Google Ads Cost Calculator

Ad spend for the period —

Expected clicks: —
Impressions needed: —
Effective cost per 1,000 impressions: —
Expected conversions: —
Cost per conversion: —

Google Ads cost for a month is roughly your average daily budget times 30.4, the figure Google uses for its monthly charging limit. A $10 daily budget caps the month at $304; at a $2 average cost per click that buys about 152 clicks, and a 5% conversion rate turns those into roughly 7.6 conversions at $40 each.

About this tool

Small business owners, freelancers and in-house marketers planning a search campaign need two numbers before launch: what the account will be charged and what that money is likely to buy. Enter an average daily budget, the number of days, and your expected cost per click, click-through rate and conversion rate. The calculator returns the total spend, the clicks that budget covers, the impressions needed to produce those clicks, the effective CPM and the cost per conversion, with the working shown. Google may spend up to twice the daily budget on a single busy day, but over a month the charge stays within daily budget × 30.4, so the period total here is a ceiling rather than a guaranteed bill. The CPC, CTR and conversion figures are your assumptions; use Keyword Planner or past campaign data for realistic ones.

How to use it

Set the budget
Enter your average daily budget in dollars and the days the campaign will run. Keep 30.4 for a calendar month.
Add expected CPC
Use the average cost per click from Keyword Planner or from a past campaign in the same niche.
Enter CTR and conversion rate
Click-through rate sets the impressions needed; conversion rate sets how many leads or sales the clicks produce.
Read the results
Spend, clicks, impressions, effective CPM and cost per conversion update as you type, with the arithmetic listed underneath.

Examples

$10 a day for a month

Average daily budget: 10
Days in the period: 30.4
Average cost per click: 2
Click-through rate: 4
Conversion rate: 5

Result Ad spend for the period: $304.00
Expected clicks: 152
Impressions needed: 3,800
Effective cost per 1,000 impressions: $80.00
Expected conversions: 7.6
Cost per conversion: $40.00

Spend = 10 x 30.4 days = 304
Clicks = 304 / 2 = 152
Impressions = 152 / 0.04 = 3800
Conversions = 152 x 0.05 = 7.6

A small local campaign at $2 a click buys about 152 clicks over a 30.4-day month.

$50 a day, $1.50 clicks

Average daily budget: 50
Days in the period: 30
Average cost per click: 1.5
Click-through rate: 5
Conversion rate: 4

Result Ad spend for the period: $1,500.00
Expected clicks: 1,000
Impressions needed: 20,000
Effective cost per 1,000 impressions: $75.00
Expected conversions: 40
Cost per conversion: $37.50

Spend = 50 x 30 days = 1500
Clicks = 1500 / 1.5 = 1000
Impressions = 1000 / 0.05 = 20000
Conversions = 1000 x 0.04 = 40

1,000 clicks at a 4% conversion rate give 40 conversions, so each one costs $37.50.

How it is calculated

Spend = B × D; Clicks = Spend ÷ CPC; Impressions = Clicks ÷ CTR; Conversions = Clicks × CR; CPA = Spend ÷ Conversions

B: Average daily budget
D: Days in the period (30.4 for a month)
CPC: Average cost per click
CTR: Click-through rate as a fraction
CR: Conversion rate as a fraction

Google Ads bills per click on search, so the budget divided by the average CPC gives the clicks it can buy. Dividing clicks by CTR gives the impressions that must be served to earn them, and the effective CPM is spend per thousand of those impressions. Conversions follow from clicks times the conversion rate, and cost per conversion is spend divided by conversions. Clicks are rounded down because a partial click cannot be bought.

When not to use it

Display or video campaigns bid on CPM or CPV need a different model than cost per click.
Smart bidding with a target CPA sets spend from conversions, not from a fixed CPC.
It cannot forecast auction competition or seasonal CPC changes.

Common mistakes

Multiplying the daily budget by 30 or 31 instead of 30.4 when matching Google's monthly limit.
Using an industry-average CPC when your own keywords cost far more.
Entering CTR as a decimal such as 0.04 instead of 4%.
Treating the result as a fixed bill rather than a ceiling.

Frequently asked questions

Why does Google use 30.4 days?

30.4 is the average number of days in a month (365 ÷ 12 rounded). Google multiplies your average daily budget by it to set a monthly charging limit, so a $20 daily budget is never billed above $608 in a calendar month.

Can Google spend more than my daily budget?

Yes. On days with more traffic, Google can spend up to twice the average daily budget, then spend less on quieter days. Across the month the total stays within the daily budget times 30.4.

What is a typical cost per click on Google Ads?

It varies widely by keyword and country. Some local service terms cost under $1, while legal or insurance keywords can exceed $50. Keyword Planner shows top-of-page bid ranges for your own keywords, which is a better input than any average.

How is the effective CPM worked out?

It is spend divided by impressions, times 1,000. With a $2 CPC and a 4% CTR, each 1,000 impressions produces 40 clicks costing $80, so the effective CPM is $80.

What does cost per conversion tell me?

It is what you pay on average for one lead, sign-up or sale. Compare it with the profit or value of a conversion: if a sale earns $60 margin and each conversion costs $40, the campaign pays for itself at these assumptions.

How do I find my click-through rate?

In an existing account, the CTR column in Campaigns or Keywords gives it. For a new campaign, search ads commonly land between 3% and 7%, but use a conservative figure until you have a few weeks of data.

Cite this tool

Using this tool in an assignment, article or report? Copy a citation, or a link for your website.

APA

Tools Directory Editorial Team. (2026, October 17). Google Ads Cost Calculator. Tools Directory. Retrieved October 27, 2026, from https://tools.milunir.com/business/marketing-and-advertising/google-ads-cost-calculator/

MLA

Tools Directory Editorial Team. “Google Ads Cost Calculator.” Tools Directory, 17 Oct. 2026, https://tools.milunir.com/business/marketing-and-advertising/google-ads-cost-calculator/. Accessed 27 Oct. 2026.

Chicago

Tools Directory Editorial Team. “Google Ads Cost Calculator.” Tools Directory. Last modified October 17, 2026. Accessed October 27, 2026. https://tools.milunir.com/business/marketing-and-advertising/google-ads-cost-calculator/.

Link

<a href="https://tools.milunir.com/business/marketing-and-advertising/google-ads-cost-calculator/">Google Ads Cost Calculator – Tools Directory</a>