SEO ROI Calculator for B2B
Most SEO calculators ask for traffic and spit out a number. But traffic doesn't pay the bills; pipeline does. This calculator starts from your deal economics, applies the share of searchers who click at each position, subtracts the clicks lost to Google's AI answers, and returns three scenarios with the month the realistic one pays for itself. It runs the same model as my free forecast template. Built for B2B lead generation: if you run a webshop and think in orders instead of MQLs, this isn't your calculator.
Your forecast
Conservative
€154
pipeline per month at full clicks
3 clicks per month
Realistic
€561
pipeline per month at full clicks
11 clicks per month
Ambitious
€3,401
pipeline per month at full clicks
68 clicks per month
Breakeven: beyond month 12 (realistic scenario)
Pipeline here is closed-won deal value: clicks × visitor→lead × lead→sales-ready × close rate × deal value.
See the month-by-month table
| Month | Conservative | Realistic | Ambitious | Cumulative (realistic) | Cumulative investment |
|---|---|---|---|---|---|
| 1 | €0 | €0 | €0 | €0 | €7,500 |
| 2 | €0 | €0 | €0 | €0 | €15,000 |
| 3 | €0 | €0 | €0 | €0 | €22,500 |
| 4 | €26 | €94 | €567 | €94 | €30,000 |
| 5 | €51 | €187 | €1,134 | €281 | €37,500 |
| 6 | €77 | €281 | €1,700 | €561 | €45,000 |
| 7 | €103 | €374 | €2,267 | €936 | €52,500 |
| 8 | €129 | €468 | €2,834 | €1,403 | €60,000 |
| 9 | €154 | €561 | €3,401 | €1,965 | €67,500 |
| 10 | €154 | €561 | €3,401 | €2,526 | €75,000 |
| 11 | €154 | €561 | €3,401 | €3,087 | €82,500 |
| 12 | €154 | €561 | €3,401 | €3,648 | €90,000 |
Assumptions
Every number the forecast uses. Open to check or change them.
Where every keyword ends up
The position you expect your pages to reach in each scenario, used for every keyword. Position 1 is the top result.
Click rate by position
The share of searchers who click a result at each position, in %.
Source: Advanced Web Ranking, July 2026, US desktop, all search types. Their study covers the top 20 positions, so position 21 and beyond uses the position 20 rate. Replace with your own numbers from Google Search Console, Google's free report on your search traffic, if you have them.
Clicks lost to Google's AI answers
High = definitions or simple how-to. Medium = comparisons or methods. Low = buying searches.
Sources: Ahrefs measured a 34.5% lower click rate for the top result when Google shows an AI answer (April 2025). Seer Interactive measured 61% lower on informational searches (June 2024 to September 2025), with a partial rebound in early 2026, and found AI answers on only 8% of commercial and 5% of transactional searches (2026 update). The High, Medium and Low split is my own estimate, explained in my forecasting guide.
How long pages take
3 months is realistic for an established site; use 6 for a new domain.
Sources: Google's Maile Ohye says SEO usually needs "four months to a year" to show its benefit, in How to hire an SEO. In my forecasting guide I use 3 to 6 months.
Want me to look at your numbers?
Tell me about your business first. If we're a fit, you pick a time.
Get in touchOrganic attribution comes first
A forecast without organic-only conversion data is a guess. Leave your details and I'll reach out with options for setting up proper attribution.
Thank you
I'll review your details and reach out within 2 business days with options for setting up organic attribution.
What you need
The forecast is only as good as the inputs. Use your own CRM numbers, not industry averages. These five come from your analytics, your CRM and your keyword research.
Want the method behind these numbers? I walk through the full model in how to forecast SEO growth, and the spreadsheet version is a free download. The SEO revenue playbook covers what to do once you have a number worth chasing.
Got a number worth chasing? That's what my B2B SEO consulting is built to deliver, or talk to me about turning the forecast into pipeline.
Average deal value
CRM: average closed-won deal
What one customer is worth
Visitor → MQL rate
GA4 + CRM, organic traffic only
How well your site turns visits into leads
MQL → SQL and close rate
CRM pipeline stages
Turns leads into revenue
Monthly SEO investment
Your budget or a quote
Sets the breakeven month
Target keywords + positions
Your keyword research (volumes are looked up for you)
Where the clicks come from
How it works
Clicks per keyword
Search volume × the share of searchers who click at the position you expect × (1 − the share of clicks Google's AI answers take for that type of search).
Pipeline
Clicks × visitor-to-MQL rate × MQL-to-SQL rate × close rate × deal value. Calculated three times: conservative, realistic, ambitious.
The ramp
A page gets no clicks for the first months after it goes live, then climbs to full clicks. Each keyword runs on its own clock.
Breakeven
The first month in which cumulative realistic pipeline covers cumulative investment. If that is beyond month 12, the calculator says so.
frequently asked questions
When you send the form below, the numbers you entered in the calculator go with it, so I can look at them before we talk.
READY TO TURN YOUR SEO INTO GROWTH?
I work exclusively with B2B companies – businesses that sell to other businesses. If that’s you, let’s talk.
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