LinkedIn Ads Brand Awareness Calculator
Plan reach, frequency and budget for a LinkedIn awareness campaign — with creative fatigue built in.
- Pick your audience
- Set your goal
- Read the plan
- Share it
Your audience and goal
Plan how many people in your audience will see your LinkedIn ads and what budget that takes. Everything is calculated in your browser — nothing is sent to a server.
% of your total audience that sees at least one ad each month.
Your plan
Monthly budget
€4,704
What you need to invest each month
Cumulative reach
44,528
Unique people by the end of the horizon
Reach ceiling
48,000
Maximum monthly active audience
Monthly reach
28,000
Unique people reached per month
Final penetration
55.7%
% of the total audience reached
Frequency
4
Impressions per person per month
Final CTR (after fatigue)
0.42%
CTR in the last month of the plan
Average CPC
€10
Cost per click across the whole plan
Month-by-month plan
| Month | Spend | Impressions | Cum. reach | Penetration | Frequency | CTR | Clicks |
|---|---|---|---|---|---|---|---|
| 1 | €4,704 | 112,000 | 28,000 | 35% | 4 | 0.42% | 474 |
| 2 | €4,704 | 112,000 | 39,667 | 49.6% | 5.6 | 0.38% | 424 |
| 3 Refresh | €4,704 | 112,000 | 44,528 | 55.7% | 4 | 0.42% | 474 |
Audience penetration
Ceiling (share of the audience active each month)
CTR after creative fatigue
Share this plan
How it calculates
- The reach ceiling is your audience times the monthly active share: nobody else can see your ads.
- In goal mode, monthly spend is reach × frequency × CPM ÷ 1,000. In budget mode, impressions are spend ÷ CPM × 1,000, and frequency rises once reach hits the ceiling.
- Cumulative reach follows active audience × (1 − (1 − monthly share)^month): each month reaches new people, with diminishing returns.
- Creative fatigue cuts CTR by 6% for every point of frequency per reached person above 3 accumulated since the last refresh, floored at 50%. Refreshing creatives restarts the cycle.
- CPM and CTR presets are directional Spain benchmarks adjusted by region and scenario. They are a planning starting point, not a promise.
A planning calculator for LinkedIn Ads brand awareness campaigns. Pick an audience preset with directional Spain benchmarks (or enter your own), adjust region and scenario, and set a penetration goal or a monthly budget. The tool computes your reach ceiling, monthly and cumulative reach, frequency, CTR after creative fatigue, and average CPC across a 3, 6 or 12 month horizon — with a month-by-month table, refresh reminders, and shareable links. Everything runs in your browser.
Frequently asked questions
Bring the problem. We'll sketch it together.
I run LinkedIn Ads for B2B and SaaS startups. Send me your audience and goals and I'll tell you what budget makes sense.
Book a call