03 / Plan the spend
Ad Budget Planner
Start with jobs.
Work back to a budget.
Turn a booked-job goal, your booking rate and an enquiry cost into a spending scenario.
Your planning scenario
Ready when you areJobs → enquiries → budget.
Add your numbers or choose “Try an example”.
Uses your enquiry cost and booking rate. This is a scenario, not an ad-price forecast. How it works.
The method / Questions answered
A goal is the starting point.
Uses your enquiry cost and booking rate. This is a scenario, not an ad-price forecast.
How is the ad budget calculated?
Enquiries needed = booked-job goal ÷ booking rate, written as a fraction. Round up to whole enquiries. Budget = whole enquiries × cost per enquiry. Cost per booked job = budget ÷ job goal when that goal is above zero.
What does an example look like?
Fictional example: 10 jobs, a 25% booking rate and a $75 enquiry cost need 40 enquiries. That gives a $3,000 budget scenario and $300 per booked job.
Is this what Google Ads will cost?
No. You choose the enquiry cost and booking rate. The result is a planning scenario, not a market quote, forecast or guarantee. Actual prices and booking rates can change.
What happens with a zero goal or booking rate?
A zero-job goal needs zero enquiries and zero budget; cost per job is undefined. A positive job goal with a 0% booking rate cannot be reached in this model. A zero enquiry cost gives a zero budget scenario, not a promise of free leads.
Optional next step / Free Growth Audit
Give the plan a practical check.
We can review your ad setup, landing page and enquiry path before you put the plan to work.
- The jobs and service areas your ads target
- How calls and forms are tracked
- How your landing page helps people get in touch
Your calculator inputs are not included in the request. Explore our Google Ads services.