Google Search
High intent
Google Search captures people who already search for the offer.
- CTR
- 6.5%
- CPC
- £3.84
- CVR
- 8.5%
Free PPC budget calculator · updated 2026
PPC budget calculator for paid media forecasting
Enter your industry, target market, objective and monthly budget. The calculator applies benchmark assumptions to forecast impressions, clicks, leads or sales. The result includes a recommended split across Google, Meta and LinkedIn.
The calculator is free and requires no login. Every benchmark and assumption remains visible.
- Google Premier Partner
- £160M+ ad spend managed
- 7+ industry awards
Calculate your PPC budget and expected results
PPC budget inputs
The calculator applies the selected inputs to a benchmark-led forecast.
Forecast impressions, clicks, leads or sales
The calculator applies benchmark assumptions and channel mix rules to the selected inputs.
Enter the required inputs to generate a benchmark-led forecast.
Review the forecast against your account
A senior specialist will compare the forecast with your spend, tracking and conversion data.
How to calculate a PPC budget
Margins, customer value, available demand and market competition determine the required PPC budget. Start with the commercial target and calculate the spend needed to reach it.
01
Decide what a conversion is worth
Use the average order value or the post-margin value of a qualified lead. The budget calculation starts from that value.
02
Work out how many you need
Set the monthly number of leads, sales or bookings the business requires. Base the target on the commercial plan.
03
Divide by a realistic cost
Apply the benchmark CPC and conversion rate for the selected industry. Add a separate testing allowance.
04
Allow enough budget for testing
Reserve enough budget to test search terms, ads and landing pages. Keep the allowance separate from proven campaign spend.
Starting channel splits by objective
The model selects a starting split from the objective, business type and budget. Google captures active search demand. Meta and LinkedIn support prospecting, retargeting or B2B reach.
ObjectiveBusinessBudget/moGoogleMetaLinkedIn
LeadsB2B£0.5k–£3k65%10%25%
LeadsB2B£3k–£7k55%15%30%
LeadsB2B£7k+45%20%35%
LeadsB2C£0.5k–£3k70%30%0%
LeadsB2C£3k–£7k60%40%0%
LeadsB2C£7k+50%50%0%
SalesEcommerce£0.5k–£3k60%40%0%
SalesEcommerce£3k–£7k52%48%0%
SalesEcommerce£7k+45%55%0%
TrafficMixed£0.5k+25%65%10%
TrafficB2B£0.5k+30%40%30%
SalesMixed£0.5k+50%45%5%
PPC budget benchmarks by industry and country
The table lists GBP baselines for Google Search by industry. The calculator adjusts each baseline for the selected target market.
IndustryAvg CTRAvg CPC (£)Conv. rate
Animals & PetsCTR 6.6%£2.93CVR 13.1%
Apparel / Fashion & JewelryCTR 6.8%£3.18CVR 4.0%
Arts & EntertainmentCTR 13.1%£1.18CVR 4.8%
Attorneys & Legal ServicesCTR 6.0%£6.34CVR 5.1%
Automotive - For SaleCTR 8.3%£1.78CVR 7.8%
Automotive - Repair, Service & PartsCTR 5.6%£2.88CVR 14.7%
Beauty & Personal CareCTR 5.7%£4.21CVR 7.8%
Business ServicesCTR 5.7%£4.12CVR 5.1%
Career & EmploymentCTR 6.6%£3.81CVR 4.3%
Dentists & Dental ServicesCTR 5.4%£5.80CVR 9.1%
Education & InstructionCTR 5.7%£4.60CVR 11.4%
Finance & InsuranceCTR 8.3%£2.56CVR 2.5%
FurnitureCTR 6.1%£2.85CVR 2.7%
Health & FitnessCTR 7.2%£3.69CVR 6.8%
Home & Home ImprovementCTR 6.4%£5.80CVR 7.3%
Industrial & CommercialCTR 6.2%£4.21CVR 7.2%
Personal ServicesCTR 7.7%£4.29CVR 9.7%
Physicians & SurgeonsCTR 6.7%£3.69CVR 11.6%
Real EstateCTR 8.4%£1.87CVR 3.3%
Restaurants & FoodCTR 7.6%£1.51CVR 7.1%
Shopping, Collectibles & GiftsCTR 8.9%£2.58CVR 3.8%
Sports & RecreationCTR 9.2%£1.95CVR 7.6%
TravelCTR 8.7%£1.57CVR 5.8%
Benchmarks: WordStream (Google Ads 2025, Facebook Ads), Huble (LinkedIn 2025); FX from the Bank of England. Updated February 2026.
Review Google Ads management servicesHow to split a paid media budget
Compare Google, Meta and LinkedIn benchmark performance. Use each channel role to assess the recommended monthly split.
Meta (Facebook & Instagram)
Demand creation
Meta reaches new audiences and retargets previous visitors.
- CTR
- 2.1%
- CPC
- £1.99
- CVR
- 8.1%
B2B targeting
LinkedIn reaches selected job roles and B2B decision-makers.
- CTR
- 0.4%
- CPC
- £2.96
- CVR
- 16.1%
How this PPC forecast is calculated
The calculator converts a budget into forecast outcomes through four documented steps. The same benchmark data supports Clean Digital's client planning.
Step 01
Benchmark sources
Published industry and channel studies provide the starting CTR, CPC and conversion-rate assumptions.
Step 02
Industry and country adjustments
The calculator adjusts each baseline for the selected industry, objective and target market.
Step 03
Recommended channel mix
Rules for objective, business type and spend divide the budget among Google, Meta and LinkedIn.
Step 04
Forecast limits
The figures are planning estimates. Demand, account structure, tracking, creative and the offer affect live results.
Benchmarks: WordStream (Google Ads 2025, Facebook Ads), Huble (LinkedIn 2025); FX from the Bank of England. Updated February 2026.
Review conversion tracking and attributionClient PPC budgets managed by Clean Digital
How to turn the forecast into a working media plan
Clean Digital uses account data to turn the forecast into a media plan. The team then manages spend against revenue, leads or bookings.
PPC budget calculator FAQs
How much should I spend on PPC?
Start with the required number of leads, sales or bookings. Multiply that target by the expected cost per acquisition. Add a separate allowance for testing and non-converting clicks. The calculator checks the result by forecasting clicks and conversions from the same budget.
How much should I spend on Google Ads?
Use relevant search volume, expected CPC and conversion rate to calculate the initial Google Ads budget. The budget must produce enough conversions to assess performance. Narrow the campaign scope when the forecast spreads limited data across too many keywords or products.
Is there a minimum budget for PPC to work?
No universal minimum applies. Search volume, media costs, conversion rate and the required evidence determine the minimum. A small budget can support a narrow campaign. Limit the number of channels, audiences and tests to what the budget can measure.
How do I set a budget from my targets?
Multiply the target CPA by the required number of conversions. The result gives the efficient-spend requirement. For 40 leads at a £50 benchmark CPL, the requirement is about £2,000. Add separate allowances for testing and non-converting searches.
Are these UK benchmarks?
The calculator uses the published sources listed on the page. Stored country factors adjust those benchmarks for the selected market. Replace benchmark assumptions with account data when reliable data becomes available.
How do I split my budget across channels?
Choose channels that match the objective and can produce measurable results within the budget. The calculator selects a default mix from the objective, business type and spend level. Replace that mix when account demand or conversion data supports a different allocation.
How accurate is this forecast?
The forecast is a benchmark-led planning estimate. The estimate indicates the likely order of magnitude and a starting channel split. Account structure, tracking, creative, demand and the offer determine live performance.
Is the calculator free, and can I share the results?
Yes. The calculator is free and requires no login. You can copy the forecast or share a link to the same scenario. A full-report link hides the input panel.
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From a plan to performance
A senior specialist compares the forecast with your account data. The review identifies wasted spend, viable channel allocations and priority changes. You keep the findings and have no obligation to proceed.
- Current sources of wasted spend
- Recommended budget and channel mix
- Campaigns to scale, reduce or stop
- Prioritised account changes
Get a free budget reviewOr run a free account audit
A senior specialist reviews each request. We reply within one working day.