The Real ROI of Google Ads for Small Businesses in the UK

Oct 8th, 2025

Written by Bobby Abrams

When I speak with small business owners across the UK, one question comes up almost every time:
“Are Google Ads actually worth it?”

It’s a fair question — especially when click prices keep rising, and results can vary so much between industries. So I decided to dig into the real numbers and show you what the data says, along with what I’ve seen first-hand running campaigns for UK clients.

What the data tells us (and what it means in real life)

According to LocaliQ’s 2025 UK industry benchmarks, the average cost-per-click (CPC) across all industries now sits at £1.72, with an average conversion rate of 3.65%. That’s a 28% rise in CPC year-on-year, meaning businesses need to be smarter about how every pound is spent.

Here’s where it gets interesting:

Legal services see one of the highest CPCs at £2.93, but their lead values are also much higher.

Property performs better than most, with a 6.3% CTR and 4.9% conversion rate.

LTV (Lifetime Value) of Travel & hospitality lead the pack with conversion rates of over 20% — though those numbers are seasonal.our customers

Ecommerce averages around 2.8%, which means the focus should be on repeat sales and lifetime value, not just the first transaction.

So yes — Google Ads are getting more expensive. But with the right targeting, ROI is still there, and often higher than most marketing channels.

What I see every day running campaigns

At EclickPro, we’ve managed accounts from independent retailers to law firms. And one truth stands out: results come down to intent and structure.

Example 1: Local service (Locksmith, London)

Using Google Local Service Ads, each lead cost around £25. With a 40% close rate and an average job worth £180, our client was generating roughly £7,200 in monthly revenue from £2,500 in ad spend — that’s a 2.8x return. Why it works: these ads show up right when someone needs urgent help.

Example 2: Ecommerce fashion brand

When we took over an account their campaigns were running at £1.20 CPC with a 2.8% conversion rate. That meant 280 orders from 10,000 clicks — about £16,800 in revenue on £12,000 spend. On paper, not amazing. But after improving product feed quality and tightening remarketing, the conversion rate hit 3.5%, lifting returns to break-even and eventually profitable when factoring in repeat customers.
Today they are comfortably hitting a sustained profitable ROAS. Why it works: visibility brings discovery, and discovery builds loyalty.

Example 3: Legal firm

For a firm sometimes paying nearly £3 per click, results still made sense because the average new case was worth over £1,000. With a 3% website conversion rate and 20% enquiry-to-client ratio, every £12,500 spent generated around £36,000 in new business. Why it works: one quality lead covers the entire month’s ad spend.

How to think about ROI differently

ROI isn’t just what you earn today. It’s about how efficiently you convert intent into long-term customers.

If someone searches “best family solicitor near me” or “boutique lighting store London”, that click could represent a loyal client — not just a one-off transaction.

When I look at performance, I’m less interested in the cost of a click and more in the value of a customer. The best campaigns turn one profitable sale into many by building trust, data, and brand recall. In other words, ROI grows with relationship.

What works right now (2025)

Here’s where I’ve seen small UK businesses win this year:

Use value-based bidding so Google optimises for profit, not clicks.

Improve landing pages — UK averages show conversion rates down 17% YoY.

Feed your data back into Google Ads (sales, profit, margins).

Experiment with Local Service Ads — they’re still underused but highly cost-effective.

Build a blended approach — Ads + remarketing + organic visibility almost always outperform Ads alone.

Final thoughts

Google Ads are not cheap — but they are still one of the fastest, most measurable routes to growth when run correctly.
Whether it’s a law firm spending £3 a click or an online retailer paying £1, both can win if they track the right metrics and understand the full customer journey.

If you’d like to know what the numbers could look like for your business, we run ROI projections for UK SMEs. You’ll get an estimated cost-per-lead, break-even ROAS, and understand what to change to make ads truly pay off.

About the Author

Bobby Abrams

Bobby Abrams specialises in helping businesses achieve better results. With a decade of sales and consulting experience, he has worked with hundreds of companies across different sectors. Bobby is passionate about using the latest technology to shape strategy and works closely with expert teams to deliver impactful projects on behalf of his clients.

Disclaimer

The information on this website is for general guidance only. EclickPro provides digital marketing services including SEO, Google Shopping, and Meta Ads, but results vary by client and are not guaranteed. We do our best to ensure accuracy, but we do not accept liability for actions taken based on this content. For personalised advice, please contact us directly.