How the calculator works
Pick your trade and where you work. The calculator shows what advertisers pay for one click when their ad sits at the top of Google for the searches people type when they want that trade: "plumber near me", "emergency electrician", "roof repair" and the like.
Type your daily budget and it works out the clicks that budget buys in a month, at the cheaper and the dearer price. Then tell it how many people out of every 100 who click end up calling you or sending a form. That depends on your landing page and how quickly you answer the phone, so it's your number, not ours. It starts at 10.
Where the numbers come from
Every month we ask Google's Keyword Planner about the busiest searches for each trade, in each country and city on this page. Keyword Planner gives a low and a high price for a click at the top of the page. The low end is what the cheaper advertisers paid, the high end what the dearer ones paid. We average the prices over the searches, counting the busier ones more, and show them in the local currency.
Your own price can land outside the range. A better ad and landing page usually pay less for the same spot, and a busy week can cost more.
Questions people ask
How much do Google Ads cost for a local business?
You pay for clicks, not for showing up. What a click costs depends on your trade and your city: pick both in the calculator to see Google's own range. You choose the daily budget, and Google never charges more than 30.4 times that in a month.
Can Google spend more than my daily budget?
On a busy day, yes: Google can spend up to twice the daily budget, and less on a quiet day. Over a month it stays at or under the daily budget times 30.4.
What daily budget should I start with?
The calculator suggests enough for about 10 clicks a day at the middle of the price range. That's enough for a few calls a week to start, and for Google to learn which searches bring you work. Raise it once the calls are coming in.
How many clicks turn into calls?
It varies a lot with the landing page, the offer and how fast you answer. That's why the calculator asks you instead of guessing. If you don't know yet, leave it at 10 and change it once you've seen a month of your own numbers.
Does the calculator cost anything?
No. It's free and there's no sign-up. If you'd rather someone ran the ads for you, Local Service Ads AI does it every day for US$299 a month.