Built for B2B SaaS. Find out exactly how much you need to invest in Google Ads to hit your customer acquisition goals.
Your Inputs
How many new paying customers do you need to acquire from Google Ads each month? This is your starting goal — everything else works backward from here.
$
B2B SaaS benchmark: $5–$8
B2B SaaS keywords are competitive. Branded terms cost less; high-intent terms like "[competitor] alternative" cost more. Check your Google Ads account for your actual average — or use $6 as a default.
%
Same as your landing page conversion rate. Depends on your offer:
Free trial / self-serve signup: 5–10% (best-in-class up to 15%)
Demo request / book-a-call: 2–4%
Gated content (ebook, whitepaper): 0.5–2%
Industry average for B2B SaaS Search ads is ~4.7%.
%
What % of your form-fill leads end up paying you?
Don't know it? Use these benchmarks:
SMB SaaS: ~2.5%
Mid-market: ~1.5%
Enterprise: ~0.75%
Formula:(Lead-MQL) x (MQL-SQL) x (SQL-Customer)
$
Annual Contract Value — what a customer pays you per year on average. Used to assess whether your CAC is healthy. A good rule: your ACV should be at least 3x your CAC.
Your Results
Monthly Google Ads Budget
$—
Fill in the inputs to calculate your budget
Clicks needed
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Leads needed
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Cost per Lead
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CAC
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Fill in your inputs to see a personalized assessment of whether your unit economics are sustainable.