Calculators for ads and SEO

Before you put money into ads or SEO, work out what you can realistically expect. Enter your own numbers: everything is calculated in your browser and nothing is sent anywhere.

1Pick a toolGoogle Ads budget, ad profitability (ROAS) or the value of an SEO position.
2Enter your numbersUnder each field you will see what it means and where to find it.
3Read the resultYou get the headline number, a plain-English explanation and the formula behind it.

Google Ads: what your monthly budget brings in

Enter how much you want to spend on ads and what one click costs you. The calculator shows how many people will visit your site, how many will get in touch and how many will become customers.

Currency: EUR GBP RSD

Monthly ad budgetEURWhat you pay Google each month for clicks, not including any agency fee. Average cost per click (CPC)EURWhat one click on your ad costs. For a new campaign, you can get an estimate for your keywords in Google Keyword Planner. Visitors who send an enquiry%Out of 100 people who visit your site, how many call, fill in a form or send a message. If you do not know, start with 2 to 5%. Enquiries that become customers%Out of 10 enquiries, how many end in a sale. You will know this from your own sales experience. Average value of one saleEURWhat you charge one customer on average (an order, a job or a contract).

Result

–new customers per month

Ad clicks: –
Enquiries (calls, forms, messages): –
Cost per enquiry: –
Cost per customer (CPA): –
Revenue from customers: –
Return on ad spend (ROAS): –

How it is calculated

Clicks = budget ÷ cost per click. Enquiries = clicks × enquiry rate. Customers = enquiries × close rate. Revenue = customers × sale value. ROAS = revenue ÷ budget.

Check the numbers with us →

Everything is calculated in your browser. Nothing is sent or stored. The result is an estimate, not a guarantee: real figures depend on your competitors, website, offer and the season.

How to use these calculators

The calculators give you an estimate, not a promise. The result depends on the numbers you enter, so it is best to use real figures from your business: how many enquiries turn into customers, what your average order is worth and what margin you work on. If you do not have them yet, start with cautious assumptions and swap in the real numbers after the first month of a campaign.

The Google Ads calculator shows how many clicks, enquiries and customers you can expect for a given budget and cost per click. You can find the average cost per click for your keywords in Google Keyword Planner.
The ROAS calculator shows the most you can afford to pay for one sale and the return on ad spend you need so the campaign does not lose money.
The SEO calculator shows roughly how many visitors a given Google position brings for a keyword with a known monthly search volume.

If you would like us to go through your numbers with you, ask for a free audit or get in touch through the contact page.

What ROAS and CPA mean

ROAS (return on ad spend) is the revenue from ads divided by what you spent on them. A ROAS of 4 means every euro spent on ads brought in four euros of revenue. CPA (cost per acquisition) is what you pay for one customer or one sale.

A high ROAS does not automatically mean profit. With a 25% margin, a campaign with a ROAS of 3 still loses money: out of three euros of revenue, 0.75 is left as gross profit, and the ad cost one euro. That is why you need to know your break-even point, the ROAS at which a campaign pays for itself.

Read more about how we set campaign goals on our Google Ads management page and in the guide on how to choose a Google Ads agency.

How many clicks each position gets

The first organic result on Google gets the largest share of clicks, and the gap between first and tenth place is several times over. The exact share depends on the search: when Google shows ads, a map, an AI answer or Shopping above the results, every organic result gets fewer clicks. The calculator therefore uses rough averages from public studies, and you can see the real figures for your own site in Google Search Console.

More and more searches end with an answer and no click at all. That is why, alongside classic SEO, we also do AEO and GEO optimisation, so your business is named in the answer itself.

FAQ

Free tools: questions and answers

Are the calculator results guaranteed?

No. The calculators give an estimate based on the numbers you enter. Real results depend on your competitors, the quality of your website, your offer and the season.

Where do I find the average cost per click for my keywords?

In Google Keyword Planner, inside your Google Ads account. If you already run campaigns, the most accurate figure is the average cost per click from those campaigns.

What is a good conversion rate for a website?

It depends on the industry and the type of conversion. For an enquiry on a service website it is often a few percent or more, while for a purchase in an online shop it is usually lower. Your own figure from Google Analytics is the best one to use.

What if the ROAS calculator shows my target is too high?

It means that with your current margin and order value, ads will struggle to pay off. The fixes are a higher order value, a better website conversion rate, advertising products with a bigger margin, or channels such as SEO.

Related services

How to use them

The calculators in practice: from estimate to campaign plan

The calculators on this page give a quick estimate, not a guarantee of results. They are meant to be used before talking about budget, so both sides have realistic expectations: how many clicks and enquiries a given budget can bring, what ROAS a campaign needs to be profitable and how long SEO takes.

Where the numbers come from

Average cost per click and conversion rates vary by industry and market. Our calculators use typical ranges, and in a real plan we replace them with data from your account and tools such as Google Keyword Planner.

What to do after the estimate

If the ROAS you need is higher than the market gives, fix your margin, website or offer first, and only then raise the budget.
If the budget is too small to buy enough clicks, narrow the campaign down to your most profitable services or products.
If the SEO estimate points to a long timeline, combine ads for quick enquiries with content for long-term growth.

You can bring your calculator results to a free SEO audit or to a conversation about Google Ads. The calculators are also handy for comparing proposals from several agencies.