Google Ads Budget Calculator
Reverse-engineer the customers you want into the realistic ad budget required.
Google Ads Budget Calculator
Work backwards from the customers you need to the realistic ad budget required.
Clicks needed / mo
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Enquiries needed / mo
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Suggested ad budget
£—
Real CPC and conversion rates vary by keyword, location, ad quality, and landing page. This is a rough budget for planning, not a guarantee.
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What the maths assumes
- Average CPCs for the niche bracket you chose. Your actual CPC depends on keyword competitiveness, ad quality score, and location.
- Click-to-enquiry rate of 6% as a healthy default. Trades often see 8–12%; legal/insurance can be 2–4%.
- Enquiry-to-customer rate of 35% as a default, varies enormously by close skill and lead quality.
- No campaign management fee included. Add £300–£800/month if you\'re using an agency.
Frequently asked questions
Are the CPC ranges realistic for the UK? +
Yes, these are typical Q4 2025 Google Ads CPCs for the UK. Specific keywords can be much higher (e.g. "personal injury solicitor" £20+, "boiler installation" £8–£15 in cities).
What's a realistic conversion rate from click to enquiry? +
For most service businesses, 4–10% on a properly targeted campaign. Below 3% usually means the landing page or keywords need work. Above 12% is exceptional.
Do I need a separate landing page or can I send ads to my homepage? +
A dedicated landing page typically doubles conversion rate. The homepage tries to please everyone; a landing page is built for one specific search intent.
What's the minimum budget that works on Google Ads? +
Below £20/day per campaign, you usually don't get enough conversions to optimise on. £500–£1,000/month is the realistic floor for most local services to see results.
Should I do Google Ads or SEO first? +
If you need leads in 30 days, ads. If you have 6 months and want compounding traffic, SEO. Most healthy businesses do both, weighted by which channel actually delivers.