The math is permission to spend
This zip is two tools: an ad creator and an ROI forecaster. Most people open the pretty one first. Open the forecast first. If you do not know conversion rate and average order, you cannot know a sane bid.
Use honest inputs
If you have no conversion data, assume worse than you hope. A forecast that only works at 12% conversion is fiction. The tool is useful when it talks you out of a bad spend.
One URL, one offer
Forecast the page you will actually run. Not a future funnel. If the numbers only work after seven upsells you have not built, you do not have an ad offer yet.
Then make the ad
eWhiz is for drafts once the math says a click is affordable. The quiz exists to stop you from designing banners for a page that cannot pay for traffic.