How much should you spend on Google Ads?
Enter the qualified opportunities you want from search each month, your average cost per click, click-to-lead rate, lead-to-opportunity rate and deal size. The calculator works backward to the monthly budget, clicks and leads you need, and shows the pipeline and cost per opportunity that budget buys.
Last updated
No history? Use the top-of-page bid range in Keyword Planner for your main terms.
Plan about $20K a month on Google Ads
For 10 qualified opportunities and $600K of pipeline a month, at $2,000 per opportunity.
Figures stay in your browser unless you ask us to send the full plan.
How it works
Leads needed
Opportunities wanted divided by your lead-to-opportunity rate.
Clicks needed
Leads needed divided by your click-to-lead conversion rate.
Budget
Clicks times average CPC. Use Keyword Planner’s top-of-page bid range for your agency or category terms if you have no history.
Return
Opportunities times deal size gives pipeline; budget divided by opportunities gives cost per opportunity.
How much does Google Ads cost for B2B?
It depends on keyword CPCs, which in competitive B2B categories often run from a few dollars to well over $50 a click, and on how well your pages convert. Budget from the pipeline you need rather than a fixed monthly number.
What is a good starting budget?
Enough to buy a statistically useful number of clicks in your core campaigns each month. If the calculator shows fewer than a few hundred clicks, narrow to fewer, higher-intent keywords before spreading budget thin.
How long until Google Ads produces pipeline?
Search can produce leads in the first weeks, but B2B opportunities lag by your sales cycle. Judge the first quarter on qualified leads and cost per opportunity, not closed revenue.
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