Tool
The ad budget calculator.
Quick answer
This tool works backwards from your revenue goal to the ad budget it implies: how many sales, leads, and clicks your numbers require, and what those clicks cost. Every figure is computed from your inputs; nothing is an industry benchmark.
The form starts with example numbers so you can see how it works. They are examples, not benchmarks — replace every one with your own.
What your numbers imply
- Sales needed
- 10
- Leads needed
- 40
- Clicks needed
- 800
- Implied monthly ad budget
- $2,400
- Implied cost per lead
- $60
- Implied cost per sale
- $240
- Implied ROAS at goal
- 4.2×
ROAS here is revenue against ad spend only. Margin, fees, and fulfilment come out of it before profit — see what ROAS hides.
Questions
- Where do the input numbers come from?
- Your own records: average sale value from your invoices, close rate from your lead history, conversion rate from your analytics, and cost per click from your own Google Ads data or a small paid test. The calculator does maths on your numbers; it does not supply industry figures, because averages from other businesses would mislead more than they help.
- Is the result a quote or a benchmark?
- Neither. It is arithmetic: the budget your goal implies if your inputs hold. Real campaigns drift from their inputs, which is why the useful next step is a small test that replaces estimates with your own measured numbers.
- What if the implied budget looks impossible?
- That is the calculator doing its job. A budget that cannot work at your close rate and sale value is better discovered here than three months into spending. The levers, in the order we usually work them: raise conversion, raise close rate, raise sale value — and only then raise budget.