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Estimate your Google Ads budget, including ad spend and agency fees. Plan for immediate leads and consistent growth for your local business or medical practice.
How many new leads or customers do you want to generate from Google Ads each month?
Default: 30
What do you estimate each lead will cost? The industry average is around $70.11.
Default: 70.11
Toggle this on if you plan to hire an agency to manage your Google Ads campaigns.
Default: True
Choose how your agency charges: a percentage of your ad spend or a flat monthly fee. This field is active if 'Include Agency Management Fees?' is on.
Default: Percentage_of_ad_spend
Enter the percentage your agency charges based on your ad spend. Typical range is 15-25%. This field is active if 'Percentage of Ad Spend' is
Default: 20
Enter the flat monthly fee your agency charges. Typical fees for local businesses range from $400-$1,400.
Default: 800
This calculator determines your total monthly Google Ads budget by first calculating your estimated ad spend. This is done by multiplying your 'Desired Monthly Leads' by your 'Estimated Average Cost Per Lead (CPL)'. Next, it calculates the agency management fee. If you choose a 'Percentage of Ad Spend' model, this fee is the calculated ad spend multiplied by the 'Agency Fee Percentage'. If you choose a 'Flat Monthly Fee' model, it uses that fixed amount.
A dental practice wants to generate 20 new patient leads per month and expects a CPL of $100. They plan to use an agency that charges 15% of ad spend.
$2,300.00
With 20 desired leads at $100 CPL, the ad spend is $2,000. The agency fee is 15% of $2,000, which is $300. The total monthly budget is $2,000 (ad spend) + $300 (agency fee) = $2,300.
A local plumbing service aims for 50 leads monthly, with an estimated CPL of $60. They prefer an agency with a flat monthly fee of $800.
$3,800.00
To get 50 leads at $60 CPL, the ad spend is $3,000. Adding the flat agency fee of $800, the total monthly budget comes to $3,000 (ad spend) + $800 (agency fee) = $3,800.
A medical clinic needs 75 leads per month, estimating a CPL of $85. They work with an agency that charges 20% of their ad spend.
$7,650.00
For 75 leads at $85 CPL, the ad spend is $6,375. The agency fee is 20% of $6,375, which is $1,275. The total monthly budget is $6,375 (ad spend) + $1,275 (agency fee) = $7,650.
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See your real numbersThis calculator uses industry averages and common agency pricing models to provide an estimate. Estimated CPLs are based on 2026 industry benchmarks (e.g., ~$70.11 average CPL). Agency fee structures reflect typical arrangements (e.g., 15-25% of ad spend or flat fees starting around $400/month).
For local businesses, a recommended monthly ad spend ranges from $500 to $1,000 to see meaningful results. Including agency management fees, a total budget of $1,500 to $8,000 per month is common for small to mid-sized businesses. The exact amount depends on your lead goals and industry competition.
You set an average daily budget for your campaigns. Google can spend up to twice your daily budget on high-traffic days. However, your total monthly spend will not exceed your average daily budget multiplied by approximately 30.4 days (the average number of days in a month). For example, a $50 daily budget means a maximum of about $1,520 per month.
The average Cost Per Lead (CPL) across various industries is around $70.11. This number can vary widely based on your industry, target audience, ad quality, and competition. Some niches will naturally have higher or lower CPLs.
Managing Google Ads effectively requires ongoing expertise in strategy, bidding, ad copy, and data analysis. While you can do it yourself, many business owners find better ROI and save time by hiring an experienced agency. Agency fees for management and optimization typically start around $400 per month, separate from your ad spend.
Agency fees vary, but for local businesses, a good management plan might start around $500 per month, with more thorough services costing $800 to $1,400 per month. Some agencies charge a percentage of your ad spend, often between 10-25%, while others prefer a flat monthly fee. This calculator allows for both models.
Google Ads delivers immediate leads and visibility, filling your pipeline now. SEO builds long-term, compounding organic traffic and authority. Smart businesses use both. Paid ads get you in front of customers today, while SEO ensures sustainable growth and reduces your reliance on paid channels over time. They work together to create a stronger marketing engine.
Armitage monitors your marketing metrics across every channel, every day. Get a free growth audit to see where you stand.
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