Growth · Google Ads · Calculator
Enter what you can spend per month, pick your industry and market, and the calculator shows you how many clicks and inquiries that can turn into and what a single inquiry costs you. Ad budget and our management fee are shown separately, so you can see what goes to Google and what goes to us.
It also says no. If the budget is not enough for the clicks a campaign needs each day, the calculator tells you so instead of dressing a campaign up for you. The click prices are benchmark figures by industry, not a measurement of your own search terms.
Total budget means ad budget for Google plus our management, together. With ad budget, the management fee comes on top.
Benchmark for Trades and crafts: €0.60 – €5.00.
Benchmark from the industry study (LocaliQ: Search Advertising Benchmarks 2026): 8.1%.
Optional. What a job brings you on average, so the calculator can show whether the campaign carries itself.
Preset: about one in three.
Around 26 inquiries a month, each costing you about €38. €710 goes to Google, €290 to management.
Plus €790 once for the setup.
Getting started over three months: €3,790, that is €790 setup plus three times €1,000. After three months you know your real numbers.
Management: €290 a month up to €2,900 ad budget, above that 10% of the ad budget
Click price and inquiry rate are benchmark figures by industry, not a measurement of your search terms. You will know your real click price after about two weeks of running the campaign. Sources
Click by click
When someone searches Google for what you offer, an auction decides in that moment which ads appear at the top. You do not pay to be shown, you pay for the click. What a click costs depends on how many businesses are bidding on the same search and how well ad and landing page match it.
The calculator works through exactly this chain: budget divided by click price gives clicks, clicks times inquiry rate gives inquiries, total cost divided by inquiries gives what one inquiry costs you.
The learning threshold
Google Ads looks at which searches lead to inquiries and adjusts bids and budget accordingly. That takes a certain number of clicks, as a rule of thumb about ten a day. Below that, inquiries still come in, but too few to see a pattern: single inquiries are closer to chance, and it takes months before you can tell whether the campaign pays off.
Then there is time. Even with enough clicks, we need around three months before there are enough inquiries to make a judgment: exclude search terms, sharpen ads, move budget. Anyone who stops after three weeks has paid without learning anything.
That is why the calculator shows you the minimum budget for your industry and market. If your budget is well below it, we advise against a campaign; if it is just below, it tells you that judging the results will take longer. Advising against it does not mean Google Ads is bad, it means the money does more elsewhere:
Calculated backwards
The calculation does not start with the budget but with what a job brings you. Out of ten inquiries, maybe every third one becomes a customer. What those three customers cost you is your total budget for the month. If that is below what the three jobs bring in, it pays off. If it is above, you lose money with every inquiry.
That leads to a simple rule. High-value services almost always work: anyone selling a bathroom renovation, a property or tax advice can afford expensive clicks, because a single job pays for many inquiries. Small amounts rarely work: anyone earning the equivalent of a small repair per job has to buy so many inquiries that the costs eat up the profit.
Enter your order value in the calculator and it works this through for you and shows the order value at which the campaign carries itself. The three examples below show how much the order value alone turns the result: same budget, same click price, different verdict.
Three cases
Three examples using the benchmark figures of the calculator. The numbers on the cards are calculated, not promised: they show how the math tips when only one value changes.
Trades and crafts · Germany, Austria, Switzerland
A contractor in the German-speaking market advertises small repairs: plenty of inquiries, but each job brings in little.
TightTrades and crafts · Germany, Austria, Switzerland
The same business, the same budget, the same click price, only a different order value: a bathroom renovation instead of a small repair.
Can workHotels and tourism · Spain and Mallorca
A vacation rental on Mallorca advertises in the Spanish market, with a bit more budget and an order value that matches one booking.
Can workThe difference between the first and the second case is not marketing, it is arithmetic. That is why it is worth entering your order value in the calculator: only then does a cost calculation become a does-it-pay calculation.
Management
The ads account runs in your name. The ad budget goes directly to Google, not through us, and you can trace every cent in the account. We get the permissions we need for setup and management, and you keep access at all times.
What you get from us:
What we charge and how ad budget and management split is in the table below. A landing page is not included; if there is no suitable page, we say so before the first click and build it separately.
What we charge
Your ad budget goes to Google, our management fee goes to us. The calculator shows both separately, and both sit side by side here, so you never have to guess where the money goes.
For management, a fixed monthly amount applies up to a threshold, above it a share of the ad budget. The reason is simple: a bigger account means more work, more campaigns, more search terms, more places where money can leak. At the threshold the fixed amount turns into the share without a jump.
The setup is charged once and covers account, tracking, search terms, ads and a check of your landing page. A landing page is not included. If there is no suitable page, we offer it separately, as part of web design.
Landing page: separate, if there is no suitable page
All amounts are final prices. We work under the German small business rule and therefore show no German VAT. Management can be canceled monthly.
For every industry and market we collected published benchmarks for click prices. The benchmark shown is the geometric mean of the averages of these sources; the range runs from the lowest to the highest source value. Where no market-specific source exists, the worldwide benchmark stands in as the reference value, collected in US dollars and used as a euro value. The inquiry rate per industry comes from the same worldwide benchmark. None of this is fetched live; the values were read off as of the date shown.
As of 22 September 2026
That depends on the click price in your industry and market. Our rule: a campaign needs around ten clicks a day so that Google can learn from it and enough inquiries come in to judge it. The calculator works out the minimum budget for your industry and market and tells you whether your budget is above it.
No. The ad budget goes directly to Google and is billed through your own ads account. Our setup and the monthly management come on top, separately. The calculator shows both pots side by side, so you can see what goes to Google and what goes to us.
Because the work grows with the account. A small account with one campaign takes a fixed amount of effort each month. A large account has more campaigns, more search terms and more places where money can leak, and needs more care accordingly. Up to the threshold a fixed monthly amount applies, above it a share of the ad budget. At the threshold one turns into the other without a jump.
They are benchmark figures from published industry studies, not a measurement of your search terms. Within one industry, click prices vary a lot by region, competition and search term. That is why you can adjust the click price in the calculator yourself. You will know your real click price after about two weeks of running the campaign, and from then on we work with your numbers.
Then that is an honest result, not a sales trick. It advises against a campaign when the budget does not even cover the management fee, or sits so far below the learning threshold that hardly any inquiries come in; just below it, it only tells you that judging the results takes longer. In that case we recommend a well-kept Google Business Profile, local SEO and a clear website first. In the first call we look together at which route is the better one for your business.
Yes. The account runs in your name, the ad budget is billed directly through that account, and you keep access at all times. We only get the permissions we need for setup and management. Management can be canceled monthly, and the account and all its data stay with you.
You will see the first clicks and search terms within a few days. A verdict on whether the campaign pays off takes around three months: only then are there enough inquiries to exclude search terms, sharpen ads and move budget. After the first weeks we replace the benchmark figures of the calculator with your real numbers.
Talk it through
Copy the link to your calculation and bring it along. We look at your offer, landing page, region and budget and tell you honestly whether a campaign makes sense now or whether the money does more elsewhere first.