CPC Calculator
Formula: CPC = ad spend ÷ clicks. To judge it, compare it with what one click earns you on average.
How the CPC calculation works
CPC is spend divided by clicks
$750 of ad spend that brings 300 clicks is $2.50 per click.
Plan a budget from a target CPC
Multiply the clicks you want by the CPC. 500 clicks at $2.00 needs a $1,000 budget.
Find clicks from a budget
Divide the budget by the CPC and round down. $750 at $2.00 per click buys 375 clicks.
Add impressions for CTR and CPM
With 20,000 impressions, 300 clicks is a 1.50% click-through rate and $750 is a $37.50 CPM.
Worked example. You spend $750 and get 300 clicks from 20,000 impressions. CPC is $750 ÷ 300 = $2.50, the CTR is 1.50% and the CPM is $37.50.
CPC FAQ
What is CPC?
CPC means cost per click: what you pay each time someone clicks your ad. Google Ads describes cost-per-click bidding as paying for each click on your ads, and notes it is sometimes called pay-per-click (PPC).
How do I calculate cost per click?
Divide total ad spend by the number of clicks. $400 for 160 clicks is $2.50 per click. Google Ads uses the same formula for average CPC: two clicks costing $0.20 and $0.40 total $0.60, and $0.60 ÷ 2 = $0.30.
What is the difference between max CPC and actual CPC in Google Ads?
Max CPC is the bid you set: the highest amount you are willing to pay for a click. Actual CPC is the final amount you are charged. Google says it is often less than your max CPC, because you only pay what is needed to clear the Ad Rank thresholds and beat the Ad Rank of the advertiser just below you. It can be higher than your max CPC if you use Enhanced CPC or bid adjustments.
How do I convert CPM to CPC?
CPC = CPM ÷ (CTR × 1,000). A $10 CPM with a 2% CTR is $10 ÷ 20 = $0.50 per click.
What is a good cost per click?
One that is lower than what a click earns you. If 3% of clicks buy and each sale makes $60 gross profit, a click is worth $1.80, so any CPC under that is profitable.
Why does my ad platform show a different CPC?
Google Ads shows average CPC: the total cost of your clicks divided by the number of clicks, for the rows and dates you have selected. Enter the cost and clicks for the same campaigns and the same date range to match it. Your max CPC bid is a different number.
Is a lower CPC always better?
No. Cheap clicks that never buy cost more in the end than dearer clicks that do. Check CPC together with conversion rate and ROAS, or work out cost per sale: CPC ÷ conversion rate. A $2.50 CPC at a 5% conversion rate is $50 per sale.
Sources: Google Ads Help: Cost-per-click (CPC) definition · Google Ads Help: Actual cost-per-click (CPC) definition · Google Ads Help: Average cost-per-click (avg. CPC) definition