Plan your PPC campaign budget with our Google Ads calculator. Estimate clicks, impressions, conversions, cost per lead (CPL), and ROAS from your ad spend. Works for Google Ads, Facebook Ads, and any pay-per-click campaign.
PPC Budget Required = (Revenue Goal / AOV) × CPC × (100 / Conversion Rate)
Example: Target Rs 10 lakh monthly revenue:
Use the PPC calculator to estimate clicks, impressions, cost per conversion, and ROAS for any advertising budget and campaign metrics.
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From search intent capture to competitor research — pick the tool that pays for itself.
| Tool | Pricing | Feature | Best For | |
|---|---|---|---|---|
GAD Google Ads TOP77% of search traffic | Pay per click | India's largest search ad network | Capture buying-intent searches | Start Free |
MTA Meta Ads50 Cr+ Indian users | Pay per click | Facebook + Instagram reach | Visual brand awareness | Start Free |
SEM SEMrush10M+ marketing pros | $117/mo | Keyword + competitor research | SEO + paid keyword discovery | Start Free |
AHR AhrefsIndustry SEO gold standard | $99/mo | Backlinks + content gap analysis | Content marketing strategy | Start Free |
UBR UbersuggestBest value for SMBs | $12/mo | Affordable Ahrefs alternative | Budget-conscious marketers | Start Free |
Pricing is indicative. Affiliate links — we may earn a commission at no cost to you.
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Example 1: E-commerce Campaign
Budget: Rs 1 lakh/month
CPC: Rs 30 (e-commerce average)
CTR: 3%
Conversion: 2.5%
Results:
Example 2: Lead Generation (B2B)
Budget: Rs 2 lakh/month
CPC: Rs 80 (B2B higher)
CTR: 2%
Conversion: 5% (leads)
Results:
Google Search Ads (Highest Intent): Best for immediate purchases. User actively searching = highest conversion rates (4-8% for e-commerce). Average CPC Rs 30-200 depending on industry. Profit-focused advertisers start here. ROAS potential: 2-6x.
Google Display Ads (Brand Awareness): Low CPC (Rs 2-10) but low conversion (0.5-2%). Best for retargeting website visitors (15-30% conversion rates) or building awareness. Use when search ads budget exhausted. ROAS potential: 1.5-3x for retargeting, 0.5-1x for new audience.
Facebook/Instagram Ads (Interest-Based): Lowest CPC (Rs 5-50) but requires strong creative. Best for young audience (18-35 years) and e-commerce. Conversion rates 1-3% for cold audience, 8-15% for warm retargeting. Better than Google for fashion, lifestyle, apps. ROAS potential: 1-3x for cold, 3-8x for warm audience.
LinkedIn Ads (B2B High-Value): Highest CPC (Rs 200-500) but sells high-ticket services (Rs 50k+). Best for SaaS, consulting, recruitment. Conversion rates 2-5% but lead value Rs 8,000-50,000. Small daily budgets fail (need min Rs 5,000+/day). ROAS potential: 2-4x when targeting decision-makers.
Recommendation for Indian SMBs: Start with Google Search Ads (high intent, easy to measure) + Google Display Retargeting (low cost, easy wins). Add Facebook if product is lifestyle/fashion/beauty. Skip LinkedIn unless B2B SaaS with 50L+ deal sizes.
Strategy 1: Layering Audiences (Reduce CPC 30-40%): Instead of broad keyword match (high CPC, 30% waste), use phrase match + negative keywords. Then retarget non-converters within 7 days with lower-cost display ads at 50% CPC. Workflow: Rs 100K budget → Rs 70K search (warm up), Rs 30K retargeting (convert warm). Expected ROAS improvement: 1.8x → 2.4x.
Strategy 2: Time-of-Day & Day-of-Week Bidding: Adjust bids by 30-50% based on conversion timing. Example: Finance products convert 2x better Monday-Wednesday (people planning) vs Friday. Reduce Friday bids -30%, increase Monday bids +30%. This improves ROAS from 2x to 2.3-2.5x with same budget.
Strategy 3: Keyword Level Bidding (Maximize High-Converters): Most advertisers bid same on all keywords. Instead: track conversions by keyword. If "product comparison" keyword converts 5% but "product price" converts 2%, bid 2.5x higher on comparison. In 30 days, ROAS improves 15-25% as budget shifts to high-converting keywords.
Strategy 4: Sequential Messaging (Increase Conversion 20-30%): Day 1: Show awareness ad (product benefits). Day 2-5: Show consideration ads (vs competitors, customer testimonials). Day 6-20: Show conversion ads (discounts, urgency). Users see all 3 before buying = 2-3x higher conversion vs single message. ROAS improvement: 2x → 2.5-2.8x.
Strategy 5: Break-Even Analysis & Scaling:Calculate exact break-even ROAS (1 / gross margin). If margin 50%, break-even ROAS = 2x. If current ROAS = 3x, you have 1.5x profitability buffer. Now: increase daily budget 20-30%. Google will scale to similar high-converting audiences = you keep 3x ROAS at 2x budget = 2x profit. Works only if ROAS > break-even + 50% safety margin.
Search Ads (Immediate ROI):Best if: product is comparison-rich (people researching), CPC < Rs 100, conversion rate > 2%, margin > 50%. Break-even budget = (target monthly revenue / AOV / conversion rate) × CPC. If target Rs 10L/month at 3% conversion, Rs 50 CPC, Rs 5K AOV → need Rs 3.3L budget. Minimum: Rs 1K/day minimum to get enough data (30 days = Rs 30K). Start here for Indian SMBs.
Display Retargeting (High Conversion Cheaply):Best if: you already have website traffic (1000+ visitors/month). Conversion rate 5-20% (vs 2-5% cold search). CPC Rs 5-20 (vs Rs 30-100 search). Budget: Rs 500-1000/day enough for 50-100 retargeted visitors/day. ROAS typically 2-3x. Suitable for: all e-commerce, services, SaaS. Skip if: < 300 website visitors/month.
Facebook/Instagram Ads (Brand Building + Sales):Best if: budget Rs 2000+/day (need volume for FB algorithm), product is visually appealing, target age 18-45, comfortable with 2-3 week learning period. CPC Rs 5-20, conversion 1-3% cold (8-15% warm). Profitable at 1-2x ROAS if you can scale retargeting. Skip if: B2B lead gen, low visual appeal, budget < Rs 1000/day.
LinkedIn Ads (High-Value B2B Only):Best if: deal size > Rs 50L, target decision-makers directly, have 50+ LinkedIn connections (credibility), budget Rs 5000+/day. CPC Rs 200-500, conversion 2-5%, but lead value Rs 20L+ means 2-4x ROAS expected. Skip if: SMB with < Rs 10L deal size. Start with Google Search instead.
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PPC is an online advertising model where advertisers pay each time a user clicks on their ad. Google Ads is the most popular PPC platform. Advertisers bid on keywords and pay per click received.
Formula: Monthly Budget = (Target monthly revenue goal / Avg order value) × CPC × (1 / Conversion rate). Example: Goal Rs 10 lakh revenue, AOV Rs 5,000, CPC Rs 50, Conv. rate 3% = (200,000 × 50 × 100/3) = Rs 3.3 lakh budget needed. Use our PPC budget calculator to instantly compute required budget, expected clicks, and projected conversions for your campaign.
ROAS (Return on Ad Spend) measures how much revenue you earn for every dollar spent on advertising. A ROAS of 4x means you earn $4 in revenue for every $1 spent. A ROAS above 1x is profitable.
Enter your total budget, CPC (Cost Per Click), CTR (Click-Through Rate), and conversion rate into the PPC cost estimator. The calculator will instantly show: total clicks, impressions needed, cost per conversion, total conversions, revenue generated, and ROAS. This helps you understand if your budget is sufficient for your revenue target before launching the campaign.
The average CTR for Google Search Ads is 2–5%. Display ads have much lower CTR (typically 0.1–0.5%). Higher CTR usually indicates better ad relevance and quality score.
Average PPC conversion rates vary by industry — typically 2–5% for e-commerce, and up to 10–15% for high-intent lead generation. Optimizing your landing page is the fastest way to improve conversions.
Quality Score (1-10) impacts effective CPC: a score of 10 means you pay approximately 50% less than a score of 5 at the same ad rank. Quality Score depends on Expected CTR, Ad Relevance, and Landing Page Experience. A 7+ Quality Score typically reduces your CPC by 20-40%. Improve Quality Score first and then recalculate with your actual CPC from the Google Ads dashboard.
Average Google Ads CPC in India (2026): Finance/banking Rs 50-200, Education Rs 30-100, Legal Rs 80-250, E-commerce Rs 10-40, Healthcare Rs 20-80, B2B SaaS Rs 50-150, Real estate Rs 30-120. CPC varies widely by keyword competition and quality score. Input your actual CPC from Google Keyword Planner for accurate projections in the PPC calculator.
Minimum ROAS = 1 divided by Gross Margin. If your gross margin is 40%, minimum ROAS for break-even = 2.5 (every Rs 1 on ads must return Rs 2.50 in revenue). Target 4-6x ROAS for profitability after operational costs. For e-commerce, 4x is commonly cited as the baseline. Below break-even ROAS, every rupee spent loses money regardless of click volume.
Google Ads: best for high-intent buying searches. Users are actively searching - higher conversion rates but higher CPC. Facebook and Instagram Ads: best for brand awareness and interest-based audiences. Lower CPC but lower intent. For Indian SMBs with limited budgets: start with Google Search Ads for high-intent keywords, then add Facebook for remarketing to website visitors.
| Industry | Avg CPC (₹) | Avg CTR | Conv. Rate |
|---|---|---|---|
| Finance & Banking | ₹50–200 | 3.5–5% | 4–8% |
| Education / EdTech | ₹30–100 | 3–5% | 5–10% |
| Real Estate | ₹40–150 | 2–4% | 2–4% |
| E-commerce | ₹8–40 | 2–4% | 2–5% |
| Healthcare | ₹20–80 | 3–5% | 3–6% |
| B2B / SaaS | ₹60–200 | 2–4% | 3–6% |
| Legal Services | ₹100–300 | 2–3% | 3–7% |
India Google Ads benchmarks 2025–26. Use Google Keyword Planner for exact CPC estimates for your keywords. Enter your actual CPC and CTR from Google Ads dashboard for most accurate ROAS projections.
Calculate break-even point in units and revenue — find how many sales you need to cover fixed and variable costs.
Calculate gross, operating and net profit margins — or find the selling price needed for your desired margin.
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