Set a lead target
Enter the number of leads your sales team can handle in a month.
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PPC calculator
This PPC calculator turns a lead target into a monthly ad budget. It needs three numbers to start, and it works for any channel where you pay for each click.
Your monthly plan
Enter the leads you want, your conversion rate and your cost per click.
Monthly ad budget
- Daily budget
- Clicks needed
- Cost per lead
- Customers expected
- Cost per customer
- Revenue expected
- Return on ad spend
This tool runs in your browser. Nothing you enter is sent or stored.
How does a PPC budget calculator work?
A PPC budget calculator works backwards from the result you want. It divides your lead target by your conversion rate to find the clicks you need, then multiplies those clicks by your cost per click.
A target of 100 leads at a 5% conversion rate needs 2,000 clicks. At 4.50 a click, the budget is 9,000 a month, or about 296 a day.
How do you calculate PPC ROI?
You calculate PPC ROI by comparing the revenue the leads produce with the budget that bought them. Add your close rate and your average sale, and the tool becomes a PPC ROI calculator.
In the example, 100 leads closing at 10% become 10 customers. At 5,000 a sale they bring in 50,000 from a budget of 9,000, which is a return of 5.56x and a cost of 900 per customer.
Which number changes your budget the most?
Your landing page conversion rate changes the budget more than any figure you control. Cost per click is set by an auction, and the conversion rate is set by your page and your form.
Moving from 5% to 8% in the example cuts the clicks needed from 2,000 to 1,250 and the budget from 9,000 to 5,625. Growform exists to make that move. Its multi-step forms ask one short question at a time, and conditional logic removes every question a lead does not need to see.
Where do the starting numbers come from?
The starting numbers come from your ad account when the campaign has history, and from published averages when it is new. Use the last 90 days of your own cost per click and conversion rate where you have them.
For a new campaign, the Google Ads calculator and the Facebook ad budget calculator fill in the averages for your industry.
How to use the PPC calculator
Enter your conversion rate
Divide the leads from your landing page by the clicks that reached it.
Enter cost per click
Use the average from your ad account. The budget appears as soon as the third number is in.
Add sales figures
Close rate and sale value are optional. They extend the plan from leads to customers, revenue and return.
How Growform shrinks the budget you need
Every line of the plan depends on the share of clicks that become leads. The form is where that share is decided.
- Fewer clicks are needed for each lead.
A form built from short steps is easier to start and easier to finish on a phone.
- Your close rate rises with better information.
Leads arrive with the answers to your qualifying questions, so the first call begins with the quote.
- Leads outside your area are identified early.
ZIP code validation collects a code you can match to your service area, and disqualification rules mark the leads you cannot serve.
Frequently asked questions
How much should a small business spend on PPC?
A small business should spend the amount its funnel can turn into profit. Start from the leads your team can follow up, read the budget, and check that the cost per customer sits below the profit on one sale.
Why does the calculator round clicks up?
You cannot buy part of a click. The number of clicks is rounded up to the next whole one, so the budget is enough to reach the target.
Does the budget include agency fees?
The budget is media spend only. Add your management fee on top when you compare the plan with the revenue it produces.
Why this tool is different
The plan runs from the leads you can handle, not from a revenue figure you would have to guess.
- Three fields produce the budget, and clicks are rounded up so the plan never falls short of the target.
- The funnel drawing shows clicks, leads and customers on a scale that keeps small numbers readable.
- Close rate and sale value are optional and extend the plan to customers, revenue and return without changing the first result.
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