Google Ads Budget Calculator
Map a monthly Google Ads budget to clicks, leads, booked jobs and revenue. Use it to set a realistic spend, or to see how far a better landing page would cut your cost per lead.
Free, no sign-up. Runs in your browser; nothing you type is stored unless you choose to email yourself the results.
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Email me these results. We'll send your numbers, plus how to turn this calculator into a lead magnet on your own website.
Three steps, about a minute
Step 1
Enter your Monthly ad budget and the Average cost per click from Google Ads or Keyword Planner.
Step 2
Set the Landing page conversion rate (visitors who call or submit a form) and your Close rate.
Step 3
Add your Average job value and compare cost per lead with revenue per $1 spent.
How the google ads budget calculator works
The planner follows a visitor from click to paid job. Clicks = monthly budget ÷ average cost per click. Leads = clicks × landing page conversion rate. Cost per lead = budget ÷ leads. Jobs = leads × close rate. Revenue per $1 spent = jobs × average job value ÷ budget. The defaults ($2,000 budget, $8 clicks, 8% conversion, 40% close, $500 job) give 250 clicks, 20 leads at $100 each, 8 jobs and $2.00 back per dollar. Notice that conversion rate and click cost carry equal weight: doubling conversion cuts cost per lead as much as halving the price of a click. Click prices vary widely by keyword and market, so take your average CPC from Google Ads or Keyword Planner. The output is revenue, so check it against your margin before calling a campaign profitable.
| Monthly ad budget | $2,000 |
|---|---|
| Average cost per click | $8 |
| Landing page conversion rate | 8% |
| Close rate | 40% |
| Average job value | $500 |
| Clicks | 250 |
|---|---|
| Leads | 20 |
| Cost per lead | $100 |
| Jobs | 8 |
| Revenue per $1 spent | $2.00 |
Try raising the conversion rate: a better landing page often beats a bigger budget.
Using the numbers like a pro: tips for local service businesses
Send ad clicks to a page about the exact service in the ad, not your homepage. A matching headline, a phone number at the top and a short form all help.
Add negative keywords from day one. Searches containing words like jobs, salary, DIY or free can drain a small budget on people who will never hire you.
Count phone calls as conversions. Set up call tracking and call conversions in Google Ads, or the system learns only from form fills and your cost per lead looks worse than it is.
Want us to do this for you?
The note under this tool says it well: a better landing page often beats a bigger budget. Run the numbers at your current conversion rate, then at a higher one, and watch how far cost per lead falls. That gap shows what a focused landing page is worth before you add a dollar of spend. Building and testing those pages is part of how we run ad campaigns.
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Google Ads Budget Calculator questions
How much should a small business spend on Google Ads?
Start from the cost per lead you can afford, not a round number. Work out what a lead is worth (close rate × job value × margin), then set a budget big enough to buy a meaningful number of clicks each month. A budget that buys only a handful of clicks a day makes results hard to judge.
What is a good conversion rate for a service business landing page?
There is no single correct figure. It changes with the trade, the offer, the keywords and how urgent the need is. Track your own rate in Google Ads with calls and forms both counted, then test one change at a time: headline, form length, reviews on the page and a visible phone number.
How is cost per lead calculated in Google Ads?
Divide what you spent by the number of leads in the same period. If $2,000 bought 20 calls and form submissions, your cost per lead is $100. For an accurate figure, make sure calls from ads and from your website are tracked as conversions, and strip out duplicates and spam.
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