Google Ads cost calculator: see what a budget actually buys
Put in a monthly budget and your sector, and the calculator shows the clicks it would buy at real UK click prices, the enquiries a well-built account could turn them into, and what each enquiry would cost. It's for UK business owners sizing a Google Ads budget before they commit to it, or checking whether the one they're already spending is buying what it should.
Google Ads cost & enquiry calculator
Choose your sector and a monthly budget. We use live UK click costs for that sector to estimate the clicks, enquiries and new work a well-built Google Ads account could produce. Every assumption is shown, and the ones that are yours (close rate, job value) are yours to change.
Pre-filled with a typical figure — change it to your own.
Your close rate — slide it to match your own follow-up.
Clicks / month
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Enquiries / month
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Cost per enquiry
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New customers / month
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Cost per customer
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New revenue / month
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Click costs: UK Google Ads data (DataForSEO), July 2026. The enquiry rate is a GrowthLine planning assumption for a well-built account; the close rate, average value and budget are yours to set. This is a starting model to plan around, not a promise — real results depend on your offer, area and how fast you follow up.
Run a trade or home-services business?
How the numbers are worked out
There's no clever model behind this. It's four lines of arithmetic, and the only input we don't show you on the page is the one we can't: your own account.
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Budget ÷ cost per click = clicks
We divide your monthly budget by the click cost for your sector. The click cost is real UK data for the core search terms in that sector, not a guess and not a dollar figure with a pound sign in front of it.
UK Google Ads data (DataForSEO), July 2026
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Clicks × enquiry rate = enquiries
We multiply clicks by a modelled enquiry rate for the sector. Across the professional-services list that rate sits between 9% and 16% of clicks. It's a planning assumption for a properly built account sending clicks to a dedicated landing page, and it leans optimistic on purpose.
GrowthLine planning assumption
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Budget ÷ enquiries = cost per enquiry
This is the number to plan around. If it's higher than an enquiry is worth to you once your close rate is applied, the budget isn't the problem and neither is Google. The economics are.
The figure a free audit replaces with your own
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Your close rate × your job value
The customers and revenue boxes only multiply the enquiries by whatever close rate and average value you've set. We pre-fill a typical figure per sector so the tool isn't blank, but those two inputs are yours, and we don't forecast them.
Your inputs, not our forecast
Why the same budget buys very different results
A few of the sector figures the calculator is using, so you can see the spread. At £2,000 a month the model gives a solicitor about 224 clicks and 22 enquiries at roughly £89 each. The same £2,000 gives a dental clinic about 855 clicks and 94 enquiries at roughly £21 each. Same money, four times the enquiries, because the click costs almost four times less. That's why a single "Google Ads costs £X a month" figure is meaningless, and why the tool works sector by sector.
| Sector | Cost per click | Core UK searches / month | Modelled enquiry rate |
|---|---|---|---|
| Solicitors & law firms | £8.93 | 56,200 | 10% |
| Estate agents | £7.79 | 61,800 | 11% |
| Accountants | £5.86 | 16,300 | 11% |
| Dentists & clinics | £2.34 | 364,100 | 11% |
| Recruitment agencies | £0.74 | 40,300 | 11% |
Click costs and search volumes: UK Google Ads data (DataForSEO), July 2026. Enquiry rate: GrowthLine planning assumption. Full list in the calculator above.
If you want the longer version of what sets a click price and why published UK averages mislead, it's in what Google Ads costs in the UK. The budget arithmetic, including what £20 a day buys against £100 a day, is in the Google Ads budget guide.
What the calculator can't tell you
It's a planning tool, and we'd rather you knew its edges before you build a budget on it.
- It models enquiries, not clients or revenue. The last two boxes are your close rate and job value multiplied through, nothing more. We don't forecast how many clients you'll win and we won't do it in an audit either. Enquiries are as far as an honest model goes.
- The click cost is a sector figure, not your figure. Google Ads is an auction, so what you pay depends on your area, who else is bidding on the exact terms you choose, and your Quality Score. A firm in a competitive city with a slow landing page will pay more than the number here; a tight local campaign with a fast, relevant page can pay less. You'll only know once an account is running.
- The enquiry rate assumes a good account. Between 9% and 16% of clicks becoming enquiries is what a well-structured campaign with a dedicated landing page can reach. Send paid clicks to a generic homepage and the real rate will be a fraction of that. Our guide to landing page conversion rates shows the working, and landing page design is the fix when the page is the problem.
- It leaves out the management fee. The budget you enter is media spend, paid to Google. If someone runs the account for you, that's a separate cost. Ours is a flat fee from £750 a month, published in full, and on a small budget it's worth checking that the fee doesn't dwarf the spend.
- It doesn't model the first few weeks. A new account starts with no conversion data and gets better as it gathers some. The calculator shows a steady state, not month one. How long Google Ads takes to work covers what to expect on the way there.
- It says nothing about enquiry quality. Twenty enquiries where half are people looking for a job at your firm is not twenty enquiries. Negative keywords and match types decide that, and they're the account's job, not the calculator's. If you're getting clicks but nothing useful, this is usually why.
For a sense of how real accounts land against the model: a steel fabricator on £1,700 a month paid about £42 per B2B enquiry, a new cosmetic surgery clinic on £4,000 a month reached roughly 70 enquiries a month at about £53 each, and a DPF-cleaning specialist on £10,000 a month went from £86.50 a lead to £19.97 in 30 days. Three accounts, three sectors, three very different numbers. None of them proves what yours will be, which is the point: the free audit is what turns the model into your figure. All the write-ups are on the results page.
Google Ads cost calculator FAQs
How much does Google Ads cost per month in the UK?
There's no set price. Google charges per click in an auction and you cap your own spend with a daily budget, so the monthly figure is a number you choose rather than a market rate. What a given budget buys depends on your sector's click price: the calculator on this page uses live UK click-cost data by sector so you can see what £1,000, £2,000 or £5,000 a month would buy in clicks and enquiries. An agency management fee, if you use one, sits on top of that. See what PPC agencies charge in the UK for that side of the sum.
Can I use this as a Google Ads budget calculator?
Yes, run it backwards. Decide how many enquiries a month you need, pick your sector, then move the budget slider until the enquiries figure reaches that number. The budget on the slider is the media spend the model says you'd need. Sanity-check it against the click price: if a single click is a large share of your daily budget, the account will learn slowly and the model will flatter you.
How is cost per lead worked out?
Cost per lead is your spend divided by the enquiries it produced. The calculator gets there in two steps: budget divided by the sector's cost per click gives clicks, clicks multiplied by the modelled enquiry rate gives enquiries, and budget divided by enquiries is the cost per enquiry. Put your own spend and enquiry count into the same formula and you have your real number. Our UK cost-per-lead benchmarks post covers how to judge whether it's good.
Are the calculator's numbers guaranteed?
No. The click costs are real UK Google Ads data, but the enquiry rate is a planning assumption for a well-built account with a dedicated landing page, and the close rate and job value are whatever you type in. Treat the output as a realistic best case to plan around. Your real cost per click depends on your area, your competitors and your Quality Score, and only a live account tells you that.
My trade isn't in the list. Where's the trades version?
The calculator on this page covers professional services: solicitors, accountants, dentists, estate agents, recruitment and the rest. The trades version, with plumbers, electricians, roofers, builders, heating engineers and more, is on our trades PPC page. Both use the same method and the same UK click-cost data.
Other sectors we run Google Ads for
Every sector page publishes its own UK click costs, conversion benchmarks and the faults we fix most often — pick the one closest to your business.
Want your own numbers, not a model?
The calculator is a plan. A free audit of your account and market gives you the real click cost, enquiry rate and cost per enquiry for your business, in writing, whether or not you work with us.
- A written audit — yours to keep, whether or not you work with us
- Real UK click costs for your services, not a generic template
- No obligation, no hard sell — we'll call when it suits you
Get your free audit