How much should I spend on Google Ads?

Start from the result you want. Divide the conversions you want by your conversion rate to get the clicks needed, then multiply by your average cost per click. Enough budget for at least 30 to 50 conversions a month lets Google’s smart bidding learn.

How do I work out a daily budget?

Divide your monthly budget by 30.4, the number of days Google uses for a month. £1,500 a month is about £49 a day.

What is a good conversion rate for Google Ads?

It depends on the market and the offer. Search campaigns often convert 2% to 6% of clicks. Use your own figure where you have one; small changes make a big difference to cost per conversion.

Why is my cost per conversion higher than the calculator shows?

Usually the real CPC is higher than planned, the conversion rate is lower, or conversions are not tracked properly. Check your tracking first: missing conversions make every number look worse.

Does this work for Performance Max and Shopping?

Yes, as a planning guide. Use the average CPC and conversion rate for that campaign type; Shopping often has lower CPCs and a different conversion rate from search.

Free tool

Free Google Ads Budget Calculator

See what a monthly Google Ads budget buys you in clicks, conversions and revenue, or work out the budget you need to hit a target. Three boxes for a quick answer, more options if you want them.

By Anthony McGrath · Updated 25 October 2026

Your numbers

Monthly budget

Conversions you want a month

Average cost per click

Check Keyword Planner or your account. UK search often costs £0.50 to £4.

Conversion rate

Share of clicks that buy or enquire. 2% to 6% is common.

Optional tweaks: value, sales from leads, CTR, daysOptional

Add these to see revenue, ROAS, cost per sale and impressions.

Value of one conversion

Average order value, or what a lead is worth. 0 to skip.

Leads that become sales

For lead generation. 100% for online shops.

Click-through rate

Used to estimate impressions. Search is often 3% to 8%.

Days in the month

Google plans budgets on 30.4 days.

Your results

Estimates for planning, based on the numbers you enter. Nothing you type leaves your browser.