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Google Ads Budget & Break-Even Calculator

Free planning tool · No login required

What must your ads earn
to pay for themselves?

Estimate the leads, sales and return needed to cover your marketing costs. All amounts are in USD. Example inputs are illustrative, not benchmarks or a performance forecast.

Money paid to Google, excluding agency fees.
Enter your actual or proposed fee; this example is not a quote.
Include setup, creative, tracking or other fixed marketing costs. Do not count the same cost twice.
Use collected revenue after discounts and refunds, excluding sales tax.
After product/service delivery costs, payment fees and other variable costs; before the marketing costs entered above.
Use your campaign data or a researched assumption, not an industry promise.
Percentage of ad clicks that become leads, or orders in online-sales mode.
Percentage of leads that become paying customers.

How to use these numbers

What does “break-even” include?

This calculator covers the Google Ads spend, management fee and other monthly marketing costs you enter. Contribution margin should already account for the variable costs of delivering each sale. It does not deduct unentered rent, salaries, taxes or other overheads, and does not assume future repeat purchases.

How are the results calculated?

Clicks = ad spend ÷ cost per click. Leads or orders = clicks × conversion rate. In lead-generation mode, sales = leads × close rate. Revenue = sales × average revenue per sale. Contribution after marketing = revenue × contribution margin − total entered marketing costs.

Required sales = total marketing costs ÷ contribution per sale. Break-even ad CPA = contribution per sale × ad spend ÷ total marketing costs. Break-even ad CPL also multiplies by your close rate. Break-even CPC also multiplies by the click conversion rate. Break-even ROAS = total marketing costs ÷ (ad spend × contribution margin).

Can I use this to predict results?

No. It models your assumptions at one budget level. Cost per click, conversion rates and close rates may change with spend, seasonality, competition and execution. Use measured campaign data where possible and test different scenarios before committing a budget.

Where do setup fees go?

Add the full fee under “Other costs” when planning your first month, or enter a clearly chosen monthly allocation when modelling a longer period. Do not include costs here if they are already deducted in your contribution margin.

Does the calculator save or share my figures?

The calculator does not store or transmit your entered figures. Download creates a text file on your device. The WhatsApp link opens a general enquiry without your financial inputs. Existing site analytics remain subject to the website’s privacy settings.

More free tools: Google Ads Preview Tool · Suspension Checker

AARSWEBS is an independent agency. This calculator is not a Google forecasting tool and does not guarantee leads, sales or profitability.

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