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Google Ads budget calculator
Tell us how many leads you want each month. The calculator turns it into cost per lead, a monthly and daily budget and a starting budget, using typical click prices and conversion rates for your business type and region.
Calculator
Click prices come from our benchmark table for your business type and region, adjusted for the season. Replace them with real figures from Keyword Planner and your account when you have them.
Season multipliers ×0.85 / ×1.0 / ×1.25 are an AdAce internal estimate.
This is an estimate, not a promise. Real results depend on your website, offer, competition and season. Benchmarks: AdAce internal estimate, updated 2026-10-31. Inputs and results are calculated in your browser; nothing is sent or stored.
The formulas
- Cost per lead = cost per click ÷ click-to-lead rate
- Monthly budget = leads you want × cost per lead
- Daily budget = monthly budget ÷ 30.4
How to use the result
- Pick your business type, region and the leads you want. Choose the season: click prices rise in peak months and fall in slow ones.
- Read the budget as a range. The “usually” figure is the middle; the lower and upper values show how wide real results can be.
- Check that the clicks you need exist. Add up the monthly searches of your keywords in Keyword Planner. Searches × your expected click-through rate × the share of searches you win should be at least the clicks needed.
- Start with the suggested daily budget, or less if the range is more than you can afford. Watch the real CPC and conversion rate for two to four weeks, then recalculate with your own numbers.
Two checks before you commit
Keyword volume
Open Keyword Planner and add up the average monthly searches for the keywords you plan to use in your area. Only a small share of those searches becomes clicks on your ad. If the clicks you need are close to or above that share, the goal is out of reach until you add keywords or locations.
Search impression share
Impression share is the percentage of eligible searches where your ad showed. If Google Ads reports a high share lost to budget, the budget is the limit and a higher daily budget can help. If the share is lost to rank, more money will not fix it: improve ads, landing page and bids first.
Common mistakes
- Setting the budget from what you can spare instead of from the goal. A daily budget that buys only a click or two leaves too little data to learn from.
- Using one cost per click for every keyword. Brand and long-tail keywords are usually cheaper than broad commercial ones.
- Ignoring the season. Click prices for many services rise before holidays and in peak months.
- Judging the first days. Wait for at least a few dozen clicks before you change the budget or the bids.
Common questions
How do I calculate a Google Ads budget?
Multiply the leads you want per month by your cost per lead, then divide by 30.4 for a daily budget. Cost per lead is the cost per click divided by the share of clicks that become leads. The calculator does this with typical values for your business type and region.
What is a good starting daily budget for Google Ads?
It depends on your click price and goal. A start that buys at least a few clicks a day gives you data. The calculator suggests one from your goal and never below $5. Treat it as a starting point and adjust after two to four weeks of real data.
Why is there a range and not one number?
Click prices and conversion rates vary a lot between accounts, keywords and landing pages. The range shows realistic low and high outcomes from AdAce internal estimates, and the “usually” figure sits in the middle. It is an estimate, not a promise.
What is search impression share and why does it matter for budget?
Search impression share is the share of eligible searches where your ad showed. When you lose share because of budget, a bigger budget can raise it. When you lose it because of ad rank, improve quality and bids instead.
Does Keyword Planner replace this calculator?
No. Keyword Planner shows search volume and bid ranges for keywords, while this calculator turns a lead goal into a budget. Use both: the planner to check that enough searches exist, the calculator to size the spend.
Let Ace watch the numbers for you
Get a free starting plan with a budget, then connect your ad account and see the real figures every day. New campaigns start paused.