Enter your industry, city size, target leads, close rate, and job value. Get your recommended monthly budget, projected ROI, and break-even point — instantly, no email required.
Results update live as you type
All figures are estimates for planning purposes. Actual results vary based on campaign quality, ad copy, landing page, and market conditions.
Your Max CPA
$150
At this CPA, every lead you convert just covers your ad spend. Stay below this.
Industry Avg CPC (your market)
$12
Base CPC adjusted for your market size.
Est. Conversion Rate
8.0%
% of clicks that become leads for your industry.
These are estimates based on industry averages. Actual CPCs vary by competition, ad quality, landing page, and seasonality.
CPCs shown are for Google Search Ads (not Display or YouTube).
A well-optimized campaign can achieve 30–50% better results than these estimates.
Understanding the math behind your ad spend helps you make smarter decisions and set realistic expectations.
Google won't spend more than your monthly budget (daily budget × 30.4), though daily spend may vary. You're only charged when someone clicks your ad — this is Pay-Per-Click (PPC).
You choose keywords that match what your customers search. Your bid, combined with your Quality Score, determines where your ad appears and how much you pay per click.
When someone clicks your ad and fills out your form or calls your number, that's a lead. The percentage of clicks that become leads is your conversion rate — the key metric this calculator uses.
Not every lead becomes a customer. Your close rate is the percentage you convert. Multiply closed leads × average job value to get your projected monthly revenue.
Subtract your ad spend from revenue to get profit. Divide that by ad spend to get ROI. A 200% ROI means you made $2 for every $1 spent — typical for a well-run local campaign.
Over time, better keywords, stronger ads, and a higher-converting landing page all lower your cost per lead (CPA). Our estimates use industry averages — expert management can beat them by 30–50%.
These are the six primary levers that determine what you'll pay each time someone clicks your ad.
Major metros have more advertisers bidding on the same keywords, driving CPCs 30–55% higher than small cities. More competition = higher cost per click.
Google rewards relevance. Ads with higher Quality Scores (based on expected CTR, ad relevance, landing page experience) get lower CPCs — sometimes 30–50% less than competitors.
High-intent keywords like "emergency plumber tonight" cost more per click but convert at much higher rates. Broad keywords are cheaper but attract tire-kickers.
CPCs fluctuate throughout the day. Peak times (typically 6–9 PM for home services, mornings for B2B) have higher auction pressure and cost more.
HVAC CPCs spike in summer and winter. Landscaping peaks in spring. Industries with strong seasonal demand see 2–3x CPC swings during peak months.
Responsive Search Ads, call-only ads, and Local Service Ads all have different cost structures. LSAs (pay-per-lead, not per-click) often deliver the lowest cost per lead for qualifying businesses.
We build and manage high-ROI Google Ads campaigns for local businesses across Canada. No long-term contracts.