--- title: How to use the PPC calculator description: Estimate the feasibility and effectiveness of paid media before running ads. The calculator helps you figure out if the client can get a return, how much they’ll need to spend, and what results to expect. --- [Skip to content](https://kb.greenhouseuvu.com/how-to-use-the-ppc-calculator#main-content) English Show submenu for translations ![green house sales and marketing.png\]](https://kb.greenhouseuvu.com/hs-fs/hubfs/green%20house%20sales%20and%20marketing.png?height=35&name=green%20house%20sales%20and%20marketing.png) Open main navigation Close main navigation - English Show submenu for translations - Go to greenhouseuvu.com Go to greenhouseuvu.com Hi, how can I help you? - There are no suggestions because the search field is empty. 1. [Knowledge Base](https://kb.greenhouseuvu.com/?hsLang=en) 2. [Paid Media](https://kb.greenhouseuvu.com/paid-media?hsLang=en) # How to use the PPC calculator ## Estimate the feasibility and effectiveness of paid media before running ads. The calculator helps you figure out if the client can get a return, how much they’ll need to spend, and what results to expect. ### **Before You Start** #### **Choose the Correct Calculator (make a copy first!!):** - [Lead Gen Calculator](https://docs.google.com/spreadsheets/d/151fz05Qt7fqb-Si7A0F7z_5TSvjFgNtaZziOuvoSYkw/edit?gid=1930563800#gid=1930563800)(for service-based businesses focused on form fills or calls). - [Product Calculator(](https://docs.google.com/spreadsheets/d/1ISJextPjBFviIMY4Jl5OGJnF5nV9sguBSADtgjjbGwI/edit?gid=0#gid=0)for eCommerce or clients selling items directly online). These are already built out in the GH Google Drive. Right click in the paid media folder and select “From a Template” and select the PPC calculator template. If a client doesn’t clearly fall into one category, default to **Lead Gen** and make edits as needed. ### **Step-by-Step Instructions** #### **Step 1: Fill Out the Business Info** (This helps contextualize the numbers later). Fields to complete: - Business name - Client industry - Service or product - Location - Campaign type (Search, Meta, Display, PMAX, etc.) - Primary goal (Leads, Sales, Traffic) **Why:** This frames the calculations with context. It also preps the info needed for the client presentation later. #### **Step 2: Ad Performance Assumptions** (You’ll enter estimated averages based on platform benchmarks or research). Key fields: - CPC (Cost Per Click) - CVR (Conversion Rate) - Avg. Order Value or Client Value - Monthly budget **Where to get CPC:** Use Keyword Planner in Google Ads or reference past accounts **Where to get CVR:** Use industry benchmarks or historical client data (2–10% is a typical range for Search) **Why:** These assumptions power the projections—good estimates make or break the calculator’s value. #### **Step 3: Use the Calculator Tabs** Once the top section is filled out, the calculator will auto-generate performance forecasts like: - Estimated clicks per month - Estimated leads/sales - Estimated cost per lead/sale - Estimated return on ad spend **Why:** These outputs help us and the client understand whether ads are worth pursuing, and what kind of volume/budget it takes to see results. #### **Step 4: Add Keyword Research (Search Only)** If it’s a Search campaign, switch to the **Keyword Stats** tab and: 1. Pull keyword ideas using Google Keyword Planner 2. Add the following per keyword: - Search volume - CPC (low and high range, the average will be calculated for you) - Estimated Monthly Cost will also be calculated for you - Notes (e.g., “Brand term,” “Very competitive,” etc.) **Why:** This helps justify your CPC estimate, and also prepares you for ad copy direction and targeting in the future. #### **Step 5: Adjust for Client Feedback or Edge Cases** - If the client says most leads don’t close, reduce your conversion rate or raise the CPA target - If the client says they have insane margins, show how high ROAS is possible - If they offer bundles or upsells, factor that into average order value #### **Final Output:** Once completed, the PPC Calculator should be saved and linked in the client folder. 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