Free tool
Ad budget calculator for event companies
How big should my ad budget be?
Big enough to buy the clicks that become the inquiries that become the bookings you want. Enter your own numbers below; nothing is stored or sent anywhere.
Your numbers
What a typical order or event is worth to you, in dollars.
Of every 100 inquiries, how many book? Enter it as a percent.
New bookings you want from ads, on top of what you book today.
From your ads account, or the estimate in Google's keyword planner for your searches.
Of every 100 ad visitors, how many send an inquiry or call? Enter it as a percent.
Fill in all five numbers to see the inquiries, clicks and monthly budget you need. Percentages must be between 0 and 100.
Making the numbers better
Two numbers move the budget most: the share of visitors who inquire and the share of inquiries that book. A page per rental category or event type raises the first; answering inquiries fast and following up raises the second. See how we run ads for event companies, ads for rental companies and the negative keywords list for event vendors.
Common questions
Work backward from the bookings you want. Divide the bookings by your close rate to get inquiries, divide inquiries by the share of ad visitors who inquire to get clicks, and multiply clicks by your cost per click. That is the monthly budget your own numbers support.
If you already run ads, it is in your ads account for the searches you want. If not, Google's keyword planner shows estimated bid ranges for each search in your area. Use the higher end for busy seasons.
Count last season's inquiries and how many of them booked. Even a rough count from your inbox or quoting software is better than a guess, and it is the number that moves the budget most.
It decides how many clicks each inquiry costs. A landing page built for the search, with the right category, photos and a short quote form, turns more of the same clicks into inquiries, which lowers the budget you need for the same bookings.
Want a second opinion on the numbers?
The free audit looks at your searches, pages and tracking, and is back within 48 hours.