Google Ads Budget Calculator
Work out the ad spend you need to hit your monthly job target. Built for UK trades, powered by real CPC data.
Estimates ad spend only. Agency management fees sit on top.
The average revenue you get from one job. Ballpark is fine.
The percentage of your enquiries that turn into booked jobs.
Your current monthly capacity. How many new jobs could you realistically take on without overloading the team?
| Metric | Poor | Average | Optimised |
|---|---|---|---|
| Average CPC | |||
| Landing page CVR | |||
| Leads required | |||
| Cost per lead | |||
| Cost per customer | |||
| Monthly budget | |||
| Daily budget | |||
| Expected revenue | |||
| ROAS |
The Average column is where most running campaigns sit. They work, but they leave money on the table. Move to the Optimised column by fixing landing page conversion rate and Quality Score. Many of our managed accounts sit in this column and beyond. The Poor column is what happens with bad structure, weak keywords and an untested landing page: budgets burn without enquiries.
Quick glossary
- CPC (cost per click): what you pay Google each time someone clicks your ad.
- CVR (conversion rate): the percentage of landing page visitors who fill in your form or call.
- CPL (cost per lead): what it costs in ad spend to generate one enquiry.
- ROAS (return on ad spend): how much revenue you make for every £1 spent on ads. 4x means £4 back for every £1 in.
How this calculator works
Most Google Ads cost calculators ask you to guess your target cost per lead. That is the one number new advertisers do not know. This one works backwards from inputs you already have: job value, how many of your enquiries turn into jobs, and your current capacity. If you already know your target cost per lead, our Cost Per Lead Calculator gives you a quicker view.
We combine your inputs with real UK CPC data from Google's Keyword Planner, pulled for "near me" searches in your trade. Each scenario blends cheaper and more aggressive CPC bids differently, reflecting a range of Quality Score and bidding strategy outcomes.
Why three scenarios?
- Poor: 3% landing page conversion rate, 90% of the way toward the high CPC. Bad structure, weak keywords, generic landing page. Budget burns fast, and without proper conversion tracking you never know where it went.
- Average: 10% conversion rate, 60% toward the high CPC. A working campaign with a decent dedicated landing page. Leaves money on the table.
- Optimised: 20% conversion rate, 50% toward the high CPC. Dialled-in landing page, strong Quality Score, tight keywords, proper tracking. This is where our managed accounts sit.
What the ad spend actually buys
Your Google Ads budget pays for clicks, not leads. Only a share of clickers fill in your form or call. That share is your landing page conversion rate. Of those enquiries, only a share turn into paying jobs - that is your close rate. Your effective cost per customer is the two combined, and that is what the calculator works out for you.
The monthly budget the calculator shows is the amount that goes to Google for ad clicks. It does not include agency management fees, landing page build, tracking setup or any other services. If you work with an agency to manage your campaigns, that fee sits on top.
Data sources
CPC data comes from Google's Keyword Planner API, pulled for UK-wide searches with a 12-month lookback. We use "near me" keyword variants because they represent the highest-intent queries a homeowner types when ready to book. Low and high CPC ranges are the bottom and top of the top-of-page bid range Google reports, which we blend between for each scenario.
Dataset last updated: 2026-04-21. Covers 32 UK trades.
A budget on its own won't bring you jobs
A new Google Ads campaign with a poor structure, keyword selection, landing page and no tracking can burn through this budget in 4 weeks with nothing to show for it. Find out how we would set up your campaigns for maximum return on your ad spend.