Growing with PPC

GOOGLE ADS BUDGET CALCULATOR

Give your budget
some context.

Explore how search ad spend connects to clicks and enquiries. Start with an industry reference, then make the assumptions your own.

SET THE SCENARIO

Choose the starting point

THE ASSUMPTIONS

Industry starting point

Starting points: WordStream / LocaliQ 2026, US Google + Microsoft Search.

Both are editable. This model treats each conversion as one enquiry; the source measures tracked actions, not qualified leads.

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SEE THE CONNECTION

US · USD · Search

Modelled enquiries / month

29.0enquiries

Assumes the full media budget is spent at the entered cost and rate. Actual demand and results vary. Figures are rounded.

Ad spend

$3,000monthly media budget

Clicks

360at $8.33 per click

Enquiries

29.0at an 8.05% rate

Implied cost per enquiry

$103.48Calculated from the two assumptions.

Equivalent average daily budget

$98.68Monthly budget ÷ 30.4. Not a daily ceiling.

How is the scenario calculated?

Start with a budget: monthly media spend ÷ cost per click = modelled clicks. Clicks × click-to-enquiry rate = modelled enquiries.

Start with a lead goal: the enquiry goal ÷ click-to-enquiry rate × cost per click gives the modelled monthly media budget. The equivalent average daily budget is the monthly amount ÷ 30.4.

These are editable arithmetic scenarios. The tool assumes the full entered budget can be spent at those costs and rates; it does not estimate search demand, account eligibility or lead quality. Optional business inputs model contribution after ads and entered fees, not revenue or net profit.

ONE STEP FURTHERWould those enquiries pay for the ads?

Use your own sales numbers. Contribution means the amount left from a new customer after direct delivery costs, before advertising and fixed overheads.

Break-even media cost per enquiry

Add your numbersBefore management and other fees.

Monthly contribution after ads + entered fees

Add your numbersNot revenue or net profit. Fractional customers model an average.

Where do the starting numbers come from?

WordStream / LocaliQ 2026 search advertising benchmarks ↗. US campaigns on Google Ads and Microsoft Ads; measured 1 April 2025 to 31 March 2026. Metrics are medians from 13,474 campaigns.

The selected source category is Home & Home Improvement. CPC and conversion-rate medians seed separate assumptions. Their combination is a constructed scenario, not an observed campaign. Editing either marks the scenario as custom.

There is no city, keyword, auction-demand or lead-quality forecast. These assumptions are not for Display, Performance Max, Local Services Ads or social ads. A source conversion may be a tracked action rather than a unique enquiry or sale.

Google: average CPC · conversion rate · average daily budget

Reference data: WordStream / LocaliQ 2026 US Search report · Checked 4 Nov 2026. This calculator is independently produced by Growing with PPC.

A starting point for a conversation.

The $100 PPC Audit uses account evidence to build a prioritized action plan and walkthrough. This calculator is a planning scenario, not an audit.