Home / Free tools / Ad budget and leads calculator
Free tool · for growing businesses
Ad budget and leads calculator
Before you spend on Meta or Google ads, see what the numbers need to look like. Enter your budget and your own conversion rates to estimate leads, booked calls, new clients and the return on every pound or dollar.
Money paid to Meta or Google, not fees.
Your own figure, or a cautious guess to start.
First purchase, or what a client pays you over time.
Want a second opinion on this? Send us your result.
Want us to run the ads and the follow-up?
More enquiries, measured every week. Paid ads, search and follow-up working together, so attention turns into booked calls and sales you can track.
Guide
How to fill it in
Cost per lead is what you pay for one enquiry. If you've run ads before, use your own figure. If not, start with a cautious guess and change it once your first campaigns give you real data.
Lead to call is the share of enquiries that book a call or consultation. Call to client is the share of those calls that become paying clients. Value of a client is what an average new client pays you, either for the first purchase or over the time they stay with you.
Reading the result
Return on ad spend (ROAS) is revenue divided by ad spend. 3x means every 1 you spend brings back 3 in revenue. Whether that's profitable depends on your margins, so compare cost per client with what a client is actually worth to you.
Break-even cost per lead is the most you can pay for an enquiry before the ads stop paying for themselves. If your real cost per lead is above it, fix the offer, the landing page or the follow-up before increasing spend.
The fastest way to improve the numbers
Raising the lead-to-call rate is often cheaper than lowering the cost per lead. Replying to new enquiries within minutes, by email and WhatsApp, keeps people interested while they're still thinking about you.
Questions
Is this a forecast?
No. It's a planning tool. The result is only as good as the numbers you put in, so use your own data where you can and update it as campaigns run.
What's a good return on ad spend?
It depends on your margins and how long clients stay with you. A business with high margins and repeat clients can grow on a lower ROAS than one with thin margins and one-off sales.
Does the ad spend include your fee?
No. Enter only the money paid to Meta or Google. Management fees are separate.
More free tools
All free toolsScore your profile out of 100 and get a fix list to show up in Maps.
Use it free Free toolContent repurposing plannerTurn your podcast, videos or webinars into a month of posts across channels.
Use it free Free toolVirtual assistant hours calculatorTick the tasks that eat your week to see the hours you could hand over.
Use it freeContact
Let's talk about your business.
Pick whatever suits you: a call, a form, an email or a WhatsApp message. You'll hear back within one working day.
Send us a message
Takes about a minute. Fields marked * are required.