Google Ads Budget Calculator
Turn your acquisition target into a working media budget.
Choose your market and industry. Weβll apply relevant search advertising benchmarks behind the scenes, then show you a planning range rather than pretending there is one guaranteed outcome.
Your assumptions
Build your estimate.
$
Benchmark assumptions
CPCβ
Conversion rateβ
Published CPLβ
Have real campaign data? Replace our benchmark assumptions with your own. Your custom values will be used in the model.
Your estimate
What the numbers could look like.
Estimated monthly leads
β
Conservative
β
Benchmark
β
Strong performance
β
Estimated clicksβ
CPC used in modelβ
Conversion rate usedβ
Modelled CPLβ
Why can modelled CPL differ from published CPL?
Published CPC, conversion rate and CPL are benchmark statistics and may be aggregated or rounded separately. The calculator therefore shows the source's published CPL as a reference, while calculating its working model directly from the CPC and conversion-rate assumptions above.
Your estimate
United States:
industry benchmarks use WordStream / LocaliQ's 2026 Search Advertising Benchmarks, based on 13,474 US-based search advertising campaigns running from April 1, 2025 through March 31, 2026. Values are in USD.
Canada: industry assumptions use Canadian service-business benchmark reference data published for 2024β2025. These figures are directional planning references rather than a statistically equivalent Canadian national study. Values are in CAD.
Scenario modelling: the Benchmark scenario uses the selected industry's conversion-rate assumption. Conservative performance models conversion at 75% of benchmark. Strong performance models conversion at 125% of benchmark. CPC remains constant so the scenarios isolate the effect of conversion performance.
Budget β Leads: estimated clicks = budget Γ· CPC. Estimated leads = clicks Γ conversion rate.
Leads β Budget: required clicks = desired leads Γ· conversion rate. Estimated budget = required clicks Γ CPC.
Canada: industry assumptions use Canadian service-business benchmark reference data published for 2024β2025. These figures are directional planning references rather than a statistically equivalent Canadian national study. Values are in CAD.
Scenario modelling: the Benchmark scenario uses the selected industry's conversion-rate assumption. Conservative performance models conversion at 75% of benchmark. Strong performance models conversion at 125% of benchmark. CPC remains constant so the scenarios isolate the effect of conversion performance.
Budget β Leads: estimated clicks = budget Γ· CPC. Estimated leads = clicks Γ conversion rate.
Leads β Budget: required clicks = desired leads Γ· conversion rate. Estimated budget = required clicks Γ CPC.
This calculator provides directional planning estimates, not forecasts or guarantees. Actual Google Ads performance varies by geography, auction competition, keyword mix, search intent, seasonality, campaign structure, bidding, ad quality, landing-page performance, conversion tracking, offer strength and other factors.