Free tool · Paid Media
Google Ads Budget Calculator
Work backwards from the leads you want to a monthly Google Ads budget using your own cost-per-click and conversion-rate assumptions.
Use your own numbers. Cost per click and conversion rates vary widely by industry, city, keyword and landing page — these defaults are placeholders, not benchmarks.
Find estimates in Google Ads Keyword Planner for your exact keywords and location.
Estimated monthly ad spend
≈ per day · clicks
Cost per lead
New customers
Revenue
Return on ad spend
Formula: budget = leads ÷ conversion rate × CPC. Excludes management fees, GST and creative costs.
How to use the result
Work backwards from what the business can afford to pay for a customer. If the cost per lead is higher than your margin allows, the levers are: better landing pages (conversion rate), tighter targeting and negative keywords (CPC and quality), and better lead handling (close rate) — not simply more budget.
Google Ads spends to a daily average and can exceed the daily budget on some days within the monthly limit — see how budgets work.
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