Free Google Ads & PPC Budget Planner
PPC Budget Calculator: Work Backward From Your Revenue Goal to Your Ad Spend.
Start with the number that matters: how many new customers you want each month. Add what a customer is worth, what a lead costs you, and how many leads you close. The calculator works backward to a monthly Google Ads budget and the return that budget should produce, if those numbers hold.
- Free. No login, no email wall.
- Runs in your browser.
- Says plainly what it can't tell you.
- A person can review the results with you.
Google Ads & PPC Budget Planner
Lead costs vary a lot by trade and town. Use your own figure if you have one.
Monthly ad budget needed
Leads needed
Cost per customer
Revenue at goal
ROAS at goal
Read me first: the budget is your goal divided by your close rate, times your cost per lead. It assumes those two numbers hold as spend grows, which they often don’t: the cheapest clicks get bought first. Treat the result as a starting budget to test, not a promise.
Four steps
How to use the Google Ads & PPC Budget Planner
- 1
Set the goal
How many new customers do you want from ads each month? Start with a number you could actually handle.
- 2
Enter what a customer is worth
Use the average sale, not the best job you ever had.
- 3
Enter lead cost and close rate
Take these from your ad account and your sales records. If you do not know them, finding out is step one.
- 4
Test the budget
Spend it for a month, compare the real cost per lead with your guess, and adjust from evidence.
The reason why
How to set a Google Ads budget without guessing
Most ad budgets are picked the way people pick a tip: a round number that feels about right. The better way is arithmetic. If you close one lead in four and want ten new customers, you need forty leads. Forty leads at your cost per lead is your budget.
The catch is that cost per lead rarely holds as spend grows. The cheapest clicks get bought first, and each extra dollar buys a slightly worse one. Start with the budget this calculator gives you, measure the real cost per lead for a month, and adjust from evidence instead of hope.
Beyond the calculator
A tool shows the symptom. A person finds the cause.
Free tools are good at one question each. Your business has several, and they talk to each other: a slow page raises your ad costs, and a vague headline wastes your best rankings.
Tell us what you are working on. A person, not a bot, looks at your actual site and accounts and replies within four business hours with a short written plan: what to fix first and what it should cost. Free, and yours to keep whether you hire us or not.
- Your goal
- Timing & budget
- Where to send it
v26.10
More free tools for San Antonio businesses
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- ROAS & Profit Margin CalculatorEnter ad spend, lead cost, close rate, sale value, and margin to see your ROAS, your breakeven ROAS, and profit after ads.
- Title Tag & Meta Description PreviewPreview how a page title and meta description look in Google on desktop and mobile, with warnings before they get cut off.
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Help Topics
Questions about the Google Ads & PPC Budget Planner
Plain answers about what the tool does, what it doesn't, and what to do next.
How much should a San Antonio business spend on Google Ads?
What is a good cost per lead for Google Ads?
Why does my cost per lead go up when I raise the budget?
Should I use Google Ads or SEO?
Rather have a person run the numbers?
Send us what you are working on. Within four business hours a person replies with a short, specific plan: what to fix, what to stop paying for, and what it should cost. If you hire us, good. If you don't, the plan is still yours.
No contracts to sign. No sales script. Reply within four business hours, Monday through Friday.