MarketingHow much does it cost to advertise on Google?

How much does it cost to advertise on Google?

Online advertising is often an important way to reach your potential customers and promote your products and services.

Advertising online is a near-instant way to drive visitors to your website – which will normally receive a mix of paid traffic (from advertising), organic traffic (visitors who searched and found your on Google or Bing), and social traffic (visitors who found you via a social media post). The last two are normally free but can take months or years to build up the traffic.

As part of a successful marketing strategy, online advertising is easy to setup and see near-immediate results – but if you get it wrong, it can also be expensive and hard to understand which adverts generates sales.

Almost every major online platform has the option to display advertising and Google Ads (which was previously called Google AdWords) stands out as one of the biggest, most effective and widely used options. As a business owner or marketer, understanding the cost of Google Ads and how to budget properly is an important part of maximizing your marketing spend and getting a good return on investment (ROI).

How does Google Ads work?

Before diving into the specifics of Google Ads pricing, it’s essential to understand how the platform operates.

Google displays adverts that are either text or images; it displays these adverts at the top and bottom of search results pages and beside search results. It also includes them in some of its other products.

In addition to advertising on Google websites, Google also offers other website owners the ability to display Google Ads on their website – this gives the website owner a share in the advertising revenue Google receives from the advertiser and massively expands the range of websites on which your advert can be displayed. This network of other non-Google websites is called the Display Network in Google Ads.

Google Ads follows what is called a pay-per-click (PPC) model, meaning you only pay when a user clicks on your advert.

You normally associate an advert with key search phrases such as ‘best plumber in York’ or ‘replacement toner for my printer’. These are the search phrases that your potential customer would type in to find your product or services.

You are normally bidding against other companies who also want to display their adverts to a visitor searching for these phrases and the more competitive it becomes the more you pay.

The cost per click (CPC) you pay varies depending on several factors, including the competitiveness of the keywords you target, the quality of your ad and landing page, and the maximum bid you set.

What influences the cost of Google Ads?

To determine the cost of Google Ads, several factors come into play. Firstly, the competitiveness of your industry and the keywords you choose significantly impact the cost.

Highly competitive industries, such as insurance or legal services, tend to have higher CPCs. Secondly, the quality of your ad and landing page affects your quality score, which in turn affects your ad rank and CPC. Creating compelling and relevant ads with well-designed landing pages can help reduce costs.

Finally, your maximum bid plays a role in determining your ad’s visibility and cost. Bidding higher can increase your chances of appearing at the top of the search results, but it may also drive up your expenses.

Average cost of Google Ads

While the cost of Google Ads can vary widely depending on the factors mentioned earlier, it is helpful to have a general idea of the average costs. According to recent data, the average CPC across all industries is around $2.69. However, keep in mind that this is just an average, and costs can range from a few cents to several dollars per click.

It’s crucial to conduct thorough keyword research and monitor your campaigns regularly to ensure you are not overspending or missing out on potential customers.

Calculating your Google Ads budget

Determining an appropriate budget for your Google Ads campaigns requires careful consideration of your business goals, industry, and available resources.

Start by analyzing your overall marketing budget and allocating a percentage specifically for online advertising. Next, consider your goals and the potential ROI from Google Ads.

If you are a new business looking to increase brand awareness, you may want to allocate a larger budget initially. On the other hand, if you are focused on driving conversions and have a limited budget, you may need to be more strategic in targeting specific keywords and demographics.

Tips for making the most of your advertising budget

To make the most of your Google Ads budget, consider implementing the following tips:

  1. Conduct thorough keyword research: Identify relevant keywords with high search volumes and reasonable CPCs to ensure your ads reach the right audience without breaking the bank.
  2. Optimize your landing pages: Improve your quality score by creating engaging and user-friendly landing pages that align with your ad’s message and keywords.
  3. Use ad extensions strategically: Take advantage of ad extensions, such as sitelinks or call extensions, to provide additional information and increase the likelihood of clicks.
  4. Test different ad formats: Experiment with various ad formats, such as text ads, display ads, or video ads, to determine which ones resonate best with your target audience.
  5. Monitor and adjust: Regularly review your campaign performance and make necessary adjustments to optimize your budget allocation and improve ROI.

Different types of Google Ads campaigns and their costs

Google Ads offers several campaign types to suit different marketing objectives. Each campaign type comes with its own cost considerations. Here are a few popular campaign types and their associated costs:

  1. Search campaigns: These campaigns display text ads on Google search results pages. The cost depends on the competitiveness of the keywords you target and the quality of your ads and landing pages.
  2. Display campaigns: Display campaigns showcase visual ads across a network of websites and apps. Costs vary based on factors such as ad placement, targeting options, and ad formats.
  3. Video campaigns: Video campaigns allow you to promote video ads on platforms like YouTube. Costs depend on factors such as video length, ad placement, and targeting options.
  4. Shopping campaigns: Shopping campaigns are ideal for e-commerce businesses and display product ads on Google’s search results pages. Costs are influenced by product competitiveness and bid strategies.

Google Ads bidding strategies

Google Ads provides various bidding strategies to help you optimize your budget and achieve your campaign goals. Some popular bidding strategies include:

  1. Manual CPC bidding: With manual CPC bidding, you set your maximum bid for each keyword manually. This strategy provides full control over your bids but requires regular monitoring and adjustment.
  2. Target CPA bidding: Target CPA bidding allows you to set a specific cost per acquisition goal. Google Ads will then automatically adjust your bids to achieve that target.
  3. Enhanced CPC bidding: Enhanced CPC bidding automatically adjusts your manual bids based on the likelihood of a conversion. This strategy can help maximize conversions while maintaining control over your bids.
  4. Maximize Clicks bidding: This bidding strategy aims to drive as many clicks as possible within your budget. Google Ads automatically adjusts your bids to maximize the number of clicks.

Monitoring and optimizing your Google Ads campaign

Creating a successful Google Ads campaign is not a one-time task. Continuous monitoring and optimization are essential for maximizing your budget and achieving optimal results.

Regularly review your campaign performance, including click-through rates (CTR), conversion rates, and cost per conversion. Identify underperforming keywords or ads and make necessary adjustments to improve their performance. Additionally, consider leveraging Google Ads’ analytics tools to gain insights into user behavior and make data-driven decisions.


Google Ads can be an effective way of reaching your customers and promoting your products and services – but you need to understand how the platform works and how to use the various influencing factors that define the cost.

By carefully analyzing your business goals, conducting comprehensive keyword research, and implementing effective bidding strategies, you can make the most of your budget and achieve successful outcomes.

Remember to continuously monitor and optimize your campaigns to ensure you are getting the best return on your investment. With proper planning and execution, Google Ads can be a powerful tool to drive targeted traffic, increase conversions, and grow your business.

Written by

Anna Thornhill
Anna Thornhill
Anna Thornhill is one of our expert writers. Anna is our specialist editor covering business growth and marketing and makes it her mission to provide small business owners with practical guides that help you step-by-step to grow your business. Anna’s an experienced sales and marketing professional who moved to writing and editorial and helps startups and small business owners with practical advice in growing their business with the latest sales and marketing techniques plus guides to choosing and using sales and marketing technology.

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