20 Days Onboarding
Day 05

Google Ad Spend: How to Set ROI Expectations


  • Custom Strategy
  • Copywriting
  • Weekly Optimization
  • A/B Testing of Copy
  • Retargeting
  • Call Tracking
  • Monthly Reporting

Checkout Here → https://www.51blocks.com/for-businesses/services/google-ads/

How to price

First you want to identify if your client is a good fit for Google Ads by understanding their intention to run ads in Google Search. 

Businesses that users go to google for in order to locate (plumbers, roofing, etc) are all going to be a good fit based on how their clients use search engines. A client needs to understand they’ll be “renting” their space at the top of search vs “owning” (SEO). This can be short or long term depending on the budget for the client. 

The best way to price Google Ads is to use the Google Keyword Planner to guide your client on the current auction pricing (cost-per-click). Google’s formula takes into account about a 3% conversion rate which is average and it’s assuming the client will have great ad copy (convincing offer) for the ideal click-thru-rate and a solid landing page for conversions. So the estimated budget and lead gen number should be taken with a grain of salt. It’s merely a guidance tool. Apart from the steps below you can get real granular with this tool if you’re a strategist. These steps are great for any basic sales quote. Read more about the Keyword Planner here

Here is how you can get an idea of the bidding budget for a client using the most basic method. 

Step 1

Log into Google Keyword Planner using an established google ads account (ads don’t need to be running – you just need one to access to an ad account to play with this tool). 

Step 2

Click on explore keywords which will prompt you to enter a few of client’s services or search terms you think they’ll be bidding on. For example “roof repair” 

You want to put yourself in the shoes of the ideal prospect here by searching with high converting keywords that will negate any kind of broad search for those not looking to purchase. Once you have all the keywords you think the client will want to bid on, click get results.

Step 3

The next screen will guide you to refine your estimate by allowing you to add a location variable (SUPER important for local clients) and add some more or change keywords in the overall plan estimate. 

To change the location, click the map marker in the top of the screen. You can add any city, region, or state variable you want here. You can also add location by county if the client is trying to reach more of a radius.

Be sure to remove the US search location after choosing your target since it will automatically include it as a default. You should then be left with a little map highlighting where we want this ad to be shown.

If that looks correct, let’s move back to choosing some keywords for this client’s campaign. 

Step 4

This part is up to your discretion. Essentially the more you add in here, the higher the budget goes. You’re going to want to ideally target the core phrases with some low to medium competition (but good search volume) keywords as well. This should help get some additional conversions (again, keep in mind search volume and intent when selecting keywords). 

Once you have the top 5-10, add them to the keyword plan to see your estimate by clicking “add keywords to create plan” in the top middle of the blue bar. 

Hint: If you’re unsure, a good measure in the sales process is to ask the client what they’d like to show up for and let them feed those keyword phrases to you. 

Step 5

Click on the forecast in the top left-hand corner to see what Google estimates for all of your quoting metrics. If you want to go crazy, you can also add negative keywords to the plan as well. Not really necessary though for a quick quote. 

Step 6

Double-check the location in the top right for the forecast to ensure it’s targeting the city you want. Then add the conversion rate of 3% by clicking the + symbol on the forecast.

Step 7

You will now be able to tell a client how much ad spend for a certain location based on the keywords they want to show up for with some data behind you.

Once you have discussed the ideal spend with a client, you can then travel to our Google Ads product line to pick which fits the budget. Our products are all based around ad spend so it should be easy to tell. 

Make sure you know if they have an ideal landing page already primed for quick conversions (NOT THE WEBSITE LANDING PAGES). If not, we have a $100 add on for a campaign landing page.

Pricing management and setup fees should also fall in line with our suggestion of 2x. 

Your cost

$325 setup 

$325 management 

$100 landing page 

Your client’s cost

$650 setup 

$650 management 

$200 landing page 

To each their own on how to make margins! However, with any ROI based product we see 2x as the sweet spot for keeping clients happy. 


We don’t follow a pre-defined strategy for each account, merely because there can be hundreds of ad groups for hundreds of keywords if we use something like SKAGs (single keyword ad group) for larger accounts or well-established accounts. Often if it’s a fresh account and we’re starting with under 40 keywords we’ll use the traditional SKAGs methodology and build upon this during our monthly management. Alternatively there are several other ways when you’re managing large accounts. 

Here are some basics about keyword bidding strategies in case your client’s want to know various ways your new team could handle the account. 


  • A well converting landing page is required unless a new landing page is purchased. 
  • Business owner understands that Google Adwords cost per click is based on the current auction bids and are subject to change within their set budget. 
  • Initial campaign KPIs for dialing in the strategy include an increase in clicks and CTR often prior to lead performance increasing (this a good sign we’re on the right track). 
  • Resellers agree to share Adwords access with a white-labeled email address provided by 51Blocks. 
  • The adwords account must be established and a credit card for spending added prior to onboarding or this may result in delays. 
  • If a prior campaign was run, the negative keyword list and campaign history should be provided for analysis. 

Access Instructions

  • Send us the client’s CID via your intake form
  • Our team will send out a management request from our white-labeled email 
  • Your client or partner accepts the invite to allow us to manage the ad account 

Setup timeline

  • Stage 1 – Onboarding Call & requirements are shared
  • Stage 2 – Keywords are sent for approval 
  • Stage 3 — Ad copy is sent for review/approval   
  • Stage 4  –  Adwords campaign is built out 
  • Stage 5  – Campaign is launched
  • Day 30 – Final monthly tasks complete 
  • Day 35 – Monthly report is sent over & call to review is offered

Commonly Asked Questions

Is there a range of ad spend for my niche?

The answer is once you have enough clients under you in a niche you can probably start to formulate what this might look like. Because there are so many different variables to ad performance, it’s best to let a client know early on if their budget is going to turn into a return worthy of the investment (using a tool for guidance). Location can play a huge factor into this as well. Generally speaking we see budgets no lower than $750 in the most rural areas and up to 5-10k in highly competitive niches in metropolitan areas. 

How do you optimize campaigns?

We optimize campaigns weekly using both strategic knowledge and tools such as Opteo which analyze trends to forecast spending. We look at all aspects of the campaign from landing page to copywriting to gain optimal performance. The most important thing to tell a client with our service is this is not something we’ll put on auto-pilot. Sure, some campaigns get to a point where there’s more maintenance than ongoing optimization, but you want to reassure clients they have eyes on their campaigns weekly. 

Do you work with clients to create an offer?

We generally talk through offers on the onboarding call, but if a client doesn’t have one we can try to see what they would be interested in promoting as an offer. Ideally, PPC is used to get the hot leads who are using search engines to find a solution. Offers allow someone to be more competitive next to others’ position right next to them in the top search results. If no offer exists or a client can’t offer anything, copywriting around their services or competitive advantage will be used.