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One of the first questions every local business owner asks us is simple: “How much do I need to spend?” It’s the right question, and the honest answer is that it depends on three things.
1. What a customer is worth to you
A new client for a paralegal practice is worth far more than a single coffee order. The more a customer is worth over their lifetime, the more you can afford to spend to win one.
2. How competitive your keywords are
In some industries a click costs a dollar or two. In others, like law, a single click can cost more than $15. Your budget has to be realistic for the searches you’re targeting.
3. How well your follow-up works
This is the one most people miss. If half your leads never get a call back, half your budget is wasted. This is exactly where AI-assisted follow-up changes the math: every lead gets a fast, consistent response.
A simple starting point
For most local service businesses, a meaningful test starts around $1,000 to $2,000/month in ad spend. That’s enough to gather real data and start seeing a pattern in your cost-per-lead.
Want a number tailored to your business? Try our budget calculator or get a free game plan.