How is the cost of Google Ads worked out?
You pay per click, and each click price is set by an auction every time someone searches. You control the total through your daily budget and bids.
Google explains that your actual cost per click is usually the least you need to pay to beat the next advertiser and clear Google’s quality thresholds. Better ads and landing pages can lower that price. Positions above the search results tend to cost more.
Your budget is an average, not a hard daily cap. Google’s budget guide says a campaign might spend up to twice its average daily budget on a busy day, but over a month you will not pay more than 30.4 times the daily average.
Why are emergency trade keywords so expensive?
Because they are worth a lot to many businesses at once. Someone searching “emergency electrician” or “boiler repair today” is ready to book, so lots of firms bid for them.
Several things push the price up:
- Urgency, as searchers are likely to call straight away
- High job values, such as boiler installs or roof repairs
- Many competitors in big towns and cities
- Directories and lead sellers bidding on the same terms
- Evening and weekend searches when fewer firms answer the phone
The upside is that these clicks often turn into jobs quickly. The key is knowing whether that job value covers the cost, which the next section shows. Many trades also cut costs by bidding less at times they cannot answer the phone, or by pausing ads outside working hours.
Want Google Ads that pay for themselves?
We build and manage Google Ads for UK trades, with call tracking so you can see cost per job.
How much should a small trade business spend per month?
Start from what a lead is worth to you, not from a round number. Your budget should be enough to get useful data, and no more than you can comfortably test for a couple of months.
Use this simple break-even method. The figures below are made up to show the maths. They are not typical costs.
- Work out your average profit per job, for example £300
- Work out how many enquiries you win, for example 1 in 3
- So each enquiry is worth about £100 in profit to you
- Check how many clicks turn into enquiries, for example 1 in 10
- So you can pay up to about £10 per click and still break even
Swap in your own numbers. If Keyword Planner shows local clicks well above your break-even figure, narrow your areas, focus on higher-value jobs or improve your website so more visitors get in touch.
How do costs differ between trades?
It depends on job value, urgency and how many firms compete in your area. We have not listed figures by trade because prices vary too much by location and change often.
| Trade | Typical high-intent searches | What pushes cost up |
|---|---|---|
| Plumber | Emergency plumber, boiler repair | Urgency, boiler install values |
| Electrician | Emergency electrician, EV charger install | EV demand, commercial work |
| Roofer | Roof leak repair, new roof | High job values, storm periods |
| Removals | House removals, man and van | Seasonal peaks, national firms bidding |
| House clearance | House clearance, probate clearance | Lead sellers and directories |
| Cleaner | End of tenancy cleaning, office cleaning | Many small competitors |
If your trade is eligible, also look at Google Local Services Ads, which charge per lead instead of per click.
How do you check Google Ads costs in your area before you spend?
Use Google Keyword Planner. It is free inside a Google Ads account, and Google says it lets you view the average cost for your ad to show on searches for a keyword.
As an example, a plumber in Hull would enter terms like “emergency plumber Hull” and “boiler repair Hull”, set the location to Hull and nearby towns, and look at the bid ranges. Those ranges are estimates, but they are far better than guessing. See our Google Ads in Hull page for local help.
How much do agencies charge to manage Google Ads?
It varies widely, and there is no standard rate. Fees are usually a flat monthly amount, a percentage of ad spend, or a setup fee plus monthly management.
What matters more than the fee is what you get: call tracking, regular search term checks, negative keywords, landing page advice and plain monthly reports showing cost per lead. Ask who owns the account. You should always own it, so you keep the history if you move on. If you are weighing ads against long-term rankings, read Google Ads vs SEO and see our local SEO service.
FAQs
How much should a small trade business spend on Google Ads per month?
There is no right figure for everyone. Work out what an enquiry is worth from your profit per job and win rate, check local click prices in Keyword Planner, then set a budget you can test for two or three months. That gives enough data to judge cost per job.
What is the average cost per click for plumbers in the UK?
There is no reliable single figure, because click prices depend on your town, the exact search, the time of day and how many firms are bidding. Google Keyword Planner shows estimated bid ranges for your own keywords and area, which is a better guide than any national average.
Why are emergency trade keywords so expensive?
Emergency searches come from people ready to book now, so many plumbers, electricians, locksmiths and lead sellers bid on them. More competition in the auction pushes the price up. They can still be profitable if your job values are high and you answer the phone every time.
How much do agencies charge to manage Google Ads?
Agency fees vary widely. Common models are a flat monthly fee, a percentage of ad spend, or a setup fee plus monthly management. Compare what is included, such as call tracking and monthly reporting, and make sure you own the Google Ads account.
How many leads will £500 a month get me?
It depends on your click prices and how many visitors contact you. Divide £500 by your expected cost per click to estimate clicks, then multiply by the share of visitors who enquire. Keyword Planner gives the click estimate, and call tracking shows the real enquiry rate.
