Google Ads budget calculator

This Google Ads budget calculator starts from the result you want, not the money you have. Put in the enquiries you want a month, the share of visitors who enquire and what a click costs, and it gives you the monthly budget, the daily budget and the cost of each enquiry. No figures of your own yet? Pick your industry under More options and it fills in the published average conversion rate.

Then take it one step further. Add how many enquiries become customers and what a customer is worth, and it tells you the cost of winning a customer and the return on the spend.

How to calculate a Google Ads budget

Three numbers, multiplied. The enquiries you want, divided by your conversion rate, gives the clicks you need. The clicks, multiplied by the cost of a click, gives the budget.

The calculator also gives a range of 20% either side. The first weeks of a campaign are spent learning which searches and which ads convert, so the real figure moves before it settles.

How much should I budget for Google Ads?

Enough to buy the clicks that produce the enquiries you need. That depends on two things you can find out, your click price and your conversion rate, far more than on any rule of thumb.

So start from your target and work back. If the answer is more than you can spend, the lever is the conversion rate, not the budget: a landing page that turns 5% of visitors into enquiries instead of 3% needs 40% fewer clicks for the same result.

How Google spends a daily budget

You set an average daily budget, and Google treats it as an average. Google’s own help pages say a campaign can spend up to twice its daily budget on a busy day, but you won’t be charged more than 30.4 times the daily budget in a month. That’s why the calculator divides by 30.4, the average number of days in a month.

What if I have no figures yet?

Use a published average to start, then replace it with your own as soon as you have a month of data. Under More options, choose your industry and the calculator fills in the average conversion rate from LocaliQ and WordStream’s 2026 search benchmarks, and shows their average click price beside your own.

Read those click prices as a guide to how industries compare, not as Irish or UK prices: they are in US dollars from US accounts. For what clicks cost here, Google’s Keyword Planner gives a range for any search, and our Google Ads cost guide publishes the ranges we see across the accounts we run.

What is a customer worth to you?

An enquiry is not a sale. Add the share of enquiries that become customers and what a typical customer spends, and the calculator shows the cost of winning a customer and what the spend brings back.

A €1,000 budget that brings 20 enquiries, 5 customers and €4,000 of work is a return of four times the spend. The same budget selling a €150 job brings back €750, less than it cost. That one line tells you more about whether Google Ads suits your business than any average.

Google Ads cost calculator in euro, sterling or dollars

The sums don’t change with the currency. Pick euro, sterling or dollars at the top and every figure follows, and the calculator remembers your choice across all our free tools.

When you have a plan you like, copy the link: it reopens the calculator with the same figures, ready to send to a colleague. Or keep two or three versions and compare them side by side. If you’d rather have the plan built and run for you, that’s what we do.

What a Google Ads click costs by trade in Ireland and the UK

Google's own figures for 115 trades: how many people search for each one by name with a town, county or city, and the typical price of a click on those searches. The calculator uses the same data when you pick your trade and area.

Source: Google Ads Keyword Planner data via DataForSEO, September 2025 to August 2026, pulled on 19 September 2026. Searches add up every wording and place we checked for the trade (37 Irish towns and counties, 30 UK cities, the trade on its own and "near me"). The typical click is the middle price across those places, converted from US dollars at the European Central Bank's reference rate of 18 September 2026. A dash means Google records too few searches to price.

Google Ads conversion rates by industry

The share of ad clicks that become an enquiry, and the share of people who click an ad, by industry, exactly as LocaliQ and WordStream report them. The calculator fills in the conversion rate when you pick your trade. These are percentages, so they travel; for what a click costs in Ireland and the UK, use Google's own figures in the table above.

Source: LocaliQ and WordStream, search advertising benchmarks 2026, from US Google Ads and Microsoft Ads accounts.