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Google Ads Budget Calculator

Work out how much to spend on Google Ads from three numbers: what a click costs, how many clicks turn into leads, and how many leads you want each month. Then check it against what a customer is worth to you.

Your numbers

Profit check (optional)

Use gross profit per customer (first year is fine), not revenue, if you know it.

Your estimate

Monthly ad budget — —
Expected cost per lead
—
Clicks needed per month
—
Get a second opinion on your budget

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Industry averages: LocaliQ / WordStream, 2026 Search Advertising Benchmarks. Estimates only. Real costs depend on your location, competition, ads and landing page.

How to use the result

The formula is simple: cost per lead = cost per click ÷ conversion rate, and monthly budget = leads you want × cost per lead. The hard part is the inputs.

  • Cost per click: start with Google’s Keyword Planner for your keywords and city, or the industry average above. Then replace it with your own data after a few weeks.
  • Conversion rate: if you’ve run ads before, use your own number. A rate far above the average usually means the account counts things that aren’t real leads, like page views. That’s a conversion tracking problem to fix first.
  • The profit check matters most. If the expected cost per lead is above what you can afford, more budget won’t help. Fix the conversion rate, the offer or the pricing first.

The result is ad spend only. For what management adds on top, see what a Google Ads consultant costs and my pricing. If your numbers don’t add up, a $120 recorded audit will show where the money goes.

FAQ

Budget calculator FAQ

How does this calculator work out my budget?
It divides your expected cost per click by your conversion rate to get an expected cost per lead, then multiplies that by the number of leads you want each month. The daily figure is the monthly budget divided by 30.4, the average number of days in a month.
Where do the industry numbers come from?
They are averages from LocaliQ / WordStream’s 2026 search advertising benchmarks. Treat them as a starting point only: your city, competitors and services can move them a long way. Google’s Keyword Planner gives CPC estimates for your own keywords and location.
Why 30 leads a month as the default?
It’s the starting point I use. Google’s guidance on evaluating a Target CPA strategy looks at the last 30 days with at least 30 conversions, which is also a sensible bar for judging whether campaigns work. Fewer leads than that makes results hard to read.
What if my expected cost per lead is higher than I can afford?
Then spending more won’t fix it. The gap usually comes from a low conversion rate, a weak offer or pricing. A Google Ads audit is a quick way to find out which one it is.
Does the budget include your management fee?
No. The result is ad spend, paid directly to Google. My management starts at $750/month on top of that. See pricing.

Next step

Want me to sanity-check your budget?

Book a free 30-minute call. Bring your numbers and I’ll tell you honestly whether Google Ads can work at your budget.

Book a free call No contracts · Management from $750/mo · Reply within 1 business day
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