How much should a small business spend on Google Ads?

A small business should spend on Google Ads what its numbers support: start from what a new client is worth, how many leads become clients, and what that leaves for each lead. That sets a cost per lead target, and the budget follows from how many leads you can handle. CICOR Marketing sets the minimum budget with you at onboarding and manages accounts from under $2,000 a month to well above it.