Build the budget backwards
Start with target sales, close rate and qualified lead rate. Then estimate required clicks from landing-page conversion rate and CPC.
The result is a model, not a guarantee. Update it with live data every week.
- Target sales
- Sales close rate
- Qualified lead rate
- Page conversion rate
- Expected CPC
Protect a meaningful test
A campaign that gets two clicks per day cannot teach much quickly. Either narrow the market, raise the budget or accept a longer test window.
Avoid changing bidding, keywords and pages simultaneously because the result becomes impossible to interpret.
- One primary objective
- One core location
- One or two service themes
- Stable conversion setup
- Defined review date
Know when not to spend more
More budget is not the fix for broken tracking, slow response, irrelevant search terms or a weak landing page.
Scale only when quality and capacity can absorb more demand.
- Tracking verified
- Search terms controlled
- Response time acceptable
- Qualified rate stable
- Sales capacity available