Free Google Ads Budget Calculator
Find the monthly and daily Google Ads budget you need to hit a lead or sales target, or see what your current budget can deliver.
Google Ads Budget Calculator: Find the monthly and daily Google Ads budget you need to hit a lead or sales target, or see what your current budget can deliver. It is free, needs no sign-up and runs in your browser. How to use it: 1) choose whether to plan from a goal or from a budget; 2) enter your expected cost per click and conversion rate; 3) add your order or lead value to see revenue and ROAS; 4) click Calculate and check the what-if table. The calculator works in two directions. In goal mode you enter how many leads or sales you want each month.
How the Google Ads budget calculator works
The calculator works in two directions. In goal mode you enter how many leads or sales you want each month. It divides that target by your conversion rate to find the clicks you need, then multiplies the clicks by your cost per click to get the monthly budget. In budget mode it does the reverse: your budget divided by CPC gives clicks, and clicks times conversion rate gives conversions.
Formulas
Clicks needed = target conversions / conversion rateMonthly budget = clicks x CPCDaily budget = monthly budget / 30.4Cost per conversion = CPC / conversion rateROAS = revenue / ad spend
Why 30.4 days?
Google Ads treats your daily budget as an average. A month has about 30.4 days on average, so Google will not charge more than roughly 30.4 times your daily budget in a month. On busy days it can spend up to twice the daily budget, then spend less on quieter days.
The what-if table
CPC and conversion rate are never fixed. The table shows your budget or results when each one moves 20 percent up or down, so you can plan for a range rather than a single number.
Limitations
All results come only from the numbers you type in. The tool does not pull live Google data. Real CPCs change with competition, quality score, location and season, and conversion rates depend on your landing page and offer. Use your own account history where you can, or the bid ranges in Google Keyword Planner, and review the plan after the first few weeks of real data.
Google Ads Budget Calculator FAQs
How much should I spend on Google Ads per month?
There is no single right amount. Start from your goal: decide how many leads or sales you need, then divide by your expected conversion rate and multiply by your cost per click. That gives a budget tied to results. Many small businesses start with a test budget for one to three months, then scale what works.
How is the Google Ads daily budget calculated?
Google uses your average daily budget multiplied by about 30.4 as the monthly limit. On some days it can spend up to twice your daily budget to catch more traffic, but over the month you will not be charged more than about 30.4 times the daily amount for that campaign.
What conversion rate should I use?
Use the conversion rate from your own Google Ads or analytics history if you have it. If you are new, use a cautious guess and test it. Rates vary widely by industry, offer, landing page and country, so treat any figure as an estimate and update the plan with real data.
Can a small budget work on Google Ads?
Yes, if you keep it focused. A small budget works best with a few high-intent keywords, a tight location and one strong landing page. If your budget buys only a handful of clicks a day, results take longer to judge, so give the test enough weeks before deciding.
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