Ad Budget Calculator
Work backwards from the outcome you want. Enter how many customers you need, what share of leads you close, and what a lead costs — and this gives you the budget required.
Your numbers
Result
Fill in the fields to see your result.
Formula
Budget = (Customers needed ÷ Close rate) × Cost per lead
Worked example
Needing 10 customers a month at a 25% close rate means 40 leads. At $35 per lead that is $1,400 a month, or about $47 a day.
What's a good number?
Two practical floors are worth knowing. On Meta, campaigns below roughly $5/day struggle to exit the learning phase and deliver reliably. On Google Search the constraint is harsher, because you pay per click rather than per impression: at a $6 cost per click, $5/day buys fewer than one click a day, and a campaign gathering under about three clicks a day will never accumulate enough signal to optimise. If your calculated budget lands below those levels, narrow your geography or your targeting rather than spreading the same money thinner.
Questions
- I don't know my cost per lead yet. What do I use?
- Start from your industry's typical cost per click and assume a conversion rate of around 10% on a native lead form. It will be wrong, but it gives a testable starting point — and after two weeks of real data you can replace the estimate.
- Is it better to run one channel properly or two channels at half budget?
- One, almost always. Splitting a small budget across two platforms puts both below the level at which either can learn, which is worse than running one of them well.
Related calculators
Tired of doing this maths every month?
EXOD runs the ads, watches these numbers daily, and adjusts them for you.
See how it works