What the Three Inputs Mean
This calculator starts from the results you want and works out the money needed to get them. It asks for three numbers. Target clicks per month is how many visits to your site you want the ads to send. Average cost per click is what you expect to pay for each of those visits. Expected conversion rate is the share of visitors who take the action you are paying for, such as a call or a form submission.
How the Estimate Is Worked Out
The monthly budget is target clicks multiplied by cost per click. Conversions are target clicks multiplied by the conversion rate. Cost per conversion is the budget divided by conversions. With the default values of 500 clicks at $2.50 and a 3 percent conversion rate the tool returns a $1,250 budget and 15 conversions at about $83 each. Every figure is a straight multiplication, so you can check any result by hand.
Three Worked Examples
| Scenario | Clicks | CPC | Conv. rate | Budget | Conversions | Cost per conversion |
|---|---|---|---|---|---|---|
| Default inputs | 500 | $2.50 | 3% | $1,250 | 15 | $83 |
| Costly clicks | 300 | $6.00 | 5% | $1,800 | 15 | $120 |
| Cheap clicks | 800 | $1.20 | 2% | $960 | 16 | $60 |
The first two rows produce the same 15 conversions but the second costs $550 more. A higher conversion rate did not offset the higher click price. The third row shows the opposite pattern. Cheap clicks with a weak conversion rate still deliver the lowest cost per conversion. Compare scenarios on cost per conversion rather than on budget alone.
Working Backward From a Conversion Goal
If you already know how many conversions you need start there. Divide the goal by your conversion rate to find the clicks required and then multiply by cost per click. Twenty conversions at a 4 percent rate need 500 clicks. At $3.00 per click that is a $1,500 budget or $75 per conversion. If the real conversion rate turns out to be 2 percent the same goal needs 1,000 clicks and a $3,000 budget. Run the calculator once with an optimistic rate and once with a cautious one so you can see the range before you commit money.
What This Estimate Leaves Out
The result covers click spend only. Agency or freelancer fees and landing page costs sit outside it and so do creative costs. It also assumes your cost per click and conversion rate hold steady as spend grows while in practice both tend to drift. Treat the output as a planning figure and replace the inputs with real account data after your first month of results. For guidance on how much businesses of different sizes tend to spend read our full guide to setting a Google Ads budget. To estimate the click price itself try the Google Ads CPC calculator.
Frequently Asked Questions
Where do I find my average cost per click?
Open your Google Ads account and check the Avg. CPC column on the campaigns report. New accounts without history can use a published industry average as a starting point and then replace it once real data arrives.
What conversion rate should I enter?
Use your own site’s rate if you have tracking in place. If not, start with a cautious figure between 2 and 3 percent and adjust after a few weeks of data.
Why is my cost per conversion so much higher than my cost per click?
Only a small share of clicks convert. Cost per conversion equals cost per click divided by the conversion rate. A $2.50 click at a 3 percent rate costs about $83 per conversion.
Is the result a monthly or a daily budget?
It is a monthly figure. Divide it by 30 for a rough daily amount when you set up a campaign.
Does the estimate include management fees?
No. It covers the money paid to Google for clicks. Add any agency or freelancer fee on top to get your full monthly cost.