Ads Budget Calculator
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What would hitting your revenue goal cost on Meta Ads?

Enter your numbers and see the spend it would take on Facebook and Instagram, and whether that spend clears your breakeven. Most calculators stop at the number. This one tells you when the number is a bad idea.

Meta Ads

Click-through funnel: clicks, landing page, conversion.

Your numbers

Change anything and the panel updates as you type.

Required monthly spend

What the goal costs at these assumptions.

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Fill in the fields to see a figure.

Where your ROAS lands—
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Enter your numbers to see whether the plan works.

Save this as a named plan and come back to it later.

Required spend if your assumptions are wrong

Rows are cost per click, columns are conversion rate. Your current cell is outlined. Real campaigns rarely land on the estimate, so check the column to your left before committing.

One number is a guess. A range is a plan. The spreadsheet runs the full 6×6 grid on four models. See what else it does

Your saved plans

Running Google, TikTok or a ROAS model instead?

Those three sit in the spreadsheet. Same logic, same verdict, tuned to how each platform actually buys traffic. The web version stays on Meta so it loads fast and stays free.

Google Ads

Search and Shopping
Required monthly spend$ • • • •
Clicks needed• • • •
Implied ROAS• • x

Higher intent, higher cost per click.

TikTok Ads

Spark and In-Feed
Required monthly spend$ • • • •
Clicks needed• • • •
Implied ROAS• • x

Cheaper clicks, harder conversion.

E-commerce

ROAS-based
Required monthly spend$ • • • •
Breakeven ROAS• • x
Profit after ad spend$ • • • •

For owners who think in ROAS, not clicks.

The calculator above answers one question, for one platform.

The spreadsheet answers the ones a web page can't.

  • ✓All four models. Meta, Google, TikTok and a ROAS-based e-commerce model, each with its own verdict.
  • ✓Full 6×6 scenario grids on every model, colour-coded. The whole range of outcomes, not one cell of it.
  • ✓Your own benchmark log. Record spend, clicks, conversions and revenue monthly. It works out your real blended CPC, CVR, CPA and ROAS, so you stop planning on market averages.
  • ✓Side-by-side dashboard. All four models at once, impossible to fit on one web screen.
  • ✓Yours to keep and edit. A saved plan per client, your own logo, print straight into a proposal. Every formula visible and unlocked.
Free

Meta spreadsheet

The calculator above as an editable Excel file. Two tabs, every formula unlocked, yours to keep.

Download the free file

No email, no account.

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All four models

$39one-time

Everything listed on the left. Excel .xlsx, works in Google Sheets, instant download after payment.

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No subscription. Free updates to the file.

New to this? Here's what everything means

Written for people setting up their first Meta Ads campaign.

Revenue goal
The total sales you want Meta Ads to bring in this month. You set this from your own business target. Meta doesn't calculate or tell you this number.
Average order value AOV
The average amount a customer spends per purchase. Formula: total revenue ÷ number of orders. Example: $8,000 in sales from 100 orders is an $80 AOV. Find it in your store dashboard, or use your product's price if you haven't sold anything yet.
Conversion rate CVR
The percentage of people who click your ad and then complete a purchase or sign-up. Formula: (purchases ÷ clicks) × 100. If you've run ads before this is in your Ads Manager. If you're new, 1–3% is a common starting estimate for e-commerce, though it varies a lot by industry and offer.
Cost per click CPC
The average amount Meta charges each time someone clicks your ad. Check "CPC (Cost per Link Click)" in Ads Manager for your real number. The $1.20 default is a rough global average and your actual cost depends heavily on country, competition and niche.
Gross profit margin
The percentage of revenue left after the direct cost of the product, not counting ad spend. Formula: (revenue − cost of goods) ÷ revenue × 100. This is what sets your breakeven ROAS, which is why the calculator asks for it.
Breakeven ROAS
The minimum ROAS at which ads exactly cover their own cost, with zero profit. Formula: 1 ÷ gross margin. At a 40% margin that's 2.5x. Below this line every sale from ads loses money, and the meter marks it with a white line.
Conversions needed
How many sales, leads or sign-ups you need this month to hit your revenue goal. Formula: revenue goal ÷ AOV.
Clicks needed
How many people need to click your ad to produce that many conversions, at your conversion rate. Formula: conversions needed ÷ conversion rate.
Cost per acquisition CPA
What one sale costs you in ad spend. Formula: ad budget ÷ conversions. If your CPA is higher than your order value you lose money on the first purchase, so you'd need repeat customers or a wider margin for the funnel to work.
Return on ad spend ROAS
How much revenue you earn back per $1 spent on ads. Formula: revenue ÷ ad spend. A 4x ROAS means $1 spent brings back $4 in sales. This is revenue, not profit, so it doesn't account for what the product cost you.
Testing budget
The required spend padded by about 20%, because new campaigns rarely hit their target numbers straight away. The first stretch of spend is partly buying information about what works.
Why "required" and not "suggested"
The headline figure is what your revenue goal would cost given the assumptions you entered. That isn't the same as advice to spend it. If the implied ROAS lands below breakeven, the fix is to change the goal, the offer or the landing page rather than fund the spend.