Ad budget planner.
Work a monthly Google Ads or Facebook and Instagram budget backward from the customers you want, using your own close rate and either cost per lead or cost per click and conversion rate.
From your CRM: qualified leads that became customers.
From your own account history, by channel.
Monthly ad budget
$9,600
About $316 a day.
Leads needed
80
Cost per new customer
$480
Compare this with the break-even cost per customer before you commit.
Work backward: customers ÷ close rate = leads; leads × cost per lead (or leads ÷ conversion rate × cost per click) = budget. New campaigns take time to learn, so plan a test month before judging cost per lead.
The method.
A budget should start from the customers you want, not from a round number. Divide the customers you need by your close rate to get leads, then multiply by cost per lead to get spend.
If you do not know your cost per lead yet, build it from cost per click and landing page conversion rate: leads divided by conversion rate gives the clicks you need, and clicks times cost per click gives the budget.
Compare the cost per new customer with your break-even cost per customer before you commit, and plan a test month for new campaigns while bidding systems learn.
About this tool.
- How much should I spend on Google Ads?
- Enough to win the customers you want at a cost your margins can carry. Divide your customer goal by your close rate to get leads, multiply by your cost per lead, and check the result against your break-even cost per customer.
- How do I estimate cost per click for a new campaign?
- Google Ads Keyword Planner shows estimated bid ranges for keywords and locations. Treat them as a starting estimate and replace them with your own account data after a few weeks.
- Why is a daily budget the monthly budget divided by 30.4?
- Google Ads plans a campaign's monthly spend as its average daily budget times the average number of days in a month, 30.4, so it is the simplest way to translate a monthly plan into a daily setting.
- Should Google and Meta share one budget?
- Plan them separately. Search captures people already looking, while Facebook and Instagram create demand, so they usually have different costs per lead and close rates.
- Is any of my data stored?
- No. The planner runs in your browser and nothing is sent anywhere.
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Want us to run the numbers on your account.
Send a short brief. A senior operator replies within one business day with what we would fix first.
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.