Free tool
Google Ads budget calculator
Your numbers. Your budget. No made-up averages.
This Google Ads budget calculator works out what to spend from your own figures. Enter the leads you want, your conversion rate and your cost per click to get the clicks, monthly budget and daily budget you need.
Or work backwards from a budget to see the clicks and leads it buys. There are no built-in industry averages: every number comes from what you type. It runs in your browser, and nothing is sent to us.
Runs in your browser. Nothing is sent to us.
7x
higher conversion rate first full month after our Google Ads rebuild
How the Google Ads budget calculator works
Pick a direction, fill in three boxes, and the calculator shows the result and the working.
- 1
Choose a mode
Leads to budget: what you need to spend for a set number of leads. Budget to leads: what a set budget buys.
- 2
Enter your target
Target leads a month, or your monthly budget for clicks.
- 3
Add your rates
Your conversion rate and your average cost per click, from your own data.
- 4
Read the result
Clicks a month, plus monthly budget or leads a month, plus a daily budget, with each sum shown line by line.
Calculate your Google Ads budget
Use your own figures. Nothing you type is sent to us.
How many enquiries or sales you want.
Your own figure: the share of landing-page visitors who become a lead.
Your own figure: from Google Ads Keyword Planner or your account's past data.
Result
Fill in all three boxes with your own numbers to see the result.
A planning estimate from your own numbers, not a forecast. Real costs per click and conversion rates move with competition, season and ad quality. Daily budget uses 30.4 days, the average length of a month.
Where do I find my cost per click and conversion rate?
From your own account and analytics, not someone else's averages. Costs per click and conversion rates vary hugely by sector, area, competition and ad quality, so a borrowed figure can be miles out.
- Cost per click: your Google Ads account's past data, or the top-of-page bid estimates in Google Ads Keyword Planner for the keywords you'd target.
- Conversion rate: the share of landing-page visitors who become a lead, from your Google Ads conversion tracking or Google Analytics.
- No data yet? Run a small test for a few weeks, then come back with real numbers.
How does the calculator do the maths?
It uses three simple sums, and shows each one with your numbers in it. Clicks are rounded up when you work from a lead target, and rounded down when you work from a budget, so the estimate never flatters you.
- Clicks needed = target leads ÷ conversion rate.
- Monthly budget = clicks × cost per click.
- Daily budget = monthly budget ÷ 30.4, the average number of days in a month.
- Working backwards: clicks = budget ÷ cost per click, and leads = clicks × conversion rate.
Is this a forecast?
No. It's a planning estimate from your numbers. Real costs per click and conversion rates move with competition, season and ad quality, and the budget here is what you pay Google for clicks, not management fees.
Is my information private?
Yes. The calculator runs in your browser. Your leads, budget, conversion rate and cost per click are not sent to us or anyone else.
How fast we get Google Ads live
Our averages
3hours
Google Ads setupthis service
20mins
Average reply time
What to do with your budget figure
A budget only works if the account behind it is set up to convert.
- Track conversions first.Without conversion tracking you can't know your real conversion rate, or which keywords earn their spend.
- Start focused.Fewer keywords, tighter ad groups and one strong landing page beat a thin budget spread wide.
- Fix the landing page.A better conversion rate lowers the budget you need for the same leads.
- Re-run it monthly.Put your real cost per click and conversion rate back in once you have a month of data.
Google Ads budget calculator FAQs
Yes. No sign-up and no email needed.
Because an average from someone else's accounts can be badly wrong for yours. Your own account data or Keyword Planner estimates for your keywords are far closer.
No. It's the spend on clicks that you pay Google. Management is separate.
Google plans spend against an average month of about 30.4 days, so it's the simplest way to turn a monthly budget into a daily setting.
Run a small, well-tracked test first. After a few weeks you'll have a real rate to plan with.
Yes. We set up and manage Google Ads, with PPC updates twice a month and a report on the 1st. Setup takes about 3 hours on average. We'll reply within the hour (working hours).
Related
Got your number? Get moving.
Tell us what you need. We'll reply within the hour (working hours), and most websites go live about 5 days after kick-off.
We'll reply within the hour (working hours).
Or email hello@foundryagency.co.uk