Calculator Inputs
The page stays single-column overall, while form fields use a responsive 3-column, 2-column, and 1-column arrangement.
Example Data Table
| Scenario | Budget | Avg CPC | CTR | Conversion Rate | Order Value | ROAS Goal |
|---|---|---|---|---|---|---|
| Search campaign | 3000 | 1.80 | 4.50% | 5.20% | 120 | 4.00 |
| Retargeting campaign | 1800 | 1.10 | 6.20% | 7.80% | 95 | 5.50 |
| Lead generation | 2500 | 2.20 | 3.10% | 8.40% | 85 | 3.50 |
Formula Used
Total planned budget = Monthly budget × (1 + contingency %)
Management fee cost = Total planned budget × management fee %
Media budget = Total planned budget - management fee cost
Daily budget = Media budget ÷ campaign days
Budget-limited clicks = Media budget ÷ average CPC
Click capacity = Available impressions × CTR
Estimated clicks = Minimum of budget-limited clicks and click capacity
Estimated conversions = Estimated clicks × conversion rate
Estimated revenue = Estimated conversions × average order value
ROAS = Estimated revenue ÷ ad spend used
CPA = Ad spend used ÷ estimated conversions
Break-even CPC = Average order value × gross margin × conversion rate
Required conversion rate for target CPA = Average CPC ÷ target CPA
Max CPC for target ROAS = Revenue per click ÷ target ROAS
How to Use This Calculator
- Enter your monthly budget and campaign duration.
- Add expected CPC, CTR, and conversion rate.
- Include order value, gross margin, fee percentage, and contingency.
- Set market availability using monthly impressions and reachable impression share.
- Add your target ROAS, target CPA, and target conversions.
- Press Calculate Budget to display results below the header.
- Review summary cards, the detailed results table, and the scenario graph.
- Download the results as CSV or PDF for reporting, approvals, or budget reviews.
FAQs
1. What does this calculator estimate?
It estimates usable media budget, daily pacing, clicks, impressions, conversions, revenue, ROAS, CPA, break-even CPC, and target-based budget needs from your campaign assumptions.
2. Why include management fee and contingency?
These reduce the amount available for actual media spend. Planning with both gives a more realistic budget, especially when approvals, reporting, or unexpected costs affect delivery.
3. Why are CTR and impression share useful here?
They help estimate how much market volume you can realistically access. Even with a large budget, low available impressions or low CTR can limit total clicks.
4. Is ROAS the same as profit?
No. ROAS compares revenue to ad spend. Profit also depends on margin, fees, and operating costs. A campaign can show healthy ROAS and still miss profit goals.
5. What is break-even CPC?
Break-even CPC is the highest average click cost you can pay before ad spend consumes the gross profit created by conversions under your current assumptions.
6. Why might some budget remain unused?
Unused budget usually appears when available impression volume limits clicks. In that case, increasing budget alone will not scale performance without more reachable demand.
7. Can this work for lead generation campaigns?
Yes. Replace order value with your average lead value or expected revenue per lead. That makes the revenue, ROAS, and profit outputs useful for lead-focused campaigns too.
8. How often should I update these inputs?
Review them weekly, or whenever CPC, conversion rate, seasonality, or market demand changes. Frequent updates keep pacing and target comparisons closer to real conditions.