How the calculation works
Two numbers decide almost everything else
- 01
Start from money or from leads
Either you have a budget and want to know what it buys, or you need a number of leads and want to know what that costs. The calculator solves in both directions from the same arithmetic.
- 02
Clicks come from the budget and the click price
Budget divided by cost per click. That is the whole of it. A higher CPC does not reduce the budget, it reduces the number of visits the budget pays for.
- 03
Leads come from the landing page, not the ad
Clicks multiplied by your conversion rate. This is the input people guess most often and control most directly: the same traffic against a better page is a different business.
- 04
Cost per lead falls out of both
Budget divided by leads, which is the same as CPC divided by conversion rate. If you know the most you can pay for a lead, that identity also gives the highest click price you can afford.
- 05
Sales assumptions stay optional and separate
Close rate and deal value turn leads into customers and revenue. They are your figures, kept apart from the media plan so a hopeful sales assumption cannot quietly rescue an unaffordable CPC.
Arithmetic on your assumptions, not a forecast
This calculator contains no CPC averages, no industry conversion rates and no UAE or regional benchmark data, because a supplied 'typical' number is the one people end up planning against. The auction sets the real price per auction, against whoever else is bidding at that moment, for that query, on that device, in that location. Quality Score, ad relevance, landing-page experience, seasonality and competitor budgets all move it after launch. Treat the first weeks of any new account as measurement, then replace these assumptions with your own data.
These are estimates from your own assumptions, not a prediction of what the auction will charge. By using this tool, you agree to the Terms of Use.