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Google Ads Budget Calculator

Estimate the clicks, impressions, conversions, and daily budget needed for a Google Ads revenue target.

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Review the result

Monthly budget from funnel
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Daily budget
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Conversions needed
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Clicks needed
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Impressions needed
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Implied ROAS
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How to use this calculator

Build the budget from the sales target

The calculator works backward from revenue. Average order value gives the required sales, conversion rate gives the clicks, and CPC turns those clicks into a budget.

Compare the funnel budget with target ROAS

The funnel model uses CPC and conversion rate. The ROAS model simply divides the revenue target by target ROAS. If the funnel budget is higher, at least one traffic or conversion assumption needs to improve.

Daily budget is a pacing value

The daily figure spreads the modeled budget across the period entered. Actual Google Ads spend can vary by day, so use platform billing and budget rules for final account controls.

Formula quick reference

  • Conversions needed = revenue target / average order value
  • Clicks needed = conversions needed / conversion rate
  • Impressions needed = clicks needed / CTR
  • Funnel budget = clicks needed x average CPC
  • ROAS budget = revenue target / target ROAS
  • Daily budget = funnel budget / planning days

Worked example

Search campaign planning example

Inputs: $50,000 revenue target, $100 order value, 3% conversion rate, 4% CTR, $0.75 CPC, and 4x target ROAS

Result: $12,500 monthly budget and about $411 per day

Note: The model requires 500 sales, 16,667 clicks, and about 416,667 impressions.

Common mistakes

  • Using an account-wide CPC with a conversion rate from one campaign.
  • Treating the modeled daily budget as a delivery guarantee.
  • Using revenue as profit when setting a target ROAS.

What the result means

  • Use recent data from the same campaign type, market, device mix, and conversion action.
  • If the funnel budget exceeds the ROAS budget, review CPC, conversion rate, order value, or the ROAS target.

Google Ads Budget Calculator FAQ

How do I calculate a Google Ads budget?

Estimate the conversions needed for your revenue target, divide by conversion rate to get clicks, then multiply clicks by average CPC.

How does target ROAS affect the budget?

Revenue target divided by target ROAS gives the maximum spend implied by that ROAS goal. Compare it with the budget calculated from CPC and conversion rate.

Why does the calculator use 30.4 days?

It is a practical average month for converting a monthly planning amount into a daily figure. Change the period when you are planning a shorter or longer campaign.

Does Google spend the exact daily budget every day?

Not necessarily. Delivery can vary by day. Use this result for planning and check current Google Ads billing and budget rules in your account.

Can I use this for lead generation?

Yes. Replace average order value with the value assigned to a qualified lead or customer, and use the matching conversion rate.