Google Ads budget calculator.
The average click price in an industry says little about your account. What decides whether Google Ads pays off is your own economics: what an order is worth, what's left after cost of goods, and how many clicks it takes to make a sale. Fill in the five fields to get the click price, the budget and the point where it stops adding up.
Max CPC
€0.36
Budget / month
€1,800
Max per order
€18
Clicks
5,000
Margin after ads
€1,800
Break-even ROAS
2.50×
Break-even CPC
€0.72
If clicks in your market cost more than €0.72, Google Ads won't pay off at this conversion rate. Then the fix is the page, the price or the margin, not a bigger budget.
Click price sets the traffic; conversion rate sets the orders; order value sets revenue. This is a scenario, not a forecast.
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01How the maths works
Contribution per order is order value times contribution margin. The share of that contribution you're willing to spend on ads is the most an order can cost. Multiply that by the conversion rate and you have the most a click can cost.
An example: a €90 order at a 40 % margin leaves €36. Spend half of it on ads and an order may cost €18. If 2 % of clicks convert, a click may cost €0.36. That's your ceiling, whatever the industry pays.
02Break-even CPC is the hard limit
Set the share to 100 % and the ads eat the whole contribution. That click price is break-even: above it, every order loses money. If clicks in your market cost more than that, a bigger budget won't help. The conversion rate, price or margin has to move.
It's also why a better landing page is often the cheapest way to make Google Ads profitable. Double the conversion rate and you double the click price you can afford.
03From click price to budget
The budget is the number of orders you want times the most an order may cost. Clicks are orders divided by conversion rate. The figure is a ceiling, not a target: buy the clicks cheaper and the budget shrinks while the contribution grows.
Look up real click prices for your keywords in Google's Keyword Planner and compare them with the ceiling here. It's the quickest way to see whether the channel is worth starting.
Questions
How much does Google Ads cost per month?
As much as your economics can carry. There's no minimum, and the budget is paid straight to Google. The calculator shows what a given number of orders costs when each order may cost at most a set share of its contribution.
How high should the ad share be?
It depends on what a customer is worth beyond the first order. If customers buy again, you can allow a higher share than for a one-off purchase. Without repeat purchases, 30-60 % of the contribution is a common starting point.
What if I don't know my conversion rate?
Use the figure from Google Analytics for paid search traffic if you have it. Otherwise start cautiously at 1-2 % and update once the first weeks of data are in.
Read on
What does Google Ads (AdWords) cost? Prices 2026
What does Google Ads (AdWords) cost? Cost per click, management and a worked example of the budget that actually pays off for a webshop.
What is CPC?
CPC (Cost Per Click) is the price of one click. Closer to the result than CPM, but it's the conversion behind it that decides whether the click earns money.
What is break-even ROAS?
Break-even ROAS is the ROAS at which ads exactly break even. It's 1 divided by your margin, and far more useful than the industry average.