Plan your Google Ads budget before you spend.
Estimate a realistic monthly Google Ads budget from your lead target, cost per click and conversion rate — then see the cost per lead, customer acquisition cost and ROAS those numbers actually imply.
Run your numbers.
Adjust the inputs on the left. The results update instantly. Use known data from Google Keyword Planner or a past account where you can, and a cautious estimate where you cannot.
Your inputs
These figures are a planning estimate based only on the numbers you enter. Real costs vary with industry, competition, location, keyword choice, Quality Score, ad scheduling and seasonality. The budget excludes VAT and any management or agency fees — add those separately.
How the calculator works.
No black box. The estimate is built from three simple relationships — so you can sense-check every figure and explain it to your team or finance.
Clicks you need
Clicks = Lead target ÷ Conversion rate
If your landing page turns a small share of visitors into enquiries, you need enough clicks to reach your goal. A lower conversion rate means more clicks — and a bigger budget.
Monthly budget
Budget = Clicks needed × Average CPC
Multiply the clicks you need by what each click costs. Divide by 30.4 for a daily budget — the figure you actually set inside Google Ads.
Leads, customers, ROAS
ROAS = (Customers × Value) ÷ Budget
Cost per lead is budget ÷ leads. Apply your close rate to get customers and cost per customer, then compare projected revenue against spend.
From estimate to confident plan.
The calculator is a starting point, not a forecast. Use it to set expectations and stress-test a budget before any money is committed.
Enter
Add your monthly lead goal and the costs you already know — CPC from Keyword Planner, conversion rate from past data.
Estimate
Read the monthly and daily budget, then check the cost per lead and cost per customer against what a sale is worth to you.
Pressure-test
Lower the conversion rate to see a cautious budget. If the worst case still works, the plan is more resilient.
Plan
Bring the finished numbers to a Vistoplex growth call to turn them into a keyword, landing page and tracking plan.
Get the spreadsheet version.
Prefer to plan in Google Sheets or Excel? Download the editable Google Ads Budget Calculator to model multiple scenarios, share with your team and keep alongside your campaign plan.
- Editable budget model with built-in formulas
- Cautious vs efficient scenario columns
- Cost-per-lead and ROAS planning tab
- Works for UK and UAE campaigns
Related resources.
A budget is only half the picture. These resources help the traffic you pay for actually convert.
Before you set a budget.
Quick answers to the questions people ask most when planning Google Ads spend.
How accurate is this calculator?
It is a planning estimate, not a guarantee. The figures are only as good as the inputs you provide. Real Google Ads costs move with competition, location, keyword intent, Quality Score, ad scheduling and seasonality, so treat the output as a sensible range to plan around rather than a fixed forecast.
What cost per click should I enter?
Use real data wherever possible — past account performance or Google Keyword Planner forecasts for your keywords. If you have none, start with a cautious, higher estimate. CPCs vary widely between sectors, so a competitive service term will cost far more than a niche one.
What conversion rate is realistic?
It depends heavily on your landing page, offer and traffic quality. If you are unsure, model a conservative figure and use the cautious-plan column. A well-built, focused landing page will usually outperform a generic homepage receiving the same traffic.
Does the budget include VAT or management fees?
No. The estimate covers Google Ads media spend only. Add VAT and any agency or in-house management costs separately when you build your full budget so the total is realistic.
Can I use this for UAE campaigns?
Yes. Switch the currency selector to AED — the underlying logic is identical. The library is mainly UK-focused, but this calculator works for both UK and UAE Google Ads planning.
What if my numbers show a poor return?
That is useful to know before spending. Try improving the conversion rate or close rate rather than only increasing budget — a stronger landing page and follow-up process often improve returns more than extra spend. A growth call can help you find the biggest lever.
Want Vistoplex to pressure-test your plan?
Run your numbers, then bring them to a growth call. We will review your keyword targeting, landing pages and tracking so the budget you set actually turns into qualified enquiries.