GROWTH IN

FINDING

BALANCE

A compass, not a map.

Everyone wants the number. This gets you thinking. It plays with industry benchmarks to show what balanced media could look like, but it doesn’t know your goals, your people, or your story. That’s where we come in.

Media Budget Calculator

Estimate a sensible media investment and split between brand and performance media. Transparent, adjustable heuristics for planning guardrails. For live budgets, reconcile with in-platform data.

v1.4 • Campfire

Business basics

Annual revenue ($)

If you only know monthly, we’ll convert it.

Monthly revenue ($) Business model Market scope Brand age Competitive intensity Audience size (TAM) — optional

If unsure, leave blank. Used only to set a sensible budget floor.

Objectives

Growth goal (next 12 mo)

20%

Time horizon (months) ROAS target — optional (x) CAC target — optional ($) Current brand awareness

Constraints & guardrails

Min monthly budget ($) — optional Max monthly budget ($) — optional Cap as % of revenue

22%

Tip: results update live as you type—hit Calculate to re-center ranges.

GRP ⇄ IMP helper

Assumes GRPs = Reach% × Frequency and Impressions = (GRPs/100) × Universe.

GRPs (pts) Reach (%) Frequency (x) Universe size (people) Impressions (IMP)

Tip: enter any two of Reach% and Frequency to get GRPs; add Universe to convert GRPs ⇄ Impressions.

Recommended budget

Heuristic model

Suggested monthly

Range: —

Suggested annual

Enter inputs to see rationale.

Brand vs Performance split

Brand

—

Performance

—

Channel guidance

Add your inputs to see suggested channels by model.

Assumptions

Starts from % of revenue baseline; adjusts for growth, awareness, competition, and scope. Caps at your % of revenue, enforces a TAM-based floor, and compresses spend for shorter horizons. ROAS/CAC can nudge spend if targets look unrealistic vs revenue/TAM.

GO DEEPER.

You don’t get to a responsible budget or even uncover the full value of media investments with a toggle, however it’s a starting point. These numbers are based on experience and industry averages, but every business is its own brand, with unique goals and connections to people. To go deeper, we’ll pull a free Global Web Index report to reveal where your audience really spends time and which channels spark brand discovery.

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