--- title: "Google Ads Budget Calculator for Local Businesses | Free Tool" description: "Work out how much to spend on Google Ads to hit your lead and revenue goals. Enter industry, city, close rate and job value for a monthly budget." url: "https://www.shaheeralikhan.com/tools/google-ads-budget-calculator" --- Free Planning Tool Live Results -- No Email Required 28 Industry Presets Free Google Ads Planning Tool # Google Ads Budget Calculator for Local Businesses 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. 28 industry presets Market-size CPC adjustments Live ROI projection No email required ## Your Business Details Results update live as you type Industry / ServiceDentist / DentalPersonal Injury LawyerFamily / Divorce LawyerOther LegalHVACPlumberElectricianRooferGeneral ContractorLandscaper / Lawn CarePest ControlCleaning ServiceAuto RepairCar DealershipChiropractorMedical / HealthcarePlastic SurgeonGym / FitnessHair Salon / BeautyRestaurantReal EstateMortgage BrokerInsuranceFinancial AdvisorAccountant / CPAMarketing AgencyIT ServicesOther / Custom City / Market SizeSmall City (<100k)Mid-Size City (100k-500k)Large City (500k+)Major Metro (1M+) Target Leads per Month Close Rate30% 5% % of leads you convert to paying customers 80% Average Job / Sale Value $ Current Monthly Ad Spend(optional -- 0 if not running ads) $ All figures are estimates for planning purposes. Actual results vary based on campaign quality, ad copy, landing page, and market conditions. Tight margins -- focus on conversion rate Recommended Monthly Budget $3,000 Based on 250 estimated clicks/mo at $12 avg CPC Est. Cost Per Lead $150 Break-Even Leads 20 leads/mo Min leads to cover ad spend Est. Conv. Rate 8.0% Industry avg for your niche Projected Monthly Revenue $3,000 20 leads x 30.0% close rate x $500 Projected Monthly Profit $0 Revenue minus estimated ad spend Estimated ROI +0.0% Return on ad spend ### Additional Context 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. Education ## How Google Ads Budgets Work Understanding the math behind your ad spend helps you make smarter decisions and set realistic expectations. 01 ### You Set a Daily Budget Google won't spend more than your monthly budget (daily budget x 30.4), though daily spend may vary. You're only charged when someone clicks your ad -- this is Pay-Per-Click (PPC). 02 ### You Bid on Keywords 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. 03 ### Clicks Become Leads 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. 04 ### Leads Become Revenue Not every lead becomes a customer. Your close rate is the percentage you convert. Multiply closed leads x average job value to get your projected monthly revenue. 05 ### ROI = Revenue / Spend 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. 06 ### Optimize to Lower CPA 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%. CPC Factors ## What Affects Your Cost Per Click These are the six primary levers that determine what you'll pay each time someone clicks your ad. ### Location & Competition Major metros have more advertisers bidding on the same keywords, driving CPCs 30-55% higher than small cities. More competition = higher cost per click. ### Quality Score 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. ### Keyword Intent 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. ### Day & Time Bidding CPCs fluctuate throughout the day. Peak times (typically 6-9 PM for home services, mornings for B2B) have higher auction pressure and cost more. ### Seasonality HVAC CPCs spike in summer and winter. Landscaping peaks in spring. Industries with strong seasonal demand see 2-3x CPC swings during peak months. ### Ad Format 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. Common Questions ## Frequently Asked Questions Free Consultation ## Want Expert Help Setting Up Your Google Ads Campaign? We build and manage high-ROI Google Ads campaigns for local businesses across Canada. No long-term contracts.