Calculate your budget
Ad Spend & ROI Calculator
Most businesses set their ad budget based on what feels comfortable. This calculator builds it from how your business actually sells, so you can see what it would take to turn ad spend into profit and which targets your campaigns need to hit along the way.
Step by step
How the ad spend calculator works
Describe your customers. Enter your close rate, what a customer is worth, and how long your sales cycle runs. This sets the value of each lead and when a return is likely to show up.
Describe your leads and team. Enter what you pay per lead and how many leads your team can take on. This sets your cost to win a customer and the most new leads you can use each month.
Choose how many leads to buy. Use the slider to pick a monthly volume, up to your team's capacity. The calculator shows every step of the math and flags any customer numbers that don't add up before you rely on the result.
What you'll see:
Value of one lead. What an average lead is worth once you account for how many close.
Cost to win a customer. What you currently spend to win one customer, compared with their lifetime value so you can see whether there's room to spend more.
Leads your team can take on. How many new leads a month your team has time to follow up on. This sets the ceiling on your budget.
Recommended starting budget. A monthly spend sized to the leads you choose to buy, with an estimate of when a true return should show up.
The approach
Why calculate your ad spend from your own numbers
Spend ties to profit. You know what a lead is worth before you pay for one, so you can tell a good cost per lead from a bad one.
Spend matches capacity. Your budget stops at the number of leads your team can follow up on, so you aren't paying for inquiries that go unanswered.
Results have targets. You start with a cost per lead, a cost to win a customer, and a month when the return should show up, so there's something clear to hold your campaigns to.
A budget only works if you can measure it against something. When it's built from what a customer is worth and what your team can handle, every result has a benchmark from the first month.
Where most budgets come from instead:
A percentage of revenue. A common rule of thumb, but it doesn't account for your close rate or how many leads your team can handle.
What competitors spend. Their budget reflects their margins, sales team, and goals, which may look nothing like yours.
Platform recommendations. Google and Meta suggest budgets based on reach and competition in the ad auction, not on what a customer is worth to you.
What feels comfortable. A number picked for comfort has nothing to be measured against, so no one can say whether the results are good.
We save you time, so you can spend it growing.
When the people leading your work have done it a hundred times before, it gets done right the first time. No back and forth, no fixing it later, just the time back and the results to grow with.
