Paid Ads and Analytics
Google Ads Budget Calculator
What's the right Google Ads budget for your business? Not "what's standard" — what specifically works given your margin, close rate, and average sale. Output is a defensible monthly budget and an expected lead volume.
The formula
Break-even CPL = average sale × gross margin × close rate. Anything below that = profitable lead. Multiply by target lead volume to get monthly budget.
Canadian benchmarks by vertical
Home services (HVAC, plumbing, roofing): CPL $30-$90. Min budget $2k/mo.
Legal: CPL $80-$300. Min budget $3k/mo.
Dental, cosmetic, healthcare: CPL $50-$200. Min $2.5k/mo.
B2B services: CPL $80-$400. Min $3k/mo.
Ecommerce: ROAS target 3-5x at minimum.
Talkerstein recommendation
If your break-even CPL is under $30, paid ads are very tough. Lead with organic + GBP + referral first. Once break-even CPL is over $50, Google Ads can work — start at minimum $2k/mo for 90 days to get real data.
Related
Marketing Budget Calculator
Talkerstein Paid Ads service
Audit your ad spend
15 minutes. Bring last 90 days of spend, we tell you what's working. Book →
Related Resources
About The Author
Rishon Talkar
Principal & Managing Partner
Founder and digital growth advisor trusted by organizations from SME to enterprise for websites, eCommerce, SEO, paid media, automation, and revenue strategy.
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