Google Ads budget calculator

What you plan to spend on Google Ads each month, not counting management fees.

Where to find this: in Google Ads, open Campaigns to see each campaign's daily budget. Google uses 30.4 as the average number of days in a month (365/12), so multiply the daily budget by 30.4.

What Google charges each time someone clicks your ad. The default ($5.42) is the LocaliQ 2026 all-industry average. Your industry and city may be higher or lower.

Where to find this: in Google Ads, open Campaigns and look at the Avg. CPC column. No account yet? Keep the default.

Out of every 100 people who click, how many call or fill out your form. The 5% default is a DW planning assumption, not a sourced benchmark. Starting assumption, adjust to your business.

Where to find this: in Google Ads, open Campaigns and look at the Conv. rate column. It only shows real numbers if conversion tracking is set up.

Out of every 100 leads, how many become paying customers. The 25% default is a DW planning assumption, not a sourced benchmark. Starting assumption, adjust to your business.

Where to find this: count last month's calls and form leads in your CRM or call log, then count how many became paying customers. Divide customers by leads and multiply by 100.

What a typical customer pays you for one job or sale.

Where to find this: divide your total sales for a recent month by the number of jobs or orders in that month.