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Work out the monthly Google Ads budget a lead or customer goal needs, or what a budget you already have should buy. Start from dated 2026 benchmarks for finance and business services, then put in your own numbers. No email needed to see the result.
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Advertising a financial product? Google requires financial services verification before those ads can serve in 42 countries, the UK among them, and each country is verified separately. The US, Kenya, Nigeria, South Africa and Ghana are not on that list, but other product rules still apply. Budget for the weeks verification takes: Google Ads financial services verification, explained.
You get your numbers, the 2026 Google Ads benchmarks for finance and business services with the source, Ahrefs cost-per-click estimates for common fintech and SaaS searches in the US and UK, and the highest cost per click your numbers can afford. We’ll ask you to confirm your email first, then send it. That is the only email you’ll get, unless you tick the box below.
Google Ads charges per click, so every budget comes back to three numbers: what a click costs, how many clicks become a lead, and how many leads become a customer. Work backwards from the result you want and the budget falls out.
Clicks needed = leads wanted ÷ conversion rate
Monthly budget = clicks needed × cost per click
Cost per lead = cost per click ÷ conversion rate
Average daily budget = monthly budget ÷ 30.4
Worked example. You want 20 leads a month. At the 2026 Finance & Insurance medians, a $3.39 cost per click and a 2.64% conversion rate, you need 20 ÷ 0.0264 = 758 clicks. At $3.39 each that is a monthly budget of about $2,568, or $84.48 a day, and each lead costs about $128. If 1 lead in 10 becomes a customer, 5 customers a month needs 50 leads and about $6,420.
Why 30.4? Google sets campaign budgets per day and caps a month’s spend at 30.4 times the average daily budget, the average number of days in a month. On a single day it can spend up to twice the daily budget (Google Ads Help, average daily budgets, read 25 September 2026).
| Category | Cost per click | Conversion rate | Cost per lead |
|---|---|---|---|
| Finance & Insurance | $3.39 | 2.64% | $74.44 |
| Business Services | $5.87 | 4.85% | $93.69 |
| All industries | $5.42 | 8.18% | $66.69 |
Source: WordStream and LocaliQ, Google Ads Benchmarks 2026: 13,474 US search campaigns, 1 April 2025 to 31 March 2026, medians in USD, read 25 September 2026. The sample leans towards small businesses and has no SaaS category; Business Services is the nearest match for B2B software. Dividing a median cost per click by a median conversion rate gives $128 for Finance & Insurance, not the $74.44 median cost per lead, because medians taken across different campaigns don’t combine. Treat the presets as a starting point, not a forecast.
| Search term | US cost per click | UK cost per click |
|---|---|---|
| business bank account | $25.00 | $25.00 |
| business loans | $15.00 | $16.00 |
| payment processing | $11.00 | $9.00 |
| project management software | $9.00 | $8.00 |
| accounting software | $7.00 | $15.00 |
| crm software | $5.00 | $3.00 |
Source: Ahrefs Keywords Explorer, US and UK databases, read 25 September 2026. Both columns are Ahrefs’ estimates in US dollars. They are rounded and move month to month, so check your own terms in Google’s Keyword Planner before you commit a budget.
A budget calculator assumes every click is worth the same and every lead is real. For a B2B SaaS or fintech product, three things move the answer more than the cost per click does.
For how we plan a paid search account for a subscription business, read Google Ads for SaaS. If you advertise a regulated product, the ad account risk scorecard checks the other thing that stops a budget turning into leads: disapprovals and suspensions.
You set the budget, so the cost is whatever you choose to spend. What varies is what that buys. In 2026 the US median cost per click was $3.39 for Finance & Insurance, $5.87 for Business Services and $5.42 across all industries (WordStream and LocaliQ). Specific fintech searches run far higher: Ahrefs estimates about $25 a click for “business bank account”.
Divide the leads you want by your conversion rate to get the clicks you need, then multiply by your cost per click. 20 leads at a 2.64% conversion rate is 758 clicks, and at $3.39 a click that is about $2,568 a month. Divide by 30.4 for the average daily budget Google asks for: $84.48.
It is enough to start, not to learn much. $10 a day is $304 a month, which at the Finance & Insurance median buys about 90 clicks and, at a 2.64% conversion rate, about 2 leads. Use it to test one tightly themed set of keywords, and expect to need more before you can judge whether Google Ads works for you.
Yes, on individual days. Google can spend up to twice your average daily budget on a busy day, but it will not charge more than 30.4 times the daily budget in a month, so your monthly spend stays where you set it.
The WordStream benchmarks cover US campaigns only. Ahrefs’ UK estimates for the fintech and SaaS searches above run from about $3 to $25 a click (in US dollars), close to US levels. UK advertisers of financial products also need Google’s financial services verification before their ads can serve, so allow time for that before the budget starts.
No. The result shows on screen. The email is only if you want the result and the benchmark sheet sent to you, and the newsletter is a separate box you can leave unticked.
Want a budget built from your own account data? The Acquisition Audit reviews your paid accounts and tracking, and costs a 90-day plan. US$2,500, fixed. Or book a 20-minute fit call first.