The answer "as much as you want" is technically correct: in Google Ads you set your own daily budget. What you really want to know, though, is how much you need to spend for it to bring in customers. Here are the numbers, including our own.
How Google charges
With search ads you pay per click (CPC), not per impression. The price of each click comes from an auction: how many competitors want the same keyword, how much they bid, and how good and relevant your ad and your page are. Better quality means a cheaper click.
How much a click costs in Greece
It depends heavily on the industry:
- Local services (e.g. plumber, hair salon): often under €1.
- Professional services (accountants, lawyers, website development): usually €1 to €4.
- Competitive industries (insurance, medical procedures, real estate): can exceed €5.
Our own numbers
For the Greek keyword for "website development" in Athens, one of the most competitive keywords in our market, we ran a 50/50 experiment with two landing pages for one week in October 2026:
- Old page: 663 impressions, 23 clicks, 3.5% CTR, cost €64.78, i.e. about €2.80 per click.
- New page with a new offer: 185 impressions, 15 clicks, 8.1% CTR, cost €37.48, i.e. about €2.50 per click.
The takeaway: a better, more relevant page and offer doubled the click-through rate and lowered the cost per click. Google rewards relevance.
How much budget you need
A practical rule: to draw conclusions you need at least 100 to 200 clicks a month. If a click in your industry costs €2, that means €200 to €400 a month in ad budget. With less, it's not that it won't work, it just takes longer to figure out what works.
For local businesses with cheap clicks, €150 to €300 a month is often enough for a steady flow of phone calls.
How much management costs
On top of the budget that goes to Google, there is the management fee: keyword research, setup, negative keywords, conversion tracking and weekly improvements. In the Greek market it usually ranges from €150 to €500 a month for small businesses. Our Google Ads management starts from €200 + VAT per month, with no lock-in contract, and you pay the ad budget directly to Google.
Where most of the money is lost
- No conversion tracking: you don't know which clicks led to a call or a form, so you don't know what to cut.
- No negative keywords: you pay for searches like "free", "jobs", "courses".
- Broad match without control: Google shows your ad for irrelevant searches.
- A poor landing page: you pay for the click, but the visitor leaves. The page must say what the ad promised, with a call button on mobile.
Google Ads or Meta Ads?
Google brings people who are already looking for what you sell. Meta (Facebook, Instagram) creates demand among people who aren't searching yet. More details in the article Meta Ads or Google Ads. For how the platform works from the ground up, see what Google Ads is.
