Free tool
Google Ads Budget Calculator
Plan your Google Ads spend around a real goal. Choose whether you want leads, customers or revenue, and the calculator works backwards to the budget, clicks and leads you need.
Your numbers
Updates as you typeLeads, customers, or revenue amount
Nothing is saved or sent anywhere.
Result
Enter your numbers
How the budget is calculated
The calculator works backwards from your goal through each step of the funnel.
Customers needed = Revenue goal ÷ Average customer value (revenue goals)Leads needed = Customers needed ÷ Close rateClicks needed = Leads needed ÷ Landing page conversion rateBudget = Clicks needed × Cost per clickExample calculation
You want 20 customers. At a 25% close rate you need 80 leads; at a 5% landing page conversion rate that is 1,600 clicks; at $2 per click your budget is $3,200. At $600 per customer that returns about $12,000 — a 3.75x ROAS.
What your result means
The budget is what it takes to hit your goal at your current rates. If it looks too high, the cheapest fixes are usually a better landing page and stronger follow-up — both lower the clicks, and the budget, you need.
Common mistakes
- Using an unrealistically low cost per click.
- Assuming high conversion and close rates you have not actually achieved.
- Launching a large budget before testing the funnel on a small one.
The number tells you where you are. Not what to do next.
A budget plan is the start — running ads profitably takes weekly attention.
Cleverlio decides what your business should do this week and writes the work — the posts, the messages, the website copy. You review it and publish it yourself.
See what Cleverlio would doCommon questions
How do I work out my Google Ads budget?
Start from your goal and work backwards: how many customers or leads you want, the leads needed to get them, the clicks needed to get those leads, and finally clicks × cost-per-click for the budget.
What cost per click should I use?
Use a realistic estimate for your industry and keywords. If you have run ads before, use your own average CPC. If not, Google Keyword Planner gives ballpark figures you can refine over time.
Why does my budget depend on conversion and close rates?
Clicks are not customers. Your landing page conversion rate decides how many clicks become leads, and your close rate decides how many leads become customers. Weak rates mean you need more clicks — and more budget.
Is the estimated ROAS realistic?
It reflects the assumptions you enter. If your conversion and close rates are accurate, it is a reasonable planning figure — but always validate with a small test campaign before committing a large budget.
How can I reduce the budget I need?
Improve your landing page conversion rate, raise your close rate with better follow-up, target cheaper high-intent keywords, and increase average customer value so each sale justifies the spend.