Free tool · Lab 02
Google & Meta Ads budget simulator
Move the sliders and see, in real time, what your ad budget can deliver: clicks, enquiries, customers, cost per customer and ROAS — shown separately for Google Ads and Facebook / Instagram Ads.
Advanced assumptions (CPC and conversion rate)
The default values are working assumptions for the simulation, not official market averages. Replace them with the figures from your own accounts for a realistic result.
Estimated revenue from ads / month
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A simulation based on editable assumptions, not a promise of results. Real cost per click and conversion depend on your niche, competition, offer, and the quality of your website and campaigns. The ad budget is paid directly to the platforms and is separate from campaign management fees.
How the simulator calculates
The budget of each channel is divided by the cost per click (CPC) to give the number of clicks. Clicks multiplied by the conversion rate give enquiries (or orders, for online stores), and enquiries multiplied by the closing rate give customers.
- Cost per enquiry = budget ÷ enquiries;
- Cost per customer = budget ÷ customers;
- ROAS = revenue generated ÷ ad budget (for example, 4× means 4 units of revenue for every unit of currency spent, in any currency).
Google usually has a higher CPC but a better conversion rate (people are already searching for what you sell), while Meta has cheaper clicks but a lower conversion rate (you are creating demand). That is why, for many businesses, combining the two works better than either channel on its own. The full comparison is in our guide Google Ads or Facebook Ads.
Notice in the simulator how a better website conversion rate lowers the cost per customer on both channels. That is why we recommend conversion rate optimisation before increasing the budget.
Frequently asked questions
About Google Ads and Facebook Ads budgets
What monthly budget do I need for Google Ads?
It depends on the competition in your niche and the cost per click. For local services, 300–800 EUR a month is often enough to gather meaningful data; for competitive national niches, you will need more. We set the budget from a concrete estimate, not out of habit.
And for Facebook and Instagram Ads?
For serious testing, usually from 500–1,000 EUR a month in ad spend, separate from management fees. Below that level, Meta’s algorithm has too little data to optimise well.
What is a good ROAS?
It depends on your margin. A ROAS of 4× means 4 euros of revenue for every euro spent (or 4 RON for every RON, the ratio is the same in any currency) — profitable for a product with a 50% margin, but only break-even for one with a 25% margin. Always work out the minimum ROAS you need: 1 ÷ margin (for example, at a 25% margin, at least 4×).
Where do I find my real CPC and conversion figures?
In your Google Ads and Meta Ads accounts (the average CPC and conversion rate columns) and in Google Analytics. If you have no history yet, the simulator’s defaults are a starting point; after the first 2–4 weeks of a campaign you will have real figures.
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