Free tool
Lead Gen Budget Calculator
Work out how much Meta, LinkedIn and Google Search budget you need to reach your SQL or revenue target. And the other way around.
How it works
Set your target. Start from the number of sales qualified leads you need, or from a revenue target. The calculator plans in both directions: SQLs to budget, or revenue back through the funnel to budget.
Pick channels and check every assumption. Select Meta, LinkedIn or Google Search and set the split between them; the calculator validates that it adds up to 100 percent. Then replace the default CTR, landing page conversion, lead-to-SQL rate and cost figures with data from your own accounts.
Read the plan. You get a media budget per channel, plus the funnel behind it: impressions, clicks, leads, SQLs, customers and projected revenue. Leave your email address and the scenario opens as a print-ready PDF report; the tool itself needs no account.
What’s behind the numbers
The calculator chains a standard B2B funnel. Impressions become clicks at your CTR, clicks become leads at your landing page conversion rate, leads become SQLs at your lead-to-SQL percentage, and SQLs become customers and revenue. Google Search is priced per click (CPC), because that is how search inventory is bought. Meta and LinkedIn are priced per thousand impressions (CPM).
The defaults are indicative benchmarks for B2B campaigns in the Benelux. Treat them as a starting point. Your real numbers depend on your offer, your sector, your deal size and your account history, so overwrite the defaults with your own data before you take the outcome into a budget meeting.
The tool plans forward. It estimates what a target should cost given the assumptions you feed it, and it keeps every input visible: whoever challenges the budget can point at the exact number behind each step, and you can answer with account data instead of opinion. The model is linear: it ignores saturation and rising auction prices at higher budgets, so treat the outcome as a starting budget and adjust once real account data comes in.
FAQ
How much ad budget does B2B lead generation need?
That depends on five numbers: CTR, landing page conversion, lead-to-SQL rate, SQL-to-customer rate and your cost per click or per thousand impressions. The calculator chains those into a budget for your specific target instead of quoting a generic industry average.
Is this an ROI calculator?
No. It plans media budget for a period that has not happened yet. Projected revenue shows up in the output because the funnel runs through to customers and deal value, but measuring the actual return of past campaigns is a job for your CRM and your ad platforms.
How should I split budget between Meta, LinkedIn and Google Search?
Select the channels you want to compare and give each a share of the budget; the calculator checks that the shares add up to 100 percent and computes the full funnel per channel. Comparing cost per SQL side by side usually settles that discussion faster than channel preferences do.
More free tools: Google Ads Quality Score Calculator · Value Proposition Grader · Belgian TAM Calculator · Pipeline Coverage Calculator · Max CAC Calculator · all tools
A budget is only as strong as its assumptions.
If you want a second pair of eyes on yours before the budget meeting, that is a short conversation.