Google Ads Budget Guide: How Much Should You Really Spend?

The honest answer to "how much should I spend on Google Ads?" is: enough to learn, then enough to win. Small budgets that cannot gather meaningful data are the most common waste we see.

The minimum viable test budget

For a new Search campaign, plan for at least 15–25 conversions per month if you want the algorithm to optimize properly. Work backwards from your customer value. Below that threshold, you are sampling noise, not data.

What the first 60 days will tell you

Days 1–14: click-through rates and quality scores reveal whether your messages match the query. Days 15–45: conversion data tells you which keywords actually make money. Days 46–60: reallocate budget toward winners and kill the rest without nostalgia.

Where small budgets should NOT go

Display retargeting at scale, broad video campaigns, and bidding on your own brand while the site is still slow. Every rupee of a small budget should go to high-intent search until the machine is proven.