Tools
Calculate your ad budget: the budget planner
How much do you need to invest to hit your revenue goal? The planner works backwards: from the goal through your efficiency (MER or ROAS) to the required ad budget.
Your ad budget
Your realistic efficiency value – measured (MER calculator) or as a campaign target.
Additionally shows how many orders your goal implies.
Required ad budget/month
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- Orders needed for goal
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Fill in the fields – the result appears instantly.
You need around – in monthly ad budget for your goal. Note: below ~€5,000 per month, systematic testing becomes statistically difficult.
From around – per month, account structure decides between profit and loss – exactly our terrain. In the free account check we'll show you whether your setup converts this budget efficiently. Request your free account check →
Runs entirely in your browser – no sign-up, nothing stored.
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Calculators show you the theory – the free account check shows what your ad account leaves on the table in practice. Including 3 concrete quick wins.
Formula & example
The budget formula
The math is deliberately simple – the craft lies in setting a realistic target MER:
Ad budget = revenue goal ÷ target MER · orders = revenue goal ÷ AOV
Example
- €50,000 revenue goal ÷ target MER 5.0 = €10,000 monthly budget
- €50,000 ÷ €80 AOV = 625 orders your funnel has to deliver.
Related content
Terms in the glossary
FAQ
Frequently asked questions
Should I plan with target MER or target ROAS?
For overall planning, use MER – it contains all channels and doesn't lie through attribution. Use target ROAS one level below to steer individual campaigns against your break-even. The formula is the same.
How do I split the calculated budget between Meta and TikTok?
Start where you already have data and working creatives – for most e-commerce brands that means 70–80% Meta. Build TikTok with its own test budget instead of cannibalising the Meta budget.
What if the calculated budget is too small for stable data?
Below roughly €5,000 per month, meaningful tests simply take too long. Plan the goal in stages instead: prove the break-even structure first, then raise the budget step by step rather than spreading a mini budget thin.