Website Conversion Calculator
for Google Ads

Understand how your website’s conversion rate drives your results — even when your ads are already optimized

Impressions ? Monthly search volume / ad impressions. What this is: Estimated monthly search volume or actual ad impressions for your main Google Search campaigns that drive traffic to the website you are analysing now. Where to get it: For existing campaigns use your Google Ads data. For planned campaigns estimate total monthly searches for your main keywords (Keyword Planner).

CTR ? Click-through rate (CTR). What this is: Percentage of ad impressions that result in a click and send traffic to your website, for the campaigns being analysed. Where to get it: Use your Google Ads Search campaigns CTR (avg.). For a new campaign you can use benchmark CTR for your industry or a conservative estimate.

CPC ? Average cost per click (CPC). What this is: Average CPC you pay or expect to pay for this traffic. Should be the average CPC for the campaigns driving traffic to the website being analysed. Where to get it: Use your current Search campaign CPC. For planning use Keyword Planner forecasts or conservative estimates.

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Sale profit ? Profit per sale after cost of goods. What this is: Net profit from one sale after direct cost of goods / fulfilment, but before fixed overheads, salaries and marketing costs. Where to get it: Use your unit economics / finance data. For services: net margin per sold project/contract. For products: price – cost of goods – shipping etc.

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Website CR ? Website-to-lead conversion rate (CR). Meaning: What % of website visitors leave their contact details or otherwise become leads (send a form, call, start chat etc.). This is NOT yet a paid order, only a lead for sales. Where to get it: Use your analytics system (Google Analytics, CRM or call-tracking) for the percentage of sessions that result in a lead.

Sales team CR ? Sales team lead-to-sale conversion. Meaning: What % of qualified leads your sales team converts into paying customers (signed contracts, paid invoices etc.). Where to get it: Use your CRM or sales data (won deals ÷ total qualified leads handled in a given period).

Your calculated results

Website visits per month ?Website visits per month from paid traffic. Formula: Monthly impressions × CTR. Meaning: How many visits per month you receive (or plan to receive) from this paid search traffic.

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Ad spend on paid clicks ?Monthly ad spend on paid clicks. Formula: Website visits per month × CPC. Meaning: How much budget per month you invest in driving this traffic to your website.

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Cost per lead from website (CPL) ?Cost per lead (CPL) generated via the website from this ad traffic. Formula: Ad click cost / website-to-lead conversion rate. Meaning: How much you effectively pay in ad spend to generate one qualified lead from your website (someone who filled a form, called, started chat, etc.). This is a forecast, not a guarantee.

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Conditional Break-even CR (CBCR) ?Conditional break-even conversion rate (CBCR). Formula: CPC / profit per sale. Meaning: The minimum click-to-sale conversion rate (from click to customer) needed so that ad spend breaks even (no loss, no profit), assuming profit per sale stays unchanged.

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Leads from website per month ?How many leads per month the site will generate at the current traffic and website conversion. Formula: Website visits per month × website-to-lead conversion. Meaning: Shows the volume of new leads you hand over to sales each month if the traffic and website performance stay as assumed.

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Leads per closed deal ?How many leads on average are needed for one sale. Formula: 1 ÷ sales team conversion. Meaning: If your sales team converts 25% of leads, you need 4 leads for 1 sale, on average.

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Total click → sale conv. ?Total conversion from ad click to sale. Formula: Website-to-lead CR × sales team lead-to-sale CR. Meaning: Overall efficiency of your funnel from click to new customer. Used to compare with CBCR (minimal break-even conversion).

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Projected sales per month ?Projected sales per month. Formula: Website visits per month × total click-to-sale conversion. Meaning: How many sales you can expect monthly if traffic, website and sales team performance stay as assumed.

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Cost per paid sale (CPA) ?Cost per acquisition (CPA) for a paid sale. Formula: CPL ÷ sales team conversion. Meaning: How much ad spend you effectively invest to get one paying customer from this traffic and funnel.

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Profit per sale after ads ?Net profit per sale after ads. Formula: Profit per sale – CPA. Meaning: How much net profit remains from each sale after deducting the advertising cost used to acquire this customer.

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Advertising ROI ?Advertising return on investment (ROI). Formula: (Revenue from sales – ad spend) ÷ ad spend. Meaning: Shows how much profit (or loss) advertising generates as a percentage of the budget invested. Positive ROI means profit, negative means loss.

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Projected profit in 1 month ?Projected profit in one month from this traffic. Formula: Projected sales per month × profit per sale – ad spend. Meaning: How much net profit (after ad costs, before fixed overhead) this traffic volume will generate in a typical month.

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Time until first sale ?Estimated time until the first sale from this traffic. Formula: 1 ÷ sales per month (converted into days or months). Meaning: If the expected sales volume is low, it may take weeks to see the first sale and get feedback from real customers.

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Min web CR to break even ?Minimum website-to-lead conversion needed to break even. Formula: CBCR ÷ sales team conversion. Meaning: If your website conversion is below this threshold, advertising will lose money even if the sales team performs as assumed.

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Min sales CR to break even ?Minimum sales team conversion needed to break even. Formula: CBCR ÷ website-to-lead conversion. Meaning: If your sales team conversion is below this number, advertising will not be profitable even if website performance stays constant.

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Impressions until first sale ?Minimum ad impressions until first sale. Formula: Monthly impressions × time until first sale (in months). Meaning: Rough estimate of how many impressions you need to accumulate before the first sale is likely to happen, given your current funnel.

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Website Conversion Calculator for Google Ads

Understand how your website’s conversion rate drives your results — even when your ads are already optimized

Website Conversion Calculator
for Google Ads