# What counts as a normal cost per enquiry from Google Ads? | Illia BizTech > About 78 euros an enquiry, a benchmark table from an agency, and an account manager quoting a floor without explaining it. Ten enquiries turn into three jobs worth 1,400 euros each. Source: https://illia-biztech.de/en/forum/was-ist-ein-normaler-preis-fur-eine-anfrage-aus-google-ads 1. [Home](/en) 2. [Forum](/en/forum) 3. What counts as a normal cost per enquiry from Google Ads? # What counts as a normal cost per enquiry from Google Ads? About 78 euros an enquiry, a benchmark table from an agency, and an account manager quoting a floor without explaining it. Ten enquiries turn into three jobs worth 1,400 euros each. * ##### Asked by GrumpyFalcon365 * ##### Asked on September 3, 2026 We currently pay about 78 euros per enquiry and I have no idea whether that is good or bad. A benchmark table an agency sent me gave an average in dollars. That sounded reassuring at first and then suspicious. Ten enquiries turn into roughly three jobs for us, and a job is worth 1,400 euros on average. Our account manager says under 50 euros is unrealistic in our sector, but has not explained where that comes from. #### Answers ![Portrait of Alina Belichenko, content and social media specialist](/_ipx/f_webp,q_75/https://cms.illia-biztech.de/uploads/small_Alina_Belichenko_author_ae667ebec9.png) ##### Alina Belichenko ✓ Accepted answer September 4, 2026 You have already given every number you need in the question itself. The table is not among them. Let us work it through. Ten enquiries produce three jobs, a job is worth 1,400 euros, so ten enquiries represent 4,200 euros of revenue and one enquiry is worth 420 euros to you. At 78 euros of cost, more than eighty per cent of that is left before your own costs come off. Whether that is enough is decided by your margin, and only you know it. So the question is no longer whether 78 euros is normal, but how much of the 420 has to stay with you. Benchmark collections like that are built from the accounts their publisher manages. The most quoted set rests on around thirteen thousand search campaigns in the United States between April 2025 and March 2026, as the publisher states itself. American accounts, dollars, a different competitive situation, a different period. It does not work as a yardstick for a business in Germany, and whoever sends it to you as one has either not read it or is relying on you not reading it. Your account manager's 50-euro floor is the same thing in miniature. Ask him where the number comes from. An answer along the lines of "from experience in our accounts" is perfectly usable if he says which accounts and how many. What you should watch instead is how your own figure moves month to month, and watch it alongside your conversion rate. A falling cost per enquiry with a falling conversion rate is not an improvement, it is cheaper and weaker enquiries. And check what counts as an enquiry in your account. If clicks on the phone number or duplicate form submissions are being counted, you are dividing by an inflated number and your cost per enquiry looks better than it is. ##### #### [The quote was 6,000 euros and the invoice came to 9,500\. Do we have to pay it?](/en/forum/das-angebot-lag-bei-6-000-euro-die-rechnung-kam-auf-9-500-mussen-wir-das-zahlen) September 5, 2026 [](/en/forum/das-angebot-lag-bei-6-000-euro-die-rechnung-kam-auf-9-500-mussen-wir-das-zahlen) #### [The confirmation email from our contact form lands in customers' spam. Why?](/en/forum/die-bestatigungsmail-aus-unserem-kontaktformular-landet-bei-kunden-im-spam-woran-liegt-das) September 4, 2026 [](/en/forum/die-bestatigungsmail-aus-unserem-kontaktformular-landet-bei-kunden-im-spam-woran-liegt-das) #### [We received a letter about Google Fonts demanding 170 euros. Do we pay?](/en/forum/wir-haben-einen-brief-wegen-google-fonts-bekommen-und-sollen-170-euro-zahlen-zahlen-wir) September 4, 2026 [](/en/forum/wir-haben-einen-brief-wegen-google-fonts-bekommen-und-sollen-170-euro-zahlen-zahlen-wir) #### [Our shop window carries the company name in German and Upper Sorbian. How do we write it on Google?](/en/forum/auf-unserem-schaufenster-steht-der-firmenname-deutsch-und-sorbisch-wie-schreiben-wir-ihn-bei-google) September 3, 2026 [](/en/forum/auf-unserem-schaufenster-steht-der-firmenname-deutsch-und-sorbisch-wie-schreiben-wir-ihn-bei-google) #### [Our mailboxes are with the same provider as the website. Should we separate them?](/en/forum/unsere-e-mail-postfacher-liegen-beim-gleichen-anbieter-wie-die-website-sollte-man-das-trennen) September 2, 2026 [](/en/forum/unsere-e-mail-postfacher-liegen-beim-gleichen-anbieter-wie-die-website-sollte-man-das-trennen) **Share** **Topics** * Google Ads * cost per enquiry * benchmarks