How much should I spend on ads?

Work backward from a goal. Decide how many new customers you want, then divide by your close rate to get the leads you need, divide by your landing-page conversion rate to get the clicks, and multiply by your cost per click to get the budget. This calculator does that math both ways: enter a budget to see the results, or a goal to see the budget required.

How many customers will a given ad budget get me?

Divide the budget by your cost per click to get clicks, multiply by your landing-page conversion rate to get leads, then by your close rate to get customers. For example, a $1,500 budget at a $3 CPC, 5% conversion and 25% close rate produces about 500 clicks, 25 leads and roughly 6 new customers a month. Enter your own numbers in the 'I have a budget' mode above.

Is this the same as an ROI calculator?

It's the planning companion to one. An ROI calculator leads with return on ad spend; this budget calculator leads with the outcome you care about: the number of customers a budget buys, or the budget a target requires. Use them together.

Free tool

Ad budget calculator.

Works both ways. Put in a budget and see the customers, leads and revenue it should buy, or put in a goal and see the budget you need to hit it. Private, free, no account.

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Ad budget flowing through the Angarum Media griffin and turning into clicks, leads and customers, the model behind the ad budget calculator.

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Tell us your industry and area and we’ll send you realistic benchmarks for your market, and a free plan for the budget it takes to hit your goal. No obligation.

How much should you spend on ads?

There’s no universal number. The right budget is the one that hits your goal at a cost you can afford. The way to find it is to walk the funnel, in whichever direction you already have a number for.

Start from a budget → see the result

If you know what you can spend, the calculator works forward:

Clicks = budget ÷ cost-per-click
Leads = clicks × landing-page conversion rate
Customers = leads × close rate

Start from a goal → see the budget

If you know the outcome you want (say, ten new customers a month), the calculator runs the same funnel in reverse to tell you the budget it takes:

Leads needed = target customers ÷ close rate
Clicks needed = leads ÷ conversion rate
Budget = clicks × cost-per-click

The two biggest levers on both sides are your conversion rate and your close rate. Improve either and the same budget produces more customers, or the same goal costs less to reach. Once you know the budget, our Google Ads ROI calculator and Meta ads ROI calculator show the return side in detail.

Google Ads management →

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