Free tools for media buyers

1. ROI calculator — what you can afford per lead

The most common planning mistake is guessing the price of a lead. It is not a guess: it follows from the payout, the approval rate and the share of invalid traffic. Put those in and you get the ceiling you must stay under.

If your real cost per lead is already above that ceiling, no creative will fix the campaign — the economics will not close.

• answers: what is my maximum CPL at the ROI I need;
• also gives: cost per sale, profit per lead, leads per sale;
• open the ROI calculator.

2. Timezone calculator — when the audience is awake

Your ad account resets the daily budget on its own clock; your audience lives on another. A campaign launched at the wrong hour spends its first money on the quietest part of the day, and call-centre leads go cold before anyone calls back.

• answers: what time is it right now in the geo I am buying;
• use it for: launch time, budget reset, call-centre hours;
• open the timezone calculator.

3. Preset library — settings that already worked

A preset is a saved combination of processing settings: crop, colour, grain, speed, ratio and the naming template. Starting from someone else's tested preset beats guessing at sliders, and it keeps results comparable between weeks and between people on a team.

• answers: what settings do other buyers actually use;
• shareable by code, so a teammate reproduces the exact processing;
• open the preset marketplace.

4. Batch creative processing — the variants themselves

Everything above is planning. The work itself is producing files: three ratios from one master, five different openings, a handful of technically different variants for rotation. By hand that is an evening; in a batch it is one run.

The free plan covers five uniqueizations a month, which is enough to see whether the output fits your workflow before paying for anything.

What these tools do not do

• they do not pick the offer;
• they do not write the script or shoot the video;
• they do not make a weak creative work;
• they do not promise anything about moderation.

They remove the arithmetic and the mechanical part, which is most of the time a launch actually costs.

A sensible order before a launch

1. Check the economicsROI calculator: is there room for a profitable lead at all.
2. Pick the hoursTimezone calculator: launch and budget reset in the audience's day.
3. Plan the volumeAd sets × variants × rotations — see the monthly count.
4. Produce the filesOne master, a batch of variants, filenames your report can read.

The volume question is worked out in how many creatives you need per month.