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How much should you spend on Google Ads to find out if it works?
With your numbers and the cost per click in your area, you will know how much you can pay for an enquiry, whether it pays off and what budget a test needs before you decide. It is the step-by-step method from our Google Ads guide for small service businesses.
Monthly investment during the test
€900
- You can pay per enquiry
- up to €135
- Each enquiry would cost you
- €60
- Clicks to get the enquiries
- 600
- Total test investment
- €1,800
- Average daily budget
- €29.61
- Clicks per day
- about 10
- On the invoice, with Google’s 3%
- €927 a month
It pays off: each enquiry would cost you about €60 and you can pay up to €135. With 30 enquiries and your close rate, you would get about 7.5 clients.
Let’s talk about your caseThe maths, in plain sight
Value of an enquiry = what a client earns you × percentage of enquiries that hire you. What you can pay is that figure times the share you are willing to pay.
Expected cost per enquiry = cost per click ÷ page conversion rate. It pays off if it stays below what you can pay.
Clicks needed = enquiries needed to decide ÷ conversion rate, rounded up. Test investment = clicks × cost per click.
Daily budget = monthly investment ÷ 30.4, as set out in Google Ads Help. Invoice = monthly investment plus the 3% regulatory operating costs for Spain, excluding taxes.
Our approach: if the daily budget does not pay for about 10 clicks, use fewer keywords or a smaller area. And the test does not guarantee enquiries: it is there to replace these assumptions with your real data.
Not sure how much a client earns you? Start with the customer value calculator.
Frequently asked questions
Straight answers to what people ask us before we start.
Where do I get the cost per click for my area?
From Google Ads Keyword Planner. Enter 10 or 15 searches the way your clients would type them, choose your province and note the “Top of page bid (high range)”. You need an account with billing details, and in small areas Google warns that forecasts are less accurate.
Why does it divide the budget by 30.4?
Because that is the figure Google uses to convert a monthly budget into a daily one. On a given day the campaign can spend up to twice the daily budget, but over the month you will not be charged more than 30.4 times that figure.
What is the 3% added to the invoice?
The regulatory operating costs that Google has added since July 2024 to ads served in Spain. They were still in place on 2 October 2026. Any applicable taxes are charged separately.
What if it tells me it does not pay off?
You have 3 options: improve the page’s conversion rate, find cheaper searches with the same intent or leave Google Ads for later. The calculator also tells you the maximum cost per click you could pay with your conversion rate.
Do you store the figures I enter?
No. The calculation runs in your browser. If you accept analytics, we only record that you used it, never your figures.
Shall we set up the test with your searches?
We find out the real cost per click in your area, review the landing page and tell you whether Google Ads pays off before you pay for the first click.
Or email us at [email protected] or message us on WhatsApp.