Common budget mistakes<\/a><\/li>\n<\/ol>\n<\/nav>\nFrom customer value to budget<\/h2>\n
Work backwards. Example: a customer is worth €1,000 to you. Of ten enquiries you win two (20% close). If you can spend, say, €150 per customer on advertising, that allows a maximum of €30 per enquiry (€150 \/ 5 enquiries per customer). If one enquiry takes 5 clicks on average, your maximum click price is €6. That turns clear numbers into a solid budget – rather than a guessed monthly figure.<\/p>\n
The minimum budget<\/h2>\n
Budgets that are too small fail not on principle but on data: the automation needs enough conversions per week to learn. As a rule of thumb, the budget should be enough to produce several conversions per week. Where the price per enquiry is high (e.g. legal or construction), the minimum budget is higher too. Better to run one area or service cleanly with enough budget than everything with too little.<\/p>\n
Scale correctly<\/h2>\n
Scaling does not mean blindly doubling the budget. Raise it step by step where cost per customer holds up, and watch whether it stays stable as you increase. Often efficiency drops beyond a point, because extra clicks come from less relevant searches. Then expand to new services, areas or channels rather than overloading a saturated segment.<\/p>\n