Media cost converter: turn a budget into clicks, impressions or posts

How to use it

Choose the kind of price you have, then enter your budget and that price. For a click price, use the actual cost per click your Google Ads account reports as Avg. CPC^[1], not the maximum bid. For an impression price, use your cost per thousand impressions^[3]. For an influencer, use the fee named in the quote. The optional rates are for outcomes you have recorded yourself.

The converter

How it works

• Media spend = budget x (1 - non-media share).
• Clicks bought = media spend / cost per click.
• Impressions bought = media spend / cost per thousand x 1,000. Clicks = impressions x click rate.
• Posts bought = whole posts only, floor(media spend / fee per post). Any remainder is shown as left over.
• Outcomes = clicks x outcome rate, or posts x outcomes per post.
• Cost per outcome = whole budget / outcomes, so fees and VAT inside the budget are counted.

Worked example, using round illustrative figures and not benchmarks: a budget of AED 5,000 with 20 percent not media leaves AED 4,000 for media. At AED 2 a click that buys 2,000 clicks. If 3 percent become enquiries, that is 60 enquiries, and the cost per enquiry is AED 5,000 / 60, which is AED 83.33.

The limits are real. Google says average daily budgets can overspend on a day, up to twice the average^[2], so a budget does not guarantee a number of clicks. The converter assumes your price holds across the whole budget, which bidding does not promise. It cannot tell you what price to expect, and it is not a forecast. It runs in your browser and stores nothing you type.

What to do next

Compare what the result says with your records. If the cost per outcome looks high, the first place to look is the outcome rate, not the click price. The reasoning is in common mistakes when comparing media costs and in how clicks and impressions are priced. If you would like a second view, I offer a free ads audit.