How many leads do I need this month?
Answer: Work backwards: monthly revenue target ÷ average sale = customers needed. Then divide by your lead-to-sale rate to get leads, and by visitor-to-lead to get traffic.
How do I calculate leads from a revenue goal?
Answer: Example: £4,000 ÷ £500 = 8 customers. At a 25% close rate you need 32 leads. At 5% visitor-to-lead you need about 640 visitors.
What if I have leads but few sales?
Answer: Fix the offer or sales conversation first—not only ads. If leads are scarce, pick one channel and aim at your calculated volume.
More detail: reverse funnel math
Early conversion rates are guesses. Update them after real calls or checkouts. The point of the number is a plan you can act on—not a perfect forecast.