Ad budget calculator
How much budget do you need to reach your customer goal, and what will each customer cost? Enter a few numbers and get an estimate. Every value can be changed.
An estimate only, based on the values you entered. The budget is paid directly to Google or Meta, separately from management fees. Real numbers become clear after a few weeks of a campaign with correct tracking.
How the calculator works
- Start from the goal, not the budget. How many customers you want, and how many inquiries that takes at your close rate.
- On Google: how many clicks it takes to get those inquiries, based on your landing page conversion rate, times the cost per click. The full calculation in the Google Ads budget guide.
- On Facebook and Instagram: the number of inquiries times the cost per lead. The full calculation in the Meta ads cost guide.
- Does it pay off: compare the budget to the revenue from those customers. If a customer is worth more than they cost, advertising works for you.
Questions about ad budgets
How much budget do I need to start advertising?
It depends on the cost per click or per lead in your field and on your goal. The budget needs to be enough for the system to get sufficient data and learn, otherwise the money runs out before the campaign starts working.
Does the calculator include management fees?
No. It only calculates the media budget, paid directly to Google or Meta. Management fees are separate and depend on the scope of work.
How do I know the cost per click in my field?
Google's Keyword Planner gives a cost range for each search phrase. On Meta, the real number becomes clear after a few weeks of running a campaign.