How many customers will your marketing budget bring?
Pick your industry to load 2025 Google Ads medians for cost per click and the share of clicks that become calls or forms, then enter your monthly budget, close rate, average first sale and margin. The calculator shows the clicks, leads and customers that budget buys, your cost per lead and per customer, whether the first sale pays for it, and the budget you need for the customers you want.
2025 Google Ads medians from WordStream by LocaliQ (16,446 US campaigns). Replace them with your own figures once you have them.
Example assumption. Count your last 20 or 30 enquiries and how many you won.
Example assumption: the value of a typical first job or order.
Example assumption: what is left after materials and labour.
How it works: clicks are the budget divided by cost per click; leads are clicks times the click-to-lead rate; customers are leads times your close rate. The most you can pay for a customer and break even on the first sale is the sale times your margin. Repeat customers are worth more; this calculator counts only the first sale.
About 4.6 new customers a month at $325 each, within what you can afford
$1,500 a month at $7.85 a click buys about 191 clicks, 14 leads and 4.6 customers.
How the calculator works
Clicks
Your monthly budget divided by the cost per click. The industry presets are 2025 medians from WordStream by LocaliQ; your own account figure is better once you have a month of data.
Leads
Clicks times the share that become a phone call or form. A clear service page with a tappable phone number and clean search terms move this the most.
Customers
Leads times your close rate. Fast replies, call-backs on missed calls and quote follow-ups move this the most.
Can you afford it?
The most you can pay for a customer and break even on the first sale is the sale times your gross margin. If customers come back, you can afford more; this calculator stays on the cautious side.
Want a second pair of eyes on your numbers?
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5 Google Ads mistakes small businesses make
A five-minute check and the fix for each mistake that wastes a small budget: untracked calls, clicks from outside your area, searches that never buy, the wrong page and a budget spread too thin.
Questions about this calculator
How do I estimate leads from my Google Ads budget?
Divide the budget by your cost per click to get clicks, then multiply by the share of clicks that become calls or forms. With the 2025 all-industry medians ($5.26 a click, 7.52%), $1,000 buys about 190 clicks and 14 leads.
Where do the industry figures come from?
WordStream by LocaliQ’s 2025 Google Ads Benchmarks: median cost per click and conversion rate for 16,446 US search campaigns between April 2024 and March 2025. They are a starting point; costs vary by city, competition and offer.
What close rate should I use?
Your own: count your last 20 or 30 enquiries and how many became paying customers. The default of 33% is an example assumption, not a benchmark.
Can I use a personal email for the full report?
Yes. Many owners use a personal address for the business, so any email works. Your figures stay in your browser unless you ask for the report.
Does it work for Meta or Microsoft Ads?
Yes, if you enter that platform’s cost per click and the share of clicks that become leads. The industry presets are Google Ads figures.