ES StudiosContractor Ad Budget Planner

More jobs.
What ad budget?

Start with the revenue you want. Work back to the leads, then the spend.

Across the whole plan, not each month.

ES Studios
Monthly ad budget$2,000
10 jobs40 leads3 months
Goal
$100,000
Job value
$10,000
Close rate
25%
Lead cost
$150
Duration
3 mo
Change an assumption. The calculator works it backwards.

Use invoiced job value, not profit.

25% means one sale from every four leads.

Ad spend divided by leads. An assumption until measured.

The budget is spread evenly across these whole months.

Starting numbers are an example, not industry averages. All amounts are USD. Close rate must be above zero to plan; if you have no sales yet, use a clearly stated assumption.

Get the full worksheet and PDF

Every dollar has
a job to do.

Your $100,000 target needs 10 sold jobs and 40 leads at your 25% close rate. Here's the working.

  1. Find the jobs

    $100,000 ÷ $10,000

    10 jobsRound up to a whole sold job.
  2. Find the leads

    10 ÷ 0.25

    40 leadsRound up so partial leads aren't underfunded.
  3. Price the plan

    40 × $150

    $6,000Divide by 3 for $2,000/month.

This is the spend implied by your assumptions, not an affordability or profit check. It excludes management fees, creative, job costs, overhead and tax. Money is rounded for display; daily spend uses 30.4 days per month. No leads or sales are guaranteed.

Example: a $100,000 job target.

Suppose a contractor wants $100,000 in sold work over 3 months. Average job: $10,000. Close rate: 25%. Assumed lead cost: $150. These are illustrative inputs.

$100,000 ÷ $10,000
10 jobs
10 jobs ÷ 25%
40 leads
40 leads × $150
$6,000 total
$6,000 ÷ 3 months
$2,000/month

Before you commit the spend.

Your working budget is $2,000 a month. Test it against a different close rate and lead price before treating it as your campaign budget.

  • A monthly budget table at three lead prices and up to three close rates
  • Your numbers in a downloadable text worksheet
  • The printable PDF planner and a worked weekly check

Your assumptions stay editable above, including after unlocking.

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Want us to run
the ads?

Bring this plan to ES Studios. We'll discuss your job economics, capacity and assumptions before recommending a campaign.

Book your call
Your revenue target
$100,000
Time to deliver it
3 months
Ad spend to review
$2,000/mo
Assumptions to validate
25% close · $150/lead