Google Ads Budget Calculator
Calculate how many clicks, leads and conversions your Google Ads budget can generate — based on current industry benchmarks.
Enter budget & industry
Estimated results per month
* All values are estimates based on Google Ads benchmarks (2025/2026). Actual results depend on industry, competition, ad quality and landing page. Conversion rate benchmark: 2.8% (E-Commerce / Online Shop).
How the Google Ads Budget Calculator works
Set the budget
Enter your planned monthly Google Ads budget in euros.
Select the industry
Choose your industry from the list. The average click prices and conversion rates differ greatly depending on the industry.
Define the goal
Choose your primary campaign goal: leads, online sales or traffic.
Check the results
The calculator shows you estimated clicks, cost per click, conversions and ROAS based on industry benchmarks.
What does Google Ads really cost?
The cost of Google Ads varies greatly depending on the industry, competition and target region. According to Google Ads benchmarks (2025), the average click prices (CPC) in Germany range between 0.50 euros and 5.00 euros — in highly competitive industries such as law or finance, significantly higher.
What matters is not the click price alone, but the return on ad spend (ROAS): how much revenue does each invested euro generate? A CPC of 5.00 euros can be highly profitable if the conversion rate is right and the customer value is high. Conversely, a low CPC of 0.50 euros can be unprofitable if the landing page does not convert.
We recommend a starting budget of at least 1,000 euros per month to collect meaningful data and provide the algorithm with enough conversion data. After the optimization phase of 4-8 weeks, we gradually scale profitable campaigns upwards.
What you should know
Working back from click volume to budget
A budget does not come from a wished-for figure but from four quantities: average cost per click, the clicks you need, the conversion rate, and the cost per inquiry. Calculated backwards it becomes far more tangible. If you need ten qualified inquiries a month and experience shows that 100 clicks produce three inquiries, you need around 330 clicks. At a cost per click of 3.50 euros, that is roughly 1,150 euros of media budget. If you have no figures of your own yet, take the cost per click from Keyword Planner and a conservative conversion rate as a starting assumption — but label both as estimates. The most common planning error is applying the conversion rate of the whole website to the Ads landing page. Search ads bring different traffic than organic brand searches, usually with a different completion rate. After four to six weeks, replace every assumption with measured account figures and recalculate.
Setting your contribution margin as the ceiling
The decisive number is not in the ad account but in your own costing. What counts is the contribution margin per order — revenue minus variable costs — not revenue itself. From that, subtract the share that should remain as profit; what is left is the ceiling for cost per order. Between inquiry and order sits the sales close rate: if one order comes out of four inquiries, a single inquiry may cost at most a quarter of that ceiling. This yields the target cost per acquisition against which bids and campaigns are measured later. For recurring customers or contracts with a fixed term, it is worth looking at the contribution margin across the entire customer relationship — but only with solid figures on the churn rate. Anyone estimating optimistically here is financing clicks out of a return that never materializes.
Daily budget, monthly budget and fluctuations
Google does not bill daily budgets rigidly. Spend on a single day can exceed the daily budget you set if more matching searches occur that day; across the month, billing is capped at the daily budget multiplied by an average month length of 30.4 days. So dividing a monthly budget simply by 30 plans past the real billing maximum. The reverse direction is more sensible: the desired monthly budget divided by 30.4 gives the daily budget. On top of that come distribution effects. In many B2B sectors, search volume on Mondays and Tuesdays is considerably higher than at the weekend, and holiday periods push it down. A budget that is spent exactly to the last euro therefore loses impressions precisely in the hours of strongest demand. A buffer of ten to twenty percent is more realistic than planning to the decimal.
Planning for the learning phase and ramp-up
After launch, or after larger changes to the bidding strategy, conversion goal or budget, a campaign goes through a learning phase. During this time, click prices and results are unstable, and figures from the first few days are not a basis for decisions. Automated bidding strategies such as Target CPA also need a data base: for stable control, Google recommends a double-digit number of conversions within a 30-day window. With five inquiries a month that does not work, and manual or click-oriented control is the more honest choice for the time being. In practice this means budgeting at least two to three months for the plan and booking the first weeks as data collection. Switching off after ten days or halving the budget triggers a new learning phase — and pays for it a second time.
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Would you like more precise figures for your business?
Our Google Ads Budget Calculator gives you a first impression. For a precise analysis with real keyword data and competitor analysis, contact us.