Google Ads budget calculator

Calculate from which month your Google Ads budget becomes profitable.

In four steps, the calculator determines what a new customer costs in advertising, what they bring you and when your budget pays off.

Step 1 of 4

Choose how your customers pay.

One-off purchasesCustomers buy once and some buy again later, for example in an online shop or in project business.Subscription or retainerCustomers pay every month, for example for software, a membership or a service.

Your result

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Per new customer

Advertising costs–
Contribution margin, first purchase–
with repeat purchases–

Cost per click up to break-even point– of no more than –

Development

Your figures month by month

Month by month as a table

Month	New customers	Active customers	Ad budget	Revenue	Result	Cumulative

How the calculator works

Cost per new customer= cost per click ÷ conversion rate
Purchases per new customer= 1 + repeat purchase rate × repeat purchases per repeat buyer
Contribution margin per new customer= revenue per purchase × purchases per new customer × margin (subscription: subscription price × margin ÷ churn rate)
Result per new customer= contribution margin per new customer − cost per new customer
Maximum cost per click= contribution margin per new customer × conversion rate
New customers per month= ad budget ÷ cost per new customer
Active customers (subscription)= customers in previous month × (1 − churn rate) + new customers
Result per month (subscription)= active customers × subscription price × margin − ad budget
Upfront financing= lowest point of the cumulative result
Break-even point= first month from which the cumulative result no longer falls below zero
Purchases per month (one-off purchases)= new customers + repeat purchases by new customers won 1, 2, … × months until repeat purchase ago
Result per month (one-off purchases)= purchases per month × revenue per purchase × margin − ad budget

The calculator only uses your inputs. They are neither transmitted nor stored.

Initial consultation

Let us calculate which budget is worthwhile.

A personal conversation about your figures, your margin and your account.

Julia Bühler · Solution Manager

Your inquiry comes directly to me. Then you can pick a time right away.

Calculate from which month your Google Ads budget becomes profitable.

Choose how your customers pay.

Enter cost per click and conversion rate.

Enter what a customer brings you.

Set an ad budget or a new customer target.

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Your figures month by month

Let us calculate which budget is worthwhile.

Initial consultation on budget

Choose a day