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Plan the spend backwards.
Start from the leads, sales or revenue you need and work back to clicks, total budget and daily spend. Then split it across channels and download the plan as a CSV.
Inputs
Clicks that become leads.
Total budget
ROAS 7.5x$16,000
To get 200 leads in 30 days you need about 4,000 clicks and $16,000, or $533 a day. Each $1 of spend should return $7.50 in revenue.
- Daily budget
- $533
- Clicks needed
- 4,000
- Leads
- 200 $80.00 per lead
- Sales
- 40 $400 per sale
- Projected revenue
- $120,000
- Projected ROAS
- 7.5x Under 1x loses money before margin
Channel split
Get new tools first
Optional. New free tools and growth notes, roughly once a month.
How to use it
- Pick a goal and enter the target, campaign length and expected CPC.
- Add landing page conversion rate, and close rate or order value if you know them.
- Choose a channel preset, adjust the split, then copy or download the plan.
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Questions founders ask
How do I calculate an ad budget?
Work backwards from your goal. Divide the leads or sales you need by your landing page conversion rate to get clicks, then multiply clicks by your expected CPC. 200 leads at a 5% conversion rate and a $4 CPC needs 4,000 clicks and $16,000.
How much should a startup spend on ads per day?
Enough for each campaign to exit the learning phase, which on Meta is roughly 50 conversions a week. In practice that often means $50 to $150 a day per campaign for B2C and more for B2B, where clicks cost $5 to $12 on LinkedIn.
How should I split budget across ad channels?
Put most of it where intent or your audience already is. B2B often starts around 40% Google Search and 40% LinkedIn, B2C leans on Meta and Google, and Web3 launches lean on X and community channels. Keep 10% to 20% for testing.