Monthly budget needed to hit lead goals. The Google Ads Budget Calculator takes leads or sales wanted per month, expected cost per click, landing page conversion rate and returns monthly budget needed plus clicks needed, resulting cost per lead, daily budget. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Google Ads Budget Calculator works
Working backwards from the leads you need gives a budget with a reason behind it. Doubling the landing-page conversion rate halves the budget for the same result.
Worked example
With the example values (leads or sales wanted per month of 100, expected cost per click of $2.50, landing page conversion rate of 5%), the monthly budget needed is $5,000.00; clicks needed 2,000, resulting cost per lead $50.00, daily budget $166.67. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
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Frequently Asked Questions
How is monthly budget needed calculated?
clicks needed = goal ÷ conversion rate; budget = clicks × CPC.
Which figures do I need?
Leads or sales wanted per month, expected cost per click, landing page conversion rate. Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
