Ad Budget Split Calculator
Split a monthly budget between Google Ads and Meta (Facebook/Instagram) and see the leads, cost per lead and blended CPL each way — so you fund the channel that actually pays back.
How to use the ad budget calculator
Start with your total monthly budget and a split — many lead-gen businesses begin around 60% Google / 40% Meta because Google captures existing intent, while D2C and visual brands often flip it. Then enter realistic cost-per-click and landing-page conversion rates for each channel (your ad accounts report both; if you're planning, use conservative estimates).
The calculator turns spend into clicks, clicks into leads, and shows the cost per lead for each channel plus a blended figure. The channel with the lower cost per lead deserves more budget — but don't starve the other entirely, since Meta builds the demand that Google later captures. Read our Google Ads vs Meta Ads guide for the full strategy, and remember these are planning estimates, not guarantees — real performance depends on your offer, creative and targeting.
Use this calculator on your own site
Free to embed on any site, including a competitor's. Paste this where you want it to appear. The only condition is the credit line that comes with it.
The frame posts its height to the parent page (tgs-embed-height), so you can resize it to fit if you want to. Questions, or want it restyled to match your site? Ask us.
Frequently asked questions
How should I split my budget between Google and Meta ads?
Start where the intent is. Lead-gen and service businesses often begin around 60% Google / 40% Meta because Google captures existing demand; D2C and visual brands frequently flip it. Then shift budget toward whichever channel returns the lower cost per lead in your account.
How do I calculate cost per lead by channel?
For each channel, divide its spend by the leads it produces. This tool derives leads from spend ÷ cost-per-click × landing-page conversion rate, then divides each channel's spend by its leads to give a per-channel and blended cost per lead.
Is Meta cheaper than Google Ads?
Meta usually has a lower cost per click but a lower conversion rate, while Google costs more per click but converts higher intent. The cheaper channel is the one with the lower cost per lead for your business, which this calculator lets you compare directly.
Is this ad budget calculator free?
Yes, it is completely free and runs instantly in your browser with no signup, and your inputs never leave your device.