For a small business starting out on Google Ads, the total cost breaks down into two distinct pools: the media budget (what’s spent on bidding) and, if applicable, a provider’s management fees.
The minimum media budget for usable results
Below €500 to €1,000 in monthly media budget, campaigns often lack the volume to effectively exit their learning phase, particularly in high-CPC sectors. A realistic starting budget generally sits between €1,000 and €2,000 per month for a local or niche business.
Cost per click varies enormously by sector
A CPC in insurance or legal services can exceed €10 to €20, while a less competitive sector can stay under €1. The same budget therefore produces a radically different traffic volume depending on the industry.
Management fees, if you delegate
A freelance consultant generally charges between €300 and €1,500 per month to manage a small business account, depending on complexity and chosen billing model. An agency usually starts higher, around €800 to €2,000 minimum.
Managing it yourself to save on fees
This is possible with available free resources (Skillshop, help centers), but implies a significant time investment and a risk of costly beginner mistakes, particularly around targeting and tracking settings.
The real cost not to overlook: beginner mistakes
A poorly configured account (bad tracking, overly broad targeting, no negative keywords) can waste several times a consultant’s management fee in misspent budget. The cost-benefit calculation of delegating must factor in this risk, not just the provider’s stated rate.
For an initial estimate, see our complete Google Ads guide for small businesses.