---
title: Google Ads Marketing Budget Calculator
description: Work out how many leads you need to hit your revenue target and the maximum you can afford to pay per lead on Google Ads — free calculator, no sign-up.
---
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> *What I wish I'd known when starting — so you don't have to figure it out the hard way. 13+ years of business systems, digital marketing, and strategy for project & service businesses, shared.*
Marketing Budget Tool
# Google Ads Marketing Budget Calculator
Work out how many leads you need to hit your revenue target, and the maximum you can afford to pay Google Ads per lead while keeping total marketing spend under budget.
**How to use this:** fill in every field below — the tool recalculates instantly. This model is deliberately conservative: it's designed to hold your total marketing cost below your budgeted amount, since most businesses spend more per lead than they realise.
## Leads Required
Calculate total leads needed per year to hit your revenue target.
1Yearly revenue target
$
2Average job size / avg yearly customer revenue
$
3Enquiry \> Sale ratio (conversion rate)
%
Percentage of leads that turn into a sale.
4Leads/month quantity currently from non-Google Ads sources
\#
Mail-outs, referrals, etc. Educated guess is fine.
5Avg $ repeat work per year
$
Deducted from the new-sales target needed.
## Budget Cost Per Lead
Calculate what you can afford to spend on Google Ads per lead.
1Yearly marketing budget / % of revenue used for Marketing
%
$
Enter either field — the % and $ figure stay in sync (a common benchmark is 3%).
2Yearly NON-Google Ads marketing expense
$
Flyers, print, signage, etc.
3Monthly Google Ads management fee
$
What your agency or consultant charges.
Check your inputs — conversion rate must be greater than 0.
Result
## Your Monthly Budget Cost Per Lead
–
Google Ads leads needed / mo
–
Budget cost per lead
–
Ad spend / month
–
Daily budget
### Leads Breakdown
New yearly customers needed–
Yearly leads needed (total)–
Leads/month target (total)–
Leads/month target (Google Ads)–
Leads/year target (Google Ads)–
### Budget Breakdown
Total marketing budget–
Available for Google Ads–
As % of turnover–
Budget Google Ads cost per sale–
Budget Google Ads cost per lead–
Conservative budgeting model — holds total marketing spend below your target % of revenue.
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