Free Tool

Lead gen funnel & ad budget calculator

Start with the number of customers you want, and work backwards to the leads, clicks and monthly ad budget it takes to get them. Then see how much a better-converting landing page would save you.

Your funnel

Currency

1 · Your goal

New customers / month

Average sale value

Per job, contract or order.

Gross margin (%)

After materials & labour.

2 · Your funnel

Cost per click

From your ad platform.

Landing page conversion (%)

Clicks that become leads.

Close rate (%)

Leads that become customers.

3 · What if your landing page converted better?

Improved conversion rate: 8%

Monthly ad budget needed

—

Clicks—

Leads—

Customers—

Cost per lead: —
Cost per customer: —
Revenue: —
Profit after ads: —

ROAS —

At — conversion

Same customers, budget: —
You'd save / month: —
Same budget, customers: —
Extra profit / month: —

How to use the lead gen calculator

Most businesses set an ad budget first and hope it produces enough work. This calculator flips that around: start with the number of customers you need, and it tells you what it will take to get them, and which part of your funnel to fix first.

1. Set your goal

Enter how many new customers you want each month, your average sale value and your gross margin (what's left after materials and labour). For home services that's the average job; for B2B, the average contract.

2. Enter your funnel numbers

Cost per click: from Google Ads, Meta or wherever you advertise.
Landing page conversion rate: the share of visitors who submit a form or call.
Close rate: the share of leads that turn into paying customers.

If you don't know a number yet, start with a cautious guess and update it once you have real data.

3. Read the results

You'll see the clicks, leads and monthly ad budget required, your cost per lead, cost per customer, revenue, ROAS and profit after ad spend.

4. Try a better landing page

Drag the slider to see what a higher conversion rate does. A better page either gets you the same customers for less budget, or more customers for the same budget, and the gain repeats every month.

The formulas

Leads needed = customers ÷ close rate
Clicks needed = leads ÷ landing page conversion rate
Ad budget = clicks × cost per click
Cost per lead = cost per click ÷ conversion rate
Profit after ads = revenue × gross margin − ad budget

FAQ

Lead gen questions

Can't find what you need? Ask us directly.

How many leads do I need to hit my sales goal?

Divide your sales goal by your close rate. If you want 20 new customers a month and close 25% of leads, you need 80 leads. The calculator then works out the clicks and ad budget it takes to get them.

How do I work out my ad budget?

Ad budget = clicks needed × cost per click. Clicks needed = leads needed ÷ landing page conversion rate. So 80 leads at a 5% conversion rate needs 1,600 clicks, and at $3 a click that's a $4,800 budget.

What is a good landing page conversion rate?

It varies widely by industry, offer and traffic source, so the best benchmark is your own past performance. Use your real numbers if you have them. The comparison shows how much each extra percentage point is worth to you, which is usually the most useful number.

What is the difference between cost per lead and cost per acquisition?

Cost per lead (CPL) is what you pay in ads for each enquiry. Cost per acquisition (CPA or CAC) is what you pay for each paying customer, so it also depends on your close rate. A $40 CPL with a 25% close rate means a $160 cost per customer.

Why does landing page conversion rate matter so much?

Because it multiplies everything downstream. Doubling your conversion rate halves the clicks, and the ad budget, you need for the same number of leads. It's often the cheapest lever to pull, because you pay for the page once but for clicks every month.

Does this include the cost of my time or software?

No. It covers ad spend only. The "profit after ads" figure uses the gross margin you enter, so set that to reflect your cost of delivering the job, and remember to account for overheads separately.

Want a landing page that converts better?

We build lead generation pages and run the campaigns that feed them, for home services, local businesses and B2B. Or start with one of our ready-made templates.

Talk to us