The most you can pay per click, per lead and per customer, worked out from what a customer is worth to you.
Your numbers
Selling online with no sales step? Set close rate to 100% and use your store conversion rate as click to lead.
From the Avg. CPC column in Google Ads. We will tell you how much headroom you have.
Median Google Ads CPC and conversion rate from WordStream by LocaliQ, 2026 (US search campaigns).
How to read the inputs. Gross margin is revenue minus the cost to deliver, as a share of revenue. Spend on ads is how much of that gross profit you are willing to give to Google per new customer: 100% means break-even, 50% means you keep half.
Results
| Max CPC bid limit (Manual CPC or Maximize clicks) | $10.00 |
| Target CPA, if leads are your conversion | $125 |
| Target CPA, if closed sales are your conversion | $500 |
| Target ROAS, if you import sale value | 400% |
Rows are click to lead rates, columns are lead to customer close rates. Your numbers are outlined.