ADS Plus · Ad planner
Understand the economics of your ads
From budget to customers. See what you can afford to pay for a lead and how the quality of enquiries changes the outcome.
- No sign-up
- Your own assumptions
- Save and share
The starting values are an illustrative example. Replace them with your data or assumptions: this is a scenario calculation, not an advertising platform forecast.
The starting values are an illustrative example. Replace them with your own assumptions for one month.
Amount left after marketing+5,000 NOKYour inputs
Additional settings
Changes the currency label only. Amounts are not converted and market prices are not adjusted.
From budget to customers
A fractional number of customers is a calculated expectation, not a guaranteed result.
Marketing costs are covered in this scenario
After direct costs, media spend, management and creatives. Before fixed overheads and taxes; this is not net profit.
- Cost to acquire one customer
- 3,333 NOK Media spend, management and creatives per new customer.
- Break-even cost per lead
- 480 NOK The limit at the current budget, margin and conversion rates. At this cost, the amount left is zero before fixed overheads and taxes.
Show the calculation
- Revenue from first sales
- 75,000 NOK
- After direct costs
- 30,000 NOK
- Ad platform budget
- 20,000 NOK
- Management and creatives
- 5,000 NOK
- Total marketing costs
- 25,000 NOK
- Cost per lead
- 400 NOK
- Cost per qualified lead
- 667 NOK
- Revenue / media spend (ROAS)
- 3.8×
- Break-even ROAS
- 3.1×
Start with a target
What budget would you need for your target number of customers under the same assumptions?
- Ad platform spend
- 53,333 NOK
- Including management and creatives
- 58,333 NOK
This calculation keeps cost per lead and conversion rates constant. Actual performance may change as the budget increases.
Compare your options
Save up to three scenarios. Adjust budget, lead quality or channel and compare on the same basis.
Saved scenarios will appear here. They are stored only in this browser.
Opens an email draft with your inputs. You can review it and send it yourself.
The calculation runs in your browser. No registration needed. The link contains your inputs — share it only if you choose to.
Inputs
- Ad platform budget
- 20,000 NOK
- Assumed cost per lead
- 400 NOK
- Leads that fit your business
- 60 %
- Qualified leads that become customers
- 25 %
- Average sale value
- 10,000 NOK
- Revenue left after direct costs
- 40 %
- Campaign management and creatives
- 5,000 NOK
Results
- Revenue from first sales
- 75,000 NOK
- After direct costs
- 30,000 NOK
- Ad platform budget
- 20,000 NOK
- Management and creatives
- 5,000 NOK
- Total marketing costs
- 25,000 NOK
- Cost per lead
- 400 NOK
- Cost per qualified lead
- 667 NOK
- Revenue / media spend (ROAS)
- 3.8×
- Break-even ROAS
- 3.1×
How the calculation works
Every formula is visible. Planning mode uses your assumptions; the results check uses the lead and customer counts you enter.
Formulas
- Leads
- Media budget ÷ cost per lead (CPL)
- Qualified leads
- Leads × qualified share
- Customers
- Qualified leads × qualified-lead-to-customer rate
- Revenue
- Customers × average revenue per customer
- Contribution after acquisition costs
- Revenue × contribution margin − media budget − additional costs
What the numbers mean
- Qualified lead
- An enquiry that meets your criteria: for example, the right service, location and a genuine need. Your business defines what qualifies.
- Cost per lead and qualified lead
- CPL is media spend divided by all leads. CPQL is the same spend divided by qualified leads. Neither includes additional costs.
- Customer acquisition cost
- CAC is media spend plus additional costs, divided by customers. It therefore cannot be compared directly with CPL.
- Contribution margin and outcome
- Contribution margin is the share of revenue remaining after direct product or service costs, before acquisition costs. The result is before business overheads and tax; it is not net profit.
Reverse calculation: target customers × CPL ÷ (qualified share × qualified-lead-to-customer rate). This gives the media budget at unchanged assumptions; additional costs are separate.
Break-even CPL is the cost per lead at which contribution after media and additional costs is zero: budget × contribution per customer × both conversion rates ÷ (budget + additional costs). The threshold applies to the selected budget; additional costs are treated as fixed.
Percentages are converted into fractions in the formulas. Use the same period and currency for every input. Changing currency changes the label; it does not convert amounts at an exchange rate. Expected customer counts can be fractional; actual sales are whole events. Repeat purchases, sales delays and changes in CPL as budgets grow are not modelled automatically.
Before you use the numbers
What should I enter before my first campaign?
Start with what you know: revenue per customer, direct costs and budget. For unknown metrics, try several assumptions and compare scenarios. Google Keyword Planner can estimate search traffic and costs for keywords, but these are not yet a cost per lead. This calculator does not insert invented country or industry averages.
Does this predict how many customers I will get?
No. It is a mathematical model under the conditions you enter. Scenarios show how assumptions affect the outcome, not the probability of that outcome. Real campaigns depend on demand, competition, ads, your website and how enquiries are handled. Check the model against actual campaign results.
Where is my data stored?
Calculations run in your browser without connecting an ad account. Saved scenarios stay in this browser. When you create a share link, calculation inputs are included in it, so only share it with people you want to see them. Exports and an email draft are created when you request them; emails are never sent automatically.