Campaign Budget Scenario Calculator

How the campaign budget scenario calculator works

Divide the whole customer target by lead-to-customer conversion and round upward to whole leads. Divide those leads by click-to-lead conversion and round upward to whole clicks. These nested counts are sufficient only under the entered constant conversion assumptions; they do not guarantee a number of actual customers.

Target click cost rounds upward to cents before adding the cent-rounded setup charge. The entered total budget rounds downward to cents, and the number of affordable clicks after setup rounds downward to a whole count. Expected customers at that ceiling can be fractional because they are a modeled outcome rather than completed acquisitions. Setup is charged even when the target is zero.

A positive target with a zero conversion rate leaves its plan undefined. If setup exceeds the available budget, no clicks are affordable. A zero click price provides no finite click ceiling once setup is covered, and does not establish that free traffic is available. Auction variation, delayed conversion, attribution and causal advertising lift are excluded; enter your own net cost and stage rates.

Worked example

A target of 50 customers at 20% lead conversion requires 250 leads. At 5% visit conversion it requires 5,000 visits. A cost of 2 per visit plus 500 setup gives 10,500 target-plan budget. A 10,000 ceiling leaves 9,500 for 4,750 whole visits and 47.5 expected customers under the rates. Raising the ceiling to 12,000 allows 5,750 visits and 57.5 expected customers.

Sources and assumptions

The source material explains the underlying calculation or pricing structure. Entered prices, costs, schedules and scenario choices are your assumptions; this tool does not obtain supplier quotes or predict actual results.

• HubSpot: funnel stages and conversion reporting
• Google Ads: conversion-rate denominator