Google Ads Budget Calculator

The arithmetic, so you can check it

Enquiries divided by conversion rate gives the clicks you need. Clicks multiplied by cost per click gives the budget. Everything else on the page follows from those two lines, and the reason it is worth doing before you launch is that the answer is frequently uncomfortable: 40 enquiries at a 4% conversion rate needs a thousand clicks, and at ₹28 a click that is ₹28,000 a month before anyone manages the account.

Where to find your real numbers

Conversion rate comes from your analytics, measured on the page the ads will actually send people to rather than the site average. If you have no data, 2% to 5% is the usual band for a service business with a decent page, and anything above 8% either means very warm traffic or a conversion action that is too easy to count, like a page view.

Cost per click is the number people guess worst. Use Keyword Planner for your own terms in your own city rather than a national average, because the gap is large. Legal, insurance and cosmetic dentistry in Mumbai run several times the cost of a click in most retail categories.

What this deliberately leaves out

It assumes every click is equally likely to convert, which they are not, and it ignores the ramp, where the first four to six weeks cost more per enquiry while the account learns and the negative keyword list matures. Budget for that period being worse than this page suggests, then judge the account on month three.

It also treats an enquiry as an enquiry. On a phone-led account, whether someone answers within three rings changes the cost per booked job more than any bid adjustment, and no calculator can model that for you.