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Google Ads budget & lead estimator

What will Google Ads cost you?

Add up to 10 keywords from Google Keyword Planner. See the budget you need for 40 leads a month, and what each lead will cost you.

Get your numbers

Five minutes in Keyword Planner.

Keyword Planner is Google's free research tool. It shows how many people search for each job, and what others pay to show up first.

  1. Open Keyword Planner

    Sign in to Google Ads. Click Tools, then Keyword Planner. You don't have to run ads to use it.

  2. Search the jobs you want

    Choose Discover new keywords. Type a job, like emergency plumber or no hot water. Set the location to your city.

  3. Pick up to 10 keywords

    Keep the ones that bring the jobs you want. Skip ones like plumber salary or DIY.

  4. Paste them in

    Download the list or copy the rows. Click Paste from Keyword Planner at the top of the tool.

How the math works

No black box.

Every number comes from the bids you enter. Here is each step.

Avg. CPC (each keyword)
(low bid + high bid) ÷ 2
Total Avg. CPC
the average of all your keywords
Clicks needed
40 leads ÷ conversion rate
Recommended monthly budget
clicks needed × Total Avg. CPC
Recommended daily budget
monthly budget ÷ 30.4 days
Est. cost per lead (CPL)
Total Avg. CPC ÷ conversion rate
Expected leads (your budget)
(your budget ÷ Total Avg. CPC) × conversion rate
Why 40 leads a month?

It is a solid target for a local service business. That is about 9 or 10 new leads a week. Want a smaller start? Type any budget in the Expected leads box.

What conversion rate should I use?

Start with 4%. That means 4 of every 100 clicks call you or fill in your form. A fast website with your phone number up top can do better. A slow one does worse.

Is this what I will really pay?

It is a good estimate, not a promise. Google sets the real price in a live auction. It changes with the season, the time of day and how many others are bidding. Your first month of ads shows the real numbers.

What if Keyword Planner shows ranges, like 1K – 10K?

That is normal for new accounts. Paste them as they are. The tool uses the middle of the range to check there are enough searches.

Does the tool save my numbers?

Only in your own browser, so they are there when you come back. Nothing you type is sent to us. Click Reset to clear it.

Want the calls without the guesswork?

I set up your Google Ads, check them every day, and send you a plain report each month. From $499 a month. No long contracts.

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