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Marketing Budget Planner: work your budget back from a sales goal

Turn a sales goal into leads and a monthly budget by channel, with GST and a 12-month plan.

  • Free to use
  • Runs in your browser
  • No sign-up

How to use the Marketing Budget Planner

Read what the guide says

This is the Marketing Budget Planner.

Turn a sales goal into leads and a monthly budget by channel,

with GST and a 12-month plan.

Choose a goal, new customers a month or revenue a month,

and enter the average value of a first sale and your lead-to-customer close rate.

Or press Try an example to fill in sample details.

List your channels with the share of leads each should bring (adding up to 100%) and what a lead costs there. Tick "Ad platform" for Google Ads and Meta Ads so GST is added.

Read the monthly budget and the split by channel. Turn on the 12-month plan,

raise your busy months, then download the CSV file or copy the summary.

It runs in your browser, so nothing you type is uploaded.

Try it free on this page.

Runs in your browser. Your numbers are not uploaded.

Your goal

How many new paying customers you want each month.

₹

What a new customer pays the first time they buy, before GST.

%

Out of every 100 enquiries, how many become paying customers. From your sales register or CRM.

Where your leads come from

The share of your leads each channel should bring, and what one lead costs there. Enter 0 for channels with no direct cost per lead, such as referrals.

%
₹
%
₹
%
₹
%
₹

Google Ads lists 18% GST on ads in India, and Meta adds GST to ads bought in India, so the budget you set in Google Ads or Ads Manager is before tax. 18% is added to the rows marked "Ad platform". A GST-registered business can usually claim it back; untick this if you do, and the budget and cost per customer are shown before GST. Check the rate on your invoices.

12-month plan (optional)

A plan from your own numbers, not a forecast from Google or Meta. Update it as real costs per lead come in.

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About the Marketing Budget Planner

Plan your monthly marketing budget from the sales you want. Enter a goal in new customers or revenue, the average value of a first sale and how many leads become customers. Split your leads across channels such as Google Ads, Meta Ads, SEO and referrals, with what a lead costs on each. You get the leads you need, the budget for each channel with GST on ad platforms, the cost per customer and the revenue to expect, and an optional 12-month plan with busier months that you can download as a CSV file. It runs in your browser.

How it works

  1. Step 1

    Choose a goal, new customers a month or revenue a month, and enter the average value of a first sale and your lead-to-customer close rate.

  2. Step 2

    List your channels with the share of leads each should bring (adding up to 100%) and what a lead costs there. Tick "Ad platform" for Google Ads and Meta Ads so GST is added.

  3. Step 3

    Read the monthly budget and the split by channel. Turn on the 12-month plan, raise your busy months, then download the CSV file or copy the summary.

How the budget is worked out

The planner works backwards through your funnel. With a revenue goal, new customers needed = revenue ÷ the average first sale. Leads needed = new customers ÷ your close rate. Each channel gets its share of those leads, and its budget is its leads × its cost per lead. Cost per customer is the budget ÷ new customers, and return on marketing spend is the expected revenue ÷ the budget.

GST on ad spend

Google Ads lists 18% GST on ads for advertisers in India, and Meta adds GST each time it charges for ads bought in India, so the budget you set in Google Ads or Ads Manager is before tax. The planner adds 18% to the rows you mark as ad platforms; check the rate on your Meta invoices. A GST-registered business can usually claim it back as input tax credit: untick "Add 18% GST to ad spend" then, and the plan shows the budget before GST. Check the details with your accountant.

What this tool cannot do

It works from your own figures, so it cannot tell you what a lead will cost on Google or Meta, or how many leads a channel can bring at that cost. It counts only the first sale, not repeat purchases. SEO, content and referrals take time and fees that are left out unless you enter a cost per lead for them. It is not tax advice.

Frequently asked questions

How much should I spend on marketing?

There is no single right share of revenue. This planner starts from your goal instead: how many customers you want, how many leads it takes to win one, and what a lead costs on each channel. That gives a budget tied to your own numbers. Then compare the cost per customer with what a customer is worth to you over time, using our LTV and CAC calculator.

How do I work out how many leads I need?

Divide the new customers you want by your close rate. If 25 out of every 100 enquiries become members and you want 40 new members a month, you need 40 ÷ 0.25 = 160 leads a month. Use your own close rate from your sales register or CRM, because it changes the budget more than anything else.

Is GST included in my Google Ads or Meta Ads budget?

No. The budget you set in Google Ads or Meta Ads Manager is before tax. Google Ads lists 18% GST on ads for advertisers in India, and Meta adds GST each time it charges for ads bought in India. If your business is GST-registered and you add your GSTIN to the ad account, you can usually claim it back. If not, keep "Add 18% GST to ad spend" ticked so the plan shows the full cost.

What if my channel shares do not add up to 100%?

The planner warns you and still works out the budget on the shares you entered. If they add up to 90%, the plan covers only 90% of the leads you need, so you would fall short of your goal. If they add up to more than 100%, it plans for more leads than you need.

How do I plan for festival months?

Turn on the 12-month plan and raise the multiplier for the months you expect to be busier: 1.5 plans 50% more customers, leads and budget that month. Use your own sales from past years to set them. Our Seasonal Content Calendar lists festival dates in India to help you choose the months.

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