Google Ads budget calculator.
How much budget do you need for 20 enquiries a month? And what does a €1,000 ad budget bring? The calculator shows it with your figures, from click to order.
Example values. Replace them with your own figures.
- Ad budget per month
- €800
- Daily budget in Google Ads
- €26.32
- Enquiries per month
- 20
- Clicks per month
- 400
- Cost per enquiry
- €40.00
- Orders per month
- 4
- Cost per order
- €200.00
- Revenue per month
- €2,000
- Revenue per ad euro
- €2.50
Google treats a monthly budget as the daily budget times 30.4. The ad budget goes straight to Google. Set-up and management of the campaigns come on top.
How do I work out my Google Ads budget?
Work backwards from the goal. How many enquiries do you want per month? How many clicks does that take if a certain share of visitors enquires? And what does a click cost? Budget = enquiries wanted ÷ enquiry rate × cost per click.
Example with the preset values: 20 enquiries at a 5 % enquiry rate need 400 clicks. At €2.00 per click that is €800 a month. These are example values, not market figures. Your own values decide the result.
Where do I get realistic values?
The Keyword Planner in Google Ads estimates the cost per click for your search terms and region. It is free; you only need a Google Ads account. Your enquiry rate and the share of enquiries that become orders you know best from your own business or past campaigns.
- Cost per click: Keyword Planner in Google Ads, top-of-page bid columns
- Enquiry rate: enquiries divided by visitors to your landing page
- Close rate: orders divided by enquiries
- Order value: average net revenue per order
What does the daily budget in Google Ads mean?
In Google Ads you set an average daily budget per campaign. Google may spend more on individual days, but over a month it charges no more than the daily budget times 30.4, the average number of days in a month. That is why the calculator divides your monthly budget by 30.4.
Frequently asked questions
Is the ad budget the same as agency fees?
No. You pay the ad budget directly to Google. Set-up and management of the campaigns are charged separately.
How accurate is the result?
As accurate as your input. Click prices vary by search term, region, time of day and competition. Calculate several scenarios and check the values against real figures from your account after the first weeks.
Are my figures stored or sent?
No. The calculation runs only in your browser.
What does “revenue per ad euro” mean?
The revenue that one euro of ad budget produces on paper (called ROAS in Google Ads). It says nothing about profit yet; for that, subtract your cost per order.
Campaigns with clean measurement, from the first search term to the enquiry: this is how we work in performance marketing.
Performance marketing →