The budget your revenue goal actually needs.

Most brands pick an ad budget the way they pick a restaurant, whatever feels comfortable. The math runs the other way. A revenue goal implies a number of orders, your conversion rate implies the clicks it takes to get them, and your CPC prices those clicks. Multiply through and the budget stops being a feeling and becomes a consequence of your unit economics.

Fill in the four numbers above from your own account history, not aspirations. A conversion rate you hope to reach or a CPC from a screenshot on X will produce a budget for a store that does not exist. The implied ROAS card is the sanity check: if it lands below your break-even ROAS, the plan loses money before the first impression serves, and the fix is your margins or your funnel, not more spend.

Treat the output as a planning number, not a contract. CPC and conversion rate drift with seasonality, creative fatigue, and audience saturation, so rerun the math monthly with fresh numbers and let the budget follow reality. The chain also shows you the cheapest lever: a conversion rate that moves from 2% to 3% cuts the required budget by a third without touching the goal.

That lever is creative. The budget buys impressions, but the angle decides what each click costs, and the sharpest angles come from scraping what your customers actually say. See pricing for what Adlicio unlocks.