The break-even of a campaign is the point from which the orders generated cover the campaign costs. With order value, contribution margin and close rate, the number of leads required can be calculated quickly — and with it whether the goal is realistic.
A common pitfall: the close rate is estimated too optimistically. Among mid-sized B2B companies, typical rates from qualified lead to order are between 10–25%. Anyone who plans on 50% here is building the campaign on sand. The reality check is worth doing before launch.
For performance channels (SEA, social ads), break-even should ideally be reached within the campaign period. For brand and content investments, a longer horizon — often 6–12 months — is appropriate. The choice of horizon influences the assessment more than many think.