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Google Ads Budget Calculator

Your Google Ads budget is target clicks multiplied by what a click costs in your market. This Google Ads budget calculator turns that into a monthly number and the leads it should produce, so you can decide whether the channel is worth funding before you fund it.

—Estimated monthly budget
How it works

How to calculate estimate your monthly budget

Budget = Target clicks × Average CPC

Target monthly clicks – how many paid search visits you want each month. Work back from your lead goal if already have one.

Average CPC – what you pay for each click. Word stream’s 2026 benchmarks put the US search median at $5.42 across 13,474 campaigns, ranging from $1.63 in Arts & Entertainment to $9.87 for Attorneys & Legal.

Conversion rate– the share of those clicks that turn into leads or sales. Applied to the click target to estimate lead volume and cost per lead. Use your own account rate, not a benchmark.

For example: You want 600 clicks a month and your average CPC is $5.42. Budget = 600x$5.42=$3,252. At a 5% conversion rate that is 30 leads, or $108.40 per lead. Lift the conversion rate to 8% and the same $3,252 buys 48 leads at $67.75.

FAQ

Frequently asked questions

How much should I budget for Google Ads? +
There is no minimum. Word Stream’s June 2026 study of 15,666 accounts found no budget threshold below which Google Ads stop working, and advertisers under $1,000 a month converted at 18.8% against 14.2% of those spending over $10,000. Start with what a month of leads is worth to you.
Will I really get this many leads? +
It is an estimate, not a forecast. The Google Ads budget calculator applies your conversion rate to your click target and stops there. Real results move with Quality Score, landing page speed, offer strength, and how many competitors bid against you. Use it to plan, then optimize against your own data.
What does Website Pandas charge to manage Google Ads? +
Google Ads management starts at $500 a month or 20% of ad spend, whichever is higher. That is a management fee only – the ad budget goes straight to Google. Website Pandas works month to month with no long contracts, and your own accounts, data and history throughout.
Is a $5.42 CPC good? +
It is the 2026 US search median across 13,474 campaigns, so it is average by definition. Good depends on your vertical: Arts & Entertainment averages $1.63, Attorneys & Legal $9.87. Judge the CPC against your industry, then judge your cost per lead against the $66.69 median.
How do I turn a lead target into a budget? +
Work backwards. Divide your lead target by your conversion rate to get the clicks you need, then multiply by average CPC. Fifty leads at a 5% conversion rate needs 1,000 clicks; at $5.42 that is $5,420. The Website Pandas CPA Calculator then checks whether the resulting cost per acquisition works.
Why doesn’t my actual spend match the estimate? +
Google spends against your daily budget, not your monthly one, and can spend up to twice a day’s budget when traffic spikes, balancing out across the billing period. Your CPC moves with auction competition too. Expect the monthly total to land near this estimate rather than exactly on it.
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