Two amounts: ad budget and management
The ad budget is the money for clicks on your ads. You pay it to Google, not to us. How high it is, is your decision.
The second amount is the work. In setup we research suitable search terms and build the first campaign in Google Search. We also make sure enquiries from the ads can be counted. After that we run the campaigns month by month, and you get a report.
The monthly price depends on how much ad budget we manage. The bands are in the overview further down. Not included: the ad budget, changes to the page your ads lead to, and other providers' fees. The minimum term and notice period are on the pricing page.
What does a click cost?
There is no fixed price per click. Google auctions the ad positions. According to Google, the price depends on competition and quality: how well the ad matches the search and how helpful the page is that visitors land on.
Search terms with clear buying intent usually cost more than general questions, Google says. The season plays a part too.
We name no click prices here. An average says little about your trade, your town and your search terms.
How much budget per month?
In Google Ads you set an average daily budget for each campaign. On single days Google may spend up to twice that for most campaigns, its help pages say. For the month there is a limit: the daily budget times 30.4.
Work back from the result. What is a new customer worth to you? How many enquiries do you need before one becomes an order? That tells you the most an enquiry may cost.
Plan a budget you can keep up for several weeks. Only over time do you see which search terms bring enquiries and which bring only clicks.
What must be ready before you start
Three things should be in place before the first euro goes to Google. First, a page of its own for the service you advertise. It says what you offer, for whom and where, and it makes getting in touch easy.
Second, you need to be able to count enquiries, for example submitted forms and bookings. Otherwise you see only clicks at the end of the month and do not know what they brought. Third, you need the budget for several weeks.
If the right page is missing, ads are not the first step. You then pay for visitors who do not find what they searched for. What to fix on the website first, and when SEO is the better start, is covered in the guides at the end of this page.
Comparing Google Ads quotes
With every quote, check whether ad budget and management are listed separately. Only then can you see how much money actually goes into ads.
Ask every provider the same questions.
- Who owns the Google Ads account, and do I keep access?
- Does Google bill the ad budget to me directly?
- What does management cost, and at what budget does the price change?
- What does the report show: clicks or enquiries?
- How long is the minimum term, and how do I cancel?
Your checklist
- Keep ad budget and management apart in every quote.
- Decide the most an enquiry may cost.
- Check the page the ad leads to.
- Make sure enquiries are counted.
- Plan the budget for several weeks.
Your next step
Compare setup and management in the price overview, or tell us your service and your area. You get in writing first what is included.
What Google Ads costs with us
- SetupAds for 1 main service€590 one-off
- Small budgetad budget up to €1,500€390 per month
- Medium budgetad budget up to €5,000€690 per month
- Large budgetad budgets from €5,000, price agreed with youfrom €990 per month
All prices are final prices. No VAT is charged under the German small-business rule (§ 19 UStG).
Sources and further reading
Sources checked on . Examples and checklists are planning aids, not client results.