Free Facebook Ads Budget Calculator
You have a revenue number for next month. This works backwards from it to the spend it needs, and shows you the ROAS that plan quietly assumes. Nothing you type ever leaves your browser.
Where you want to get to
Your current rates
Take these from Ads Manager. They are what the whole plan rests on.
What that needs
Check this against your breakeven before you spend anything. If your breakeven ROAS is higher than the number above, this plan hits your revenue goal and loses money doing it, which is a very expensive way to be busy.
What has to happen
This assumes your CPM, CTR, and conversion rate hold at the new budget. They will not. You spend the cheap audience first, so CPMs climb and the marginal buyer converts worse than your average one. Treat the budget as a floor rather than a forecast, and scale in steps rather than in one jump.
Free. No signup, no email. Nothing you type here leaves your browser.
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What this tool does
Budgets usually get set the wrong way round. Someone picks a number that feels brave, spends it, and then finds out what it bought. This goes the other way: start from the revenue you need, and work back through your own conversion rate, click through rate, and CPM to the spend that produces it.
The chain is simple. Revenue divided by order value gives orders. Orders divided by conversion rate gives clicks. Clicks divided by click through rate gives impressions. Impressions times your CPM gives the budget. Four divisions and a multiplication.
The important part is the number printed next to the budget: the ROAS your plan is assuming. Plenty of plans hit the revenue goal and lose money doing it, and you can only see that by putting the implied ROAS next to your actual breakeven. A budget without that check is a plan to be busy.
And one thing this cannot do, which matters more than everything above: your rates will not hold as you scale. It is free, there is no signup, and the whole thing runs in your browser.
How to work out your ad budget
Two numbers are decisions and three are measurements. Do not mix them up.
- 1Start with the revenue you actually needNot a stretch goal and not a round number that sounds good on a call. The figure that makes the month work.
- 2Take your rates from Ads Manager, not from hopeCPM, CTR, and conversion rate from a real recent month. The whole plan is built on these three, so an optimistic conversion rate here becomes an overspend later.
- 3Read the implied ROAS before the budgetThis is the step that saves money. If the ROAS your plan assumes is below your breakeven, the plan is to hit the revenue number at a loss. That is sometimes a real decision, and it should never be an accident.
- 4Treat the budget as a floorIt is the spend that produces the goal if nothing gets worse as you scale. Something always gets worse as you scale.
- 5Scale in steps and re measureMove the budget up 20 or 30 percent, let it settle, take the rates again, and come back. Your rates at $1,000 a day are not your rates at $300 a day, and the only way to know the new ones is to go and look.
Why your rates will not hold as you scale
This is the single reason budget calculators mislead people, so it is worth understanding rather than just being warned about.
- 1You buy the cheap audience firstMeta shows your ad to the people most likely to respond, because that is what you asked it to do. Those people are used up first. Everyone after them is, by definition, less interested.
- 2So the CPM climbsReaching a harder audience costs more, and you are also bidding against yourself for the same people. Your CPM at triple the budget is not your CPM today.
- 3And the conversion rate fallsThe marginal buyer is worse than the average buyer. Your conversion rate is an average across the cheap audience you already had, and it drops as you reach past them.
- 4Which means the real budget is higherEvery one of those effects pushes the same way. The calculator's answer is the optimistic case, and the honest way to use it is as a floor you scale towards rather than a number you jump to.
What this budget tells you, and what it does not
It is arithmetic on your own numbers, and the arithmetic is the easy part of budgeting.
What this counts
- The chain from revenue to spendOrders, clicks, impressions, budget. Working backwards from the goal is the direction you actually think in, and it is the direction budgets are rarely set in.
- The ROAS your plan assumesThe most useful thing here. A plan that hits the revenue goal below your breakeven is a plan to lose money on schedule.
- Your own rates, not benchmarksNo industry averages, no invented statistics. If your conversion rate is 0.8 percent, the maths uses 0.8 percent.
- A daily number you can act onMonthly budgets are decided and daily budgets are what you actually type into Ads Manager.
What it leaves out
- That scaling changes everythingThis is the big one. The maths assumes your CPM, CTR, and conversion rate survive a bigger budget. They do not, and every one of them moves against you.
- Whether the goal is realisticIt will happily tell you that $2m a month needs a budget larger than your company. The arithmetic does not know that is absurd.
- Your marginThis produces revenue, not profit. Revenue at a loss is easy to buy. Our breakeven ROAS calculator is the other half of this decision.
- The learning phaseChange budgets sharply and delivery gets unstable for a while. The calculator assumes a steady state that a sudden jump destroys.
- SeasonalityYour November CPM is not your July CPM, and no amount of dividing fixes that.
- What happens under the adThe conversion rate in this plan is doing enormous work, and it is exactly the number that quietly falls when your comment section fills with scams.
Planning the budget vs Sweep Inbox
The plan assumes a conversion rate. This is about protecting it. Here is the split.
| This calculator | Sweep Inbox | |
|---|---|---|
| Price | Free, no signup | Paid, with a 7 day free trial |
| What it does | Tells you what to spend | Protects the conversion rate the plan depends on |
| The assumption it rests on | Your rates hold | One reason they slip, removed |
| When it works | When you open it | Around the clock, seconds after each comment |
| What it costs to ignore | An overspend | The clicks you already paid for |
Questions people actually ask
- Work backwards from revenue. Divide your revenue goal by your average order value to get the orders you need. Divide that by your conversion rate for clicks, divide clicks by your click through rate for impressions, then multiply impressions by your CPM and divide by a thousand. That is your budget, and the formula is printed under the calculator.
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7 days free. No credit card. Cancel anytime.
