ≈ (AOV × margin × conversion rate) at break-even on gross profit — optionally reduced by a target POAS buffer. If you pay more per click than that ceiling, volume loses money after COGS.

Use product or band-level inputs. A blended store AOV and margin will overstate the safe CPC for thin SKUs.

Break-even max CPC rises with AOV, margin, and CVR.
Lower target POAS buffer if you need room for overhead.
Compare live CPC to this ceiling before scaling bids.

From ceiling to bids

Manual CPC and Smart Bidding both benefit from knowing the ceiling. For profit-led Smart Bidding, upload order profit values so Google optimizes under your real economics — not revenue alone.

Frequently asked questions

What is max CPC (break-even CPC)?

Max CPC is the highest average cost per click you can pay while still breaking even on gross profit (or hitting a chosen POAS target) given AOV, margin, and conversion rate.

How do you calculate break-even CPC?

Multiply AOV by margin (decimal) and by conversion rate. Example: $80 AOV × 30% margin × 2% CVR → $0.48 max CPC at break-even POAS.

What is a good max CPC?

The right ceiling is the one that matches your SKU economics — not a category average. Set it from your margin bands, then leave buffer below break-even if you need contribution after ads.