How much should you spend on Google Ads? A UK guide by sector
Short answer: most UK local lead generation businesses should start with £750 to £1,500 a month in Google Ads spend for trades, £1,000 to £2,000 for dentists and education providers, and £1,500 to £3,000 for solicitors. Management fees are extra. The right figure depends on your cost per click, conversion rate and what a customer is worth to you.
Why there's no single answer
Google Ads is an auction. What you pay per click depends on how many other businesses want the same searches. Legal and financial services clicks are among the most expensive, often £5 to £12 or more, while many local trades pay closer to £1.50 to £3, according to UK PPC cost research from Whito. Your budget needs to buy enough clicks to produce enough enquiries to learn from.
A simple way to work out your budget
- Estimate your cost per click. Use Google's Keyword Planner or the ranges below.
- Estimate your conversion rate, the share of visitors who call or enquire. For a good local landing page, 5 to 10% is realistic.
- Decide how many enquiries you need each month to make it worthwhile. I suggest at least 10 to 15 to start learning.
- Multiply it out. 15 enquiries at a 6% conversion rate needs 250 clicks. At £3 a click, that's £750 a month.
Then sense-check it against what a customer is worth. If a new dental implant patient is worth £2,500, paying £100 for an enquiry is fine. If an average plumbing job is worth £150, it isn't.
Suggested starting budgets by sector
| Sector | Typical cost per click | Suggested starting budget |
|---|---|---|
| Plumbers and trades | £1.50 to £3 | £750 to £1,500 a month |
| Dentists | £2 to £6, higher for implants | £1,000 to £2,000 a month |
| Education and courses | £1 to £4 | £1,000 to £2,000 a month, more around intake dates |
| Solicitors | £5 to £12+ | £1,500 to £3,000 a month |
These are starting points based on my experience and published UK benchmarks. Your local competition can push them up or down.
Where small budgets go wrong
- Too many services, too little money. £500 spread across ten services gives each one almost nothing. Start with the one or two most valuable services.
- Targeting too wide. Cover the area you can actually serve, and set targeting to people located there.
- No conversion tracking. If Google can't see enquiries, it can't optimise for them, and you can't tell what's working.
- Judging too early. Allow 60 to 90 days with proper tracking before deciding.
Don't forget management fees
Your ad spend goes to Google. If you hire a freelancer or agency, their fee is separate. As a rule of thumb, if the management fee is close to or bigger than your ad spend, either the budget is too small or the fee is too high. See my pricing for comparison.
Want a number for your business? I'll look at your market and competitors and suggest a realistic budget as part of a free audit, even if you're not advertising yet.
Common questions
What is the minimum budget for Google Ads in the UK?
There's no minimum set by Google, but for most local lead generation businesses I recommend at least £750 a month. Below that there usually aren't enough clicks to learn what works and improve.
Does Google Ads management cost extra on top of ad spend?
Yes. Ad spend goes to Google, and a freelancer or agency charges a separate management fee. Always check whether a quoted price includes ad spend.
How long before I know if Google Ads is working?
Allow about 60 to 90 days with properly set-up tracking. You'll often see enquiries in the first week, but it takes a few weeks of data to tune targeting and bids.
Find out where your ad spend is leaking
Get a free, no-obligation audit of your Google, Microsoft or Meta Ads. You'll get a written report and a call to walk through it. Use it with me or without me.