Meta Ads budget calculator.
Enter your revenue target and expected performance, and this calculator works backwards to the clicks, purchases and monthly Meta Ads budget you need to get there.
Your goal & assumptions
Use your own campaign data where you have it.
What you need per month
Updated live as you type.
–
Estimates for orientation only — real results depend on your market, offer and creative.
How this Meta Ads budget calculator works
Instead of guessing a budget and hoping, this tool plans the way media buyers do — backwards from the goal.
The formula
Purchases needed = target revenue ÷ average order value. Then clicks needed = purchases ÷ conversion rate, and budget = clicks × cost per click. The calculator also shows the implied ROAS (target revenue ÷ budget) so you can sanity-check the plan against your account history.
How to interpret your result
If the implied ROAS is above your break-even ROAS, the plan is profitable on paper. If the required budget looks impossibly small — or the implied ROAS looks far better than anything you've achieved before — one of your assumptions is optimistic, usually the conversion rate. If the budget is bigger than you can commit, don't shrink the numbers: improve them. A higher conversion rate or average order value cuts the required budget without cutting the goal.
What to do next
Not sure what ROAS you actually need? Calculate it with the break-even ROAS & max CPA calculator, then check ongoing performance with the ROAS calculator. If your conversion rate is the weak link, run your page through the landing page conversion checklist.
Meta Ads budget questions, answered
Work backwards from a revenue goal instead of picking a round number. Divide your target revenue by your average order value to get the purchases you need, divide purchases by your conversion rate to get the clicks you need, and multiply clicks by your expected cost per click. That product is your required budget. For most small businesses testing Meta Ads seriously, that lands somewhere between €1.000 and €5.000 per month.
E-commerce landing pages typically convert paid social traffic at 1–3%; strong offers with well-matched creative can exceed that. Lead generation pages often convert at 5–15% because a form fill is a smaller commitment than a purchase. If you have no data yet, 2% is a reasonable starting assumption for e-commerce.
Cost per click on Meta commonly ranges from €0,50 to €2,00 depending on country, audience, competition and creative quality. Creative is the biggest lever: ads people engage with earn cheaper clicks, so testing more ad variations usually lowers CPC more than bid tweaks.
Both views matter. This calculator estimates the budget needed to reach a revenue goal; the implied ROAS it shows tells you whether that plan is realistic. If the implied ROAS is above your break-even ROAS, the plan is profitable on paper. If it is far above what your account has historically achieved, revisit your assumptions before committing the budget.