$2,000 to $5,000 per month is usually sufficient for MOST businesses targeting a small geographic area. However, more competitive verticals (like personal injury law) where campaigns may span larger geographic areas can often require budgets of over $70,000 or more per month. An important caveat is budgets should be based on service margins, target lead volume, and cost per lead expectations in your category, then adjusted as performance data clarifies what your market actually costs.