Free tool
Google Ads Budget Calculator
How much should you spend on Google Ads? Start from the number of new customers you want, and the calculator works back to the clicks, leads and monthly budget you need. We recommend at least $500–$1,000 a month in ad spend for a local business.
Share of clicks that call, fill a form or book.
Share of enquiries that become paying customers.
First purchase, or first-year value if you know it. Adds a revenue estimate.
The starting numbers are examples, not benchmarks. Replace them with your own: your Google Ads account or Google's Keyword Planner shows real cost per click for your keywords and area.
Recommended Google Ads budget
$830–$2,080 /month
About $27–$69 a day in Google Ads
| Per month | Estimate |
|---|---|
| Clicks needed | 416 |
| Leads (calls, forms, bookings) | 33 |
| New customers | 10 |
Estimates, not guarantees. Real costs depend on competition, your location, your ads and your website.
Method
How this calculator works
Plan by goal works backwards: customers wanted ÷ lead-to-customer rate = leads needed; leads ÷ website conversion rate = clicks needed; clicks × cost per click = monthly ad spend. We show a range using your low and high cost per click.
Plan by budget runs the same formula forwards: your budget ÷ cost per click = clicks, then leads and customers from your conversion rates.
The daily budget divides the monthly figure by 30.4, the average number of days in a month that Google uses for daily budgets. The calculator covers Google Search campaigns only, in Canadian dollars, before tax.
Spend
How much should a small business spend on Google Ads?
We recommend at least $500–$1,000 a month in ad spend for most local businesses. Below that, a campaign usually doesn't get enough clicks each month to learn which keywords and ads bring customers. Competitive industries and big cities usually need more. Management, if you hire help, is a separate monthly fee.
Budget
How to lower the budget you need
- Target a tighter area. Show ads only where your customers are, and at the hours you can answer the phone.
- Use phrase and exact match keywords, and add negative keywords so you don't pay for searches that will never buy.
- Raise your website conversion rate. A clear landing page with one next step can double the leads from the same clicks.
- Track conversions, so budget moves to the keywords that bring customers, not just clicks.
New to Google Ads? Start with our guide to setting up your first campaign, or see our Google Ads management plans.
FAQ
Common questions
Is $500 a month enough for Google Ads?
It can be, for a single service in a small area with affordable clicks. We recommend at least $500–$1,000 a month in ad spend so a campaign gets enough clicks to learn which keywords and ads bring in customers. Use the calculator with your real cost per click to check.
Does the budget include management fees?
No. The calculator works out ad spend, which you pay to Google. Management is a separate fee. Tick "Show management fees" in the result to see our plans, or read our guide to what Google Ads management costs.
Where do I find my real cost per click?
If you've run Google Ads before, your account shows the average cost per click for each keyword. If you haven't, Google's Keyword Planner shows estimated bid ranges for your keywords and location. Use the low and high end of that range in the calculator.
How long before I see leads?
Most campaigns bring in their first enquiries within the first few weeks. The first month is a learning period while Google and your account manager gather data, so expect results to improve over the first two to three months.
Can med spas advertise on Google Ads?
Yes. Clinics can advertise their treatments and consultations on Google. Prescription drug names, such as Botox, are a different matter: Google only allows them as keywords for advertisers with a Google certification that clinics don't qualify for, so clinic campaigns are built around treatment categories instead. In Canada, the law also limits an ad that names a prescription drug to its name, price and quantity. This is general information, not legal or regulatory advice.
Running a med spa? See how we keep med spa marketing compliant.
Want us to plan and run it?
Tell us your goal and budget, and we'll send a Google Ads campaign plan within one business day.