How this Google Ads calculator works
Every Google Ads campaign is a simple funnel: your budget buys clicks, a share of those clicks become leads (calls, form fills, bookings), and a share of leads become paying customers. The calculator multiplies through that funnel:
- Clicks = Budget ÷ Cost per click
- Leads = Clicks × Conversion rate
- Jobs = Leads × Close rate
- Revenue = Jobs × Average job value
- ROAS = Revenue ÷ Ad spend · ROI = (Gross profit − Ad spend) ÷ Ad spend
In "I want X jobs" mode it works backwards and shows the monthly budget you would need.
Google Ads benchmarks used in the presets
Cost-per-click and conversion-rate presets come from the 2026 WordStream/LocaliQ search advertising benchmarks (US campaigns). Close rates and job values are typical starting points; replace them with your own.
| Industry | Avg. CPC | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| All industries | $5.42 | 8.18% | ≈ $67 |
| Home & home improvement | $7.85 | 8.05% | ≈ $91 |
| Real estate / property | ≈ $3.80 | 3.70% | ≈ $103 |
How to lower your cost per lead
- Send ads to a dedicated landing page, not your homepage. One offer, one form, a click-to-call button.
- Target tight locations where you actually work, and schedule ads for your business hours.
- Use exact and phrase match keywords plus negative keywords like "jobs", "free" and "DIY".
- Track calls and forms as conversions so Google's bidding optimizes for real leads.
- Reply to leads within 5 minutes. Speed to lead often doubles your close rate.
Frequently asked questions
How much should I spend on Google Ads?
Work backwards from the jobs you want. Switch to "I want X jobs" mode, enter your goal and the calculator shows the budget required. Most local service businesses need at least enough budget for 100–200 clicks a month to get reliable data.
What is a good cost per lead?
Across industries the average is around $67, with home improvement around $91 and real estate around $103. A lead is "good" when your profit per job is comfortably higher than your cost per job.
What is the difference between ROAS and ROI?
ROAS is revenue divided by ad spend. ROI also includes your job costs, so it shows real profit. A 4× ROAS can still lose money if your margin is 20%.
How accurate is this calculator?
It is a planning estimate. Your real numbers depend on location, keywords, competition, ad quality, landing page and follow-up speed. Use your own data after 30 days of running ads.