Free tool

Free Google Ads Cost Calculator

Calculate how much Google Ads will cost to hit your sales goal. Enter your CPC and conversion rate to see the budget you need, side by side across three scenarios. Built for both lead generation and ecommerce.

For B2B, SaaS, agencies, and service businesses where leads convert offline.

Results

Lead generation budget

Metric	Worst case	Moderate	Best case
Form conversion rate	%	%	%
Clicks per lead	—	—	—
CPL	—	—	—
Leads required	—	—	—
Orders required	—	—	—
CPA (cost per sale)	—	—	—
Quarterly budget	—	—	—
Monthly budget	—	—	—
Daily budget	—	—	—
ROAS	—	—	—

How it works

Three steps from sales goal to a defensible Google Ads budget

Plug in your numbers, compare three scenarios, take the moderate budget into your monthly plan.

```
sales_goal = $150,000
cpc = $2.00
win_rate = 4%
deal_size = $2,500
```
01
Plug in real numbers

Sales goal, average CPC, and the conversion rates you actually see. Pull CPC from Google Ads, not Keyword Planner.
Worst $150k

Moderate $75k

Best $50k

02
Compare three scenarios

Worst, moderate, and best-case conversion rates side by side. Avoids the false confidence of a single number.
$

Google Ads, Q2 plan

Moderate scenario
- Quarterly $75,000
- Monthly $25,000
- ROAS 2.0x
03
Take it to the plan

Use the moderate scenario as your monthly cap. Track actual CPL and ROAS against it weekly to catch drift early.

Inputs explained

What each input does (and where to pull it from)

Six inputs total. The first three apply to both modes; the last three depend on whether you run lead gen or ecommerce.

Sales goal

Your quarterly revenue target from Google Ads. Pick a number you actually need to hit, not an optimistic stretch goal.
- $50,000
- $150,000
- $500,000
Average CPC

Average cost per click in your account. Pull a 30-day average from Google Ads, not Keyword Planner estimates which run hot.
- $0.80
- $2.40
- $8.00
Conversion rate

What share of clicks become a lead (lead gen) or order (ecommerce). The single biggest lever in this whole equation.
- 1% to 5% ecom
- 5% to 15% lead gen
Win rate

Lead generation only. Share of leads that close into a paying customer. Pull this from your CRM, not from gut feel.
- 2%
- 5%
- 12%
Revenue per sale

Lead generation only. Average contract value or first-year revenue per closed deal. Use net of refunds.
- $500
- $2,500
- $25,000
Average order value

Ecommerce only. Average revenue per order, after discounts. AOV is what powers the budget math when there is no lead step.
- $45
- $120
- $340

Best practices

Five rules for a Google Ads budget you can actually defend

01
Use real CPC, not Keyword Planner

Keyword Planner suggested bids run 30 to 60 percent above what accounts actually pay. Pull a 30-day average from your account.
02
Plan with three scenarios, not one

A single budget number is a guess. Worst, moderate, and best gives you a range and a fallback when conversion rate slips.
03
Hold 15 to 20 percent for testing

New keywords, new creatives, new landing pages all need budget that will not pay back in week one. Reserve it up front.
04
Split brand and non-brand budgets

Brand search converts 5 to 10x better and costs less. Mixing them inflates your reported ROAS and hides non-brand performance.
05
Re-run the math every quarter

CPC, conversion rate, and win rate all drift. A budget set once at the start of the year is wrong by Q3.

Guide

How Google Ads budgeting actually works

The math, top to bottom

A Google Ads budget is just a chain of multiplication. You start from the revenue you need and work backward to clicks. Every link in the chain is a number you can pull from your account or your CRM, which is why the calculator is opinionated about using real data instead of Keyword Planner suggestions.

Lead generation, the long version

Lead generation has two conversion steps. The visitor clicks your ad, fills out a form (that is conversion one), and then your sales team closes a percentage of those leads (that is conversion two, the win rate). The math:

sales_required   = sales_goal / revenue_per_sale
leads_required   = sales_required / win_rate
clicks_required  = leads_required / form_conversion_rate
budget           = clicks_required * cpc

The form conversion rate is where most teams get optimistic. Real B2B landing pages convert 5 to 15 percent of paid clicks. Anything above 20 percent on cold paid traffic is either a measurement error, branded search, or a free tool.

Ecommerce, the short version

Ecommerce skips the lead step. The visitor clicks, lands on the product page, and either buys or leaves. One conversion rate, one math:

orders_required  = sales_goal / average_order_value
clicks_required  = orders_required / conversion_rate
budget           = clicks_required * cpc

Realistic Google Ads conversion rates for ecommerce sit between 1 and 5 percent depending on category, AOV, and how warm the traffic is. Branded shopping campaigns can hit 8 to 15 percent. Non-brand prospecting often sits at 1 to 2 percent.

What the result actually tells you

A budget number alone is meaningless without ROAS. The calculator shows ROAS for each scenario so you can sanity-check whether the spend is even profitable at your margin. Quick benchmarks:

Ecommerce on thin margins (apparel, consumer goods): 4x ROAS or higher to be net positive
Ecommerce on healthy margins (DTC, software, premium): 2.5x to 3x is workable
Lead gen with high LTV (B2B SaaS, enterprise services): 1.5x to 2x is fine because revenue compounds
Anything below 1x means you are paying Google more than you make on each sale

Why the budget you plan is usually wrong by month two

CPC drifts upward as competition enters the auction. Conversion rate drifts as ad fatigue sets in or landing pages decay. Win rate drifts as your sales team gets stretched. None of these break the calculator, but they do mean you should re-run the numbers every 30 to 45 days, not once at the start of the quarter and forget about it.

A worked example

Say you sell B2B software at $5,000 average contract value and your sales team closes 8 percent of qualified leads. You want $200,000 in new ARR from Google Ads next quarter. At a $4 CPC and a 10 percent form conversion rate, the math says you need 40 sales, 500 leads, 5,000 clicks, and $20,000 in spend, for a 10x ROAS. Comfortable margin. Drop the form conversion rate to 5 percent (a more realistic number for cold paid B2B traffic) and the budget doubles to $40,000 and ROAS halves to 5x. Still good. Now drop CPC up to $8 (competitive enterprise keywords) and budget doubles again to $80,000 with ROAS at 2.5x. Still profitable, but the margin for error is much thinner.

That sensitivity is why the worst-moderate-best framing matters more than any single number.

FAQ

Google Ads budgeting, FAQ

How does this Google Ads cost calculator work?

You enter your sales goal, CPC, conversion rate, and a couple of business inputs. The calculator works backward from revenue to clicks: how many sales you need, how many leads or orders that requires, how many clicks at your conversion rate, and how much that costs at your CPC. You see worst, moderate, and best-case budgets side by side.

What is the difference between lead generation and ecommerce mode?

Lead generation has two conversion steps: click to lead (form fill), then lead to sale (your sales team closing). You need win rate and revenue per sale. Ecommerce has one step: click to order. You only need average order value. The math, the inputs, and the realistic conversion benchmarks all change.

What conversion rates should I plug in?

Lead generation landing pages typically convert 5 to 15 percent of clicks into leads. Ecommerce stores typically convert 1 to 5 percent into orders. The defaults in the calculator are realistic Google Ads benchmarks, but pull your own numbers from GA4 or your ad platform if you have at least 30 days of data.

What is a good ROAS for Google Ads?

It depends on your margin. Ecommerce stores running on thin margins often need 4x ROAS or more to be profitable. Lead generation businesses with high LTV (SaaS, B2B services) can run profitably at 1.5x to 3x ROAS because the revenue compounds over time. The calculator shows ROAS so you can sanity-check the budget against your margin.

Why use real CPC from your account, not Keyword Planner?

Keyword Planner shows search-network suggested bids that are usually 30 to 60 percent higher than what accounts actually pay once Quality Score and ad rank kick in. Pulling a 30-day account average gives a realistic number. If you have not run ads yet, use Keyword Planner but discount the high end by 30 percent.

Is this calculator free?

Yes. No signup, no email gate, no usage limit. We host it because the same teams who plan a Google Ads budget usually need real attribution to know if it is actually working, which is what SourceLoop does.