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Campaign Budget Planner

Input your goals and industry to get a suggested daily ad budget for your Meta campaigns.

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Select your industry to auto-fill benchmarks for CPM, CTR, and CPC.
How many leads you want to generate per month from your ad campaigns.
Share of landing page visitors who become leads. The planner divides the industry CPC by this rate to estimate your CPL.
%
Your expected cost per lead. Auto-filled from the industry benchmark and the conversion rate above — type over it or clear it to use your own number.
$

Plan your budget

Select an industry and set your lead goal, then click Calculate.

Planning Your Ad Budget

Set Your Goal

Choose between leads, sales, or traffic. Your campaign objective determines how Meta optimizes spend and what cost benchmarks to expect.

Industry Benchmarks

Get average CPA and CPL ranges for your industry. Know what to expect before you spend so you can set realistic targets from day one.

Daily vs Lifetime

Daily budgets give you steady control. Lifetime budgets let Meta pace spending over a set period. Choose based on your campaign timeline.

Scale Strategically

Start small ($20-50/day), let Meta exit the Learning Phase (50+ conversions), then scale winners by 20-30% at a time to maintain efficiency.

How to Set Your Ad Budget

  1. Choose your industry to auto-fill benchmark costs
  2. Enter your monthly lead goal
  3. Set your landing page conversion rate — the planner defaults to 10%
  4. Adjust the expected CPL if you know your real numbers
  5. Click Calculate Budget
  6. Review the suggested daily and monthly budget

Industry Benchmarks

IndustryAvg CPMAvg CTRAvg CPC
E-Commerce$141.2%$1.17
Real Estate$160.9%$1.78
SaaS / Tech$201.0%$2.00
Health & Fitness$121.3%$0.92
Education$111.1%$1.00
Financial Services$220.8%$2.75
Local Services$101.4%$0.71
Other$141.1%$1.27

Directional house estimates for Meta lead-gen campaigns, last reviewed September 2026 — not a published study. Meta costs move with season, audience size and creative, so replace them with your own account numbers once you have 30 days of data. The planner converts CPC to CPL at a 10% landing page conversion rate, which you can change in the calculator above.

Frequently Asked Questions

Start with $20-50/day for a single campaign. This gives Meta enough data to optimize within 3-7 days. Scale up once you see consistent results.

Give each campaign at least 7 days and 50 conversion events before making optimization decisions. Shorter windows lead to unreliable data.

Daily budgets are simpler and give you more control. Lifetime budgets work well for time-limited promotions where you want Meta to pace spending optimally.

If your campaign is stuck in the Learning Phase for more than 7 days or getting fewer than 50 conversions per week, your budget may be too low for your optimization goal.

Meta requires a minimum of $1/day. However, for meaningful results, we recommend at least $10-20/day depending on your objective and audience size.

Allocate 70% to your best-performing campaign, 20% to testing new audiences or creatives, and 10% to experimental campaigns. Adjust based on results.

CBO (Campaign Budget Optimization) works well when you have multiple ad sets and want Meta to allocate spend to the best performers. Manual budgets give you more control over exactly how much each ad set spends.

Selecting an industry divides that industry’s average CPC by your landing page conversion rate, which defaults to 10%. Change that rate, or type your own CPL over it, and the suggested budget recalculates.

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