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What should your ads actually cost?

Work backwards from the revenue you want, whether you sell through enquiries or online orders. Plug in your own numbers and you'll know whether your budget is realistic or a fantasy.

$
$
Average project value, or the profit if you'd rather plan on margin.
$
What a customer spends per order, on average.
%
Of every enquiry you get, what percentage become a paying client.
%
Of the people who click your ad, what percentage send an enquiry.
%
Of the people who click through to your site, what percentage buy.
$
What Meta charges to show your ad 1,000 times. $20 to $35 is common in Australia.
%
Of the people who see your ad, what percentage click it. This is your creative's job.

Your monthly ad budget

$2,000/ month
Same goal at different click-through rates
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How it works

Budget backwards, not forwards

Most ad budgets are a number someone felt comfortable with. This one has a reason to exist.

Choose Leads if people enquire before they buy, or Sales if they check out online. For leads, your goal and client value tell us how many clients you need, your close rate turns that into enquiries, and your landing page turns enquiries into clicks. For sales, your goal and order value tell us how many orders you need, and your conversion rate turns that into clicks. Either way, cost per 1,000 views and click-through rate decide what each click costs.

That last number is the one most people miss. Meta charges for people seeing your ad, so when hardly anyone clicks, every click you do get costs more. A forgettable ad doesn't just underperform, it charges you extra.

These are estimates to plan with, not a guarantee. Real results depend on your offer, your creative, your follow-up and how long your clients take to decide.

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