How much budget do you actually need?
Enough to gather data and win some high-intent clicks. For most local and SMB campaigns in India, ₹15,000–₹50,000 per month of ad spend is a sensible start, on top of a management fee. Begin focused on your best service and location, prove ROI, then scale.
Where the ROI is won or lost
The campaign settings matter less than three things: targeting the right high-intent keywords, sending clicks to a fast, relevant landing page that matches the ad, and tracking conversions (calls and form fills) so you know your true cost per lead. Skip any of these and you'll pay for clicks that never become customers.
Google Ads vs SEO
Ads give you leads now; SEO gives you cheaper leads later. The best approach for most businesses is to run focused Google Ads for immediate enquiries while building SEO and local visibility in parallel so you're not dependent on paid traffic forever.