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Google Ads budget calculator

To estimate a Google Ads budget, divide the number of leads you want by your conversion rate to get the clicks you need, then multiply by your average cost per click. Enter your own numbers below — from your Google Ads account or your website analytics — and the calculator shows the monthly and daily budget that implies.

%
USD

Enter all three numbers (each above zero) to see your estimate.

How the calculation works

  1. Clicks needed = leads you want ÷ (conversion rate ÷ 100).
  2. Monthly budget = clicks needed × average cost per click.
  3. Average daily budget = monthly budget ÷ 30.4. Google uses 30.4 as the average number of days in a month: you won't be charged more than about 30.4 × your average daily budget in a month, even though a single day can spend up to twice the daily amount.
  4. Cost per lead = monthly budget ÷ leads.

Example

Wanting 20 leads a month, with a 5% conversion rate and a $4 average cost per click:

These example numbers are for illustration only — they are not benchmarks.

  • 20 ÷ 0.05 = 400 clicks
  • 400 × $4 = $1,600 per month
  • $1,600 ÷ 30.4 ≈ $52.63 per day
  • $1,600 ÷ 20 = $80 per lead

Where to find your numbers

  • Average cost per click: the Avg. CPC column in Google Ads for the campaigns you care about.
  • Conversion rate: conversions ÷ clicks — but only if conversion tracking is accurate. If it isn't, use leads you actually received ÷ clicks.
  • No history yet? Google's Keyword Planner shows estimated cost-per-click ranges for your keywords.

Want this calculated from your actual Google Ads account?

Claritad connects to Google Ads with read-only access to start, analyzes your real campaigns, searches and conversion tracking, and shows you what needs attention in plain English. Nothing in your account changes unless you approve it.

Get My Free Google Ads Audit

Free, no credit card. Claritad is independent software and is not affiliated with or endorsed by Google.

Limitations

  • Cost per click and conversion rate change over time and between campaigns; this is an estimate, not a forecast.
  • It assumes every lead is worth the same. If some leads are worth more, weight your goal accordingly.
  • We deliberately don't prefill industry averages; they vary too much to be reliable for your business.

Related guides and tools

Sources

Last updated · Written by the Claritad team (Kyle Edward Gilligan LLC). Claritad is independent software and is not affiliated with or endorsed by Google.