What this planner does

Before you spend on ads, it helps to know what a budget could realistically buy. Enter your budget and a few assumptions, and this planner estimates your clicks, sales, revenue and profit. Enter a sales goal and it works backwards to the budget you'd need. Your numbers stay in your browser.

The formulas

Clicks = budget ÷ cost per click
Sales = clicks × conversion rate
Revenue = sales × average order value
Profit after ads = (revenue × gross margin) - budget
Budget needed = sales goal × cost per click ÷ conversion rate

A worked example

These are the illustrative numbers loaded above. With ₹50,000 at ₹6.25 a click, you'd get 8,000 clicks, or about ₹1,667 a day. At a 2.5% conversion rate, that's 200 sales. At ₹1,000 per order, revenue is ₹2,00,000 and ROAS is 4x. At a 40% margin, gross profit is ₹80,000, which leaves ₹30,000 after ads. To reach 300 sales on the same assumptions, you'd need about ₹75,000.

Where to get your assumptions

Use your own history first. Past campaigns in your ad account are far better than any industry average.
If you're new, test small. Run a limited campaign for a couple of weeks, then replace your guesses with real numbers.
Be careful with benchmarks. Published averages may come from different countries, industries and tracking setups, so we don't suggest any here.
Plan three versions. Try an optimistic, an expected and a cautious scenario. If the cautious one loses more than you can afford, start smaller.

What this plan can't tell you

This is simple arithmetic, not a forecast. Costs tend to rise as you spend more, because the easiest customers are often reached first, so doubling a budget rarely doubles sales. Festive periods and competition can also raise costs. Customers who buy again later aren't included either, which can make some campaigns more valuable than they first appear. Treat the result as a starting point and update it with real data.

Next steps

When a campaign is running, enter the actual results into our ROAS calculator to compare them with your plan. To learn what each metric means, read ad metrics in plain English. To judge whether repeat customers justify a higher spend, try our CAC and LTV calculator.