Ad Budget Calculator
Estimate the reach, clicks and leads your Meta ads budget can bring, or work out the budget you need to hit a goal.
- Total spend-
- Impressions-
- People reached-
- Cost per click-
- Leads or sales-
- Cost per lead-
- Daily budget-
- Impressions-
- People reached-
- Clicks-
- Leads or sales-
- Cost per click-
What If Costs Change?
Real costs move with your audience, country and season. Here is how your numbers change if your CPM is lower or higher than expected.
Planning to scale your ad spend?
Make sure your setup is ready →All results are estimates. Default costs are example starting values, so replace them with numbers from your own ads for the most accurate results. Enter CPM in the same currency as your budget. Nothing you enter is saved or sent anywhere.
How the Ad Budget Calculator Works
In Budget → Results mode, the calculator divides your budget by your CPM to estimate impressions, then uses your frequency to estimate how many people you reach. Your CTR turns impressions into clicks, and your conversion rate turns clicks into leads or sales.
In Goal → Budget mode, it works backwards. Tell it how many clicks, leads or people you want to reach, and it estimates the total and daily budget you would need.
The table below the results shows how your numbers change if your costs end up lower or higher than expected, so you can plan with a realistic range instead of a single number.
Understanding the Numbers
CPM (Cost per 1,000 Impressions)
CPM is what you pay for your ad to be shown 1,000 times. It changes with your country, audience, competition and time of year, so it is the number that affects your results the most.
CTR (Click-Through Rate)
CTR is the percentage of people who click after seeing your ad. Strong creative and a clear offer raise your CTR, which lowers your cost per click.
Frequency and Reach
Frequency is how many times, on average, each person sees your ad. Reach is the number of unique people who see it. A higher frequency means fewer new people for the same budget.
Conversion Rate
Conversion rate is the share of clicks that become a lead or sale. It depends heavily on your landing page and offer, not only on your ads.
How Much Should You Spend on Facebook Ads?
There is no single right budget. A practical approach is to start with a small daily budget, collect a few days of real data and then replace the default values in this calculator with your own CPM, CTR and conversion rate. Once you know what works, increase your budget gradually rather than in sudden large jumps, which can trigger extra review on newer ad accounts.
Before you spend, make sure your ad text is unlikely to be rejected with our Ad Copy Policy Checker, and find the minimum return you need with our Break-even ROAS Calculator.
Frequently Asked Questions
Are the default numbers accurate for my business?
They are example starting values, not benchmarks for your industry or country. For accurate results, run a small test campaign and use your own CPM, CTR and conversion rate.
Why might my real results be different?
Meta's auction changes constantly, and your results depend on your audience, creative, offer, season and competition. Use the low and high scenarios to plan for that range.
What is the difference between reach and impressions?
Impressions count every time your ad is shown. Reach counts unique people. If one person sees your ad three times, that is three impressions but a reach of one.
Does the calculator convert currencies?
No. Choosing a currency only changes the symbol. Enter your budget and CPM in the same currency for correct results.
Ready to Run Ads with Confidence?
Talk to our team about getting your account set up properly before you scale your budget.