Free tool
PPC calculator
Enter a monthly ad budget, an average cost per click, a conversion rate and what a customer is worth. The calculator shows the clicks, conversions, revenue, return on ad spend and cost per acquisition those numbers imply, and updates as you type.
Use your account's average. Keyword Planner's top-of-page bid range is a fair guide for a new account.
The share of clicks that become a lead or a sale.
Order value for a shop; the value of a won customer for a service business.
- Estimated clicks
- 3,333
- Estimated conversions
- 133
- Estimated revenue
- £33,333
- Cost per acquisition
- £37.50
- Estimated ROAS
- 6.67x
Estimates, not a forecast or a guarantee. Real campaigns rarely convert evenly: cost per click and conversion rate move with the season, the competition and the landing page. Use it to sense-check a budget, then let real data replace every assumption.
How the calculation works
Clicks are your budget divided by the cost per click. Conversions are clicks multiplied by the conversion rate. Revenue is conversions multiplied by the customer value. ROAS is revenue divided by spend, and cost per acquisition is spend divided by conversions. Nothing else is assumed.
The most useful way to use it is backwards: decide the most you can pay for a customer, then see what cost per click and conversion rate make that possible. If the numbers only work with an optimistic conversion rate, improve the landing page before raising the budget. To check profit rather than revenue, use the ROAS calculator, which takes your margin into account.
Using the calculator
How do I estimate my cost per click?
Look up your main searches in Google Ads Keyword Planner for your area. The top-of-page bid range is a fair guide for a new account; once campaigns run, use your account's real average.
What conversion rate should I assume?
Use your own if you have it. Without data, test a cautious figure and an optimistic one to see the range, because conversion rate depends heavily on the offer and the landing page.
What is cost per acquisition?
Ad spend divided by the number of conversions: what it costs in advertising to win one lead or sale. Compare it with what a customer is worth to you.
Is this a forecast?
No. It is arithmetic on your assumptions. Real campaigns vary with the season, competition and landing page, so treat the result as a sense check, not a promise.
Swap the assumptions for real numbers
The free audit uses your account's real cost per click and conversion data to show what your budget is actually producing, and what it could.