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From click to lead
Your budget buys clicks. Not all of them become contacts: only a fraction leaves their details. The cost per lead traces this chain back and reveals what a prospect truly costs.
Free tool · Google Ads budget
Calculate the Google Ads budget that gets your leads off the ground
How many clicks, leads and customers for your ad budget? Our calculator estimates your cost per lead, your acquisition cost and the return on investment of your Google Ads campaigns live. Adjust the figures, see the impact instantly, decide on solid ground.
The budget simulator
Enter your figures, see your leads and your profitability
Enter your budget, your cost per click and your conversion rates: the tool calculates your clicks, your leads, your cost per lead and the estimated return of your campaigns live.
Your inputs
Everything recalculates as you type
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Clicks per month
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Visitors brought in by your ads
Leads per month
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Qualified contacts generated
Cost per lead
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What you pay for each qualified contact, the key metric of your campaigns
Customers per month
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Leads converted into customers
Cost per customer (CAC)
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Customer acquisition cost
Estimated monthly revenue
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Potential revenue generated
Return on ad spend (ROAS)
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Revenue generated for every €1 invested
Indicative estimate based on your market and auction competition. Actual figures depend on the quality of your ads, your landing pages and your targeting.
Have experts run my campaigns
Free audit: we validate your goals and optimise your cost per lead
Calculation done locally in your browser. No data is transmitted or stored.
The metric that matters
Understanding your cost per lead
In Google Ads, the budget is only a starting point. What decides profitability is the price of a qualified contact and what it brings in afterwards.
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From lead to customer
Not every lead signs. Your conversion rate and the value of a customer turn the cost per lead into an acquisition cost (CAC), the number to compare against your margin.
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The ROAS lever
Return on ad spend sums it all up: how many euros of revenue for €1 spent. Improving the conversion rate pushes it up without touching the budget. Discover our Google Ads management.
The winning combination
SEO and Google Ads: two engines, one trajectory
Google Ads puts you into orbit immediately: from the very first euro invested, you appear at the top and you generate leads. It is the ideal engine to test a market, launch an offer or capture demand at peak periods. The downside: the day you cut the budget, visibility stops dead.
Organic SEO is slower to take off, but it builds lasting visibility that does not depend on a daily budget. Over the months, the cost per lead from SEO falls while the one from Ads stays tied to the auctions.
Together they form a complete system: Google Ads feeds sales while SEO settles in, then organic takes over and frees up budget to conquer other keywords. It is this complementarity that we steer at TroisSix, continuously arbitrating where each euro pays off most.
We answer
FAQ: Google Ads budget and profitability
How do I estimate a Google Ads budget to get started?
Start from the goal, not the amount. How many customers do you want to generate per month? By working back up the funnel (customers, leads, clicks), you deduce the budget needed from your cost per click and your conversion rates. Our calculator does this reasoning in reverse, live: you adjust the sliders and instantly see the number of leads, the cost per lead and the estimated return.
What is the cost per lead and why does it matter?
The cost per lead is what you spend on advertising to obtain a qualified contact (form, call, quote). You get it by dividing the budget by the number of leads generated. It is the most telling metric in Google Ads: it tells you whether your campaigns are profitable before you even look at revenue. A controlled cost per lead is the basis of profitable acquisition.
How do I find out my average cost per click?
The cost per click (CPC) depends on your sector and the competition in the auctions. In highly contested fields (insurance, legal, construction), it can exceed several euros; in quiet niches, it stays under a euro. When starting out, begin with an estimate for your market, then refine with the real data from your campaigns. Google's Keyword Planner gives a range per keyword.
What conversion rate should I aim for on Google Ads?
It all depends on your offer, your landing page and the quality of your targeting. A click-to-lead conversion rate of 3 to 5% is common, but a polished landing page and well-aligned ads can go much higher. This is often where profitability is won or lost: improving the conversion rate costs less than increasing the budget.
What is ROAS and how do I read it?
ROAS (return on ad spend) measures the revenue generated for each euro invested in advertising. A ROAS of 4 means that €1 spent brings in €4 of revenue. It is a powerful benchmark, but it must be read alongside your margin: the same ROAS is excellent for a high-margin activity and insufficient for a low-margin one. Our calculator estimates it from the average value of a customer.
Does this calculator replace real campaign management?
No, it gives you a clear projection to decide on a budget and set realistic goals. But turning these estimates into results takes hands-on management: account structure, keyword choice, ad quality, bid and page optimisation. That is our job. Our free audit analyzes your situation and maps out the plan to make your Google Ads campaigns profitable.
Turn this estimate into profitable campaigns
We analyze your market, structure your campaigns and optimise your cost per lead so that every euro invested in Google Ads pays off, with no commitment