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Free tool

Google Ads Budget Calculator.

Stop guessing what to spend. Start from the customers you want each month and get the exact ad budget, clicks, and leads it takes to get there — plus your projected ROAS. No sign-up required.

Your goal & numbers

%
%
$
$
$5,000 Recommended monthly ad budget
to book about 20 new customers a month
  • Clicks needed per month 834
  • Leads needed per month 67
  • Cost per lead $75
  • Cost per customer $250
  • Projected revenue per month $12,000
  • Projected ROAS 2.4x

Results are estimates based on the figures you enter, for planning purposes only. Actual CPC and conversion rates vary by industry, location, and competition.

Who is this calculator for?

Anyone planning a Google Ads budget.

If you run — or are about to run — Google Ads and want a budget tied to real goals instead of guesswork, this is for you. Especially:

Home Services
HVAC, plumbing, roofing, electrical
Real Estate
Agents, brokers, property teams
Finance & Insurance
Advisors, brokers, lenders
E-commerce & Retail
Online and local stores
Healthcare & Dental
Clinics, practices, med-spas
Legal & Professional
Law firms, accountants, agencies
SaaS & Tech
Software, apps, subscriptions
Education & Coaching
Courses, programs, memberships

How much should you spend on Google Ads?

The right Google Ads budget isn't a round number someone guessed — it's whatever it takes to hit your customer goal at your real conversion rates. Work backward from the customers you want, and the budget reveals itself.

Budget = (Customers ÷ Close rate ÷ Landing conversion) × Cost per click

In plain terms: figure out how many leads you need to get your target customers, how many clicks you need to get those leads, then multiply by what each click costs.

How to calculate your ad budget (worked example)

Say you want 20 new customers a month, you close 30% of leads, your landing page converts 8% of clicks into leads, and your average CPC is $6:

  • Leads needed = 20 ÷ 30% = 67
  • Clicks needed = 67 ÷ 8% = 834
  • Budget = 834 × $6 = $5,000 / month
  • Cost per lead = $75; cost per customer = $250

At a $600 average sale, that's $12,000 in projected revenue — a 2.4x ROAS. Change any input above to fit your market.

What affects your Google Ads budget?

  • Cost per click (CPC) — competitive industries like legal and home services run higher CPCs
  • Landing page conversion — a better page means fewer clicks (and less budget) per lead
  • Close rate — faster, stronger follow-up turns more leads into customers
  • Location & seasonality — demand and competition shift costs throughout the year

Two of those — landing page conversion and close rate — are the fastest ways to lower your budget without lowering your goal. That's exactly what we optimize.

Questions

Google Ads budget FAQ

This calculates ad spend paid to Google. Agency or management fees are separate. When comparing true cost per customer, add any management fees to the budget.
Start with a conservative estimate for your industry — competitive home-service and legal terms often run higher, while niche or local terms can be lower. Once you have live data, plug in your real average CPC.
Many landing pages convert somewhere in the mid single digits to low double digits, but it varies widely. A focused, fast page with clear calls-to-action converts far better than a generic homepage.
Yes. Lower your customer goal and the budget scales down proportionally. Many businesses start smaller to gather data, then scale the budget once the numbers are proven.
No. The calculator runs entirely in your browser. Nothing you enter is stored or sent anywhere.

Want a budget built on your real numbers?

Book a free strategy call and we'll pull real CPCs for your market and build a Google Ads plan tied to the customers you actually want.

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