“How much should I spend?” has no honest universal answer. First decide how much one qualified lead or sale is worth after product cost, service delivery, payment fees and follow-up time. Then set a test budget that can produce useful learning without putting the business under pressure.
Work backwards from a sale
If you sell a product, estimate contribution after variable costs and decide what portion can go to acquisition. If you sell a service, estimate the value of a completed job, your close rate from qualified enquiries and the time needed to respond. The reverse funnel calculator helps estimate traffic and lead needs; use your own conversion data as it arrives.
Start with a narrow location, a small set of high-intent searches and a landing page that answers the query. Set up conversion tracking before increasing spend. Separate calls, forms and purchases so you can see which leads are real. Review search terms, irrelevant clicks and the lead quality with whoever answers the phone.
Set a limit you understand
Google describes daily budgets as averages; for most campaigns, daily charges can reach twice the average daily budget on a particular day, while the monthly charging limit is usually 30.4 times that average. Read Google’s current budget explanation and watch the billed-cost report. Seasonality and account settings can affect how spend is paced.
JupiWeb’s quote lists an SEO launch kit at €190, which is separate from ad media spend and campaign management. Do not treat that or another business’s budget as a benchmark. Use your own allowable acquisition cost with the break-even ROAS calculator, then raise a budget only when tracking and lead quality support it.