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How much ad budget do you need?

From your goal in orders or enquiries, your cost per click and your conversion rate: the monthly and daily budget, and whether one order pays for itself.

What you want to get

How many orders or enquiries a month you want from the ads.

Clicks and conversion

The share of clicks that become an order or an enquiry, from Google Analytics or the ad account. If you do not know it, leave it empty and we will show scenarios.

The average cost per click from the ad account.

No cost per click yet? Three steps in Keyword Planner
  1. In Google Ads, open Tools, then Keyword Planner.
  2. Choose Discover new keywords, type three to five words people use to find you, and set the location to where you sell.
  3. Look at the two top-of-page bid columns, the low range and the high range. A figure between them is a sound first cost per click.
Does it pay? · optional

With these we compare the cost of an order with the most you can pay for one.

The share of the price you keep after the goods.

For a sharper maximum cost per order, with delivery, cash-on-delivery refusals and returns, use the ROAS calculator.

Currency

This changes the sign beside the amounts only. Nothing is converted.

Your numbers stay in your browser. Without JavaScript they go to our server once to work out the result, and we do not keep them.

Result

What this means

The budget goes straight to Google or Meta. Our fee is for the work and is separate; what moves it is on the Pricing page.

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How we work it out

We start from the goal. Clicks are the goal divided by the conversion rate; the budget is the clicks times the cost per click; the daily budget is the monthly one divided by 30.4. The cost of an order is the cost per click divided by the conversion rate, and we compare it with the most you can pay: the order value times the margin. Without your own conversion rate we show scenarios, not an industry benchmark.

The formulas

Clicks
goal ÷ conversion rate
Budget a month
clicks × cost per click
Budget a day
budget a month ÷ 30.4
Cost per order
cost per click ÷ conversion rate
Most you can pay per order
average order value × margin
Most you can pay per enquiry
profit from the first sale × share that become clients
Conversion rate that pays
cost per click ÷ the most you can pay

The terms in our glossary: Cost per click (CPC) · Conversion rate · Cost per acquisition (CPA) · Daily budget (Google Ads)

QUESTIONS

What people ask

How much do I need for Facebook ads?

As much as the results you want cost: the goal divided by the conversion rate, times the cost per click. For 30 orders a month, with 2% of clicks buying and a click costing 0.40, you need 1,500 clicks: 600 a month. Work it out with your own numbers in the calculator above.

Is there a minimum budget for Facebook ads?

Meta has a technical minimum daily budget that depends on the currency and on what you pay for; Ads Manager shows it when you enter a budget. The real minimum is a different one: a budget that brings enough results to see what works. Work it out from your goal.

Does the budget include the agency fee?

No. The ad budget goes straight to Google or Meta, through an account in your name. Our fee is for the work and is separate; what moves it is described on the Pricing page.

The Pricing page

Where do I find my cost per click?

If you already advertise, in the ad account: the average cost per click over the last month. If you do not yet, in Keyword Planner in Google Ads: the top-of-page bid columns give a low and a high range, and a figure between them is a sound first estimate.

Google Ads

All tools
in your browser

ROAS calculator

Is your advertising making money? ROAS, break-even and the most you can pay for an order, from your own margin.

ROAS calculator
on our server

AI visibility check

Whether the ChatGPT, Claude and Perplexity crawlers can read your site and tell who you are.

AI visibility check
on our server

Indexing check

noindex, robots.txt, canonical, the sitemap and redirects: the usual reasons Google leaves a page out.

Indexing check