For the average local business starting out, if it’s a medium or a low competition I usually recommend about $400 to start out. That’s usually enough to get a good base for the cost per lead you’ll end up having. For a small business like a personal training studio, $400 a month is probably a good starting point. For a family medical clinic, I would suggest something more like $1200 for the first three months to see how it’s going and what the cost per liter is.