Work backwards from your goals — discover exactly how much you need to spend on Google Ads to hit your target leads or sales each month.
| Industry | Avg CPC | Avg CTR | Conv Rate | Avg CPA |
|---|---|---|---|---|
| Professional Services | £3.50 | 3.5% | 3.5% | £100 |
| E-commerce | £1.20 | 4.5% | 2.5% | £48 |
| Local Services | £2.80 | 4.0% | 4.0% | £70 |
| SaaS / Tech | £5.50 | 2.8% | 2.0% | £275 |
| Healthcare | £4.00 | 3.2% | 3.0% | £133 |
| Real Estate | £3.00 | 3.6% | 2.8% | £107 |
| Education | £2.50 | 3.8% | 3.2% | £78 |
| Legal | £6.50 | 2.5% | 2.2% | £295 |
Benchmarks are UK averages and may vary by location, keyword competition, and ad quality. View Cloudswitched Google Ads services
Try our other free Google Ads and digital marketing calculators.
Work backwards from your goal: divide target leads or sales by your expected conversion rate to get required clicks, then multiply by average cost-per-click to get the budget needed. This calculator automates that calculation so you can see the spend required to hit a specific target.
It depends on your conversion rate and CPC — at a typical 3% landing page conversion rate and £5 average CPC, you would need roughly 1,700 clicks, meaning around £8,500 monthly spend. Higher-converting landing pages or lower-competition keywords reduce this significantly.
A results-based approach (working backwards from target leads or sales) typically gives a more realistic and defensible budget than picking an arbitrary spend figure, since it directly ties budget to business goals and expected ROI rather than guesswork.
Search volume and competition both fluctuate seasonally — retail sectors often see costs and demand spike around November-December, while B2B services may dip over summer holidays. Most UK businesses build in 20-30% budget flexibility to capture seasonal peaks without overspending in quieter months.
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