Home / Google Ads Budget Sanity Checker
Every trade owner has heard "spend more on Google Ads" without being told a number. This gives you one, built from what you already know about your business, so you can walk into an ads conversation with a range instead of a hope.
The cost-per-lead bands are the midpoint of published third-party benchmarks: WordStream 2025 industry reports and the LocaliQ CPC/CPA data for home services. Ranges are wide because a plumber in a suburban metro and a plumber in a competitive downtown market face different numbers. Your actual account should be measured against your OWN CPL over 90 days, not against this.
It cannot tell you whether your account is being managed competently. It can tell you what a properly managed account should be producing, and if you are two or three times over the healthy target CPL with no path down, that is a specific problem to raise.
Thirty minutes. Tell me where your last few customers came from and what you could handle more of. I will tell you whether marketing is your constraint or whether something else is, and I will say so plainly if it is not.