PPC Ad Budget & Google Ads Campaign Planner Calculator

Growth Marketing & Paid Media Planning: Engineering a PPC Budget

Rather than guessing ad spend, top performance marketing agencies engineer budgets backwards from revenue targets:

• Reverse Funnel Engineering: Start with your target monthly revenue goal divide by Average Order Value (AOV) to find required conversions divide by landing page conversion rate (CR) to calculate required traffic multiply by target CPC to establish exact required monthly budget.

• The 3 Key Levers to Double ROAS:

• Lower keyword CPC through negative keyword lists and high Google Quality Scores.

• Increase on-page conversion rate (CR) via high-converting landing pages.

• Boost Average Order Value (AOV) through post-purchase 1-click upsells and bundle discounts.

How to Use This Calculator

Enter your Monthly Target Sales Revenue Goal () (e.g. 25,000), Average Order Value / Deal Size ( AOV) (e.g. 120 (120 per transaction)), Expected Average Cost Per Click (CPC ) (e.g. 1.85 (Google Search or Meta Ads CPC)), Landing Page Conversion Rate (%) (e.g. 3.2 (3.2% of ad clicks convert to customers)), and Active Campaign Days per Month (e.g. 30.4 (Full month = 30.4 | Business days = 22)). Results update instantly as you type — adjust any value to compare scenarios.

The Formula

PPC Media Planning \& Campaign Budgeting equations:

Target Orders Needed = (Monthly Target Revenue (\)) / (Average Order Value (AOV))

Required Paid Clicks = (Target Orders Needed) / (Conversion Rate (\%))

Required Monthly PPC Budget = Required Clicks × Average CPC

Recommended Daily Budget = (Monthly PPC Budget) / (Active Days per Month)

Expected ROAS = (Target Revenue) / (Monthly PPC Budget) = (AOV × Conversion Rate) / (CPC)

Projected CPA = (Average CPC) / (Conversion Rate)

Worked Example

For example, setting a goal to generate \ with an \120.00 AOV, an average \1.85 CPC, a 3.20\% landing page conversion rate, and 30.4 active days: Target orders needed is . Required clicks is . The Required Monthly PPC Budget is \), delivering an Expected ROAS of 2.07x (207%) with a \57.81 CPA.

Understanding Your Result

Industry average CPC benchmarks (Google Ads 2024): Legal 6–12 USD, Finance 3–8 USD, Healthcare 2–5 USD, E-commerce 0.50–1.50 USD, Education 2–4 USD. CPCs above industry average indicate high competition for those keywords — test long-tail keyword variants for lower CPCs with higher purchase intent. Quality Score (1–10) is Google's CPC multiplier: a QS of 10 gives a 50% discount vs. QS 5 at the same Ad Rank — landing page relevance is the most improvable QS factor.