Google Ads / PPC Budget Planner 2026

Varies widely by sector. Common 2025 ranges: plumbers £2–5, electricians £2–4, solicitors £8–25, dentists £3–8, accountants £4–10, mortgage brokers £5–15, personal injury/medical negligence £15–40. Use Google Keyword Planner for exact keyword-level CPCs. CPCs are higher in Q4, in major cities, and for high-intent commercial terms (e.g. "emergency plumber near me" vs. "how to fix a boiler"). Smart Bidding (Target CPA/ROAS) typically reduces effective CPC versus manual bidding once campaigns have sufficient conversion history.

3–5% is realistic for service business landing pages with strong calls to action and local targeting. 1–2% is typical for e-commerce product pages. 8–15% is achievable for highly targeted local service ads (e.g. "emergency locksmith Bristol") with click-to-call prominent and a simple form. Below 1% usually indicates a landing page relevance or UX problem. Test dedicated landing pages vs. website homepages — dedicated pages typically convert 2–5× better for paid traffic.

Max CPC = (Average deal value × Lead-to-sale close rate × Gross margin %) ÷ Target ROAS ÷ Landing page conversion rate. Example: £2,000 deal value, 20% close rate, 50% margin, 4× target ROAS, 3% conversion rate. Lead value = £2,000 × 0.20 × 0.50 = £200. Max cost per lead = £200 ÷ 4 = £50. Max CPC = £50 × 3% = £1.50. Bids above £1.50 will fail to hit your ROAS target. This calculation prevents overbidding on keywords that seem attractive but cannot deliver profitable economics at scale.