> free/google-ads-calculator.xls
Google Ads
Cost Calculator
Put in a monthly budget and a few honest guesses, and see roughly what Google Ads could bring in: clicks, enquiries, customers, and what each one costs you. Change the numbers to see what matters most.
> calc.xls
Work It Out
> how.txt
How to Fill It In
The answer is only as good as the guesses, so here's where to find each number.
Cost per Click
If you already run ads, it's in your Google Ads account. If not, Google's Keyword Planner shows a range for your search terms. Local service searches often cost more than you'd expect.
Conversion Rate
Out of every hundred people who click, how many call, book or fill in a form. If you don't know, your tracking probably isn't set up, which is worth fixing first.
Close Rate and Sale Value
Out of every ten enquiries, how many become paying customers, and what a typical customer is worth to you. Be honest; it's only you looking.
> reality.txt
What the Numbers Don't Show
Google Ads takes a few weeks to settle, and the first month usually costs more per lead than month three. A small budget spread across too many keywords or towns gets very little of anything.
If the maths only works with a high conversion rate, fix the website before spending more on clicks. If it doesn't work at any sensible numbers, Google Ads might not be the right channel for you yet, and I'll tell you that. There's more on costs in the Google Ads cost guide.
> new_message.txt
Want a second opinion on the numbers?
Send me your budget and what you sell, and I'll tell you honestly whether Google Ads makes sense.
"Matt was really responsive throughout the whole process - no questions went unanswered and Matt was really engaged in the whole process."
Lizzie Hill · Abergele Golf Club