Google Ads Budget Planning Worksheet
Collect the inputs
Use your own historical results where possible. Otherwise label the numbers as assumptions and create a range rather than a single confident forecast.
- Affordable acquisition cost per new customer.
- Estimated cost per click for the market and intent.
- Expected click-to-enquiry or click-to-purchase rate.
- Qualification and close rates for lead generation.
- Maximum test spend, production costs and review responsibility.
Work through an illustrative model
Assume ₹30 CPC, a 5% enquiry rate, 50% qualification and a 20% close rate among qualified leads. One thousand clicks cost ₹30,000 and imply 50 enquiries, 25 qualified leads and five customers. Media acquisition cost is ₹6,000 per customer. This is arithmetic based on assumptions, not a prediction. Re-run the sheet with weaker conversion rates to see the downside.
Connect planning to controls
Allocate spend to distinct business goals and confirm campaign budget rules in the live account. Review spend pacing, conversion delays and capacity before increasing limits. Keep fees and media separate and obtain approval for meaningful scope changes. If the economics cannot work under realistic assumptions, revisit the offer, margins or landing journey before trying to solve the problem with more budget.