Ad Budget Simulator

Last updated: July 14, 2025

Updated by: Ruan Marinho

What it is

Set smarter expectations by forecasting real-world Google Ads performance across any ZIP code or service area—based on live population, keyword data, and local cost-per-click. This report projects the monthly budget, traffic, and potential return for a Google Search campaign targeting high-intent keywords in a specific region.

Watch this short video to see Ad Budget Simulator in action.

How to use it

  1. Go to the Ad Budget Simulator in your SplashDash dashboard.
  2. Enter your clients business name, keyword, conversion rate, close rate, revenue per customer, CPM, and location(s).
  3. Click Submit to generate your forecast.
  4. Review estimated impressions, clicks, leads, and CPC/CPL for each scenario.
  5. Share the report to use in client strategy, internal planning, or budget proposals.

When to use it

Create region-specific ad proposals backed by data

Defend pricing with evidence

Translate CPC and CPM into clear dollar forecasts

Align client expectations with traffic and ROI potential

Show exactly how population size and search volume affect spend

For Marketing & Agency Use

Use case example: you're working with a moving company targeting six towns. SplashDash calculates a monthly spend of $7,195.65 to fully cover the combined population based on average CPM and CPC. At an average CPC of $4.70, this yields roughly 1,531 clicks. With conversion and close rates added, you can forecast customer volume and revenue.

Frequently asked questions

  • What inputs are needed to run the Ad Budget Simulator?

    You’ll need to select your business category, target location, platform, and either a fixed or flexible monthly ad budget.

  • What outputs does the report provide?

    • Estimated monthly ad spend per town or ZIP code
    • Local population breakdown
    • Cost-per-click estimates for your most valuable search terms
    • Simulated funnel (clicks > leads > customers > revenue)
    • ROI and return-on-ad-spend (ROAS) projections
    • Local demographic data to support targeting: income, age, population
    • Built-in keyword CPC data for transparency in cost assumptions

  • How is the monthly budget calculated?

    We use the local population divided into “ad units” (per 1,000 people) and multiply it by average monthly CPM (cost per thousand impressions). The final budget reflects what it would take to cover visibility in each selected town.

  • Where do the keyword CPC numbers come from?

    SplashDash pulls data from real-time sources including Google Ads and keyword research APIs. Each keyword’s CPC is shown so clients understand where the average cost comes from.

  • What if a client doesn’t know their conversion or close rate?

    You can start with industry-standard assumptions or leave them at 0% for transparency. The tool allows for adjustment so you can plug in known numbers or simulate best/worst case scenarios.

  • Can I use this to justify increasing a client's budget?

    Yes. This report shows what’s required to fully cover a service area based on real demand. If the current budget is too low, you can show where the client is leaving opportunity on the table.

  • Can I customize the service area?

    Yes. You can include or exclude specific towns or ZIP codes, allowing you to build hyper-targeted campaigns and only spend where the demand and ROI make sense.

  • Is this only for moving companies?

    No. While the example focuses on moving, the report can be customized for any local service business (roofing, HVAC, legal, medspa, etc.) by updating keywords and service areas.

  • What’s the difference between this and a Google Ads forecast tool?

    Google Ads tools often require existing campaign data and only forecast based on broad averages. SplashDash ties forecasts to real census and keyword data per ZIP code—making it more useful before you ever launch a campaign.

  • Can I use this in a sales pitch or proposal?

    Yes. This report is presentation-ready, shareable, and helps you explain campaign logic in plain English—even to business owners unfamiliar with PPC terms.

  • Can I show demographic overlays too?

    Yes. The report includes local age, income, and household data pulled from the Census so you can layer demographic targeting into your strategy.

  • How often should I update this report?

    We recommend re-running the report whenever:

    • You add/remove a ZIP code from targeting
    • Google CPCs shift significantly
    • The client updates their service focus or offer

See an example

Explore a live example of the report to understand its capabilities and interface.