ES StudiosContractor Ad Budget Planner

Work out your ad budget from your sales goal

Type in the sales you want from ads. The calculator works back to how many leads you need and what they will cost.

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 any number and the calculator works the budget out again.

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.

The starting numbers are made up for the example. They are not industry averages. All amounts are USD. The close rate has to be above zero. If you have no sales yet, put in your best guess and write it down.

Get the full worksheet and PDF

How the budget
is worked out

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

  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 your numbers point to. It does not check whether you can afford it or whether it makes a profit. It leaves out 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 a call with ES Studios. We'll go through your job values, how much work your crew can take on, and your numbers before we suggest any campaign.

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