Most budgets start with a round number: “let’s spend NPR 20,000 this month.” A better question is: how many sales do we need, and what will it take to get them?

This planner works backwards from your sales target. It uses your conversion rates and cost per click to estimate the clicks, leads, and monthly budget you need. It works for Facebook, Instagram, TikTok, and Google Ads. Enter your own numbers; the defaults are a hypothetical example, not benchmarks. Everything runs in your browser.

Person using a calculator in front of a laptop showing a spreadsheet

Ad budget planner (NPR)

Start from your sales target and work backwards. The defaults are a hypothetical example, not benchmarks.

What each field means

  • Sales or new customers per month: your target. Be realistic about how many your team can handle.
  • Lead-to-sale rate: out of every 100 enquiries, messages, or form fills, how many become paying customers. For direct online purchases, use 100%.
  • Click-to-lead rate: out of every 100 ad clicks, how many become a lead or enquiry (or a purchase, for e-commerce). See conversion rate.
  • Cost per click: what you pay for each click, from your ad account. See CPC.
  • Average sale value (optional): adds expected revenue and ROAS to the result.

How the calculation works

  1. Leads needed = sales target ÷ lead-to-sale rate.
  2. Clicks needed = leads needed ÷ click-to-lead rate.
  3. Monthly budget = clicks needed × cost per click.
  4. Cost per lead = budget ÷ leads, and cost per sale = budget ÷ sales.

Hypothetical example: a training institute wants 20 new enrolments a month. One in five enquiries enrols (20%), one in twenty clicks becomes an enquiry (5%), and clicks cost NPR 25. It needs 100 enquiries, 2,000 clicks, and about NPR 50,000 a month, or roughly NPR 1,667 a day. Each enquiry costs NPR 500 and each enrolment NPR 2,500.

Read the result, then decide

  • If the cost per sale is too high, compare it with the profit from one sale. For online sellers, the break-even ROAS calculator shows the most you can afford per order.
  • Improve the cheapest lever first. Often that is the lead-to-sale rate: reply faster on WhatsApp and Messenger, follow up, and qualify leads. Doubling it halves the budget needed.
  • Improve the landing page or form to raise the click-to-lead rate.
  • Then work on cost per click with better targeting and creative.
  • If the budget is too high to afford, lower the target for now, or start with organic channels and referrals.

Getting realistic inputs

  • Use at least a month of your own data. Industry averages vary widely and may not match your offer or audience.
  • With no history, run a small test for two to four weeks to measure cost per click and conversion rates before committing a large budget.
  • Track enquiries from WhatsApp and phone calls too. The UTM builder helps you see which campaigns brought them.
  • Recheck your inputs before Dashain, Tihar, and other busy seasons, when competition for ads and buyer behaviour can change.