“How much should I spend on Google Ads?”
As a Google Ads Consultant, this seemingly simple question reveals everything about how a business approaches digital marketing. More importantly, how agencies answer it tells you whether they understand strategy or just want to sell you services.
The Daily Spend Trap Most Agencies Fall Into
I recently had conversations with two new clients who’d been told by previous agencies that they “needed to spend X amount per day” or that there was “a minimum of £X daily spend required.” Both had accepted this as truth and wondered why their results weren’t scaling.
Here’s what those agencies got wrong: there is no magic number.
There’s no universal daily spend that guarantees success. No minimum threshold that suddenly makes Google Ads “work.” Anyone who tells you otherwise is either inexperienced or inflating their management fees.
The uncomfortable truth? Your Google Ads budget should never start with what your agency thinks you should spend. It should start with you.
Client-Led Budget Discussions Are Key
The most revealing moment in any consultation happens when I ask: “What makes sense for your business right now?”
Suddenly, we’re talking about overall marketing allocation, channel mix strategy, growth expectations, and competition. This is where real strategy begins: understanding how paid search fits your broader business objectives.
I’ve seen businesses succeed brilliantly on £20 per day with appropriate and tailored targeting. I’ve also seen companies waste £500 daily because they skipped strategic foundation work.
The budget amount is just a number. How you deploy it is everything.
The “No Budget” Revelation
Here’s a pattern I’ve noticed over the years: when a client initially says “we don’t have a budget,” they’re usually testing to see if you’ll try to create one for them.
Because here’s what always happens next. They reveal they do have budget parameters. They’re just being cautious about committing to a number before understanding the strategy.
Every company has financial constraints. Every marketing budget has competing priorities. The skill isn’t in convincing clients to spend more. It’s in creating a strategy that delivers within their actual parameters.
What You’re Really Paying For?
Businesses often think they’re paying for someone to “spend their money” on Google Ads. That’s backwards.
You’re paying for experience in campaign structure, targeting strategies, ad copy best practices, bidding optimisation, pain points and opportunities, and performance analysis.
The goal isn’t to spend your budget. It’s to make your budget work harder than your competitors’.
The Strategic Framework That Actually Matters
Instead of fixating on daily spend amounts, focus on these key questions:
Business Alignment: How does paid search support your primary objectives? Lead generation, brand awareness, and direct sales all require different thinking.
Channel Integration: Where does Google Ads fit in your marketing mix? If you’re already successful with organic or email, can paid search contribute incremental revenue?
Customer Economics: What’s a customer worth to your business over 6-12 months? This determines how aggressively you can be while maintaining profitability.
Market Dynamics: What’s the competitive landscape? Some industries require sustained investment; others offer quick wins with focused targeting.
Why This Approach Delivers Better Results
When budget discussions start with business strategy rather than spending requirements, several things happen:
- Realistic Expectations: Clients understand what success looks like within their actual parameters
- Strategic Alignment: Every campaign decision connects back to business objectives
- Sustainable Growth: Budget increases happen organically as performance proves ROI
- Competitive Advantage: Resources focus on strategic differentiation, not spending parity
The businesses that succeed with Google Ads long-term are those that treat it as a strategic marketing channel, not a spending obligation.
The Real Minimum You Need to Know
If you’re working with a Google Ads freelancer or agency who leads with daily spend requirements rather than strategic questions, that tells you everything about their approach.
Professional Google Ads management isn’t about hitting spending targets. It’s about architecting systems that turn your available budget into measurable business growth.
The right professional will take whatever budget makes sense for your business and build a campaign structure that maximizes its impact. That’s the expertise you’re investing in.
Everything else is just spending money on clicks.