alt Hacker NewsA surgeon in our family got basically all his (private) clients from Google. Spend was multiple k per month. If you consider that one surgery brings in 7k in revenue, then those numbers actually make sense. He's retired now but did this up to 2y ago.
This is a Kshaped example that’s solid. Some SMBs can afford per keyword large spend in focused high reward arenas. The rest can’t do anything.