The Google Ads budget guide: how to work out your numberForget 'recommended minimums' — your Google Ads budget is an arithmetic problem: customer value
× close rate × auction prices × enough volume to learn from. Here's the calculation, worked through,
with the scaling signals that tell you when to spend more.Meta Ads lead generation: the quality-first playbookAnyone can buy cheap leads on Facebook; the trick is leads that answer the phone. The full playbook:
destination choice (forms vs pages vs WhatsApp), deliberate friction, speed-to-lead, and the signal
setup that teaches Meta what 'good' means.