Google Ads Budget Calculator

What do your ads sell?

Lead generation Online sales

Currency

Runs in your browser. Your numbers are not uploaded.

Your numbers

Average customer value

Revenue from one new customer in their first year (or one job, if they rarely come back).

Gross margin

What is left of that revenue after the cost of delivering the work, before ads.

Lead-to-customer close rate

Out of every 100 enquiries, how many become paying customers. From your CRM or sales register.

Landing page conversion rate (click to lead)

Leads ÷ ad clicks, from Google Ads or your analytics. No data yet? Start with a cautious guess and update it after the first month.

Expected cost per click (CPC)

Your account's average CPC, or the top-of-page bid range in Keyword Planner for your main keywords.

Profit you want to keep

Share of each customer's gross profit you keep after paying for ads. 0% means you only break even.

Plan around

A number of leads A monthly budget

Leads per month

Your numbers

Average order value

Revenue per order, before GST and shipping charged to the customer.

Gross margin

What is left of an order after product cost, shipping, payment fees and returns, before ads.

Conversion rate (click to order)

Orders ÷ ad clicks. From Google Ads or your analytics.

Expected cost per click (CPC)

Your account's average CPC, or the top-of-page bid range in Keyword Planner.

Profit you want to keep

Share of each order's gross profit you keep after paying for ads. 0% means you only break even.

Plan around

A number of orders A monthly budget

Orders per month

Add 18% GST to ad spend

Google charges GST on top of your ad costs, so the budget you set in Google Ads is before tax. Tick this if you cannot claim the GST back, and the budget, ROI and ROAS targets include it.

Estimates from your own numbers, not a forecast from Google. Google's bidding decides your actual CPC.

Free Google Ads Budget Calculator. Runs in your browser, no sign-up. Open the full tool on DigitalSnot →