Google Ads
- Cost per enquiry
- £30.00
- Cost per paid job
- £150.00
Cost of a paid job
Google Ads or bought leads
Judge both by what you paid for each job you got paid for, after fees and credits, using the same definition of a paid job.
In this worked example, bought leads cost £15 an enquiry and £225 a paid job. Google Ads cost £30 an enquiry and £150 a paid job. The cheaper enquiry produces the more expensive job. Replace the figures with yours.
The cost of a paid job
Bought leads
- Cost per enquiry
- £15.00
- Cost per paid job
- £225.00
Google Ads produces the lower cost per paid job here, at £150.00 compared with £225.00 for bought leads. Per enquiry, bought leads are £15.00 and Google Ads are £30.00.
What to ask before you choose
| Question | Google Search ads | Bought leads |
|---|---|---|
| What you pay for | A click, in most accounts. You still need someone to answer. | An enquiry, sometimes plus a monthly subscription. |
| Who else gets it | The person can call other firms. Your ad is the one they chose to open. | Ask if the enquiry is exclusive or shared with other businesses. |
| What a good enquiry is | You decide the service, the area and the hours, then measure calls, forms or bookings. | Ask which service, postcode and contact checks the seller already applied. |
| What you keep if you stop | Confirm you own the ad account, the tracking and the pages. | Check the notice period, credits for invalid leads, and which details you can export. |
| When it can fit | You can answer the phone, and a paid job is worth more than the cost of winning it. | You want a short test, or the exclusive cost per paid job is lower after credits. |
Where Local Services Ads fit
Google Search ads usually charge for a click and can cover most services. Google Local Services Ads are a separate format that charges per lead, and only in categories and places Google supports. Check Local Services Ads on Google. Treat them as a third column in the test, with their own spend, enquiries and paid jobs.
Dated checks of what the platforms publish: Checkatrade, Bark, MyBuilder and Rated People, and Local Services Ads or Google Search ads.
How to test Google Ads against bought leads
- Use the same month, or the same number of weeks, for both sources.
- Use one definition of a paid job for both sources.
- Record the area, whether you reached the person, and whether the job went ahead.
- Include management fees, subscriptions and any credit for invalid leads.
- Divide total spend by paid jobs. Keep the cost per enquiry beside it so a cheap shared enquiry cannot hide an expensive job.
A lead sheet with a few outcomes is enough: in area, out of area, booked, or waiting for a callback. How to keep that sheet. When you have a gross profit per job, put the Google Ads side into the budget calculator as well.
Questions about ads and bought leads
Is it cheaper to buy leads than to use Google Ads?
Compare the cost of a paid job, after every fee and credit, using the same definition of a paid job. In the worked example, bought leads cost £15 an enquiry and £225 a paid job. Google Ads cost £30 an enquiry and £150 a paid job. Your numbers will differ. Use the comparer on this page.
What is the difference between Google Search ads and Local Services Ads?
Search ads usually charge per click and can run for most services. Local Services Ads charge per lead, and Google offers them for certain categories and places. Check current availability with Google.
What should I own if I stop Google Ads or a lead contract?
For Google Ads, confirm you own the ad account, the tracking and the pages. For bought leads, check the notice period, how invalid leads are credited, and which contact details you can keep. See how call and form tracking is set up.
How long should I test Google Ads against bought leads?
Run both sources for the same month if you can. Record which enquiries were in your area, which you reached, and which became paid work. Include credits and fees.