Google Ads and Paid Search FAQs
Short answers to the questions UK local businesses ask most about Google Ads and Local Services Ads. Each answer links to a full guide. In short: limit your area, track every call, judge cost per enquiry rather than clicks, check the costs for your trade and fix your landing page before you raise the budget.
Contents
Costs
How much do Google Ads cost in the UK?
UK clicks typically cost about £0.40 to £4.00 by industry, more for trades and legal. See how much Google Ads cost in the UK.
How much should I spend?
UK guides suggest from about £150 to £250 a month for a small test to £900 to £2,000 for a small team. See how much Google Ads cost in the UK.
How much does an agency charge?
UK guides suggest about £500 to £1,500 a month for small budgets. See how much Google Ads cost in the UK.
What is a good cost per lead?
It depends on your job value and close rate. See how much Google Ads cost in the UK.
Setting up
How do Google Ads work for a trade?
Target your area, use keywords that show intent, send clicks to a page built for calls and track every call and form. See Google Ads for trades.
Should I start with SEO or Google Ads?
Local Services Ads
What are Local Services Ads?
Ads where approved businesses pay per valid lead instead of per click. See Google Local Services Ads in the UK.
Who can use them in the UK?
Only certain service categories, after checks. See Google Local Services Ads in the UK.
Can I choose my keywords?
No. See Google Local Services Ads in the UK.
Problems
Why am I getting clicks but no calls?
See nine checks when Google Ads brings clicks but no calls.
How do I track calls from my ads?
See how to track phone calls from your website.
Why do GA4 and Google Ads show different numbers?
See why GA4 and Google Ads numbers differ.
What if I miss calls from my ads?
See missed call cost calculator and AI receptionist for small businesses.
What should my report show?
See what a good monthly SEO report should show.
Sources
Each answer links to a guide that lists its own sources, checked on 11 October 2026.
Sam, Editor at Clariti Digital.
Related guides
- How much Google Ads cost in the UK: What Google Ads cost UK small businesses.
- Google Local Services Ads in the UK: How pay-per-lead ads work for UK service businesses.
Need help with this?
Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.