Google Ads cost calculator

Enter your budget, click cost and conversion rates. See how many leads and sales to expect, and whether the campaign makes money after ad spend and fees.

Your campaign numbers

All amounts are per month.

Google Ads spend

Average cost per click (CPC)

Click-to-lead rate

Qualified leads

Qualified lead to sale rate

Average revenue per sale

Cost to deliver one sale

Agency or management fees

Changing currency only changes the symbol. It does not convert your numbers, so type amounts in the currency you picked.

Net profit per month

Gross profit minus ad spend and fees

Return on ad spend (ROAS)

Revenue for every 1 spent on ads

Net ROI

Net profit against total spend

Traffic and leads

Clicks-

Leads-

Cost per lead-

Qualified leads-

Sales-

Money in and out

Total spend (ads + fees)-

Revenue-

Gross profit per sale-

Gross profit-

Cost per sale (CPA)-

Limits to watch

Break-even CPC (profit is zero above this)-

Daily budget-

What if results change?

	Weaker	Expected	Stronger
Sales	-	-	-
Revenue	-	-	-
Net profit	-	-	-
ROAS	-	-	-

Weaker: CPC 20% higher and click-to-lead rate 25% lower. Stronger: CPC 15% lower and click-to-lead rate 25% higher.

Work backwards from a sales target

Sales you want per month

Ad spend needed per month-

Daily budget needed-

Leads needed-

Net profit at that spend-

Uses your CPC and conversion rates above, and keeps your agency fee the same.

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Common questions

What is cost per click (CPC)?

CPC is the average amount you pay each time someone clicks your ad. It changes with your industry, keywords, location and competition. A lower CPC means more visitors for the same budget.

What is a good click-to-lead rate?

It depends on the offer and the landing page. Many service businesses see 3% to 10%. A clear offer, a fast page and a short form usually lift it.

What counts as a qualified lead?

A lead who matches what you sell: they can afford it, are in your area and actually need it. Filtering out poor-fit enquiries gives you a more honest sales forecast.

What is ROAS?

Return on ad spend is revenue divided by ad spend. A ROAS of 4 means you earn 4 in revenue for every 1 spent on ads. It ignores your product costs, so check profit too.

What is net ROI?

Net ROI compares your profit with everything you spent. Here it is gross profit minus ad spend and fees, divided by ad spend and fees. Above 0% means the campaign makes money.

What is break-even CPC?

It is the highest CPC at which the campaign still earns zero profit, given your conversion rates and margin. If your real CPC is above it, you lose money on each month of ads.