Everyone asks "what should I spend?" The honest answer: it depends. Here's how to figure out your number.
The Variables
Cost depends on your location (NYC vs rural), your trade (locksmiths are expensive), competition level, and how many leads you want.
Typical Click Costs
Home services typically pay $5-50 per click. Plumbers average $20-40. HVAC $15-35. Electricians $15-30. Emergency services cost more.
Minimum Viable Budget
$500-1000/month is the minimum to get meaningful data. Less than that and you won't learn what works.
The Math
If clicks cost $25 and 10% of clicks become leads, each lead costs $250. If you close 30% and average job is $800, each customer costs you $833 to acquire. Does that work for your margins?
Start Small, Scale Up
Start with $500-1000/month. Run for 60-90 days. Track everything. If it works, scale. If not, optimize or stop.
ROI Matters More Than Budget
Don't ask "how much should I spend?" Ask "how much am I getting back?" If every $1 returns $5, spend as much as you can.