Google Ads Budget Calculator
See how AI Overviews are affecting your advertising costs
Transparent Google Ads Cost Analysis
Google Ads costs have increased dramatically since AI Overviews launched in mid-2024.
According to Seer Interactive’s November 2025 study analyzing 3,119 queries across 42 organizations, paid click-through rates dropped from 19.7% to just 6.34% when AI Overviews appear.
That 68% collapse means Southeast Wisconsin businesses are paying 200-300% more per website visitor than 18 months ago. This calculator quantifies that hidden cost inflation using your actual campaign data or industry benchmarks.
How Does Our Google Ads Cost Calculator Work?
Milwaukee Web Design built this tool specifically for Wisconsin businesses navigating the post-AI Overviews advertising landscape.
Enter your baseline CTR from early 2024, current CTR, monthly ad spend, and average cost-per-click. The calculator instantly shows your CTR decline percentage, cost-per-visitor increase, monthly overpayment, and annual projected losses.
No email required. For businesses without historical data, the demo mode uses Seer Interactive’s benchmark figures to demonstrate typical impact levels, with plain-English explanations accessible to decision-makers unfamiliar with PPC terminology.
Frequently Asked Questions
What is the Google Ads budget calculator measuring?
The Google Ads budget calculator measures how much more you’re paying per website visitor due to AI Overviews reducing your ad click-through rates. When Google displays AI-generated summaries at the top of search results, fewer people click on paid ads because they already received their answer. However, your cost-per-click remains the same, meaning you pay identical rates for significantly fewer visitors. This calculator quantifies that gap, showing your true cost inflation as a percentage and dollar amount. For Southeast Wisconsin businesses specifically, understanding this metric helps justify budget reallocations toward strategies that perform better in the AI-driven search environment.
How accurate are the calculator estimates?
The calculator provides highly accurate estimates when you input your actual Google Ads data. The underlying methodology uses the same approach marketing analysts employ to measure campaign efficiency changes over time. For the demo mode, calculations are based on Seer Interactive’s November 2025 study, which analyzed 3,119 queries across 42 organizations representing a diverse cross-section of industries. Your actual results may vary based on your specific industry, keyword mix, and competitive landscape. Informational queries show the steepest CTR declines (68%), while transactional and branded searches experience less severe impacts. The calculator serves as a diagnostic tool to identify the problem scope before developing optimization strategies.
What information do I need to use this calculator?
You need four data points from your Google Ads account: baseline CTR (your click-through rate from January-May 2024, before AI Overviews became widespread), current CTR (your recent click-through rate), monthly ad spend (your total Google Ads budget), and average CPC (your cost per click). To find these metrics, log into Google Ads, navigate to Campaigns, click Columns, then Modify Columns, and add “CTR” and “Avg. CPC” to your view. Compare date ranges to see how performance has changed. If you don’t have access to historical data or haven’t run campaigns before, use the demo mode to understand typical impact levels using industry benchmark data.
Can I use this calculator without providing my email?
Yes. This Google Ads budget calculator requires zero personal information. You receive instant results without entering an email address, phone number, company name, or any other identifying details. We built the tool this way because Wisconsin business owners deserve transparent information without being forced into sales funnels. When you’re ready to discuss optimization strategies or need help implementing changes, consultation options are clearly available. However, there is absolutely no pressure, no follow-up emails, and no obligation to speak with anyone. Use the calculator as many times as you want, experiment with different scenarios, and share it with colleagues freely.
Why are my Google Ads costs increasing when my CPC stays the same?
Your cost-per-click may remain stable, but your cost-per-visitor is increasing dramatically because fewer people click your ads. Consider this example: if you previously paid $5 per click with a 20% CTR, you paid $25 to generate 5 website visitors from 100 ad impressions (effectively $5 per visitor). Now, with CTR dropped to 6%, those same 100 impressions generate only 6 clicks, but you still pay $5 each, spending $30 total for fewer visitors (now $5 per visitor but achieving only 6 visitors instead of 5 from the same impression pool). The math reveals you’re paying the same rates but receiving far less value. This is the hidden inflation that AI Overviews created across the entire paid search ecosystem.
What can Wisconsin businesses do about declining ad performance?
Four primary strategies help combat AI Overview impact on Google Ads performance. First, shift budget toward transactional keywords where purchase intent remains strong and AI Overviews appear less frequently. Second, invest in content that gets cited in AI Overviews, as brands mentioned in AI summaries see 91% higher paid CTR according to Seer’s research. Third, strengthen branded search campaigns, which show an 18.68% CTR increase when AI Overviews are present because users already trust your company name. Fourth, diversify advertising spend to platforms less affected by AI disruption, including LinkedIn Ads and Microsoft Advertising for B2B audiences. Each strategy requires different implementation approaches, but the calculator helps prioritize by showing exactly how much budget is at stake.
How often should I recalculate my Google Ads cost inflation?
Recalculate monthly or whenever you make significant campaign changes. AI Overview presence continues expanding across query types, meaning the landscape shifts regularly. Quarterly strategic reviews should include this analysis alongside standard performance metrics. For Wisconsin advertising professionals managing multiple client accounts, building this calculation into regular reporting helps demonstrate value by tracking improvements over time. The calculator bookmarks easily for repeat use, and comparing results month-over-month reveals whether optimization efforts are succeeding or if AI Overview expansion continues eroding performance.
What should I do after seeing my calculator results?
After calculating your cost inflation, take three immediate steps. First, audit your keyword portfolio to identify which terms trigger AI Overviews most frequently. Google Search Console and manual search testing reveal this data. Second, review your content strategy to determine whether your website provides the authoritative, citation-worthy information that earns mentions in AI summaries. Third, schedule a consultation to discuss campaign restructuring strategies specific to your industry and competitive environment. Many Milwaukee-area businesses find that understanding the problem scope first makes strategic conversations more productive. The calculator provides the diagnostic foundation for informed decision-making about advertising budget allocation in the AI era.
Ready to Optimize Your Wisconsin Google Ads Strategy?
Schedule a free consultation to discuss your advertising goals, analyze your campaign data, and develop strategies that account for AI Overview impact. Receive a customized optimization roadmap with transparent recommendations and no obligation to proceed. Limited strategy sessions available monthly for Southeast Wisconsin businesses serious about improving paid search performance.
Your Lost Ad Dollars Could Fund AI Visibility Instead
The monthly overpayment shown above could be invested in Generative Engine Optimization, earning your business citations in the same AI Overviews currently stealing your clicks. Schedule a free consultation to explore the reallocation strategy.
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