About this tool
Ad Budget / Campaign Planner is a free, in-browser tool that forecasts what a paid advertising budget could deliver. Choose a CPC or CPM cost model, enter your conversion rate and average order value, and it projects clicks, conversions, revenue, ROAS and cost per acquisition — all computed locally, nothing uploaded.
Under CPC, clicks = budget ÷ CPC. Under CPM, impressions = budget ÷ CPM × 1,000 and clicks = impressions × CTR%, so you also enter an expected click-through rate. Conversions are clicks × CVR%, revenue is conversions × average order value, ROAS is revenue ÷ budget (shown as a multiple), and CPA is budget ÷ conversions — what each customer costs.
Use it to pressure-test a media plan before you spend: adjust the budget, cost or conversion rate and watch the funnel update. These are planning estimates driven entirely by your assumptions — real campaigns vary with auction competition, targeting, creative and landing-page performance.
Frequently asked questions
What is the difference between CPC and CPM?
CPC (cost per click) charges for each click, so clicks = budget ÷ CPC. CPM (cost per mille) charges per 1,000 impressions, so the tool first derives impressions, then applies your click-through rate to get clicks. Pick the model your ad platform bills you on.
How are ROAS and CPA calculated?
ROAS (return on ad spend) is total revenue ÷ budget, shown as a multiple — 3× means three units of revenue per unit spent. CPA (cost per acquisition) is budget ÷ conversions, the average cost to win one customer. A ROAS above 1× means revenue exceeds spend, though profitability also depends on your margin.
Why does CPM mode ask for a click-through rate?
CPM buys impressions, not clicks, so the planner needs a CTR to estimate how many of those impressions become clicks. Clicks = impressions × CTR%, and the rest of the funnel follows. CPC mode already prices clicks directly, so no CTR is needed there.
Are these numbers guaranteed?
No — they are planning estimates based entirely on the assumptions you enter. Real results shift with auction competition, audience targeting, ad creative, seasonality and landing-page conversion. Everything is computed privately in your browser and nothing is uploaded.
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