Free tool

Marketing budget calculator

Start from the revenue you want, and work backward to how many customers and leads that takes, what you can afford to pay for each one, and the ad budget that comes out of it. Change any blue number and everything recalculates.

Step 1

Revenue goal & sales math

Just a label. It doesn't change the math.

$

New revenue you want from marketing-sourced customers this period.

$

What a typical new customer is worth on their first purchase or contract.

%

The share of qualified leads that become paying customers. Pull it from your CRM if you have it.

Step 2

What you can afford per customer

$

Total gross profit a customer brings in over the whole relationship, not just the first deal.

x

Rule of thumb: 3x or higher is healthy. Go lower for high-margin, low-overhead businesses and higher for thin-margin ones.

Max affordable CAC
$700

The lower of LTV ÷ your target ratio, or the deal value itself, so the budget never exceeds the revenue it's meant to bring in.

Step 3

How many customers & leads

Customers needed
5

Target revenue ÷ average deal value.

Leads needed
100

Customers needed ÷ close rate.

Step 4

Recommended budget

Recommended monthly budget
$3,500

Customers needed × max CAC. Spending above this eats into your margin.

Target cost per lead
$35

Budget ÷ leads needed. Use it to judge whether a channel's cost per lead is affordable.

Break-even ROAS
2.86x

Revenue this budget has to return just to break even, before margin. Your real target should be higher.

This budget is 35% of your revenue goal.

Step 5

Split it across channels

Channel% of budget$ allocated
Total 100%$3,500

How the math works

The calculator runs one chain: revenue goal → customers that takes → leads that takes, at your close rate → what you can afford to pay per customer, from your lifetime value → the budget that falls out of it.

The budget is a ceiling, not a target. It's the most you can spend and still hit your LTV : CAC goal. If your ads bring customers in under the max CAC, you keep the difference.