Google Ads Budget Calculator

For a lead target, divide the number of leads you need by your website conversion rate, then multiply by average cost per click. For a customer target, first divide customers by your lead-to-customer close rate. For eCommerce, divide your ad-attributed revenue target by average order value, then divide by purchase conversion rate and multiply by CPC. Enter percentages as decimals in these formulas.

There is no single budget that fits every Australian business. Work backwards from the customers you need, the click costs in your market and your conversion rates, then check what you can afford to acquire a customer. If the numbers do not work, narrowing your targeting or improving conversion can matter more than increasing spend. The example inputs here are not Australian industry benchmarks.

It depends on click costs and conversion rates. At an illustrative $5 CPC, $1,000 buys 200 clicks. A 5% click-to-lead conversion rate produces 10 expected leads; a 20% close rate produces two expected customers. That may suit a narrow local campaign, but it does not establish enough demand or guarantee those results.

Divide monthly ad spend by 30.4 to estimate an average daily budget. For example, $3,040 a month is $100 a day. For most campaigns with an unchanged budget, Google uses 30.4 times the average daily budget as the monthly charging limit and may spend up to twice the average daily budget on an individual day. Campaign types and mid-month budget changes can affect limits.

All amounts are in Australian dollars. Enter costs and revenue excluding GST on a consistent basis. The main budget is media spend paid to Google. Enter management fees, software or other fixed monthly marketing costs in the optional costs field to include them in total outlay and contribution. The calculator does not quote Uppercut fees or calculate tax.

ROAS is ad-attributed revenue divided by ad spend. It does not account for product costs, delivery costs, agency fees or overheads. Contribution in this tool subtracts your variable costs, ad spend and any additional monthly costs you enter. It is not net profit because remaining overheads and tax are excluded.

Use recent data from comparable Google Ads campaigns and the same conversion definition. For a new Search campaign, check Keyword Planner forecasts for the locations and keywords you intend to target. A top-of-page bid range is not the same as your actual average CPC. Start with explicit assumptions, test less favourable scenarios and replace assumptions with observed results.

The eCommerce arithmetic can be used where you have relevant click costs and purchase conversion data. It does not model inventory, bidding, attribution, demand or the mix of channels inside Performance Max. Do not apply Search conversion rates to another campaign type without checking whether they are comparable.

No results are guaranteed. The calculator performs arithmetic on your inputs and assumes those rates stay constant. The scenarios are sensitivity tests, not statistical confidence intervals. Calculations run in your browser, with no calculator inputs submitted to our server. You can download a CSV or copy a summary without giving us your contact details.