Google Ads Budget & Break-even CPC Calculator
Your maximum profitable cost per click is customer value × gross margin × close rate × conversion rate. For a $2,500 customer, a 50% margin, a 20% close rate and the 8.18% average conversion rate, that's $20.45. Enter your own numbers for your break-even CPC and the monthly budget that hits your customer target.
Your results
Verdict: Profitable at this CPC
Profitable at this CPC: you break even at up to $20.45 a click, 3.8× your expected CPC ($5.42).
Max profitable CPC
$20.45
The most you can pay per click and break even on gross profit.
Bar: your expected CPC. Marker: your max CPC.
Headroom
3.8×
Max CPC ÷ expected CPC ($5.42). Below 1× the clicks cost more than they earn.
Monthly ad budget
$3,310estimate
About $109 a day (monthly ÷ 30.4).
Clicks needed a month
610estimate
For 10 customers.
Expected cost per customer
$331estimate
Ad spend only.
ROAS (revenue ÷ ad spend)
7.5×estimate
Gross profit after ad spend, a month
$9,190estimate
After ad spend.
Your unit economics
- Gross profit per customer (break-even cost per customer)
- $1,250
- Break-even cost per lead
- $250
- Cost per lead at your CPC (CPC ÷ conversion rate)
- $66.26
For comparison, LocaliQ's published average cost per lead for all industries is $66.69.
| Change | Conversion rate | Max CPC |
|---|---|---|
| ×0.5 | 4.1% | $10.22 |
| ×1 | 8.2% | $20.45 |
| ×1.5 | 12% | $30.67 |
| Change | Conversion rate | Monthly ad budget |
|---|---|---|
| ×0.5 | 4.1% | $6,630 |
| ×1 | 8.2% | $3,310 |
| ×1.5 | 12% | $2,210 |
Figures marked “estimate” use a single CPC. Enter Keyword Planner's low and high bids to see a range instead.
Your inputs are stored in the link itself, after the #. They aren't sent to our server.
Data as of LocaliQ 2026 search ads benchmarks (April 2025–March 2026 data), checked 29 September 2026.
How this is calculated
Everything is calculated in your browser. Rates are entered as percentages and used as fractions.
- Gross profit per customer = customer value (V) × gross margin (M). That's your break-even cost per customer.
- Target cost per customer = gross profit per customer × the share of it you'll spend (t). At 100% you break even.
- Target cost per lead = target cost per customer × close rate (q). For e-commerce, q = 1: every conversion is an order.
Max CPC = V × M × t × q × conversion rate
- Headroom = max CPC ÷ expected CPC. Below 1× the campaign loses money at that CPC.
- Goal mode: clicks = customers ÷ (conversion rate × q); monthly budget = clicks × CPC, at your low and your high CPC; daily budget = monthly budget ÷ 30.4; expected cost per customer = (budget + fee) ÷ customers.
- Budget mode: clicks = ad spend ÷ CPC; leads = clicks × conversion rate; customers = leads × q; gross profit after ads = customers × V × M − ad spend − fee; ROAS = customers × V ÷ ad spend. For e-commerce, break-even ROAS = 1 ÷ M.
The verdict.“Profitable at this CPC” when your whole CPC range is at or below your max CPC. “Thin margin” when only part of the range is, or when you'd still make a gross profit but miss the target share you set. “Loses money” when even the low CPC is above the break-even CPC. The max CPC is rounded down to the cent, so the figure shown never exceeds the threshold.
Worked example (the default inputs, goal mode)
- Gross profit per customer = $2,500 × 50% = $1,250, which is also the break-even cost per customer. Break-even cost per lead = $1,250 × 20% = $250.
- Max CPC = $250 × 8.18% = $20.45, or 3.8× headroom over the $5.42 average CPC.
- 10 customers need 10 ÷ (0.0818 × 0.2) = 611 clicks, which cost $3,313 a month or $109 a day (÷ 30.4).
- Expected cost per customer $331. ROAS 7.5×. Gross profit after ad spend $9,187 a month.
- With the Business Services preset ($5.87 CPC, 4.85% conversion rate): max CPC $12.12, 1,031 clicks and $6,052 a month.
- Sanity check: $5.42 ÷ 8.18% = $66.26implied cost per lead, close to LocaliQ's published all-industry average of $66.69.
The results panel rounds these by our display rules: monthly totals to the nearest 10, clicks to 2 significant figures.
Assumptions & sources
The conversion rate and cost per click start from LocaliQ's 2026 search ads benchmarks, for all industries or the industry you choose. Customer value ($2,500), gross margin (50%), close rate (20%) and 10 customers a month are example inputs, not benchmarks and not claims about any business: replace them with your own.
| Constant | Value | Source | As of |
|---|---|---|---|
| ConstantSearch ads benchmarks, all industries | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Animals & Pets | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Apparel / Fashion & Jewelry | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Arts & Entertainment | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Attorneys & Legal Services | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Automotive — For Sale | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Automotive — Repair, Service & Parts | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Beauty & Personal Care | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Business Services | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Career & Employment | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Dentists & Dental Services | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Education & Instruction | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Finance & Insurance | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Furniture | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Health & Fitness | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Home & Home Improvement | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Industrial & Commercial | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Personal Services | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Physicians & Surgeons | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Real Estate | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Restaurants & Food | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Shopping, Collectibles & Gifts | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Sports & Recreation | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantSearch ads benchmarks, Travel | Value
| SourceLocaliQ, “Search Advertising Benchmarks for Every Industry [2026 Data]”WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns; countries and conversion definition not statedAlso: Search Engine Journal summary (source of the data period) (Published 2026-06-16) | As of
|
| ConstantMonthly charging limit“30.4 times your average daily budget for most campaigns”. Converts a monthly budget to a daily one. | Value30.4 × average daily budget | SourceGoogle Ads Help, “About average daily budgets” | As of
|
| ConstantMaximum spend on a single day | ValueUp to 2 × average daily budget | SourceGoogle Ads Help, “About average daily budgets” | As of
|
| ConstantKeyword Planner top-of-page bid range | Value
| SourceGoogle Ads Help, “About Keyword Planner forecasts” | As of
|
Why LocaliQ.The same 2026 benchmarks are published by WordStream, whose page couldn't be opened for checking, so we cite LocaliQ's copy. All 23 industry rows were copied from the live page on 29 September 2026. The data period (April 2025–March 2026) comes from Search Engine Journal's summary.
What the benchmarks cover.They average WordStream and LocaliQ customers' Google Ads and Microsoft Ads campaigns. The page doesn't say which countries are included or what counts as a conversion.
Limits of this estimate
- Benchmarks are averages from WordStream/LocaliQ customers' Google Ads and Microsoft Ads campaigns (April 2025–March 2026). The pages we checked don't say which countries are included or what counts as a "conversion", so the 8.18% may include calls and form fills that aren't qualified leads. Use your own conversion rate if you have one.
- Keyword Planner bids aren't what you'll actually pay. Actual CPCs depend on Quality Score, competition and bidding strategy.
- Budgets exclude creative, landing pages and tracking set-up. Add management fees in the optional field.
- GBP mode doesn't convert US benchmarks. Enter your UK CPC and conversion rate.
Frequently asked questions
How do I calculate my break-even CPC for Google Ads?
Multiply what a customer is worth by your gross margin, your lead-to-customer close rate and your click-to-lead conversion rate. For a $2,500 customer at a 50% margin, a 20% close rate and an 8.18% conversion rate: $2,500 × 50% × 20% × 8.18% = $20.45. Pay more than that per click and each new customer costs more than the gross profit they bring.
How much should I spend on Google Ads per month?
Start from the customers you want. Clicks needed = customers ÷ (conversion rate × close rate), and budget = clicks × cost per click. Ten customers at an 8.18% conversion rate and a 20% close rate need about 611 clicks. At the $5.42 average CPC that's about $3,313 a month, or $109 a day. Your own CPC and conversion rate will change the answer.
What is a good cost per click for Google Ads?
LocaliQ's 2026 benchmarks put the average search ads CPC at $5.42 across industries, from $1.63 (Arts & Entertainment) to $9.87 (Attorneys & Legal Services). A good CPC for your business is one comfortably below your max profitable CPC, which depends on your own margin, close rate and conversion rate rather than on the industry average.
How does Google turn a monthly budget into a daily budget?
Google Ads budgets are set per day. Google says the most you'll be charged in a month is 30.4 times your average daily budget for most campaigns, and that spend on a single day can reach twice the daily budget. So divide your monthly budget by 30.4 to get the daily budget to enter.
Why enter a low and a high cost per click?
Keyword Planner shows a top-of-page bid range for each keyword. Google says the low end approximates the 20th percentile and the high end the 80th percentile of top-of-page bids over the last 30 days. Entering both gives your budget as a range. What you actually pay also depends on Quality Score, competition and your bidding strategy.
Can I use this calculator in pounds?
Yes. The pounds toggle changes the currency symbol only; nothing is converted. The industry CPC benchmarks are US dollar figures, so in pounds they aren't filled in. Enter your UK cost per click and, if you have it, your own conversion rate.
By Malhar Shah, Founder & SEO Strategist at Vidern. Updated .