Advertising2 minJuly 16, 2026
CPL and ROAS for services: one worked example
MikhailUpdated Oct 16, 2026
CPL is advertising cost per defined enquiry. ROAS compares assigned conversion value with ad spend; when value represents revenue, it is revenue-based ROAS. Neither metric alone establishes profit.
01Define the lead
Separate button clicks, unique received enquiries, suitable requests and payments. Teaching data: 2 million UZS spend, 20 enquiries, eight suitable requests and two sales. These are fictional figures, not industry benchmarks.
02Calculate different costs
| Metric | Teaching calculation |
|---|---|
| Received enquiry | 2 million / 20 = 100,000 UZS |
| Suitable enquiry | 2 million / 8 = 250,000 UZS |
| Sale | 2 million / 2 = 1 million UZS |
Each answers a different question. Add management fees and other costs separately.
03ROAS is not profit
If attributed revenue is 6 million UZS, revenue ROAS is 6 / 2 = 3, or 300%. Production, salaries, refunds and other costs remain. A hypothetical lead value uploaded to Ads is not money received; see Google's value guidance.
04Keep comparisons consistent
Repair and construction have different sales delays. Define attribution, which leads have matured into payments, and cancellations. Do not combine currencies or count one payment twice. Small samples limit conclusions.
05How UZNEO can help
UZNEO can connect advertising with CRM, define outcomes and reconcile reports. Send spend, deal stages and anonymised payment examples.
Verify data before optimisation; no universal profitable CPL applies to every business.
Summary
Define the outcome and credible value before calculating cost, then judge cheap enquiries by fit and sales.
How UZNEO can help
UZNEO can connect advertising with CRM, define outcomes and reconcile reports. Send spend, deal stages and anonymised payment examples.
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