Media Puppies
Lead funnel calculator
Most budgets are set by guessing. This starts from how many customers you actually want and works backwards through every stage.
Set from your location. The maths is the same in any currency — only the labels change.
Be honest. This is usually far lower than people think.
Visitors who become a lead.
Gross profit per customer, not revenue.
Runs entirely in your browser. Nothing you type is sent to us or stored anywhere.
Why work backwards
“What budget should we set?” has no answer on its own. “We want twelve customers a month” does, once you know the rates in between. Working backwards also exposes which stage is actually the constraint, which is almost never the one people try to fix first.
The stage that matters most
Note what happens when you change the inputs. Cutting cost per click by 20% reduces the budget by 20%. Raising the qualified rate from 40% to 60% cuts it by a third — and costs nothing but better filtering in the ad and on the form.
This is why qualification questions belong before the form rather than in a sales call. Every unqualified lead you stop at the form is budget you did not spend and time your team did not lose.
Being honest about the qualified rate
Most businesses guess this far too high. Count it properly for one month: of every hundred enquiries, how many could genuinely buy — right budget, right need, decision-maker, reachable? In Indian lead generation, 30–50% is common and 70% is rare. If you have never measured it, assume the lower end and be pleasantly surprised.
What this does not model
- Time. A customer who closes in month four still costs budget in month one.
- Repeat business. Use the LTV calculator if customers buy more than once.
- Organic and referral. This models paid only.
- Sales capacity. Generating 120 leads is pointless if two people can only call forty.
Questions
What is a realistic landing page conversion rate?+
It varies enormously by traffic source and offer. Cold paid social to a lead form commonly sits in low single digits; branded search to a strong page runs much higher. Use your own number once you have one.
Should I use gross profit or revenue for customer value?+
Gross profit. Revenue makes every campaign look affordable.
My numbers say the budget is impossible. Now what?+
That is the calculator doing its job. Either the target is too high for the economics, or a rate upstream has to improve. Both are better to know before spending.
Does this work for high-ticket B2B?+
Yes, though close rates are lower and cycles longer. Model a quarter rather than a month.
Embed this calculator
Free to use on your own site. Copy this into your page — the attribution line is the only condition.
The paragraph below the iframe is the part that matters: an iframe's contents are served from our domain, so a link inside it is not a link from your page. The paragraph is. The small script just resizes the frame to fit your column — drop it if you prefer, the fixed height still works.
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