TOOL · GOOGLE ADS
Estimate what your Google Ads budget can deliver
Enter your budget, cost per click, conversion rate and the value of a conversion: the calculator estimates your clicks, conversions, cost per conversion (CPA) and return on ad spend (ROAS). You can also start from a conversion goal to estimate the budget you need.
CALCULATOR
Your budget, your conversions, your profitability
The default values are examples, to be replaced with your own data. This estimate is theoretical: cost per click varies with competition, ad quality and seasonality, and the conversion rate depends on your offer and your pages. Nothing is stored or sent: the calculation runs in your browser.
THE FORMULAS
How to read your results
Three indicators are enough to know whether a campaign creates value. They rest on simple formulas that we apply to every campaign, every product and every market.
CPA: cost per conversion
Budget spent divided by the number of conversions. It should be compared with the value of a conversion: a €40 CPA is excellent for a €200 basket, but ruinous for a €30 basket.
ROAS: return on ad spend
Value generated divided by the budget. A ROAS of 4 means that every euro invested generates €4 of revenue or lead value.
Break-even ROAS
It equals 1 divided by your gross margin. With a 40% margin, you need a ROAS of at least 2.5 for the campaign to cover its media cost: this is the threshold that should guide your targets.
SEA AUDIT CHECKLIST
Your Google Ads account in 24 checkpoints
Tick the points already in place in your account. Below 18 out of 24, part of your budget is probably working at a loss. The checklist can be printed or saved as a PDF to share with your teams.
Structure and targeting
Measurement and data
Bidding and budget
Ads and pages
Frequently asked questions about Google Ads budgets
How does this calculator work?
It applies the basic formulas of pay-per-click advertising. Clicks equal budget divided by cost per click, conversions equal clicks multiplied by the conversion rate, CPA equals budget divided by conversions, and ROAS equals value generated divided by budget. In goal mode, the calculation is reversed to estimate the budget needed.
What ROAS should I target to be profitable?
At least your break-even ROAS. It equals 1 divided by your gross margin: 2.5 for a 40% margin, 4 for a 25% margin. Above this threshold, the campaign generates margin after media cost; below it, it destroys value, even if it generates revenue.
Why might my actual results differ?
Because cost per click and conversion rate vary. Cost per click depends on competition, ad quality and seasonality; the conversion rate depends on the offer, the landing pages and traffic quality. The calculator gives an order of magnitude that only your account history can refine.
How can I estimate my cost per click before launching a campaign?
With the Google Ads Keyword Planner. For each keyword, it provides a range of top-of-page bids. If you already have an account, the average cost per click over the last three months on comparable campaigns remains the most reliable benchmark.
LET’S TAKE ACTION
Get your Google Ads account audited
A senior expert analyses your account, your conversion data and your profitability, then delivers a prioritised action plan.
01
Strategic Micro-Consulting (1h)
One hour with a senior expert to identify your growth opportunities and prioritise your most profitable levers.
Or call us on 01 89 86 41 09 (Mon–Fri).
02
Campaign management (Retainer)
Describe your goals, current levers and timeline: a senior expert reviews every request and gets back to you.