Google Ads calculator.
Clicks and leads are the easy part. This calculator carries them through your margin and your management fee to the profit you keep. Put your own numbers in and find out whether the maths holds up before you spend a dollar.
The maths differs depending on whether you sell jobs or products, so pick the model that fits.
Inputs
Leave at 0 for media-only economics. Add your agency fee to see the all-in picture.
Landing page conversion rate. 5–10% is typical for local services.
Revenue per won customer. Use the first job, or lifetime value if repeat business is reliable.
What’s left after the direct costs of delivering the job, like materials and labour.
Nothing you type here is sent anywhere. Everything is calculated in your browser.
Each month you would keep
After the cost of delivering the work, your ad spend and your management fee.
Healthy headroom.
Your expected cost per lead of $75.00 sits 65% under the $216.00 break-even ceiling. You have room to raise the budget, or to absorb clicks getting dearer.
Indicative only. This tool models steady-state economics from the figures you enter and does not account for seasonality, auction competition, sales-cycle lag, or the ramp-up period on a new account.
Break-even targets
The most you can pay for a customer, a lead, and a click before Google Ads stops making you money. Stay under these and you’re ahead.
Indicative only. This tool models steady-state economics from the figures you enter and does not account for seasonality, auction competition, sales-cycle lag, or the ramp-up period on a new account.
Funnel breakdown
Budget scenarios
| Monthly budget | Leads | Customers | Revenue | Gross profit | Net profit | Return on total cost |
|---|---|---|---|---|---|---|
| $1,000 | 13.3 | 5.3 | $4,800 | $2,880 | $1,880 | 188% |
| $1,500 | 20 | 8 | $7,200 | $4,320 | $2,820 | 188% |
| $2,000 ← now | 26.7 | 10.7 | $9,600 | $5,760 | $3,760 | 188% |
| $3,000 | 40 | 16 | $14,400 | $8,640 | $5,640 | 188% |
| $4,000 | 53.3 | 21.3 | $19,200 | $11,520 | $7,520 | 188% |
| $6,000 | 80 | 32 | $28,800 | $17,280 | $11,280 | 188% |
Assumes your cost per lead holds steady as the budget grows. In practice clicks get dearer at higher budgets as the cheap auction inventory runs out, so treat the 2x and 3x rows as the optimistic end.
How to read it
Three things decide whether a Google Ads budget makes money. Most budget planning skips all three.
- 01
Start from margin
A $10,000 month looks healthy until you apply a 20% margin. That leaves $2,000 of gross profit against $3,000 of spend, so you dropped $1,000 while the dashboard reported a win. Work from margin and you get the real number.
- 02
The fee counts
Whatever you pay an agency is part of what the channel costs you, so it belongs in the maths. You get two break-even figures here, one on media alone and one with the fee added. Clear the first and not the second, and the ads pay for themselves while the fee comes out of your pocket.
- 03
Check your mix
The margin you type in is an average, and averages assume your sales mix holds. If the cheap low-margin products do the volume, your real profit lands under the estimate. The same goes for lead gen when the small quick jobs are the ones that convert.
Want us to run this on your actual numbers?
Estimates get you a sanity check. We’ll pull your real conversion rates, close rates and margins out of your account, then tell you whether Google Ads is worth running. Sometimes the answer is no, and we’ll say so.