Google Ads Cost Calculator

This Google Ads cost calculator turns a daily budget into a monthly figure, or works back from the clicks or conversions you want to the budget they need. Add your average cost per click and conversion rate and it also shows clicks, conversions and cost per conversion. With a value per conversion it shows revenue and ROAS.

How Monthly Google Ads Cost Is Calculated

A $50 average daily budget has a monthly spending limit of 50 × 30.4 = $1,520. At an average CPC of $1.75 that buys about 869 clicks a month.

The 30.4 comes from Google: it is 365 days divided by 12 months. Google Ads Help says that for most campaigns the daily spending limit is two times the average daily budget and the monthly spending limit is 30.4 times the average daily budget. So one day can cost up to double, but the month as a whole stays within the limit.

From Clicks to Conversions

With a 4% conversion rate, 869 clicks give about 34.7 conversions a month. Each one costs 1.75 ÷ 0.04 = $43.75. If a conversion is worth $120, revenue is about $4,169 and ROAS is 2.74.

Cost per conversion depends only on CPC and conversion rate. The size of the budget changes how many conversions you get, not what each one costs, as long as CPC and conversion rate stay the same. The CPA Calculator and the ROAS Calculator cover these two figures in more detail.

Working Back to a Budget

For 30 clicks a day at $1.75, the daily budget is $52.50 and the monthly limit is $1,596.

For 40 conversions a month at a 4% conversion rate, you need 1,000 clicks. At $1.75 that is $1,750 a month, or $57.57 a day. The Ad Spend Budget Calculator does the same from a revenue goal.

Where the CPC Comes From

The calculator uses an average CPC that you enter. In a running campaign, use the average CPC column in Google Ads. Before launch, Keyword Planner gives bid estimates for the keywords you plan to use.

Google sets the price of each click in an auction. Google Ads Help defines actual CPC as the final amount you are charged for a click, and says it is often lower than your maximum bid because you pay only what is minimally required to clear the Ad Rank thresholds. Ad Rank takes in your bid, the quality of the ad and landing page, the competitiveness of the auction and the context of the search.

Google does not publish a formula that predicts the price of a click from a quality score, so this page does not offer one. Better ads and landing pages can lower what you pay, and the effect shows up in your average CPC over time.

What the Estimate Assumes

• The budget is fully spent. If there are not enough searches for your keywords, a campaign spends less than its budget and gets fewer clicks.
• CPC stays at the average. Click prices change with competition, time of year and the keywords that trigger your ads.
• Conversion rate holds. A rate measured on a small number of clicks can move a lot.
• No other costs. Agency fees, tools and creative work are not included.

For the price of a single click from spend and clicks, see the CPC Calculator. To check whether a ROAS covers your product costs, use the Break-Even ROAS Calculator.

How to Use the Google Ads Cost Calculator

1. Choose what to work out: Pick monthly cost from a daily budget, the budget for a number of clicks, or the budget for a number of conversions.
2. Enter the starting figure: Type the daily budget, the clicks you want per day, or the conversions you want per month.
3. Enter your average CPC: Type the average cost per click from your campaign, or an estimate from Keyword Planner.
4. Enter your conversion rate: Type the share of clicks that become a lead or sale. It is needed for conversions and cost per conversion.
5. Add a value per conversion: Optional. Type the average order or lead value to see revenue and ROAS.

Frequently Asked Questions