Budget
How much should a local service business spend on Google Ads?
'How much should I spend?' is the first question every business owner asks. The honest answer: start with how many calls you want, then work backwards.
Published Jul 26, 2026 · 5 minute read
Key takeaways
- Budget = calls wanted × cost per call.
- Check your team can handle the calls.
- Give new campaigns time to learn.
Work back from a call goal
Decide how many calls you want per month. Multiply by a realistic cost per call for your trade and area. That is your starting budget.
- Monthly call goal
- Estimated cost per call
- Call-to-job rate
- Average job value
A simple example
An HVAC company wants 60 calls a month. At about $46 per call, that is roughly $2,760 in ad spend. If 40% of calls become jobs worth $450 each, that is about $10,800 in revenue.
Leave room to learn
The first 30–60 days are for learning which searches, towns and times work best. Expect cost per call to drop as the account improves.
What realistic numbers look like
Typical cost per call by trade
| Trade | Typical cost per call | Starting budget |
|---|---|---|
| Pest control | $25–$30 | $1,200+/mo |
| Electrical | $30–$38 | $1,500+/mo |
| Plumbing | $35–$42 | $1,800+/mo |
| HVAC | $40–$48 | $2,000+/mo |
| Roofing | $45–$50 | $2,500+/mo |
Industry estimates for well-managed accounts in the US. Big cities often cost more.
FAQ
What is the minimum budget?
It depends on your area, but under $800 a month is often too little to learn quickly.
Should I spend more in busy season?
Usually yes. Raise budget when demand and call value are highest.