One case where Google Ads pays from day one is a dental practice: emergencies and "dentist + city" searches cost around £6-8 per click in the UK (£7.98 for "dentists london", £6.37 for "dentist manchester", DataForSEO, Google UK, September 2026; CPC converted from USD at £1 = $1.3242) and bring in enquiries straight away. The numbers are in Google Ads for dentists.
One sector where the answer depends on the season and the campaign type is hotels: we ran the maths with real CPCs in Google Ads for hotels.
For a medical practice or a multi-specialty clinic, we worked out the minimum budget with real CPCs in Google Ads for medical practices and clinics.
One case where a small budget works is a psychology practice: in Italy, with €10-20 a day on a local Search campaign, a first-appointment enquiry costs €50-80. The figures are in Google Ads for psychologists.
For a professional firm the answer comes down to a three-line sum: CPC, the page's conversion rate and the client's value over the years. We did it with real CPCs for accountants, architects and surveyors in Google Ads for professionals.
One sector where Google Ads makes sense only for some services is hospitality: £0.84 per click on "restaurants london" against £2.81 on "catering london" (DataForSEO, Google UK, September 2026). The cases where it pays are in Google Ads for restaurants.
One case where Google Ads covers a search that organic results cannot reach is the house valuation: the SERP belongs to property portals and automated tools, and an estate agent buys the click (£3.50 on "house valuation" in the UK) to win instructions. The numbers are in Google Ads for estate agents.
One case where the cost per click has to be read practice area by practice area is law firms: in London it runs from £19.13 for "probate solicitor london" to £35.90 for "divorce solicitor london" (DataForSEO, Google UK, September 2026). The maths is in Google Ads for solicitors.
Further reading: the special case of charities and Google Ad Grants.
