Glad you found it helpful!

The two things you mention, budget and value, really depend on the customer for whom you're setting up AdWords.

Different industries have different levels of competition, so some businesses have to utilize higher budgets in order to have their ads rank high.

Value per lead is also set by the customer. How much money do they make when a person buys a product or service, compared to how much it costs to get them to buy (from search to clink to conversion)?

These are both subjective categories, and change from business to business.