Enter your conversion target, expected conversion rate and CPC to get the monthly budget, daily budget and resulting CPA.
Planning forward from a budget produces whatever it produces. Planning backwards from a target tells you whether the target is affordable before you commit – a far more useful conversation to have with a client or a finance team.
If the resulting CPA lands above break-even, the plan does not work at these inputs. Something has to change: conversion rate, the price you will pay per click, or the target.
This is the single most valuable thing a budget calculator does. It surfaces an impossible plan in thirty seconds rather than three weeks into a flight, when the money is spent and the conversation is much harder.
No budget buys clicks that do not exist. If the keyword set only produces 900 clicks a month at full impression share, planning for 1,500 is planning for disappointment.
Check search impression share and lost impression share to budget before promising a number. If impression share is already above 80 percent, extra budget buys very little on the same keywords – growth has to come from new keywords, new geography or a new channel.
Google Ads can spend up to twice a daily budget on a given day, balanced across the month, so a daily figure is guidance rather than a ceiling.
Google Ads can spend up to twice a daily budget on a given day, balanced across the month, so a daily figure is guidance rather than a ceiling. Meta paces similarly within a campaign schedule.