Free tools / Ad budget and ROAS calculator / Google Ads
Google Ads budget calculator
See the clicks, leads, customers and revenue a monthly Google Ads budget should produce — free, nothing stored.
Opens with $4.00 per click and 5% conversion, typical for Google Search ads.
Ad budget calculators by platform
Same calculator, opened with typical small-business costs per click and conversion rates for that platform. Replace them with your own numbers.
How we calculate it
Clicks are budget divided by cost per click; leads are clicks times conversion rate; customers are leads times close rate; revenue is customers times average sale times purchases per year. ROAS is revenue divided by budget, and break-even cost per click is where ads just pay for themselves. ROAS is not profit; it ignores delivery and management costs.
Common questions
What is a typical Google Ads cost per click in Canada?
Canadian agency guides for 2025–2026 put most clicks between $1 and $5 CAD, with retail and restaurants at $0.50–$3, home services at $4–$12 and legal or financial keywords at $8–$30 or more (Consultus Digital). WordStream's 2025 benchmarks report an all-industry average of US$5.26 per search click, roughly $7 CAD (WordStream). The $4.00 preset sits in the middle; Google Keyword Planner shows free estimates for your own keywords and city.
What conversion rate should I expect from Google Search ads?
WordStream's 2025 data puts the all-industry average at 7.52%, with home services around 7% and legal or finance much lower, because search traffic arrives already looking for what you sell. A local service page that turns 3–5% of paid visitors into calls or form fills is doing fine; the preset uses 5%.
Search or Display: which does this calculator model?
Search. Display and Performance Max clicks are usually far cheaper, often under $1, but convert at a fraction of the rate, so if you plan a Display campaign lower both the cost per click and the conversion rate before you trust the result.
What is a good ROAS?
It depends on your margin. If you keep 50% of each sale after delivering it, you need a ROAS of about 2× just to break even and 4× or more to make the campaign clearly worth it. Online stores with thin margins need higher ROAS than a service business where one customer is worth thousands.
How much should a small business spend on Google Ads in Canada?
Enough to get real data. A campaign that only buys a handful of clicks a day takes months to tell you anything, so a sensible starting budget is one that buys a few hundred clicks a month at your industry's cost per click. Use the calculator to see what that means in dollars for your numbers, then scale up only once leads are coming in at a cost you can live with.
What is a typical cost per click in Ontario?
It varies enormously by industry and city. Retail and restaurant keywords are often under $2, local trades and professional services commonly run $5 to $20, and legal, insurance and HVAC emergency keywords can pass $30 in Toronto and the GTA. Google Keyword Planner shows free estimates for your own keywords and area.
What is the difference between ROAS and ROI?
ROAS compares ad revenue to ad spend only. ROI compares profit to total cost, so it also subtracts what the product or service cost you to deliver and any agency or management fee. A 3× ROAS can be a good ROI for a consultant and a loss for a store selling low-margin goods.
What is a good website conversion rate?
For a local service website, 2% to 5% of paid visitors contacting you is typical, and a focused landing page with one clear call to action can reach 5% to 10%. If yours is under 2%, fixing the page usually improves results more than spending more on ads.
Is this calculator free, and do you keep my numbers?
Yes, it is free. Everything runs in your browser and nothing you type is sent or stored. The only thing that leaves the page is the message you choose to send us on WhatsApp.
Want someone to run the ads?
Send the numbers above and a line about your business. You get a plan and a written quote the same day.