Free tool

Google Ads budget and cost per lead calculator

Enter a monthly budget and this calculator works out roughly how many clicks, enquiries and customers it should buy, using cost per click ranges from our own reporting in each country. Pick your country to switch the currency and the presets, then adjust the assumptions to match your own business.

Your numbers

Pick an industry above, or enter your own cost per click.

What this Google Ads budget should buy

Expected clicks
Not enough data
Expected enquiries
Not enough data
Cost per enquiry
Not enough data
Expected customers
Not enough data
Cost per customer (ad spend only)
Not enough data
Revenue from those customers
Not enough data
Return on ad spend
Not enough data
Total monthly ad spend C$1,500

Does not include management fees or taxes.

How to use this

How to read your numbers

Cost per enquiry beats cost per click

A pricier click that converts well can produce a cheaper enquiry than a cheap click that barely converts, so watch the cost per enquiry figure in the calculator rather than the price of the click on its own.

The learning threshold

Google needs roughly twenty to thirty conversions a month to optimise a campaign properly. This tool checks your budget against that floor, calculated as your cost per enquiry multiplied by about twenty five.

Why the presets differ by country

Cost per click presets are pulled from our own reporting for each country, and they vary by industry and by market since the auction and the competition differ everywhere. Where we have not published an industry table for a country, such as the United Kingdom, the calculator starts from that country's published planning range, and you can always enter your own cost per click instead.

Where these numbers come from

Sources and country notes

  • US advertisers routinely include Canada in their targeting, often with bigger budgets and higher customer values than the Canadian businesses in the same auction, so competitive categories here cost close to US levels.
  • Fewer advertisers compete for French-language inventory, which frequently makes Quebec clicks cheaper than their English equivalents for the same service.

Get your real numbers

Want your real numbers instead of an estimate?

This calculator uses published ranges. A free audit looks at your actual account, website and market to tell you what your budget should really be.

We'll include the numbers from your calculation with your request, so we can start from them.

Prefer to talk? Book a 15-min call.

Questions

Frequently asked

How much should I budget for Google Ads?
It depends on your industry, your country and what a customer is worth to you. A home services business in Canada might see clicks from C$6 to C$20, while the same category in Australia runs closer to A$2 to A$5, so there is no single right number. Use the calculator above with your own country, industry and customer value to see what your specific budget should produce.
Why does my cost per click seem so high?
In competitive categories the price often reflects who else is bidding, not just your own market. Canadian search results, for example, are contested by US advertisers who add Canada to their targeting with bigger budgets, which keeps competitive Canadian categories close to US price levels. Compare your own numbers against the country notes below the calculator rather than a single average.
What does the learning threshold warning mean?
Google Ads needs roughly twenty to thirty conversions a month before it has enough data to optimise a campaign well. This calculator estimates your minimum viable budget as your cost per enquiry multiplied by about twenty five. Below that, expect slower, noisier results while the account is still learning.
Does this calculator include management fees or taxes?
No. The total shown is ad spend only, since management fees and tax treatment, such as the UK's VAT and jurisdiction fee or India's GST on a management fee, vary by provider and by country. Add your own management fee and any applicable tax separately once you have a real quote.
Are these numbers a guarantee of what I will pay or get?
No. They are planning estimates built from typical cost per click ranges for your country and the assumptions you enter. Your actual auction price depends on who else is bidding on your exact keywords in your area, and your real conversion and close rates depend on your landing page and follow-up, so treat this as a starting point and adjust it with your own live account data.