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Work backwards from the goal: marketing budget calculator
Start with the revenue you want and get the leads, estimates and monthly ad budget it takes.
$
New-customer revenue
$
Revenue per job
%
Lead → estimate
%
Estimate → job
$
Use your history or a test
Monthly ad budget
$9,000
22.5% of the revenue goal
Jobs needed50
Estimates needed100
Leads needed200
- 01Set a monthly revenue goal
- 02Enter job value and conversion rates
- 03Enter a realistic cost per lead
Show your work
Formulas and assumptions
Formulas
- Jobs = goal ÷ job value
- Leads = jobs ÷ (book% × win%)
- Budget = leads × cost per lead
Assumptions
- Revenue goal is from new customers acquired through paid marketing.
- Cost per lead should come from your own data or a small test.
Work backwards from the goal
Budgets set as a round number rarely line up with capacity. Start with the jobs your crews can actually handle and the revenue you need, then work back to leads and spend.
Now put an ad behind the numbers.
Homivas writes the ad, makes the creative and tracks each inquiry from first click to won job.
Self-serve · No sales calls · Cancel anytime