Marketing · Free tool
Marketing Budget Planner
The marketing budget planner splits a budget across channels such as Meta, Google and TikTok ads, influencers, content, email, SMS and WhatsApp, SEO and offline. From the costs and rates you enter, it estimates impressions, clicks, conversions, cost per conversion and return on ad spend. Compare up to three scenarios in cedis or another currency, then print the plan or download a CSV. It runs in your browser.
Free, no sign-up Runs in your browser Reviewed
Marketing Budget Planner
The plan is calculated in your browser: your budget and assumptions are not sent to our server or stored.
How to use the Marketing Budget Planner
- 1 Choose your objective, the period and the currency, and enter the total budget.
- 2 Include the channels you plan to use and give each a share of the budget.
- 3 Enter your assumptions for each channel: CPM or CPC, click-through rate, conversion rate and average order value.
- 4 Estimate the results, then add a second or third scenario to compare.
- 5 Print the plan or download it as a CSV.
What it does
- Eight channels, priced per 1,000 impressions, per click or as a fixed cost
- Estimated impressions, clicks, conversions, revenue, cost per conversion and ROAS
- Up to three scenarios compared side by side
- An allocation check, so channels never add up to more than the budget
- Ghana cedis by default, with other currencies
- Print or PDF report and CSV download
Useful for small business owners setting a marketing budget, marketing managers comparing channel mixes and agencies preparing proposals.
Limitations
- Every figure is an estimate based on your assumptions. Real results depend on targeting, creative, competition, season and how conversions are tracked.
- The planner has no built-in rates: enter your own past results or suppliers' quotes. Average rates published online vary widely and change often.
- Each channel is estimated separately: overlap between channels and results that build up over months (such as SEO) are not modelled.
- Results from influencer, content and offline channels are hard to measure, so enter cautious visit and conversion figures.
How the estimates are calculated
For each channel, the planner takes its share of the budget and applies your assumptions in order:
- Impressions = spend ÷ CPM × 1,000 (for channels priced per 1,000 impressions)
- Clicks = impressions × click-through rate, or spend ÷ CPC for channels priced per click. For fixed-cost channels you enter the visits you expect.
- Conversions = clicks × conversion rate
- Revenue = conversions × average order value
- Cost per conversion (CPA) = spend ÷ conversions, and ROAS = revenue ÷ spend
For example (made-up numbers, not typical rates): GHS 4,000 at a CPM of GHS 20 gives 200,000 impressions. A 1.5% click-through rate turns those into 3,000 clicks; a 2% conversion rate gives 60 sales; at GHS 250 each that is GHS 15,000 of revenue. Cost per conversion is about GHS 67 and ROAS is 3.75×.
If an assumption is missing, the planner leaves out the figures that depend on it and tells you what to add. Totals show which channels they include.
Choosing assumptions
- Use your own data first. Past campaigns in Meta Ads Manager or Google Ads show what clicks and conversions actually cost you.
- Be cautious with new channels. If you have never run TikTok ads or worked with an influencer, use lower conversion rates than your best channel and treat the result as a test budget.
- Keep conversion rate consistent. Decide what a conversion is (a sale, a WhatsApp enquiry, a booking) and use the same definition everywhere.
- Average order value is the revenue per conversion. For leads, use the average value of a lead that becomes a customer.
Reading the results
The figure the planner highlights follows your objective: impressions for awareness, clicks for visits, cost per conversion for leads, and ROAS for sales. Every figure is an estimate based on your assumptions, so use the plan to compare options and set targets, not to predict results.
Comparing scenarios
Add up to three scenarios to compare channel mixes or budgets: for example, putting more into Google Ads against more into Meta ads, or a bigger budget for a launch month. A new scenario starts as a copy of the one you are viewing, so you only change what differs.
Once a campaign is running, check real results with the ad campaign ROI calculator, tag every link with the UTM builder, and plan organic posts with the social media content calendar. If you would like a plan built and run for you, talk to our digital marketing team.
Frequently asked questions
How much should a small business spend on marketing?
There is no single right figure. Start from what you can afford to test for a few months and what a new customer is worth to you, then move money towards the channels that bring customers at a cost you can sustain. The ad campaign ROI calculator helps you check that.
What is CPM?
CPM is the cost per thousand impressions: what you pay for your advert to be shown 1,000 times. Google Ads calculates it as cost ÷ (impressions ÷ 1,000). At a CPM of 20, a budget of 4,000 buys about 200,000 impressions.
What is the difference between CPC and CPM?
With CPC (cost per click) you pay when someone clicks; average CPC is cost ÷ clicks. With CPM you pay per 1,000 impressions, and the clicks you get depend on the click-through rate (clicks ÷ impressions). The planner handles both.
What is ROAS?
Return on ad spend: the revenue from your ads divided by what you spent on them. Google Ads defines it as total conversion value divided by total spend. A ROAS of 4× means 4 cedis of revenue for each cedi of ad spend; it is not profit, which also depends on your margin.
Where do I get the numbers to enter?
Start with your own past campaigns: ad platforms report cost per click, click-through rate and conversions. For new channels, use suppliers' quotes and cautious assumptions, then update the plan with real results after a few weeks.
Sources
Phoot Technologies
Want a marketing plan built on real numbers?
We plan and run digital marketing for businesses in Ghana and beyond, from ads and content to WhatsApp campaigns, with tracking set up so you can see what works.
From Phoot Technologies
GrowVirals
Social media services for Instagram, Facebook, TikTok, YouTube and other platforms, ordered and paid for online.
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