Work backwards from the leads or sales you want. Enter the goal, your conversion rate and the CPC for your keywords, and get the monthly and daily budget it takes.
Leads, sales or sign-ups you want.
Of ad clicks. Use your own; new accounts start lower.
Google Ads Keyword Planner shows bid ranges for your keywords.
The calculator gives you the number instantly. Leave your email and we will look at your actual accounts and send back what we would change first.
Clicks needed = conversions wanted ÷ conversion rate. Monthly budget = clicks × average CPC. Daily budget = monthly ÷ 30.4. Fifty leads a month at a 4% conversion rate needs 1,250 clicks; at a $3 CPC that is $3,750 a month, or about $123 a day.
Cost per conversion falls out of the same inputs: CPC ÷ conversion rate, $75 in this example. If that is more than a lead or sale is worth, the plan does not work at any budget, and the fix is the conversion rate or the keywords, not more spend.
Keyword Planner in Google Ads shows top-of-page bid ranges for your keywords; the low end is a fair starting CPC for a new campaign. Use your own landing page conversion rate if you have one. A new account with no history should plan with a conservative rate and a test budget, then replace the guesses with real numbers after a few weeks.
Google can spend up to twice your average daily budget on a busy day and makes up for it on slower ones, but it will not charge more than 30.4 times the daily budget in a month. Set the daily budget from the monthly plan and expect individual days to swing.
Smart Bidding needs conversions to learn. A budget that buys only a handful of conversions a month leaves Maximize Conversions or Target CPA guessing. If the math gives you fewer than about 30 conversions a month, start with fewer, tighter keywords so the budget is not spread across terms that each get a few clicks.