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PPC Budget & CPC Planner

Before you spend a dollar, know what it should buy. Turn a budget, cost per click and conversion rate into projected clicks, leads and sales, or start from a lead goal and see the budget you need.

By the Digital Success paid-media team · Updated September 2026 · Free, results in seconds

The short version: a budget only makes sense next to the results it should produce. Enter your budget, average CPC and conversion rate and this planner projects your clicks, leads, sales, cost per lead and ROAS, then works backwards from a lead or sales goal to the budget required, so you can set expectations before the spend, not after.
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Plan your budget and forecast the results

Enter what you know. Budget, CPC and conversion rate are enough for a forecast; add sale value and close rate for revenue and ROAS.

What you get

A grounded forecast instead of a guess. Enter a budget and this planner projects the clicks, leads and, if you add a close rate, sales it should produce, along with your cost per lead, cost per sale and ROAS. Enter a lead or sales goal and it works the other way, telling you the budget you would need to get there. And because a single-point forecast is misleading, it shows a range of budgets side by side so you can see where growth is efficient and where it starts to slow.

How it works

  1. Enter your monthly budget, average CPC and conversion rate.
  2. Add your average sale value and close rate for a revenue and ROAS view.
  3. Read your projected clicks, leads and sales.
  4. Set a lead or sales goal to see the budget required, and open the full scenario table.

Why plan both ways

Most budget calculators only go one direction: put money in, see clicks out. That is half the picture. The more useful question for a business owner is usually the reverse, we need forty leads a month, what will that cost? Planning both ways turns paid advertising from a leap of faith into a set of expectations you can hold a campaign, or an agency, accountable to. The one honest caveat: these projections assume your CPC and conversion rate hold steady, and they rarely do at scale. Costs tend to rise and returns tend to flatten as you capture more of the available demand, so use the range, lead with the conservative rows, and refine the moment you have real data.

Frequently asked questions

How much should I budget for PPC?
Enough to buy the leads or sales you need at your CPC and conversion rate. This planner works it out both ways so the number is grounded in math, not a guess.
What CPC and conversion rate should I use?
Your own account averages if you have them; otherwise an industry benchmark or a conservative estimate, refined with real data after a few weeks.
What is a realistic conversion rate?
Google Search averages around 3-4%, but it varies widely by industry and by how well your page and offer match the ad. Model a range, not one optimistic figure.
Does more budget always mean more leads?
Only up to a point. Once you capture most of the available searches, extra budget delivers less, and the lever shifts to conversion rate and new channels. Plan for that ceiling.
Is it free?
Yes, free with no login, calculated in your browser. Share your details once to open the scenario table and goal planner.
Can I plan Google and Meta together?
Run each channel with its own CPC and conversion rate, then add them. Channels convert differently, so planning them separately keeps the forecast honest.

Further reading from Digital Success

Want a plan you can take to the bank?

A forecast is a starting point; hitting it consistently is the work. Digital Success builds and manages paid campaigns to a number, and reports against it. Talk to a specialist for a free plan for your business.

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