Google Ads Budget Calculator
Calculate your Google Ads budget for free: industry CPC plus conversion rate plus target leads give your monthly budget, including cost per lead and a revenue forecast.
All values are guide values based on industry averages (as of 2026). Real click prices vary considerably by keyword, region and competition; your actual budget may differ.
How much does Google Ads cost per month?
Small and medium-sized companies in Germany typically invest 500 to €3,000 per month in Google Ads. The budget you need depends on the click price in your industry, on average between €0.90 (e-commerce) and €5.20 (finance & insurance) in 2026, and on your lead target: if you need 20 enquiries a month and 5 % of visitors convert, you need 400 clicks, which at €2.20 per click in skilled trades means a monthly budget of around €880.
The calculator above translates your industry and conversion target directly into a realistic monthly budget, including a range, because click prices fluctuate.
How the budget calculator works: the logic behind the result
The formula is simple: target conversions divided by the conversion rate gives the clicks needed, clicks times click price gives the monthly budget. Because click prices fluctuate by keyword and season, the tool additionally allows for a range of around 75 to 125 % of this value.
Take skilled trades as an example: 20 leads at a 5 % conversion rate require 400 clicks; at a click price of €2.20 that is a monthly budget of €880, with a realistic range of 660 to €1,100. This turns a goal into a concrete budget instead of simply guessing a round number.
Typical mistakes in Google Ads budget planning
Four mistakes regularly cost companies money: a test budget that is too small gives Google too little data to optimise the algorithm sensibly. Setting the budget without a concrete conversion target leaves you unable to tell at the end of the month whether the spend paid off. Optimising for the cheapest click price instead of the cost per conversion often leads to many cheap but worthless clicks. And anyone who does not plan a budget reserve for seasonal CPC peaks loses visibility in high-demand months exactly when it counts most.
When is Google Ads worthwhile?
The rule of thumb: Google Ads is worthwhile when your average order value clearly exceeds the cost per conversion. An example from legal advice shows this: at 10 leads and €112.50 cost per lead, the campaign already pays off at an order value of €1,500 per mandate, because the return per customer won exceeds the advertising costs many times over.
If you know your order value and your previous conversion rate, the calculator above delivers a reliable basis for your budget decision in seconds. If you do not yet know these figures precisely or have been planning your budget by gut feeling, a conversation about a structured Google Ads strategy for your company is worthwhile.
Frequently asked questions
How much does Google Ads cost per month?
Small and medium-sized companies in Germany typically invest 500 to €3,000 per month in Google Ads. The budget you need depends on the click price in your industry, on average between €0.90 (e-commerce) and €5.20 (finance and insurance) in 2026, and on your lead target: if you need 20 enquiries a month and 5 % of visitors convert, you need 400 clicks, which at €2.20 per click means a monthly budget of around €880.
How do you calculate a Google Ads budget?
Google Ads budget = (target conversions ÷ conversion rate) × click price. Example: for 20 enquiries at a 5 % conversion rate you need 400 clicks; at €2.20 CPC that gives a monthly budget of €880. Plan for a range of roughly 75 % to 125 % of this value, because click prices fluctuate by keyword, region and season.
What is a good CPC in Germany?
Average Google Ads click prices in Germany in 2026 range from €0.90 (e-commerce) to €5.20 (finance and insurance) depending on the industry. Skilled trades pay €2.20 on average, B2B software €3.80, legal advice €4.50. What matters, however, is not the lowest click price but what a conversion may cost: an expensive click can still pay off with high order values.
Is a Google Ads budget of €500 per month enough?
Yes, in industries with low click prices: in skilled trades (€2.20 CPC, 5 % conversion rate) €500 buys around 227 clicks and therefore about 11 enquiries per month. In expensive industries such as legal advice or finance and insurance, €500 only covers around 100 clicks, often too few for Google to gather enough data to optimise. There, 1,000 to €1,500 is a realistic starting point.
Why do real Google Ads costs differ from the calculator?
The calculator works with industry averages. Real click prices vary considerably by keyword, region, competition, quality score and season: a hotly contested keyword such as “employment lawyer Munich” costs several times the industry average. Use the result as a starting budget and optimise after four to eight weeks based on your actual cost per conversion.
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