The aim of this study is to evaluate the impact of factors such as cutting speed, feed rate, and depth of cut on surface roughness and Material Removed Rate (MRR) when machining in dry face milling AISI 1040 steel with coated carbide inserts GC1030 using the response surface methodology (RSM). For this purpose, a number of machining experiments based on statistical three-factor and three-level factorial experiment designs, completed (L27) with a statistical analysis of variance (ANOVA), were performed in order to develop mathematical models and to identify the significant factors of these technological parameters. Multi-objective optimization procedure for minimizing Ra, Ry and Rz and maximizing MRR using desirability approach has been also implementented. The current study was also carried out to investigate the tool life of the inserts. The models found the relationship between the cutting parameters (Vc, fz and ap) and the studied technological parameters. It has been found that the cutting speed was the most affecting surface roughness which is due to the geometry of the insert which has a scraping edge and enables to obtain low roughness even at important feed rate, followed by the feed rate and the depth of cut at the end. The optimal combination of cutting parameters were cutting speed of 314 m/min, feed rate of 0.16 mm/tooth and depth of cut of 0.6 mm with a composite desirability of 0.924.