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Google Ads Budget Calculator: target CPA, ROAS, max CPC and budget

Work out your target CPA or ROAS, max CPC and the monthly and daily budget, with GST.

  • Free to use
  • Runs in your browser
  • No sign-up

How to use the Google Ads Budget Calculator

Read what the guide says

This is the Google Ads Budget Calculator.

Work out your target CPA or ROAS, max CPC and the monthly and daily budget,

with GST.

Choose lead generation or online sales, then enter your customer or order value, margin,

conversion rates and expected cost per click.

Or press Try an example to fill in sample details.

Set the share of profit you want to keep,

and plan around a number of leads or orders, or a monthly budget.

Read off your target CPA or target ROAS, max CPC and daily budget, check the scenarios,

then copy the summary or a link with your numbers.

It runs in your browser, so nothing you type is uploaded.

Try it free on this page.
What do your ads sell?

Runs in your browser. Your numbers are not uploaded.

Your numbers

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

%

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

%

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

%

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

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

%

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

Plan around

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.

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About the Google Ads Budget Calculator

Enter what a customer or an order is worth, your margin and your conversion rates, and see what you can afford to pay for a lead, a sale and a click. The calculator turns a goal of leads, orders or a fixed budget into clicks, a monthly budget and the average daily budget to enter in Google Ads, and shows the profit to expect. Switch on GST if you cannot claim it back.

How it works

  1. Step 1

    Choose lead generation or online sales, then enter your customer or order value, margin, conversion rates and expected cost per click.

  2. Step 2

    Set the share of profit you want to keep, and plan around a number of leads or orders, or a monthly budget.

  3. Step 3

    Read off your target CPA or target ROAS, max CPC and daily budget, check the scenarios, then copy the summary or a link with your numbers.

How the numbers fit together

Break-even cost per lead is the gross profit from a customer multiplied by your close rate: pay more than that for a lead and you lose money. Your target CPA keeps back the share of profit you want. For online sales, break-even ROAS is 1 divided by your margin, so a 40% margin needs 250% ROAS just to break even.

Daily budget, monthly charges and GST

Google Ads works with an average daily budget. Google can spend up to twice that on a busy day, but it does not charge more than the daily budget times 30.4 in a month. In India, 18% GST is added on top of ad costs. If you claim it back as input tax credit, leave GST off; if not, switch it on and the targets allow for it.

What it cannot tell you

It works from your assumptions, not live auction data, so it cannot predict the CPC Google will charge or how many people search. Keyword Planner gives search volumes and bid ranges, and a month of real results beats any estimate, so update the numbers as data comes in. It is not tax advice: ask your accountant about input tax credit.

Frequently asked questions

How much should I spend on Google Ads in India?

Start from what you can afford per lead or sale, not a round number. Work out your break-even cost per lead (gross profit per customer times close rate), then the clicks you need for your lead goal (leads divided by landing page conversion rate). Clicks times your expected CPC gives the monthly budget. Test it for a month or two, then put more behind what works.

What is a good target CPA?

One that leaves you the profit you want. Multiply a customer's gross profit by your close rate to get the break-even cost per lead, then keep back your profit share. With ₹22,000 gross profit, a 20% close rate and half the profit kept, the target is ₹2,200 per lead. Start Target CPA bidding near what the campaign already achieves, then move towards it.

How do I calculate break-even ROAS?

Divide 1 by your gross margin. With a 40% margin, break-even ROAS is 1 ÷ 0.40 = 2.5, or 250% as Google Ads shows it. Below that, every sale costs more in ads than it earns. To keep some profit, divide by the margin left after your profit share: keeping 30% of a 40% margin gives 1 ÷ 0.28, about 357%.

Is GST charged on Google Ads in India?

Yes. Google charges 18% GST on top of your ad costs: IGST, or CGST and SGST when you are billed from the same state. Add your GSTIN to your Google Ads payments profile so it appears on your invoices; a registered business can usually claim the GST as input tax credit. Which Google entity bills you matters, so check the details with your accountant.

Why is my daily spend higher than my daily budget?

Google Ads treats your budget as an average. On a busy day it can spend up to twice your average daily budget to catch more traffic, and less on quiet days. Over a month you are not charged more than your average daily budget times 30.4, so enter the daily figure this calculator gives and the month evens out.

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