Enter campaign assumptions
Example data table
| Scenario | Budget | CPC | CTR | CVR | Revenue/Conv. | Gross Margin | Estimated Clicks | Estimated Conversions | ROAS |
|---|---|---|---|---|---|---|---|---|---|
| Lead generation | $2,000.00 | $1.25 | 2.80% | 6.00% | $45.00 | 70.00% | 1,600.00 | 96.00 | 2.16x |
| Ecommerce growth | $5,000.00 | $1.80 | 3.20% | 4.50% | $120.00 | 60.00% | 2,777.78 | 125.00 | 3.00x |
| High-ticket services | $8,500.00 | $6.50 | 4.10% | 8.00% | $900.00 | 55.00% | 1,307.69 | 104.62 | 11.08x |
Formula used
Clicks = Total Budget ÷ Average CPC
Impressions = Clicks ÷ CTR
Conversions = Clicks × Conversion Rate
Revenue = Conversions × Revenue per Conversion
Gross Profit = Revenue × Gross Margin
Net Profit = Gross Profit − Total Budget
CPA = Total Budget ÷ Conversions
ROAS = Revenue ÷ Total Budget
ROI = (Net Profit ÷ Total Budget) × 100
Break-even CPC = Revenue per Conversion × Gross Margin × Conversion Rate
Max CPC from target CPA = Target CPA × Conversion Rate
Budget for target conversions = (Target Conversions ÷ Conversion Rate) × Average CPC
How to use this calculator
Enter your total ad budget and expected CPC first. Add campaign duration to pace spending and project cumulative performance over time.
Fill CTR and conversion rate to estimate impressions and conversions. Then add revenue per conversion and gross margin to evaluate revenue, profit, ROAS, and ROI.
Use target clicks, target conversions, target CPA, and target ROAS to compare your current assumptions against desired outcomes.
Press Calculate budget. The result appears above the form. Review the summary table, graph, and export the estimate as CSV or PDF.
FAQs
1. What does this calculator estimate?
It estimates clicks, impressions, conversions, revenue, profit, CPA, ROAS, ROI, daily pacing, and target-based budget needs from your campaign assumptions.
2. Why is conversion rate important?
Conversion rate connects traffic cost to business outcomes. A better conversion rate lowers CPA, improves ROAS, and increases the CPC you can safely afford.
3. What is break-even CPC?
Break-even CPC is the highest click cost you can pay without losing gross profit. It uses revenue per conversion, gross margin, and conversion rate.
4. What is the difference between ROAS and ROI?
ROAS compares revenue to ad spend only. ROI compares net profit to ad spend after applying gross margin, so it gives a stricter profitability view.
5. Can I use this for lead generation?
Yes. Replace revenue per conversion with estimated lead value or expected revenue per qualified lead to model profitability more realistically.
6. Why does CTR affect impressions?
CTR shows how many clicks come from impressions. When CTR is known, the calculator can back-estimate the impressions required to generate projected clicks.
7. What happens if targets are higher than estimates?
The calculator shows target gaps and budget needed. You can then raise budget, lower CPC, or improve conversion efficiency to close the gap.
8. Should I trust one scenario only?
No. Test best-case, expected, and conservative assumptions. Scenario planning helps you avoid overcommitting budget on optimistic CPC or conversion estimates.