“I’m Spending How Much on Google Ads?” A Conversation About Expensive Clicks

You’re at dinner. Your lawyer friend checks their phone, sighs, and puts it facedown on the table.

“Another bill from Google. I swear I’m paying for everyone in this city to browse my website.”

You ask whether the ads are bringing in clients.

“Some. But there are also people who never call, people who need a different kind of lawyer, and someone who apparently thought we were hiring.”

That’s the frustrating part of paid advertising. You pay for the introduction before you know whether it’s going anywhere.

And if you’re a lawyer, roofer, dentist, or another business competing for valuable customers, those introductions can add up.

At PaperClick, we help businesses build more ways to get found and generate qualified inquiries. Because having Google as your most expensive business relationship gets old.

“Why are these clicks so expensive?”

Think about what a new customer could be worth to the businesses competing for that search.

A law firm may be looking for a substantial case. An HVAC company wants a replacement installation. A dental practice wants to speak with someone considering implants.

When several businesses want the same opportunity, there’s a reason they’re willing to bid for it.

But let’s put some perspective around the numbers. You’ve probably seen headlines about lawyers paying hundreds of dollars for a click. Those figures shouldn’t be mistaken for the average across an entire industry.

WordStream by LocaliQ’s 2026 study of Google Ads and Microsoft Ads campaigns reported average costs per click of $9.87 for legal services, $8.33 for home improvement, and $8.00 for dental services . Your particular keywords and market can look very different. Source: 2026 search advertising benchmarks

Your friend takes another sip.

“Fine. But I’m still spending a fortune.”

Fair enough. The number on the bill matters. What happens after the click matters even more.

“So should I just move everything to Facebook?”

It’s a reasonable question. Facebook clicks can cost much less.

The same publisher’s 2026 Facebook study reported an average cost per click of $0.60 for traffic campaigns and $1.80 for lead campaigns . But campaign objectives and audiences differ, so those numbers aren’t a direct comparison with search advertising. Source: 2026 Facebook advertising benchmarks

Someone searching for an emergency plumber has a different level of urgency than someone scrolling past a plumbing ad between vacation photos.

Both can become customers. They may need different messages, different follow-up, and different amounts of time.

Before moving your budget, look at which channel produces qualified inquiries—and which inquiries become profitable work.

“What should I actually be measuring?”

Let’s do some dinner-napkin math.

Suppose you spend $5,000 on ads and pay $10 per click .

That buys 500 visits.

If 5% of those visitors contact you, you get 25 inquiries. You’ve spent $200 per inquiry .

If five become clients, you’ve spent $1,000 in advertising per new client , before management fees and other marketing costs.

Now suppose a clearer landing page and easier contact process help 10% of visitors reach out. The same budget produces 50 inquiries at $100 each.

These are hypothetical numbers, but you can see the point. There may be room to improve the results without persuading Google to charge less.

Then you need to ask what those customers are worth after the cost of doing the work. A big invoice can still come with a thin margin.

“Okay. How do I stop depending on ads so much?”

This is where we’d start.

At PaperClick, we combine organic MultiCasting, local Maps visibility, and performance-based lead generation to create more opportunities for customers to find you.

Paid ads can keep doing their job while we build those additional sources of business.

First, put your expertise to work in more places.

You already answer useful questions all day.

Your lawyer friend explains what someone should bring to a consultation. A roofer explains when a repair makes sense. A dentist walks patients through what happens during an implant evaluation.

Those conversations contain material prospective customers want to understand.

Our organic MultiCasting approach turns that expertise into content suited to different channels: an article, a short video, social posts, or answers to common questions.

For example, “Do I need to replace my roof?” could become a helpful website guide, a video showing what a roofer looks for, and several posts answering specific homeowner concerns.

Each version gives someone another chance to discover the business and understand its approach.

That work takes time. It doesn’t guarantee rankings or instant leads. It does help build a useful presence beyond the next paid click.

Second, make it easier for nearby customers to find and evaluate you.

When someone needs help locally, your Google Business Profile should answer the obvious questions.

Do you provide the service they need? Do you cover their area? Are you open? How do they contact you? What do other customers say?

We focus on accurate information, appropriate categories, current hours, useful photos, genuine reviews, and website pages that clearly explain your services.

Google says local rankings depend mainly on relevance, distance, and prominence. It also says you can’t pay for a better organic local ranking. So nobody should be promising you the number-one Maps position everywhere. Source: Google’s local ranking guidance

The practical goal is to help the right local customers find enough useful information to take the next step.

Third, make sure you aren’t losing people who already want to talk.

Your friend leans back.

“We probably do miss a few calls.”

That deserves attention.

Before buying more traffic, check what happens when someone contacts you. Is the phone answered? Is the mobile contact button easy to find? Does an inquiry receive a useful response? Does the person understand what happens next?

For emergency contractors, that next step may be a service call. For a law firm, it may be an intake conversation. For a cosmetic practice, it may be a consultation.

The process should fit the customer’s situation.

And the reporting should distinguish a relevant opportunity from a wrong number, a duplicate, or someone asking for a service you don’t offer.

“Does this apply outside law firms?”

Absolutely. The emphasis changes with the business.

For roofers, HVAC companies, plumbers, and restoration contractors, we’d focus on local service information, credibility, and a clear path to getting help.

For dental and cosmetic practices, there’s room to explain options, expectations, and the consultation process before someone books.

Mortgage brokers, real estate professionals, and other businesses handling major financial decisions can use clear, useful content to help people evaluate their expertise.

Addiction treatment and behavioral healthcare need especially thoughtful, accurate information that helps people assess care.

These businesses don’t all have the same advertising costs. They do have customers who need a reason to trust them.

“And what happens to my existing ads?”

We look at what’s working.

That means checking search terms, locations, landing pages, and the quality of inquiries—not making decisions from the click count alone.

It also means keeping the billing models straight. Google’s Local Services Ads charge for valid leads rather than individual clicks. Those leads still need to be evaluated against the business they produce. Source: Google’s explanation of Local Services leads

As other sources begin producing inquiries, you can make better decisions about where paid advertising earns its place.

Organic marketing has costs too. The aim is to build a healthier mix of channels and improve what you spend to acquire a customer.

“So what’s PaperClick’s offer?”

Let’s start with what you want. More consultations? More roofing jobs? A steady flow of inquiries for a particular service?

Six qualified leads a month could be a starting point. Tell us how much additional business you can handle, and we’ll show you a proposed plan and budget before you engage our services.

There are no long-term contracts . We work with you month-to-month because we believe we should keep earning your business.

Our job is to take the marketing work off your plate and help bring the right opportunities to you.

Your friend picks up their phone again.

“Send me the link.”

Start your PaperClick growth-plan conversation.

Tell us what you’re looking for. We’ll show you what the approach—and the budget—could look like.

Worth a quick look?