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Ad Budget Planner

Start from a business goal, not a guess. Enter your own assumptions and see the plain arithmetic behind a monthly ad budget. Nothing you type is sent or stored.

Your assumptions

What you could pay to win one customer and still be happy. If you don't know, use the break-even helper below.

The starting values are a hypothetical example, not a benchmark.

What the arithmetic says

Planning envelope

$800

Target customers × acceptable cost per customer.

Your budget matches the envelope.

Customers your budget allows at that cost

20

Budget ÷ acceptable cost. Only true if that cost is achievable in your market.

Break-even cost per customer (first order)

$48

Order value × margin. Above this, the first order alone loses money; repeat purchases may change the picture.

Testing budget

$160

Budget for what already works

$640

With fewer than about 50 results a week, Meta's delivery system may stay in the learning phase longer (Meta Business Help Center).

The formulas
  • Planning envelope = New customers you want per month × Cost you can accept per new customer
  • Customers your budget allows at that cost = Monthly budget you have in mind (optional) ÷ Cost you can accept per new customer
  • Break-even cost per customer (first order) = Average first order or deal value (optional) × Gross margin on that order, % (optional)
  • Testing budget = Monthly budget you have in mind (optional) × Share of the budget kept for testing new creative, %

What this is not

This is planning arithmetic, not a forecast. Real costs per customer depend on your market, offer, creative, landing page and season, and they change over time. Test, measure, then adjust your assumptions.

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