Enter Campaign Inputs
Example Data Table
| Scenario | Total Budget | Target CPC | CTR | CVR | Avg Order Value | Expected ROAS |
|---|---|---|---|---|---|---|
| Brand Search | $3,000 | $0.90 | 7.20% | 9.50% | $110 | 5.40 |
| Non-Brand Search | $5,000 | $1.80 | 4.20% | 6.50% | $120 | 4.33 |
| Remarketing | $2,200 | $1.20 | 5.80% | 8.20% | $140 | 5.74 |
Formula Used
Net Media Budget = Total Budget − Management Fee − Contingency Reserve
Daily Budget = Net Media Budget ÷ Campaign Days
Estimated Clicks = Net Media Budget ÷ Target CPC
Estimated Impressions = Estimated Clicks ÷ (CTR ÷ 100)
Estimated Conversions = Estimated Clicks × (Conversion Rate ÷ 100)
Estimated CPA = Net Media Budget ÷ Estimated Conversions
Estimated Revenue = Estimated Conversions × Average Order Value
Estimated ROAS = Estimated Revenue ÷ Net Media Budget
Max CPC for Target CPA = Target CPA × (Conversion Rate ÷ 100)
Budget Needed for Market Clicks = Available Market Clicks × Target CPC
How to Use This Calculator
- Enter the total amount available for the campaign.
- Add campaign length in days to estimate daily pacing.
- Input target CPC, CTR, and conversion rate values.
- Provide CPA and ROAS targets for benchmarking.
- Enter order value, search volume, and impression share.
- Add fee and contingency percentages if needed.
- Click the calculate button to generate projections.
- Review results, compare gaps, and download CSV or PDF files.
Frequently Asked Questions
1. What does this PPC budget calculator estimate?
It estimates net media budget, daily budget, clicks, impressions, conversions, CPA, revenue, ROAS, and market opportunity based on the assumptions you enter.
2. Why is net media budget different from total budget?
Net media budget removes management fees and contingency reserves from total spend. This shows the amount available for actual ad delivery.
3. How does CTR affect the output?
CTR changes the number of impressions required to produce the projected clicks. Lower CTR usually means more impressions are needed for the same traffic.
4. What is a good ROAS target?
A good ROAS target depends on margins, overhead, and growth goals. Many campaigns aim above break-even, then optimize upward over time.
5. Why does conversion rate matter so much?
Conversion rate directly influences conversions, CPA, and max affordable CPC. Small improvements in conversion rate can noticeably improve budget efficiency.
6. Can I use this for monthly or shorter campaigns?
Yes. Enter the correct campaign duration in days. The calculator adjusts daily pacing from the net budget automatically.
7. What does click opportunity gap show?
It shows the difference between available market clicks and projected clicks from your current net media budget, based on entered assumptions.
8. Are these projections exact?
No. They are planning estimates. Actual performance changes with audience quality, competition, bid strategy, creative strength, and landing page effectiveness.