How much should a construction company spend on Google Ads per month in Portugal?

Short answer

To start, between €150 and €300 a month in ads is enough to test one area and two or three services. At the average cost in our sample for construction firms (€14.28 per request), €300 brings around 20 measured requests. It is an order of magnitude, not a guarantee.

By Vinicius Oliveira, founder of HLM · Updated 24 October 2026 · Data from our 2026 report

per month: about 10 requests: €150
per month: about 20 requests: €300
per request, construction (2026): €14.28
per day in the accounts analysed: €3–15

Work backwards from the end: how many quote requests do you want per month? Multiply by the cost per request for your area and service and you have the budget. With no history, use a reference: in the 4 construction firms we analysed in 2026, each request cost €14.28 on average and each click €1.45.

With that reference, €150 a month brings about 10 requests, €300 about 20 and €450 about 30. The relationship is not perfectly linear: when the budget grows in a small area, ads start showing for less precise searches and the cost per request usually rises.

The budgets in the sample ranged from €3 to €15 per day. Below €3 a day, a new account takes a long time to learn and to give you data to decide with.

Ad spend is paid directly to Google. Management, if you do not do it yourself, is separate.

What each budget brings

01
€150 per month
About 10 requests at the sample's average cost. Good for testing one service in one area.
02
€300 per month
About 20 requests. Enough for two or three services and for conclusions after 60 days.
03
€450 per month
About 30 requests, if the area has enough demand. Separate campaigns by service.
04
Beyond that
Scale in steps, only when requests are turning into jobs. The cost per request usually rises with budget.

The basis for the maths

2026 reference: €14.28 per request for construction and €1.45 per click
Formula: requests you want per month × cost per request
Daily budgets in the sample: €3 to €15
HLM ad management: €100/month + VAT
Ad spend paid directly to Google

The first three months

Month 1: test
Low budget, 2 or 3 services, one area. The goal is to measure, not to scale.
Month 2: cut
Remove keywords, hours and areas that spend without bringing requests.
Month 3: decide
See how many requests became jobs. If the maths works, scale in steps.
Every month: review
Cost per request, requests per service and what clients say about how they found you.

Frequently asked questions

What is the minimum Google Ads budget for a construction firm in Portugal?

There is no mandatory minimum, but below €3 a day (about €90 a month) a new account has little data to decide with. In our accounts, budgets ranged from €3 to €15 a day.

How many requests does €300 a month bring?

At the average cost in our construction sample (€14.28 per request), about 20 measured requests. It is an order of magnitude: your area and service may cost more or less. Source: High Level Marketing, 8 Google Ads accounts of small construction and home-service businesses in Portugal, 24 July–21 October 2026.

Does the budget include management?

No. Ad spend goes directly to Google. Management is a separate service; at HLM it costs €100/month + VAT.

When should I increase the budget?

When requests are turning into jobs and you still have capacity. Increase in steps of 20–30% and wait two or three weeks before the next step.

Want us to look at your numbers?

Send a message with your service, area and what you spend today. We reply with what we would change first. We work in Portuguese, English and Spanish.

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