Ad Budget Calculator

The Ad Budget Calculator is a free ROAS calculator and reverse ROAS planner for performance marketers, media buyers, and DTC brand owners. It has two modes: Calculate ROAS (measure actual campaign profitability) and Plan Budget (work backwards from a revenue target to determine the ad spend you need).

In Calculate ROAS mode: enter your ad spend, revenue from ads, and COGS percentage. The tool instantly shows your ROAS, net profit, marketing efficiency ratio, and break-even ROAS — the minimum return needed to cover your product costs. In Plan Budget mode (reverse ROAS calculator): enter your monthly revenue target and the ROAS you're aiming for. The tool calculates the required monthly and daily ad budget. Add your average CPC to see the clicks and estimated impressions needed to hit the target.

Use this tool before pitching a media budget to leadership, when briefing an agency on performance targets, or when deciding whether to scale a campaign. The break-even ROAS metric is especially useful for products with high COGS — a 3x ROAS looks great until you realize you're breaking even. Use the COGS slider to find the ROAS floor your campaigns must clear before spending more.