Free budget tools for agencies
Calculators that do one job each, with the arithmetic shown. No signup, no email, and every result can be shared as a link.
Budget pacing calculator
Is a client ahead of or behind their monthly budget? Expected spend, variance and projected month end for one budget, Google Ads and Meta alike.
Google Ads daily budget calculator
Turn a monthly budget into the daily budget to enter in Google Ads, with the most Google can spend in a day and in the month.
Mid-month budget adjustment calculator
A client is off course on the 13th. The daily budget that lands the month on target from today, and what a single day can still cost.
One convention behind all three
Every tool here turns a monthly budget into a daily figure by dividing by 30.4, the average length of a month. It is the constant Google Ads uses for its own monthly spending limit, so a daily budget worked out this way caps the month at exactly the figure you agreed. It is also the constant Adswave uses, so a number you check here matches the number the product shows.
The trade-off is stated on each page rather than hidden: in a 31-day month the expected line reads slightly low, and in February noticeably high. Each calculator shows its formula under the result, so you can check a figure by hand before you quote it to a client.
Which one to use
At the start of a month, the daily budget calculator gives the figure to enter. During the month, the pacing calculator says whether a client is on course. When one is not, the mid-month calculator gives the daily budget that recovers the month.
All three work for one client at a time. Adswave runs the pacing check for every client, across Google Ads and Meta, and alerts you when one drifts. It is read-only, so it tells you and you decide. See how pacing is worked out in the help center, or see pricing.
Find the drift before your client does.
Connect Google Ads and Meta and see every client's pacing in under five minutes.