Free · no sign-up
How much does Google Ads cost? It depends on your keywords. Start from your budget to estimate clicks, conversions and cost per conversion, or from your goal to find the budget you need.
The calculator divides your budget by your cost per click to estimate monthly clicks, then applies your conversion rate to estimate conversions and cost per conversion. The other way round, it starts from the conversions you want and gives the monthly budget and the daily budget to set (monthly budget ÷ 30.4).
The tool needs JavaScript to run.
From a budget, to see what it can deliver. From a goal, to see how much to plan each month.
Use the CPC from your current campaigns. For a new keyword, Google Ads Keyword Planner shows a “top of page bid” range that gives you a ballpark figure.
This is the share of clicks that turn into a sale or a lead. Use your website’s rate or your past campaigns. If you are just starting, try several values to see the spread.
Google Ads budgets are set per day. The calculator divides your monthly budget by 30.4, the average number of days per month Google uses to cap spend.
There is no fixed price. On the Search Network you pay per click, and the price of a click depends on the keyword, the competition for that keyword and the quality of your ad. So the cost of a campaign works out as: budget = number of clicks × cost per click.
Two keywords in the same trade can have very different CPCs. Start from yours rather than a number found online. The Quality Score guide explains why two advertisers do not pay the same price for the same click.
In Google Ads you set an average daily budget for each campaign. Google may spend up to twice that amount on a given day, but over a full month it won’t charge you more than your daily budget × 30.4.
To spend $1,500 a month, set about $49.34 a day. Some days will go above that, others will stay below.
Say a home inspection company in Denver spends $1,500 a month at $1.20 per click: it gets 1,250 clicks. If 3% of those clicks request a quote, that is 37.5 leads a month, or $40 per lead. These numbers are an example: replace them with yours.
Then compare your cost per conversion with what a sale brings in. The ROAS calculator gives the max cost per acquisition your margin allows.
The math assumes every click has the same chance to convert. In practice, some come from searches that will never lead to a sale: browsers, students, job seekers. You pay for those clicks like any other, and they do not convert.
Blocking them lowers your cost per conversion without touching the budget. Our guide to reducing wasted Google Ads spend walks through a six-step audit and the tools that help you spot them.
Your budget goes further when you stop paying for clicks with no buying intent. Should I Bid reads the Google results page for each keyword before you pay, checks it against your offer and tells you: Bid, Test or Skip.
Whatever you decide: you set a daily budget for each campaign and pay for clicks. The real question is what that budget buys. Budget ÷ cost per click gives the number of clicks, and your conversion rate tells you how many become customers.
Start from the number of conversions you want. Divide it by your conversion rate to get the clicks you need, then multiply by your cost per click. 30 conversions at 3% take 1,000 clicks; at $1.20 per click, that is $1,200 a month.
Google may spend up to twice your average daily budget on a given day, for example when there are more searches. Over a full month, it won’t charge you more than your daily budget × 30.4.
Google Ads Keyword Planner shows a top of page bid range (low and high) for each keyword. It is an estimate: your actual CPC depends on your bids, your competitors and the quality of your ad.
Your own: your website’s or your past campaigns’. If you are just starting, try several values to see how the cost per conversion moves, then correct it with your first results.
No. Everything is calculated in your browser and nothing is sent or stored.