Google Ads Lead Value Calculator: conversion values and cost per lead
Work out what each kind of lead is worth, the conversion value to set and what you can pay per lead.
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About the Lead Value Calculator
Add each kind of lead you get, such as calls, forms, WhatsApp chats and bookings, with how many come in a month, how many become customers, the average sale and your margin. The calculator shows what each lead is worth in sales and in profit and how the types compare. You get the conversion value to enter for each conversion action in Google Ads, your break-even and suggested maximum cost per lead, and a matching Target ROAS. It runs in your browser.
How it works
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Step 1
Add a row for each kind of lead with its monthly count, close rate, average sale value and gross margin, and how many sales one customer brings over time.
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Step 2
Choose how much you can spend on ads: a share of revenue, the share of profit you want to keep, or a target return. Say whether your amounts include GST.
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Step 3
Copy the value for each conversion action into Google Ads, use the suggested cost per lead or Target ROAS, then copy the summary or download the CSV file.
How a lead's value is worked out
Google Ads Help estimates a conversion's value as the average sale, times your profit margin, times the share of leads that become customers. This calculator does the same for each kind of lead and shows both versions: the sales value (sale × close rate) and the profit value (with your margin). Add repeat sales if customers come back, which Google suggests when you plan for long-term growth.
Using the values in Google Ads
Give each conversion action its own value with "Use the same value for each conversion", so a call worth three times a form counts that way. Value-based bidding (Maximize conversion value and Target ROAS) needs at least two different values, and Google recommends reporting them for a few weeks before you switch. Conversion value rules can then raise or lower values by location, device or audience.
What this calculator cannot do
It works from your own averages, so the values are only as good as your sales records. It cannot see which leads came from ads or which became customers; importing offline conversions with real sale values does that. The suggested maximum cost per lead and the ROAS targets are our maths from your numbers, not Google's recommendation, and the tool does not give tax advice.
Frequently asked questions
How do I calculate the value of a lead?
Multiply the average sale by the share of leads that become customers. If a dental treatment averages ₹16,000 and 30 in 100 callers book, a call is worth ₹4,800 in sales. Multiply that by your gross margin for the profit value: at 55%, it is ₹2,640. Google Ads Help uses the same sum, and suggests adding repeat business if customers return.
Should I use revenue or profit as the conversion value?
Either works if you stay consistent, because value-based bidding compares one conversion with another. Revenue is easier to check against your sales register. Profit makes 100% ROAS the break-even point and suits a business whose services have very different margins. Google lets you decide what the value stands for when you set up conversion tracking.
How do I set different values for calls and forms in Google Ads?
Open the settings of each conversion action, choose "Use the same value for each conversion" and enter that lead type's value. Google's own example gives calls a value of 5 and sign-ups a value of 20, which tells bidding a sign-up is worth four times a call. Choose "Use different values for each conversion" only when your tag or upload passes a real amount.
What is a good cost per lead for Google Ads?
One below what a lead is worth to you. Your break-even cost per lead is the profit value of a lead: sale × close rate × margin. Pay more than that and each lead loses money. This calculator keeps back the share of profit you choose and shows the rest as our suggested maximum. It is not a benchmark: it comes only from your numbers.
What do I need before switching to Maximize conversion value?
Google asks for at least two different conversion values, none of them zero, and recommends reporting them for 3 to 4 weeks or 1 to 2 conversion cycles, whichever is longer, before you switch. Pick a conversion close to a sale that had at least 15 conversions in the last 30 days. If you cannot give leads different values, Google suggests Target CPA.
Sources and checks
Rules last checked
The Lead Value Calculator follows these official pages:
- How to estimate conversion value (support.google.com)
- About Target ROAS bidding (support.google.com)
Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work
Related reading
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