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Reverse engineer.

1. Estimate your SQL target 2. Estimate your MQL 3. Estimate your traffic 4. Estimate your CPC based on the campaign or keyword theme 5. Traffic × CPC will help to estimate how much budget you might require Reach and impression can be also considered on top of the above. Let's say your target SQL is 10.. If your MQL to SQL is 10%, then you need 100 MQL'S.. to HAVE 100 MQL you need 1000-2000 page visits. To generate that traffic you have to understand how much you gonna pay for a click, based on your past campaign history, keyword planner input, Linkedin recommended cpc etc.