CPC Calculator
(Cost Per Click Tool)
Work out cost per click from ad spend and clicks. Switch modes to estimate the budget for a click goal or the clicks a budget will buy.
Step 1 — Calculation Goal
Step 2 — Core Metrics
The total cost of your advertising campaign
The total number of clicks generated by your ads
CPC Result
💡 CPC Formulas Reference
This CPC calculator works out cost per click, the average amount an advertiser pays each time someone clicks an ad. Enter ad spend and clicks to get the CPC, or use it as an estimator: give it a CPC and a click goal to find the budget, or a CPC and a budget to find the clicks. Add your conversion rate and order value and it shows the maximum CPC you can pay before the campaign loses money.
How to Calculate Cost Per Click
CPC is total ad spend divided by total clicks.
A campaign that spent $500 and received 400 clicks has a CPC of $500 ÷ 400 = $1.25.
| To find | Formula | Example |
|---|---|---|
| CPC | Spend ÷ Clicks | $500 ÷ 400 = $1.25 |
| Ad spend | CPC × Clicks | $1.25 × 2,000 = $2,500 |
| Clicks | Spend ÷ CPC | $1,000 ÷ $1.25 = 800 |
The figure is an average. In an auction every click has its own price, so the CPC of a campaign is the mean of many different amounts.
The Maximum CPC You Can Afford
A click is worth what it earns. Multiply the profit on one order by the share of clicks that become orders, and you have the most a click can cost before the campaign loses money.
| Order value | Unit cost | Conversion rate | Break-even CPC |
|---|---|---|---|
| $80 | $30 | 3% | $1.50 |
| $80 | $30 | 1% | $0.50 |
| $400 | $150 | 2% | $5.00 |
The first two rows are the same product. Tripling the conversion rate triples the price it can pay for a click, which is why improving a landing page is often worth more than chasing cheaper traffic. Enter the three figures in the calculator's conversion settings and it shows the break-even CPC beside your actual one, with the profit or loss per click. The Conversion Rate Calculator gives the rate if you only have visits and orders.
What Is a Good CPC?
A good CPC is one below your break-even CPC. Average prices vary widely by industry, because advertisers bid according to what a customer is worth to them. These figures are from LocaliQ's 2026 search advertising benchmarks, which cover Google Ads and Microsoft Ads. The average across all industries was $5.42.
| Industry | Average CPC (search ads) |
|---|---|
| Attorneys & Legal Services | $9.87 |
| Home & Home Improvement | $8.33 |
| Dentists & Dental Services | $8.00 |
| Health & Fitness | $6.17 |
| Business Services | $5.87 |
| Education & Instruction | $4.81 |
| Apparel, Fashion & Jewelry | $4.44 |
| Finance & Insurance | $3.39 |
| Real Estate | $3.22 |
| Travel | $2.14 |
| Arts & Entertainment | $1.63 |
These are search-ad prices in mostly local and service markets. Clicks on social and display ads are usually cheaper and usually convert less often, so compare cost per sale across channels, not cost per click.
Average CPC and Your Bid
In Google Ads the bid you set is a ceiling. The auction charges only what is needed to hold your position against the advertiser below, so the average CPC in your reports is normally under your maximum bid. Ad quality affects the price as well: an ad Google rates as more relevant can win the same position for less. That is why two advertisers on one keyword rarely pay the same amount. For the cost of a finished sale, use the CPA Calculator, and for campaigns bought by impressions, the CPM Calculator.
How to Use the CPC Calculator
- Choose what to solve for: Pick cost per click, the ad spend needed for a number of clicks, or the clicks a budget will buy.
- Enter the two known values: Type in two of ad spend, clicks and CPC. The third is calculated as you type.
- Add conversion details: Optional. Enter conversion rate, average order value and unit cost to see the break-even CPC, revenue and profit.
- Add impressions: Optional. Impressions or a click-through rate add CPM and CTR to the result.
Frequently Asked Questions
How do I calculate cost per click?
Divide what you spent by the number of clicks. A campaign that spent $500 and received 400 clicks has a CPC of $500 ÷ 400 = $1.25.
How do I estimate CPC before a campaign runs?
Use a keyword planning tool for search ads: Google Ads Keyword Planner shows a bid range for each keyword. Then work out the most you can afford to pay, which is your profit per order multiplied by your conversion rate, and compare the two. If the going rate is above your limit, the keyword will lose money at your current conversion rate.
What is a maximum CPC?
It has two meanings. In Google Ads, a maximum CPC bid is the most you are willing to pay for a click, and Google's help pages note that the amount actually charged is often lower. In planning, maximum CPC means the break-even point: the highest click cost at which a sale still covers its advertising.
What is a good CPC?
One below your break-even CPC. As a reference, LocaliQ's 2026 search advertising benchmarks put the average cost per click at $5.42 across all industries, from $1.63 in arts and entertainment to $9.87 for attorneys and legal services.
Is a lower CPC always better?
No. Cheap clicks from people who do not buy cost more per sale than expensive clicks from people who do. A $4 click that converts 10% of the time costs $40 per sale, and a $1 click that converts 1% of the time costs $100.
How is CPC related to CPM and CTR?
CPC equals CPM divided by the number of clicks in a thousand impressions. At a $5 CPM and a 2% click-through rate, a thousand impressions bring 20 clicks, so each click costs $5 ÷ 20 = $0.25. Raising CTR lowers the effective CPC of a campaign bought by impressions.
Benchmark figures checked against LocaliQ's 2026 search advertising report in October 2026.