How much should you spend on PPC? The answer depends on your business goals. You must set a clear budget. Your budget should align with your desired results. You need to track your spending regularly. You can start small and scale up. You should test different keywords to find the best ones. Your cost per click will vary based on competition. You may have to adjust your budget based on performance. You must monitor your ROI closely. Spending too much can lead to losses. Spending too little can limit results. Find the right balance for your business.