Free calculator · Plan ad spend
Ad budget planner: how much should you spend on ads?
Start from the revenue or the number of new customers you want, and work backwards through your funnel to the clicks and the ad budget that target needs.
What would change it
The same numbers with one thing improved, worked out live.
Full breakdown
Every number this calculator works out.
Compare scenarios
Save up to three versions and compare them side by side.
How this is calculated
- This works backwards from your target. New customers = revenue target ÷ value of one customer (or the number you enter).
- Leads: meetings = customers ÷ close rate; qualified leads = meetings ÷ % reaching a meeting; leads = qualified ÷ % that qualify; clicks = leads ÷ click to lead rate.
- Online store: orders placed = kept orders ÷ (1 − RTO and return %); sessions = orders placed ÷ conversion rate.
- Ad budget = clicks × cost per click. Cost per customer = budget ÷ customers.
- Gross profit after ads = revenue × gross margin − budget.
Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.
Questions
About this calculator
Work backwards, not from a percentage. Decide the revenue or customers you want, then divide through your own close rate, conversion rate and cost per click. If the budget that comes out is more than the profit the target brings, fix the funnel before spending more.
Usually one weak step: a low click to lead rate, few qualified leads or a low close rate. The "what would change it" list shows which improvement lowers the budget most.
No. They are only starting values. Replace them with your own numbers.
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