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Campaign Budget Calculator

How much budget do you need to hit your conversion goals? Enter your target CPA and desired conversions.

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Why calculate your budget from the CPA

Most advertisers set budgets arbitrarily — "let's try €1,000 a month and see what happens." Without a goal-based logic, there's no way to know if the budget is enough, too much, or poorly distributed.

The right approach starts with the business objective:

1
Define your goal — how many conversions do you need per month for the channel to be profitable?
2
Set your maximum CPA — the most you can pay per conversion without losing money on acquisition.
3
Multiply — target CPA × monthly conversions = minimum required budget.
4
Add a safety margin — multiply by 1.2 to absorb CPA variance and the algorithm's learning period.

How to find your target CPA

If you don't have historical data, you have three valid starting points:

From your margin

Max CPA = average order value × gross margin. This is the absolute ceiling you can pay without losing money on the first purchase.

From LTV

If there's recurring revenue, you can afford a higher acquisition cost. Max CPA = LTV × % you're willing to invest in acquisition (typically 20–30%).

From benchmarks

Indicative Google Ads benchmarks: €5–15 for local services, €20–60 for B2C digital, €50–300 for B2B. Use as an initial reference only.

Budget warning signs

Once campaigns are live, these situations require revisiting your calculated budget:

Actual CPC more than 30% above estimated CPC
The calculated budget won't be enough to generate the required clicks. Revisit your bidding strategy or adjust the expected conversion rate.
Impression share lost to budget
Google and Meta surface this alert in their interfaces. When it appears, your real CPA will be higher than calculated because you're missing lower-competition searches.
Actual CPA consistently above target
This is not a budget problem — it's an efficiency problem. More budget will amplify losses. Fix the CPA first, then scale.