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Free tool

Ad budget calculator

Work out what a number of sales or leads will cost, or what a budget can buy, from your own numbers.

Runs in your browser. What you type is not sent anywhere.

Sales, leads or sign-ups.

The share of clicks that become a result.

The average price you pay for one click.

Optional. The share of people who see the ad and click it. Gives the number of views.

Optional. For a sale, the average order value.

Optional. The share of that value you keep as profit. Gives break-even and profit.

Fill in the numbers to see the plan.

This is arithmetic on the numbers you enter. Conversion rates and click prices differ by market, product and campaign, so use figures from your own ad accounts rather than averages. Nothing here predicts what a campaign will do.

How to use it

  1. 01Choose whether you start from the results you want or from the budget you have.
  2. 02Enter your conversion rate and cost per click. Add the optional numbers to see views, revenue and profit.
  3. 03Read the plan and the verdict, and change a number to see how the result moves.

Questions

Where do I find my conversion rate and cost per click?

In your ad account: the platform reports clicks, cost and results for each campaign. Divide results by clicks for the conversion rate and cost by clicks for the cost per click. Use your own recent figures.

What is break-even return?

It is the return on ad spend at which the ads exactly pay for themselves. It is one divided by your profit margin: at a 40% margin it is 2.5, so each unit spent must bring back 2.5 in revenue.

Why are the clicks rounded up?

To reach the results you want you need at least that many clicks, so a part of a click is counted as a whole one.

Does this predict my results?

No. It shows what your own assumptions lead to. If the assumptions are wrong the plan will be wrong, so test with a small budget and update the numbers.

Is anything stored or sent?

No. The calculation is done in your browser and nothing you type is sent anywhere.

Want the numbers to hold up in real campaigns?

We set up tracking and campaigns so conversion rate, cost per click and return are measured, not guessed, and the budget goes where it earns.

See paid advertising

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