Roads represent a threat to biodiversity, primarily through increased mortality from collisions with vehicles. Although estimating roadkill rates is an important first step, how roads affect long‐term population persistence must also be assessed. We developed a trait‐based model to predict roadkill rates for terrestrial bird and mammalian species in Europe and used a generalized population model to estimate their long‐term vulnerability to road mortality. We found that ~194 million birds and ~29 million mammals may be killed each year on European roads. The species that were predicted to experience the highest mortality rates due to roads were not necessarily the same as those whose long‐term persistence was most vulnerable to road mortality. When evaluating which species or areas could be most affected by road development projects, failure to consider how roadkill affects populations may result in misidentifying appropriate targets for mitigation.