This is the amount of money that you are able to spend on advertising each month. We usually recommend a minimum ad spend of $1500 per month.

This is the expected cost per click for your ads. It's usually around $0.5-$1.5 for Meta ads or around $2-$5 for LinkedIn ads. It is important to consider the CPC when calculating advertising returns because it determines the number of clicks that you can expect to receive for your budget. A higher CPC will result in fewer clicks for the same budget, while a lower CPC will result in more clicks.

This is the percentage of visitors to your landing page that become a lead. For instance, 10% of visitors might fill out the lead form on your landing page, or with a lead form ad, you might expect 25% of ad clicks to submit the lead form. The higher your conversion rate, the fewer clicks are required to achieve one lead.

This is the percentage of leads that convert to sales. For instance, if you have 10 leads and 1 of them becomes a customer, your lead to sale conversion rate would be 10%. The higher your lead to sale conversion rate, the fewer leads are required to achieve one sale.

This is the average value of each deal. For instance, a qualified B2B lead might result in a deal with a value of $5000. A higher deal size means that each deal is more valuable, which can result in a higher expected return from your advertising efforts.