Google Ads budget calculator: how much do you need for your inquiries?
Enter how many inquiries you want per month. The calculator shows the ad budget you need, what an inquiry and a customer cost, and from which customer value Google Ads pays off.
No email · Runs in your browser · Nothing is stored or sent
Key facts of the calculator
CalculatorCalculate backwardsFrom wish to budget, with a range.At a glance
- Calculated backwards
- You start with the number of inquiries, not with the budget.
- Budget as a range
- You enter uncertain values as a range, so the result stays honest.
- Break-even included
- You see from which customer value Google Ads pays off.
- No email address
- The calculation runs in your browser. We store nothing.
- From AZ Onlinemarketing
- Google Partner in Saarbrücken, Germany.
Enter your goal, read your budget
Your result
Our minimum budget is €5 per day, about €150 per month, per advertised product or service. Your result is below that.
Check the result in an intro call
In 30 free minutes, we check whether your assumptions fit your market.
How the calculator works
The calculator starts from the goal and works step by step to the budget. All formulas apply per month:
- Required clicks = desired inquiries ÷ inquiry rate
- Ad budget = clicks × cost per click
- Cost per inquiry = cost per click ÷ inquiry rate
- New customers = desired inquiries × close rate
- Cost per customer = cost per inquiry ÷ close rate
- Break-even customer value = cost per customer
- Monthly result = new customers × customer value − ad budget
For a range, the calculator runs twice. The best case combines the low cost per click with the high inquiry rate and the high close rate, the worst case the opposite. All results your assumptions allow lie in between.
Which values you enter
Cost per click: You see the average cost per click (avg. CPC) in your Google Ads account. Without an account, Keyword Planner in Google Ads shows you bid ranges for your search terms. If you do not know the value exactly, enter a range.
Inquiry rate: This is the share of clicks that turn into an inquiry, by form, call or appointment booking. If you do not measure this yet, enter a wide range and set up conversion tracking before you raise the budget.
Close rate: It comes from your sales. Out of ten inquiries, how many become customers?
Customer value: This means the profit that stays with you per customer over the whole customer relationship (contribution margin). If you calculate with revenue instead of profit, the result looks too good.
Assumptions and limits
Cost per click, inquiry rate and close rate stay constant in the calculator. In practice, cost per click changes with competition and season, and with a higher budget the quality of the additional clicks often drops. Management fee, tracking, website and taxes are not included.
The example values in the calculator are calculation examples, not industry values. The result is an orientation, not a promise: inquiries and revenue are goals, not guaranteed results. The calculator does not replace individual advice.
Our minimum budget is €5 per day, about €150 per month, per advertised product or service. More on the Google Ads management page.
Orientation only, not a substitute for individual advice. Results are calculation and assessment aids, not a promise.
Frequently asked questions
How do I calculate my Google Ads budget?
Calculate backwards: desired inquiries divided by the inquiry rate gives the required clicks, clicks times cost per click gives the monthly budget. Example: 10 inquiries at a 5% inquiry rate need 200 clicks. At €2.50 per click, that is €500 per month. The numbers are an example, not a benchmark for your industry.
What is the inquiry rate in Google Ads?
The inquiry rate, called conversion rate in Google Ads, is the share of clicks that turn into an inquiry. You see yours in the account once conversion tracking runs cleanly. Without tracking, every value is a guess.
What does break-even mean in Google Ads?
Break-even means a customer you win brings you as much profit as the advertising cost. If your customer value is above that, Google Ads pays off. If it is below, you lose money on every customer.
How much ad budget does AZ Onlinemarketing recommend?
The minimum is €5 per day, about €150 per month, per advertised product or service. For a managed campaign, we recommend an ad budget from €500 per month. You pay the budget directly to Google, the management comes on top.
Does the calculator store my inputs?
No. The calculation runs in your browser. Your numbers are neither stored nor sent. We only measure that the calculator is used, never your values.
Contact
Check your result in an intro call
Together we look at whether your assumptions fit your market, and we tell you honestly whether Google Ads pays off for you.
Free · 30 minutes · no obligation
„Frau Zeller und ihr Team arbeiten super professionell und schnell! Die Beratung ist erstklassig, ebenso die Betreuung. Wir sind mit der Leistung und auch dem Preis-Leistungsverhältnis sehr zufrieden.“