Google Ads cost calculator: what does your budget buy in clicks and enquiries?What does yourads budget buy?

It depends almost entirely on the keyword. Competitive service keywords with clear buying intent cost far more than informational searches, because more advertisers bid on them. Local trade keywords often sit in the low single-digit euro range, while legal, finance and B2B software keywords can reach double-digit click prices. Within one industry, prices additionally vary by region and season. The number only becomes reliable once you check your specific keywords in the Google Keyword Planner or run a test campaign. That is exactly why this calculator works with editable ranges instead of one falsely precise figure.

As a rule of thumb, the budget should be large enough to gather decision-grade data within a few weeks. If clicks cost several euros and you invest only a few euros per day, you will spend months collecting too few clicks to learn anything. Work backwards: how many enquiries do you need for the channel to sustain itself, and what do the required clicks cost at a realistic conversion rate? More important than the absolute amount is that the budget matches your industry's click prices and that you treat the first weeks as a learning phase in which the account is optimised, not just switched on.

In most cases the cause is not Google Ads itself but one of three things. First: wrong keywords, such as informational searches without buying intent, or missing negative keywords that would filter out unsuitable clicks. Second: the landing page. Sending ads to your homepage instead of a matching landing page wastes a large share of clicks. Third: missing conversion tracking, so enquiries happen but are never counted and Google optimises towards the wrong signals. Check these three in that order before raising the budget. More budget on a leaking system only makes the leak more expensive.

They are honest estimates, nothing more, and that is exactly how they are meant. The calculator shows you the logic behind Google Ads costs: how budget, click price and conversion rate interact and which levers you can pull. It does not replace an analysis of your specific keywords, your region and your landing page. Use it to understand orders of magnitude and to prepare budget conversations. For robust figures, our free strategy session checks your actual keywords in the Keyword Planner and runs the business case with your real values, including order value and close rate.