Free tool
PPC Budget Calculator
Work out what your pay per click (PPC) ad budget should be from three numbers you already have. Your monthly goal, your conversion rate, and your average cost per click. No benchmarks anywhere in the math. Every input comes from you.
- No built-in benchmarks
- Formulas shown in the open
- Results update as you type
Run your numbers
How many leads or sales you want each month. Pull this from your revenue plan.
The percent of clicks that become a lead or sale. Pull this from your own account history, not from a blog post.
Your average cost per click. Same rule. Your account history is the only source that counts.
Clicks needed per month
0
Estimated monthly budget
$0
Implied cost per lead
$0.00
Enter all three numbers to see your results.
The math, in the open
- Clicks needed = monthly goal ÷ (conversion rate ÷ 100)
- Estimated monthly budget = clicks needed × average CPC
- Implied cost per lead = monthly budget ÷ monthly goal
How to use this
Three numbers, all yours
Pull your three inputs before you touch the calculator. Your monthly lead or sale goal comes from your revenue plan. Your conversion rate and your average cost per click come from your own account history over a recent window, 60 to 90 days works for most accounts. Enter them above and the results update as you type.
This tool does no benchmarking. There is no hidden industry average sitting behind the math, and the formulas are printed in the open below the results. What comes out is exactly what your inputs imply, nothing more. If the budget looks too high, the fix is not a smaller number in the spreadsheet. It is a better conversion rate or a lower cost per click in the account.
One warning. If your conversion tracking is broken or your account structure is messy, the numbers you pull will be wrong, and the budget this tool produces will be wrong with them. Finding your real numbers is audit work. That is where our paid media audit starts with every account.
FAQ
Questions we hear
Where do I find my conversion rate and average CPC?
In your own ad account. Google Ads and Meta Ads Manager both report conversion rate and average cost per click in their main campaign views. Use a recent window, 60 to 90 days is a reasonable start, and confirm conversion tracking is working before you trust the numbers. If tracking is broken, every number downstream is wrong.
Why does this calculator not use industry benchmarks?
Because benchmarks blend thousands of accounts with different keywords, markets, offers, and tracking setups. Your real cost per click can sit far from any published average, in either direction. A budget built on someone else’s numbers is a guess wearing a suit. This tool runs on your inputs and nothing else.
What if I have no account history yet?
Start with a careful estimate. Keyword planning tools inside Google Ads show real bid ranges for your keywords and your market, which beats a generic benchmark. Run a small test, pull your actual conversion rate and cost per click after the first month, then come back and run the math with real numbers.
The calculator estimates. An audit knows.
This tool is only as strong as the numbers you feed it. A paid media audit finds your real conversion rate, your real cost per click, and the tracking gaps that distort both. Fixed scope, a plan ranked by dollar impact, and the plan is yours to keep whether we work together or not.
Start with a Diagnostic Call