How Much Should You Spend on Google Ads in Thailand Each Month?
"How much should we spend on Google Ads?" is the first question almost every business asks. The honest answer: it depends on how much you can afford to pay for one customer. There is no single number that works for every company in Thailand.
Here is a simple way to set a budget from your own numbers, and to know when to raise or cut it.
Step 1: Know your profit per order
Start with your business, not with Google:
- Average order value, for example 5,000 THB
- Gross profit per order, for example 2,000 THB
- Repeat purchases: if customers come back, each one is worth more than the first sale
This sets the ceiling on what you can spend to win a customer before you lose money.
Step 2: Know your close rate
Not every caller or LINE message becomes a sale. Look at recent history. If 10 enquiries turn into 2 sales, your close rate is 1 in 5.
Step 3: Work out an affordable cost per lead
Affordable cost per lead = profit you are willing to spend on ads × close rate
If you are willing to spend 1,000 THB of the 2,000 THB profit on advertising, and you close 1 in 5, you can afford 200 THB per lead.
Step 4: Turn it into a monthly budget
Monthly budget = leads you need × affordable cost per lead
| New customers wanted | Close rate | Leads needed | Cost per lead | Approx. ad budget |
|---|---|---|---|---|
| 5 | 1 in 5 | 25 | 200 THB | 5,000 THB |
| 10 | 1 in 5 | 50 | 200 THB | 10,000 THB |
| 20 | 1 in 4 | 80 | 250 THB | 20,000 THB |
This is a worked example. Real figures vary by industry, competition and landing page quality.
Treat the first month as a test
In month one there is no history, so cost per lead is often higher than expected while you learn which keywords bring real customers. To make the test count:
- Commit the budget for the full month instead of stopping after a week
- Start with high-intent keywords such as "price", "service" or "near me", in Thai and English as your customers search
- Track calls and LINE adds from day one; in Thailand many customers message on LINE instead of filling in forms
- Review weekly and cut keywords that spend without bringing leads
When to increase the budget
Increase spend when your cost per lead stays below your ceiling and your sales team can handle more enquiries. Do not scale just because clicks look good. Lots of clicks with no enquiries usually means a keyword or landing page problem, not a budget problem.
Ad spend vs. management fee
Working with an agency involves two costs:
- Ad spend, paid directly to Google per click
- Management fee, paid to the team that plans and optimises the campaigns
Ignite ROI management fees by ad spend (excluding 7% VAT):
| Plan | Fee per month | Ad spend managed |
|---|---|---|
| Starter | 12,000 THB | Up to 60,000 THB/month |
| Growth | 20,000 THB | Up to 200,000 THB/month |
| Scale | 10% of spend | Over 200,000 THB/month |
See what each plan includes on our Google Ads management page, or start with our Google Ads basics guide.
Summary
A good Google Ads budget comes from your margin, not a gut feeling. Find profit per order and close rate, calculate the cost per lead you can afford, and multiply by the customers you want. Treat month one as a test, and scale only when the numbers prove it pays.
Add LINE @igniteroi · Call 083-663-2238 · Google Ads management plans
FAQ
Is there a minimum Google Ads budget?
Google has no fixed minimum; you set a daily budget. In practice the budget should be large enough to generate some calls or LINE enquiries in the first month so you have data to optimise.
Why is cost per lead high in the first month?
The account is still learning which keywords bring customers. After cutting poor keywords and improving the landing page, cost per lead usually comes down.
Does the management fee include ad spend?
No. Ad spend is paid to Google separately. Ignite ROI management starts at 12,000 THB per month, excluding 7% VAT.