Free tool
PPC budget calculator
Work out how much to spend on Google Ads to hit your lead and revenue targets, and what each lead is likely to cost.
How the PPC budget calculator works
Pay-per-click budgets work backwards from your goals. To get a set number of leads, you need enough clicks at your landing page's conversion rate, and each click costs your average CPC.
- Clicks needed = leads ÷ conversion rate
- Monthly ad budget = clicks × average cost per click
- Cost per lead = cost per click ÷ conversion rate
- Return on ad spend (ROAS) = revenue from new customers ÷ ad budget
The two biggest levers are your conversion rate and your cost per click. Improving your landing page from 2% to 4% conversion halves the budget needed for the same number of leads, which is why we optimise landing pages alongside campaigns.
Note: ad budgets are paid directly to Google, Microsoft or Meta. Management fees are separate. Learn about our PPC management.
FAQ
Common questions
How much should I spend on Google Ads?
Work backwards from your goals: the leads you need, your typical cost per click and your conversion rate. This calculator does that maths for you, and we can refine it with real keyword data.
What is a good cost per lead?
It depends on your industry and customer value. A good cost per lead is one that stays comfortably below the profit you make from each new customer after your close rate.
How can I lower my PPC costs?
Improve landing-page conversion rates, tighten keyword targeting with negative keywords, improve ad relevance and Quality Score, and focus budget on the best-performing locations and times.
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