I use a 5% ROI ie £1.05 returned for every £1 bet - unless I feel that I'm sure that the bet is better than that.
The Kelly "system" is designed to maximise bankroll growth but over-staking is more detrimental than under-staking, so being conservative is best.
You can convert the ROI into a percentage win quite simply
If your ROI is 5%, just divide 1.05 by the decimal odds of your bet and multiply by 100, e.g. :
3-1 = decimal odds of 4, so 1.05/4x100 = 26.5%
1/1 = decimal odds of 2, so 1.05/2x100 =52.5%
Thanks doubleup, very helpful. All about the maths!