Free tool | Planning

B2B media plan calculator

Start from the number of deals you want each month and work backwards to the leads, clicks and ad budget it takes on Google Ads and LinkedIn Ads. Every benchmark is editable and sourced.

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How to use the B2B Media Plan Calculator

Set your target. Choose your currency, your average deal value and how many new deals you want each month.
Split your budget. Decide how much of the plan goes to Google Ads versus LinkedIn Ads. Google catches buyers who are searching; LinkedIn reaches the ones who are not yet.
Check the benchmarks. The cost per click and conversion rates start from published industry figures. Replace them with your own numbers as soon as you have them.
Read the plan. You get the monthly budget, leads, clicks, cost per lead and cost per deal for each channel, and the return on spend.

Sources

Frequently asked questions

How do I calculate a B2B ad budget?

Work backwards from revenue. Divide the deals you want by your win rate to get the sales-qualified leads you need, divide that by the share of leads that become qualified to get total leads, divide leads by your landing page or form conversion rate to get clicks, and multiply clicks by cost per click. This calculator does exactly that for Google Ads and LinkedIn Ads.

Where do the default numbers come from?

Google Ads defaults use WordStream's 2026 Google Ads benchmarks for Business Services, based on US search campaigns from April 2025 to March 2026. LinkedIn defaults use LinkedIn's published Lead Gen Form conversion rate and WebFX's 2026 cost per click survey. Indian rupee defaults use upGrowth's 2026 estimates for Indian B2B advertisers. Funnel rates use upGrowth's B2B ranges. Sources are listed below the tool.

Are these numbers accurate for my business?

They are a starting point, not a forecast. Benchmarks average many advertisers, and your costs depend on your audience, offer and competition. Run the plan with the defaults, then replace every field with your own data after the first month of spend.

What is a good split between Google Ads and LinkedIn Ads?

If buyers already search for what you sell, lean on Google Ads first because the intent is higher. If the category is new or the deal is large and involves a buying committee, LinkedIn Ads reaches people before they search. Many B2B teams start around 60:40 in favour of search and adjust from real cost per qualified lead.

Is my data saved?

No. The calculator runs entirely in your browser. Nothing you type is sent or stored.

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B2B media plan calculator