How this calculator works
| Metric | Formula |
|---|---|
| Ad-equivalent value | organic visits × non-brand share × average CPC |
| Revenue value | organic visits × conversion rate × value per conversion |
Worked example
With these inputs:
- Currency: USD ($)
- Organic search visits per month: 5,000
- Share of visits from non-brand searches: 70%
- Average cost per click for your keywords: 2.5
- Visitor-to-lead or sale conversion rate: 2%
- Average value of a lead or sale: 200
Ad-equivalent value per month: $8,750. Your 5,000 monthly organic visits would cost about $8,750 a month ($105,000 a year) to buy as Google Ads clicks.
| Ad-equivalent value per year | $105,000 |
|---|---|
| Non-brand visits per month | 3,500 |
| Leads or sales per month | 100.0 |
| Revenue value per month | $20,000 |
| Revenue value per year | $240,000 |
| Value per organic visit | $4.00 |
Open this example in the calculator
Why exclude brand traffic?
People searching your company name would find you anyway, and brand clicks are cheap to buy in Google Ads. Counting them at the average CPC overstates what SEO is contributing.
Google Search Console lets you filter queries that contain your brand name to find the non-brand share.
How to find your average CPC
- Export your top organic queries from Google Search Console.
- Paste them into Google Ads Keyword Planner for your target locations.
- Use the top-of-page bid range and weight it by the clicks each query brings.
Increasing the value of organic traffic
- Target commercial keywords (“cost”, “hire”, “company”, “near me”) with dedicated service pages.
- Add calculators, comparisons and case studies that convert visitors into leads.
- Improve page speed and calls to action on pages that already rank.
- Build internal links from informational articles to service pages.
Open this calculator with your numbers
Every option can be set in the web address, so you can bookmark a scenario or send it to a colleague. AI assistants such as ChatGPT, Gemini, Claude and Perplexity can use the same parameters to open this calculator with your numbers and the result already on the page.
| Parameter | What it sets | Accepted values |
|---|---|---|
currency |
Currency | one of USD, INR, AED, GBP, EUR |
visits |
Organic search visits per month | number from 0 to 1000000000, default 5000 |
non_brand |
Share of visits from non-brand searches | number from 0 to 100 (%), default 70 |
cpc |
Average cost per click for your keywords | number from 0 to 10000 (in the chosen currency), default 2.5 |
conversion_rate |
Visitor-to-lead or sale conversion rate | number from 0 to 100 (%), default 2 |
value |
Average value of a lead or sale | number from 0 to 100000000 (in the chosen currency), default 200 |
Also available as plain text for AI assistants and a free JSON API (OpenAPI spec).
Last reviewed by the Infikey Technologies team.
Disclaimer
This calculator is provided free for general information and planning only. Results are estimates based on the inputs you enter and the assumptions described on this page, reference data such as published prices may change, and actual costs and outcomes will differ. Nothing on this page is financial, legal, tax, investment or other professional advice. Infikey Technologies Private Limited, Infikey Technologies LLC and their directors, employees and affiliates make no warranty, express or implied, about the accuracy, completeness or suitability of this tool or its results, and accept no liability for any loss or damage, direct or indirect, arising from its use or from reliance on its results. Verify all figures independently and seek professional advice before making any decision. Use of this tool is at your own risk.