Free calculator

Google Ads Budget Calculator

Work out how much you need to spend on Google Ads to win the number of new customers you want. Change the numbers below to match your business; the results update instantly.

Your service Average cost per click ($) Visitors who become leads (%) Leads who become customers (%) New customers you want per month

Recommended monthly ad budget$0$0 per day

Leads needed0

Clicks needed0

Cost per lead$0

Cost per new customer$0

The default values are examples only. Costs per click, lead rates and close rates vary widely by industry, location and competition, so replace them with your own numbers for a realistic estimate.

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How this calculator works

It works backwards from your goal. If you want 5 new customers a month and you win one in three leads, you need about 16 leads. If 10% of the people who click your ad become leads, you need about 160 clicks. At $15 a click, that is roughly a $2,400 monthly budget.

Where to find your numbers

Cost per click: in Google Ads, or in Keyword Planner for a new account. It varies a lot by industry and city. As one example, common pool service searches in competitive US cities often show top-of-page bids between about $9 and $30. Thinking about Local Services Ads as well? Compare both with the Local Services Ads cost calculator.
Lead rate: conversions divided by clicks in your account. If you do not track conversions yet, 5–10% is a reasonable starting assumption for a good local service landing page.
Close rate: from your own records: how many enquiries turn into paying customers.

How much should you budget? Minimum, daily and monthly budgets explained

Is there a minimum budget for Google Ads?

Google does not set an official minimum. The practical minimum is the budget that buys enough clicks to produce leads and useful data. If your clicks cost $10 to $15, a few dollars a day buys almost nothing; use the calculator above to see what your goal really requires.

Daily budget vs monthly budget

In Google Ads you set an average daily budget. On busy days Google may spend up to twice that amount, and less on quiet days, but over a month it will not charge more than your daily budget multiplied by 30.4. So a $50 daily budget means up to about $1,520 a month.

How to choose your number

Start from the number of new customers you want, work back to the clicks you need, and multiply by your cost per click. That is exactly what this calculator does. If the result is more than you can spend, narrow the campaign first: one service, a smaller area, and the hours you can answer the phone.

If the budget looks too high

Do not just lower the budget; improve the inputs. A higher lead rate (a better landing page and call tracking) or a lower cost per click (tighter keywords and negative keywords) can cut the budget you need substantially. Those are exactly the things a good account audit looks for.