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Ad Budget & CPC Calculator

See what an ad budget buys: clicks, customers, cost per customer and profit, plus the budget needed to hit a sales target.

See what an ad budget actually buys: clicks, customers, cost per customer and profit, plus the budget you would need to hit a sales target.

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What $2,000 a month buys40 customers1,333 clicks at $1.50 each, $50 per customer.
Clicks a month1,333
Cost per customer$50
Revenue$6,000
Profit after ad spend$4,000
Return on ad spend3.00x200% on top of spend
Budget for 60 sales$3,0002,000 clicks needed
How this is worked out
  • Clicks = budget / cost per click.
  • Customers = clicks x conversion rate. Revenue = customers x customer value.
  • Cost per customer = budget / customers. Return on ad spend = revenue / budget.
  • Budget for a target = (target sales / conversion rate) x cost per click.

How it works

1

Set your monthly budget and cost per click

Keyword Planner gives a cost-per-click range for any keyword, and your ad account shows what you actually pay.

2

Add your conversion rate and customer value

Of the people who click, how many buy, and what an average sale is worth to you.

3

See what the budget buys

Clicks, leads or sales, cost per acquisition and whether the campaign makes or loses money, plus the budget you would need to hit a sales target.

Questions

Anything below the profit you make per customer. If a customer is worth $200 in profit and each one costs $80 in ads, the campaign works. Compare with the customer value, not the sale price.

The published figure is an average. Competitive terms, poor quality scores and broad match all raise it. Check the search terms report to find where the money actually goes.

Both. The arithmetic is the same: clicks, conversion rate, value. Meta clicks are usually cheaper but convert less often, so put in the real numbers for each platform separately.

No. Add those into your customer value, or treat the profit figure as before tax.

Compare its return on ad spend with your break-even point; the ROAS, CPA and CPM calculator works that out from your margin. To compare paid clicks with organic ones, the organic traffic value calculator prices your SEO traffic at the same rates.

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