--- title: "Google Ads Budget Calculator for Shopping | Product Metrics" description: "Free Google Ads budget calculator: turn a daily budget and average CPC into clicks per product, and see the maximum cost per click your margin allows." canonical: "https://www.productmetrics.io/google-ads-budget-calculator" pageType: feature language: en publisher: "Product Metrics" dateModified: 2026-10-07 image: "https://www.productmetrics.io/og/google-ads-budget-calculator.png" --- > Content index: https://www.productmetrics.io/llms.txt # Google Ads budget calculator Enter your daily budget, average cost per click and number of products to see how many clicks each product gets. Then check your average CPC against the most a click can cost before it loses money. _A small budget spread over many products cannot test every product. Give it first to the products with the most clicks and a return above their own break-even._ ## Every step behind the numbers, worked through for the start values. Six inputs make this ad spend calculator work: daily budget, average cost per click, products, order value, contribution margin and conversion rate. The start values describe an example shop with a €20 daily budget, €0.50 per click and 500 products. | Step | Calculation | Result | | --- | --- | --- | | Clicks per day | €20 ÷ €0.50 average CPC | 40 | | Clicks per product per day | 40 clicks ÷ 500 products | 0.08 | | Clicks per product per 30 days | 0.08 × 30 days | 2.4 | | Budget per product per day | €20 ÷ 500 products | €0.04 | | Break-even CPC | €100 × 30% margin × 2% conversion rate | €0.60 | | Break-even ROAS | 1 ÷ 30% margin | 3.33 | | Average CPC against break-even CPC | €0.50 against €0.60 | Below | Shared evenly, €20 a day gives each of 500 products €0.04 and 0.08 clicks a day, about 2.4 in 30 days. A click brings in €0.60 on average and costs €0.50, so this shop's average CPC is below its break-even CPC. ## A small budget spread over many products cannot test every one of them. Spread across 500 products, €20 a day is an average of €0.04 each. A click costs €0.50 here, so that average is 0.08 clicks per product per day. Clicks never split this evenly, but the average shows how thin the budget is. Share the same budget across 50 products and each gets 0.8 clicks a day, 24 in 30 days. The budget has not changed; the number of products it has to serve has. Give a small budget first to the products with the most clicks and a return above their own break-even. Find each floor with the break-even ROAS calculator, and see which products qualify with Product Segmentation. - [Break-even ROAS calculator](https://www.productmetrics.io/break-even-roas-calculator) - [How Product Segmentation works](https://www.productmetrics.io/product-segmentation) ## Max CPC calculator: the most a click can cost before it loses money. Break-even cost per click is what one click brings in on average: the order value, times your contribution margin, times your conversion rate. If a click costs more than that, each click loses money before fixed costs. If it costs less, each click adds to profit. `Break-even CPC = order value × contribution margin % × conversion rate %` Use the order value excl. VAT and the contribution margin: the margin left after cost of goods and the variable costs of an order, such as shipping, payment fees and returns. The break-even ROAS calculator works these out from your totals. The same limit seen from the revenue side is break-even ROAS = 1 ÷ contribution margin %. With these start values a click brings in €0.60 on average (€100 × 30% × 2%). The break-even ROAS is 3.33, the same limit from the revenue side. - [Break-even ROAS calculator](https://www.productmetrics.io/break-even-roas-calculator) ## Google Ads budget questions, answered. ### Is €20 a day enough for Google Shopping ads? It depends on how many products share the budget and what a click costs. At an average CPC of €0.50, €20 a day buys 40 clicks. Across 500 products that is 0.08 clicks per product per day and €0.04 each. Across 50 products it is 0.8 clicks per product per day. Put the budget on the products with the most clicks and a return above their own break-even. ### How much do Google Shopping ads cost? You pay per click. The price of a click is set in an auction, so there is no fixed price: it differs by product, category and competition. Your spend is clicks times average cost per click, which is why this calculator starts from a daily budget and a CPC. ### What is break-even cost per click? Break-even cost per click is the most a click can cost before it loses money. It is the order value times your contribution margin times your conversion rate: €100 × 30% × 2% = €0.60. A click that costs more than that loses money before fixed costs. ### How do I find my average cost per click? Open your Google Ads campaign report and read the Avg. CPC column. Use the same date range as the budget you are checking. ## Embed this calculator Paste this script tag into your own page to show the calculator there, with the same maths and no sign-up. It fits the width of your page, resizes with the calculator and follows the visitor’s light or dark setting. The script adds the calculator and a link to the full version under it. Keep the attribution link: it credits the calculator. `` ## Related pages. - [Break-even ROAS calculator](https://www.productmetrics.io/break-even-roas-calculator): Find the return each product needs to break even before you spend on it. - [Product Segmentation](https://www.productmetrics.io/product-segmentation): See which products have the most clicks and a return above their break-even. - [Optimise Google Shopping ads](https://www.productmetrics.io/blog/optimize-google-shopping-ads): Seven steps: the feed first, then each product against its break-even. ## See which products earn the budget, and which don’t. Product Metrics segments your products by advertising clicks and return against your target, then writes each segment to a Merchant Center label your campaigns use. - [Analyse your products for free](https://app.productmetrics.io/): Log in with Google, no credit card --- Published by Product Metrics (Berend Vrakking, founder). HTML version: https://www.productmetrics.io/google-ads-budget-calculator