Google Ads
Plan an ad budget from unit economics
Budgets should begin with customer contribution after delivery costs. Competitor spending is not your financial model.
Put it into practice
- Estimate contribution per sale.
- Use realistic lead-to-sale rates.
- Test before scaling.
Before acting on account data, confirm that tracking works and that the reporting period allows for your sales cycle. Interface labels and available controls can change, so check current Google Ads documentation when implementing settings. Recommendations here are decision frameworks, not promises of a particular return.
A practical example
A fictional 200 contribution per sale with one sale per five leads means 40 per lead consumes all contribution before other acquisition costs.
What to measure
Track total acquisition cost consistently.
Revenue is not profit after fulfilment and returns.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.