Meta ads budget calculator
Your Meta ads budget is the sales you want ÷ the ROAS you expect. Enter your sales goal, order value, margin and ROAS to get a monthly and daily budget, the cost per purchase, the profit left after ads and how many ad sets your budget can run through the learning phase.
Calculate your Meta ads budget
Your goal and numbers
What's left of a sale after product, shipping and fees. The break-even ROAS calculator works it out.
Sales per ₹1 of ad spend. Use your own past results if you have them; new accounts usually start lower.
Your budget
- Monthly ad budget₹3.33L
- Daily ad budget₹10,965
- Profit from ads, per month₹1.67L
To make ₹10L a month at 3.0× ROAS you need about ₹3.33L of ads: around 667 orders at ₹500 each. After the ads and your costs, that leaves ₹1.67L of profit.
Your ₹10,965 a day, in ad sets of ₹3,571
3 ad sets can each get 50 purchases in 7 days. The striped part is left over.
| Purchases an ad set needs to exit learning | 50 in 7 days |
|---|---|
| Smallest daily budget per ad set | ₹3,571 |
| Ad sets your budget can run properly | 3 |
| Our fee (5% of the profit from ads) | ₹8,333 |
Learning phase: Meta Business Help Center, "About the learning phase" (about 50 optimisation events per ad set within 7 days). Our fee is ₹0 when the ads make no profit.
Want a budget plan for your brand?
Send your numbers. We'll look at your store and ad account and tell you honestly what budget and ROAS are realistic.
How does the Meta ads budget calculator work?
The calculator works backwards from the sales you want. You enter a monthly sales goal, your average order value, your margin before ads and the ROAS you expect. It divides the sales goal by the ROAS to get the monthly ad budget, then shows the daily figure and the cost per purchase (order value ÷ ROAS).
It then checks the budget against Meta's learning phase, which needs about 50 optimisation events in 7 days per ad set (Meta Business Help Center), and tells you how many ad sets the budget can run properly. Last, it shows the profit left after ads: sales × margin minus the ad budget.
Pick a ROAS above your break-even, which the break-even ROAS calculator gives you. Our good ROAS guide for India explains what to expect.
How the budget is worked out
- Monthly ad budget = monthly sales goal ÷ ROAS₹3.33 lakh
- Cost per purchase = average order value ÷ ROAS₹500
- Smallest daily budget per ad set = 50 purchases × cost per purchase ÷ 7 days₹3,571 a day
- Profit from ads = sales × margin before ads − ad budget₹1.67 lakh
Worked example
A brand wants ₹10 lakh a month from ads, sells at ₹1,500 an order with a 50% margin and expects 3× ROAS. The budget is ₹10,00,000 ÷ 3 = ₹3.33 lakh a month (about ₹10,960 a day). Each purchase costs ₹500, so one ad set needs 50 × ₹500 ÷ 7 = ₹3,571 a day to exit learning: the budget can run three ad sets properly. Profit from ads: ₹5,00,000 − ₹3,33,333 = ₹1.67 lakh.
Meta ads budget questions.
How much should I spend on Meta ads?
Work back from the sales you want: monthly ad budget = monthly sales goal ÷ the ROAS you expect. For ₹10 lakh of sales at 3× ROAS, that's about ₹3.33 lakh a month, or ₹11,000 a day. Then check the plan makes a profit: sales × your margin must be bigger than the ad budget.
What is the minimum daily budget for Meta ads?
Meta lets you spend very little, but an ad set needs about 50 optimisation events (for example purchases) within 7 days to exit the learning phase, according to Meta's Business Help Center. So the useful minimum is 50 × your cost per purchase ÷ 7. At ₹500 per purchase, that's about ₹3,600 a day per ad set.
What happens if my budget is too small for the learning phase?
The ad set shows "Learning limited" and delivery stays less stable. Put the budget into fewer ad sets, or optimise for an event that happens more often, such as add to cart, until sales volume grows.
What ROAS should I plan for?
Use your own past results if you have them. Whatever you plan for must sit above your break-even ROAS (1 ÷ your margin before ads), or each sale from ads loses money. For reference, Novo Shoes averaged a 6.93× purchase ROAS in April 2026 and Diya Diya an 8× blended return over eight months with us, but those are established brands, not starting points.
Should I spend the whole budget from day one?
No. Start at a level that lets one or two ad sets exit learning, find the ads and audiences that sell, then raise the budget in steps while watching cost per purchase. Sudden large changes can send ad sets back into learning.
Does the ad budget include the agency fee?
No. The ad budget is paid to Meta. Our fee is separate: 5% of the profit our ads make (sales × your margin, minus the ad budget), and ₹0 if they make no profit.
A budget that pays for itself.
We run Meta and Google ads for D2C brands and charge 5% of the profit our ads make. No profit, no fee.