Free tool · In a minute
Ad budget calculator
Short answer
Enter the orders you want per month, your average order value and your margin. The calculator gives you the most you can pay per order before losing money, the cost per order to aim for, your monthly and daily budget, and whether that budget gives the platform enough to learn from.
Work out your budget
Runs in your browser; we don't store anything you type. The result is an estimate, not a promise.
How to read the result
- Max cost per order = average order × margin. Pay more and you lose money.
- Target cost = the share of the max cost you choose. Your budget is built on it.
- Budget = orders × target cost. If the real cost per order comes in higher, the same budget buys fewer orders.
- The learning bar shows your weekly orders against the ~50 an ad set needs, per Meta.
Want the full reasoning? Read How much should my store spend on ads?
Quick questions
Where do I get my margin?
Selling price minus product cost, shipping, payment fees and packaging, divided by the selling price.
Why is the target cost lower than the max cost?
The max cost is break-even: pay exactly that and you neither win nor lose. To make a profit, aim below it.
What is the 'learning phase'?
Meta says an ad set needs around 50 results a week to exit the learning phase. If your orders are fewer, focus the budget on fewer ad sets.