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Google Ads Budget & Break-Even Calculator
Work out what to budget for Google Ads, and whether that budget would actually make you money, before you spend a cent. Takes about a minute.
Planning a new campaign or already running one — either way, it tells you your break-even cost per lead and where you actually stand against it.
Are you already running Google Ads?
Monthly Ad Spend
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Daily Budget
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At this budget, you're -- per month
Ways to improve these numbers
Based on what you've told us, here's where we'd look first.
Or get a free audit of your current setup before you spend anything.
Estimates only, based on typical industry benchmarks. Actual results vary by competition, account setup, and market. This is not a guarantee.
How It Works
What's actually happening behind the numbers.
No black box. This is the same break-even logic I use with clients before we ever turn a campaign on.
Break-even cost per lead
What a lead is allowed to cost you before the campaign stops being profitable, based on your margin, average sale value, and close rate.
Projected or actual cost per lead
What your budget, click cost, and conversion rate actually produce — or what you are already paying, if you are running campaigns today.
The gap between them
Compare the two and you get a straight verdict: profitable, marginal, or not profitable at these numbers. No guessing.
Specific next steps
Based on which numbers are weakest, not a generic checklist. The suggestions change depending on your actual result.
Why This Exists
Most agencies want you to skip this step.
The single biggest reason a Google Ads campaign fails is not bad targeting or weak ad copy. It is starting before anyone worked out whether the numbers could ever be profitable in the first place. A budget that is too small never gets enough data to optimise. A low average sale value or a weak close rate means every lead loses money no matter how well the account is run.
This calculator forces that conversation to happen first, for free, with no call required. If your numbers come back profitable, you have a real green light. If they don't, you know exactly which lever to pull before spending anything — and that is worth more than another sales call.
FAQ
Things people ask.
How accurate is the "estimated cost per click" if I have not run Google Ads before?
It's a starting benchmark, not a guarantee. It's built from typical industry and region averages, but real cost per click depends heavily on your specific competition and keywords. Once you have even a few weeks of real data, come back and switch to your actual cost per click for a far more accurate result.
What counts as my "average sale, job, or new client value"?
Use whatever a typical new customer is worth to you in one transaction. If you sell subscriptions or retainers, use the first-year value rather than a single month, since that better reflects what a new customer is actually worth to acquire.
What if the calculator says I'm not profitable?
That is genuinely useful information, not a bad result. It usually means one of three things needs work before you spend on ads: your website conversion rate, your close rate, or your average sale value. The tool gives you specific, prioritised suggestions based on your own numbers once you calculate.
Is this specific to Google Ads, or does it work for other platforms?
The break-even logic (what a lead needs to cost you to stay profitable) applies to any paid channel. The cost-per-click benchmarks by industry and region are built around Google Search specifically, so they won't be accurate for Meta or LinkedIn Ads.
Do you see or store what I enter?
No. Everything runs in your browser. Nothing you type into this calculator is sent anywhere, stored, or seen by us. If you want us to look at your actual numbers, that only happens if you choose to share them on a call.
Two ways to start.
Option 1. Book a 20-min call.
We talk. I learn about your business. You learn about how I work. No pitch deck, no pressure. If it is not a fit, I will tell you and point you at someone who is.
Book a callOption 2. Get the free audit.
Tell me your website and your industry. I spend an hour on it and come back with a report telling you exactly where you are leaking enquiries online. No call required. No follow-up unless you want one.
Get the free report