# Google Ads Budget Calculator

> Plan a pay-per-click budget backwards from the conversions you want, your own conversion rate and cost per click, with a daily budget.

Category: Marketing analytics · Applies to: Worldwide · Last updated: 2026-10-29
Interactive calculator: https://calculators.geekmidst.com/calculators/google-ads-budget-calculator

Work backwards from a goal: the clicks you need are the conversions you want divided by your conversion rate, and the budget is those clicks times your cost per click.

Also called: PPC budget calculator, Google Ads budget planner.

## Inputs
- Conversions wanted (default 50)
- Click-to-conversion rate (unit %; default 5)
- Average cost per click (default 2.40)
- Days in the period (unit days; default 30)
- Currency

## Results
- Budget for the period
- Clicks needed
- Expected cost per conversion
- Daily budget

## Formula

```
Clicks = Conversions ÷ Conversion rate;  Budget = Clicks × CPC;  Cost per conversion = CPC ÷ Conversion rate;  Daily budget = Budget ÷ Days
```

Where:
- Conversion rate: conversions ÷ clicks, as a decimal
- CPC: average cost per click

## Worked example
1. Clicks = 50 ÷ 0.05 = 1,000.
2. Budget = 1,000 × 2.40 = $2,400; cost per conversion = 2.40 ÷ 0.05 = $48.
3. Daily budget = 2,400 ÷ 30 = $80.

**Result:** Fifty leads at a 5% conversion rate and $2.40 per click need about 1,000 clicks and a $2,400 budget, or $80 a day.

## What the result means

The result is only as good as the conversion rate and CPC you enter. Run a small test first and plug in your own numbers; both usually change as you scale spend.

## Assumptions and limits
- Conversion rate and cost per click stay constant as spend increases.
- Ad platforms may spend more or less than the daily budget on a given day.
- No industry benchmark rates are built in; the defaults are examples only.

## Questions

### Does this work for other ad platforms?

Yes. The arithmetic is the same for any cost-per-click channel, such as Microsoft Advertising or paid social.

### Why is my real cost per lead higher?

Conversion rates often fall as you widen targeting to get more volume, and CPCs rise in competitive auctions.

## Related calculators
- [Cost Per Lead Calculator](https://calculators.geekmidst.com/calculators/cost-per-lead-calculator)
- [Click-Through Rate Calculator](https://calculators.geekmidst.com/calculators/click-through-rate-calculator)
- [Break-even ROAS Calculator](https://calculators.geekmidst.com/calculators/roas-breakeven-calculator)
- [Cost Per Acquisition Calculator](https://calculators.geekmidst.com/calculators/cost-per-acquisition-calculator)

Source: GM¹X CalcVerse — https://calculators.geekmidst.com/calculators/google-ads-budget-calculator