Tools
What can you afford to bid on Google Ads?
Most accounts are set up the other way round: a bid gets typed in, and whether it was affordable emerges months later. The most you can bid per click is knowable before you spend anything, from three figures.
Your three figures
The sums run in your browser. Nothing is stored or sent anywhere unless you ask for a written reply below.
Results
Your bid
You can afford to bid up to
£30
per click before an enquiry costs more than your ceiling.
- What an enquiry costs at your cost per click
- £120
At £6 a click, an enquiry costs £120, which is £480 inside your ceiling. The clicks are affordable at that conversion rate.
The budget, both ways round
Budget about
£3,000
a month.
Expect about
17
enquiries a month.
Enter all three figures to see what they say. Each needs to be more than nought, and the percentage no more than 100.
Want me to sense-check the plan?
Leave your details and James will read your three figures and reply with what he makes of them, including whether the conversion rate you have assumed looks reachable for your sector. A written reply from a person, not an automated report. We reply to every enquiry within one working day.
How the sums work
The bid is your affordable cost per enquiry multiplied by the share of clicks that become enquiries. It is the number you actually type into Google Ads, and almost nobody works it out before they start bidding. The rest follows from it: cost per click divided by the conversion rate is what an enquiry will cost, and that times the enquiries you want is the budget.
One honest caveat. A click-to-enquiry rate on a page you have not tested is a guess, and every figure here is only as good as that guess. Treat the first month's real rate as the number, and this page as the plan you compare it against.
The ceiling to start from comes out of the cost per enquiry calculator, which works it out from four figures you already know. Arrive from that page and your ceiling is filled in here already.
Next step
If the bid you can afford will not buy a click
That usually means the landing page, the tracking or the keywords need work before the budget does, and finding out which is what the free audit is for. A written audit of your site, your rankings and your ad account, back within five working days, plus a call to walk through it.
Get your free audit