Google Ads and SEO Budget Calculator
Set a monthly budget, pick your industry, and switch on the channels you want to run. Slide the budget across Google Ads Search, Shopping, Display, and SEO to see the clicks and conversions each split could deliver. Search figures use published benchmarks; treat the result as a directional plan, not a forecast.
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Search benchmark for Ecommerce / Retail, Ecommerce: 8.92% CTR · 3.83% CVR · $3.49 CPC.
Channels to run
Split the budget
Drag to reallocateGoogle Ads Search
Benchmark: 8.92% CTR · 3.83% CVR · $3.49 CPC
- Spend
- £923
- Clicks
- 264
- Impressions
- 2,965
- Conversions
- 10
SEO
An investment, valued against paid clicks
- Monthly
- £577
- Annual
- £6,923
- Break-even clicks / mo
- 165
Organic clicks this spend must win to match its cost at the search CPC — about 62% of the Search clicks.
Combined monthly plan
Estimates apply median benchmarks to your split. Search figures are US-sourced medians in USD, so real cost varies by market, account history, and creative quality. Display and Shopping figures are directional starting points, not industry benchmarks. SEO outcomes are not forecast: the channel is shown as an investment valued against the price of equivalent paid clicks. Addy builds a sharper forecast from your own keywords, locations, and live auction data using Google's Keyword Planner.
See the paid and organic search benchmarks these estimates are built on.
View search benchmarks →How the calculator works
Switch on the channels you want to run, then split your monthly budget across them with the sliders. For each paid channel, the spend divided by its average cost per click gives an estimated number of clicks, the conversion rate turns those into conversions, and the click-through rate estimates the impressions behind them. The combined view totals the paid conversions and a blended cost per conversion.
Search uses benchmark figures for your industry. Shopping and Display are shown as directional estimates rather than benchmarks, because reliable cost data for those formats is not published per industry. Adjust the result against your own account once you have live numbers.
Using PPC value to size SEO investment
Paid search puts a price on a click that organic search never quotes directly. The SEO channel treats your SEO spend as an investment and values it against that price: at your industry's cost per click, the spend equals a number of organic clicks it would need to win to break even. The smaller that break-even is next to the paid clicks your budget buys, the easier the case for the investment.
Organic rankings take months to build and do not arrive on a fixed schedule, but they compound and keep paying after the work is done, where paid traffic stops the day you stop spending. The search benchmarks show paid and organic side by side so you can plan the budget as one system.
Frequently asked questions
How does the budget calculator work?
You enter a total monthly budget, pick your industry, and switch on the channels you want to run: Google Ads Search, Shopping, Display, and SEO. Sliders split the budget across whichever channels are active. For each paid channel, the calculator divides the spend by the average cost per click to estimate clicks, applies the conversion rate to estimate conversions, and uses the click-through rate to estimate impressions. The combined view totals the paid conversions and a blended cost per conversion.
Where do the benchmark figures come from?
The Search figures (cost per click, click-through rate, and conversion rate by industry) are from WordStream's 2025 Google Ads benchmarks, covering more than 16,000 US search campaigns from April 2024 to March 2025, in USD. Organic click-through rate by position is from Advanced Web Ranking. Both are industry medians, so treat the result as a directional starting point rather than a forecast for your account.
Are the Display and Shopping figures benchmarks too?
No. Reliable cost data for the Display Network and Shopping is not published per industry the way Search is, so those channels use directional estimates rather than benchmarks. They give you a sense of the shape of a split, but you should replace them with your own numbers once you have live campaigns.
When should I switch on the Shopping channel?
Turn on Shopping if you sell products through a feed. Shopping ads show your products with an image and price directly in the results, so they behave differently from text search ads, and retailers often run them alongside Search and Display rather than instead of them. The figures are directional, so adjust them to your own store.
The CPC figures are US medians. Are they useful in the UK?
Read the result as a relationship rather than an exact cost. UK cost per click differs from the US median, but the structure holds: which industries convert higher and where clicks cost more. Adjust the figures to your own account once you have a few weeks of live data.
How can a Google Ads budget tell me what to invest in SEO?
Paid search puts a market price on a click. Ranking organically for the same searches brings that traffic in without paying per click, so the SEO slice is valued against that price: at your industry's cost per click, the spend equals the organic clicks it would need to win to break even. The smaller that break-even is next to the paid clicks your budget buys, the easier the case for investing. SEO also compounds and keeps paying after the work is done, where paid traffic stops the day you stop spending.
How much should a small business spend in total?
There is no single right number. A sensible way in is to work back from a conversion you can afford: decide what one enquiry or sale is worth to you, look at the cost per conversion the calculator estimates for your industry, and set a budget that buys enough conversions to learn from while staying inside what each one is worth. Start smaller, measure, then scale what works.
Sources. Search benchmarks (CTR, conversion rate, cost per click by industry): WordStream 2025 Google Ads Benchmarks (16,000+ US search campaigns, April 2024 to March 2025, figures in USD). Organic click-through rate by position: Advanced Web Ranking — Google Organic CTR (pulled monthly from thousands of sites and millions of keywords in Google Search Console). Display and Shopping figures are directional estimates, not drawn from these per-industry datasets.