Social Ad Budget Calculator
Plan a Meta, TikTok or LinkedIn ad campaign: turn a budget into expected impressions, clicks, leads and sales — or work backwards from a sales goal to the budget you need.
Runs in your browser. Nothing you enter is sent to our servers.
Before you press “publish” on a campaign, this calculator shows what a budget should deliver — impressions, clicks, cost per click, conversions, cost per acquisition and return on ad spend — using platform benchmarks you can overwrite with your own numbers. Switch to goal mode to see how much you need to spend for a target number of sales or leads.
How this calculator works
Impressions = budget ÷ CPM × 1,000 · Clicks = impressions × CTR · CPC = budget ÷ clicks · Conversions = clicks × conversion rate · CPA = budget ÷ conversions · Revenue = conversions × value · ROAS = revenue ÷ budget. Goal mode inverts the chain: budget = goal ÷ conversion rate ÷ CTR × CPM ÷ 1,000.
Default benchmarks (2026, all-industry medians): Meta CPM ≈ $12, CTR 1.4%, CR 2.5%; TikTok CPM ≈ $8, CTR 1.0%; LinkedIn CPM ≈ $38, CTR 0.6%, CR 3.5% (B2B leads); Pinterest CPM ≈ $6; YouTube video CPM ≈ $10.
Frequently asked questions
What is a good ROAS for social ads?
It depends on margins: for most e-commerce stores a ROAS of 3–4× (revenue three to four times ad spend) is profitable; subscription and high-margin digital products can work below 2×; low-margin retail needs 5× or more.
How much should a small business spend on Meta ads?
Enough for the algorithm to learn: at least $10–20 per day per ad set for a week, then scale what converts. Below that, results are too noisy to judge.
Why is LinkedIn so much more expensive?
You pay for professional targeting (job title, company, industry). CPMs of $30–50 are normal, but lead values are usually far higher, so CPA and ROAS — not CPM — decide whether it works.
What is the difference between CPM, CPC and CPA?
CPM is the cost per 1,000 impressions (what you pay to be seen), CPC the cost per click (to get a visit), CPA the cost per acquisition (to get a sale or lead). Optimise for the one closest to revenue.
More free tools
Username Generator for Instagram & TikTok
Generate dozens of short, memorable, platform-valid usernames from your name, niche and keywords — with styles from clean to playful, and instant checks against Instagram, TikTok, X and YouTube rules.
Influencer Rate Calculator
Find out what to charge brands for a sponsored Instagram post, Reel, Story, TikTok or YouTube integration — based on followers, engagement, niche, audience country, usage rights and exclusivity.
TikTok Money Calculator
Estimate what a TikTok account can earn per video and per month from the Creator Rewards Program and brand deals — based on followers, views, engagement, niche and audience country.
Social Media Image Resizer
Resize and crop any image to the exact 2026 sizes for Instagram posts, Stories and Reels covers, TikTok, YouTube thumbnails, Facebook and X headers, LinkedIn banners and Pinterest pins — locally, without uploading.
UTM Link Builder for Social Media
Build tracked links for your Instagram bio, TikTok, YouTube descriptions, newsletters and ads in seconds — with presets, lowercase enforcement and a clean copy-ready URL.
Social Media QR Code Generator
Make a QR code for your Instagram, TikTok, YouTube, WhatsApp or any link — brand colours, PNG or SVG download, generated in your browser with no tracking and no expiry.