PLAN BEFORE YOU SPEND
Advertising budget
& lead cost planner.
Explore how your assumptions affect acquisition cost. This planning exercise helps you ask better questions before a campaign launches.
Your assumptions
No information is submitted or saved by this calculator.
ILLUSTRATIVE MONTHLY MODEL
- Inquiries
- 30.0
- Qualified leads
- 15.0
- Customers
- 3.0
- Media cost per qualified lead
- $100
- Media cost per customer
- $500
Fractional results represent a mathematical model. Actual outcomes vary. Management fees and other costs are excluded.
How the calculation works
Estimated inquiries = media budget ÷ assumed cost per inquiry. Qualified leads = inquiries × qualification rate. Customers = qualified leads × close rate. Media acquisition cost = budget ÷ estimated customers.
Use your own evidence
The starting values are illustrative, not industry benchmarks or a forecast. Use consistent historical definitions where available. A longer sales cycle can delay customer outcomes, and a zero qualification or close rate means acquisition cost cannot be calculated.
This tool models lead generation, not an ecommerce revenue forecast. It excludes management fees, production costs, margin, repeat purchases and attribution gaps. Learn how to measure qualified lead costs or explore conversion tracking services.
YOUR NEXT MOVE
Let’s give your
marketing a purpose.
Tell us what you sell, who you want to reach and what success looks like.