Google Ads Budget
Calculator.
Work backward from the leads or revenue you want to the budget that gets you there, with the daily number to type into Google Ads.
Calls, forms or bookings. Whatever counts as a lead for you.
Conversion rate is the share of clicks that become a lead.
Close rate is the share of leads that become paying customers. The starting numbers are examples, not benchmarks. Replace them with your own.
From clicks to customers
Each monthHow Google paces a daily budget
Illustration of one monthGoogle Ads can spend up to 2 times your average daily budget on a busy day and less on quiet days. Across the month you are not charged more than 30.4 times the average daily budget, so a $98.68 daily budget means at most $3,000 a month. The bars are an illustration, not a forecast.
| CPC | 4.5% conv. | 6% conv. | 7.5% conv. |
|---|---|---|---|
| $3.60 | $3,200 | $2,400 | $1,920 |
| $4.50 | $4,000 | $3,000 | $2,400 |
| $5.63 | $5,000 | $3,750 | $3,000 |
Quick start
How to use it
Pick your goal
Start from the number of leads you want each month, or from a revenue target. The calculator works backward from there.
Add your real rates
Use the average CPC, conversion rate and close rate from your own account or CRM. If you are new, start with Google Keyword Planner estimates and adjust after a few weeks.
Plan for a range
Check the table to see how the budget moves if clicks cost more or the landing page converts less. Then set the daily budget in Google Ads.
Questions
Good questions.
Straight answers.
How much should I spend on Google Ads?
Enough to buy the clicks your goal needs. Budget equals the leads you want, divided by your conversion rate, multiplied by your cost per click. If that number is more than you can afford, narrow the keywords or locations, or raise the conversion rate of the landing page so each click is worth more.
Why did Google spend more than my daily budget?
Google Ads treats your daily budget as an average. On busy days a campaign can spend up to 2 times its average daily budget, and it spends less on quiet days. Over a month you will not be charged more than 30.4 times the average daily budget, which is the average number of days in a month.
Should I set my budget daily or monthly?
Google Ads campaigns use an average daily budget. Take your monthly budget and divide it by 30.4 to get the number to enter. This calculator does that for you.
What CPC and conversion rate should I use?
Your own numbers are always best. Look at the last 30 to 90 days in your Google Ads account for average CPC and conversion rate, and at your CRM for close rate. The example numbers in the calculator are placeholders, not industry benchmarks.
What if my budget can't reach the goal?
Lower the goal or improve the inputs. A better landing page raises the conversion rate, tighter keywords and negative keywords lower wasted clicks, and faster follow up raises the close rate. Each one lowers the budget you need for the same result.
Ready to grow?
Know the budget?
Now make every click count.
Less wasted spend, more of the right people. Let's talk about turning your Google Ads budget into more customers.