A logistics Google Ads budget should be based on current auction data and the value of a qualified commercial opportunity, not a fixed monthly range.
Separate logistics demand by service
Freight forwarding, fulfilment, warehousing, pallet distribution, customs support and specialist transport can have very different search intent and economics. Keep them in separate campaigns and send traffic to relevant landing pages.
Model the budget backwards
Use live Keyword Planner and account data to estimate click costs, then work backwards from click to qualified enquiry, opportunity, proposal and won contract. The acceptable acquisition cost depends on contract value, margin and close rate.
Control irrelevant traffic aggressively
- exclude jobs, parcel tracking, consumer shipping and irrelevant informational searches;
- match landing pages to service and geography;
- track form submissions and calls through to CRM qualification;
- review search terms regularly;
- scale on qualified pipeline, not click volume.
See our logistics marketing cost guide for the wider budget framework.
