Most businesses spend 5-12% of revenue on digital advertising, with Google Ads typically taking 30-50% of that budget. High-margin businesses can afford higher percentages, while competitive industries may need 15-20% to stay visible.

Yes, because paid ads capture different user intent, protect against competitors bidding on your brand terms, provide instant visibility for new products, and studies show combined paid and organic presence increases overall click-through rates by 25-30%.

CPAs vary dramatically by sector - legal services might see £200-500 CPA, while e-commerce could be £20-50. Calculate your customer lifetime value first, then work backwards to determine what acquisition cost makes business sense for your margins.

Focus on long-tail keywords, improve Quality Scores through better ad relevance, test alternative match types, expand into less competitive geographic areas, and continuously optimize landing pages to improve conversion rates rather than just fighting for top positions.

Maintain minimal presence during slow periods to preserve Quality Scores and account history, but reduce budgets rather than pause completely. Use seasonal adjustments (dayparting, bid modifications) and prepare for ramp-up periods when demand returns.