How Much Does it Cost to Advertise on Google?

Mobile device showing google home screen (How Much Does it Cost to Advertise on Google?)

When we talk about digital marketing, we cannot overlook the pivotal role that Google Ads has come to play.

As one of the most popular and effective online advertising platforms, Google Ads allows businesses to reach their target audience with precision and gain visibility in search engine results pages (SERPs). With millions of people using Google every day, it’s no surprise that many companies have found success through this platform.

Now, I know what you’re thinking: “How much does it cost to harness this power?”

That’s a fair question, one that we hear all too often, especially from those new to the realm of paid search. You’re looking to see if Google Ads fits within the realms of your budget. And the truth is – the answer isn’t straightforward. It depends.

But here’s the good news: in this article, we’re going to explore all the variables and elements that play into the pricing of Google Ads. We’ll delve into how much does it cost to advertise on Google the factors that influence these costs, from industry dynamics to consumer behaviors. And beyond that, we’ll share insights on how you can optimize your ad spend, ensuring that every dollar you invest not only counts but also brings you a step closer to achieving your marketing goals. Let’s begin!

Elements That Impact the Cost of Google Ads

When we consider the elements that impact the cost of Google Ads, it’s much like looking at a complex, beautifully woven tapestry – each thread essential, each pattern contributing to the greater picture. Let’s take a look:

Proficiency in Account Management

First and foremost, let’s talk about proficiency in account management. Managing a Google Ads account is akin to steering a ship through ever-changing seas. The skill with which you navigate, the expertise you bring to the table – they’re critical. It’s about more than just setting up campaigns; it’s about understanding the nuances, making data-driven decisions, and continuously optimizing your efforts. This proficiency doesn’t just affect the performance of your campaigns; it directly impacts your costs. To deepen your understanding of PPC account management, don’t miss our comprehensive guide on mastering pay-per-click advertising.


Then we come to your industry. Just as every field has its own unique challenges and opportunities, so too does each industry in the realm of Google Ads. The competitive landscape varies vastly from one industry to another. Some, like legal services or real estate, face higher costs due to intense competition and high client value. Others, such as the arts, may see lower costs but need a broader reach to achieve their goals. Understanding where your industry stands in this spectrum is key. For insights into how your competitors might be influencing your industry’s advertising landscape, our blog on how to do PPC competitor analysis is an invaluable resource


Keywords – now, this is where the art meets science. Choosing the right keywords is about understanding not just your product, but the mind of your consumer. High-competition keywords might drive up costs, but they can also signal high intent and potential for conversion. On the other hand, long-tail keywords, specific and less competitive, could be hidden gems leading to cost-efficient conversions.

Current Trends in Digital Advertising 

Today, it is a must to understand the current trends in digital advertising. The landscape of digital marketing is ever-evolving. New technologies, changing consumer behaviors, global events – all these can shift the terrain, influencing costs. Being agile and informed is beneficial and essential.

Quality Score

Quality Score – this is Google’s way of telling you how well your ad meets the needs of your audience. It’s a blend of your ad relevance, click-through rate, and the quality of your landing page. A high-quality score can be a game changer, potentially lowering your cost per click and enhancing your ad placement. You can view this by clicking on your ad and selecting “Quality Score.”

To enhance your ad copy to improve your Quality Score check out our guide to writing advertising copy

Customer Journey

The customer journey is another pivotal element. Each customer travels a unique path from awareness to purchase. Understanding this journey, and tailoring your ads to meet customers at different stages, can influence not just the effectiveness of your campaigns but also how much you spend on them.

Bid and Budget

Bid and budget are two other key components that can impact your ad’s performance. Your bid is the maximum amount you’re willing to pay for a click on your ad, while your budget determines how much you want to spend on your overall campaign. It’s important to carefully consider both of these factors and adjust them accordingly based on the results you see.

How Much Does it Cost to Advertise on Google? 

Laptop showing Google home page
How Much Does it Cost to Advertise on Google? 5

Now that we’ve covered the key components of Google Ads, you may be wondering how much it will cost to advertise on this platform. We answer this by determining the Cost Per Click (CPC). CPC is the primary metric we use to measure how expensive Google Ads are because it represents the price you pay for each click on your ad. The higher your CPC, the more expensive your ads will be. This is useful information to have in mind when setting your budget for Google Ads. Let’s take a look:

 Average CPC Overall

The average cost per click in Google Ads in 2023 was $4.22. However, this can vary greatly depending on your industry. For example, industries such as law and finance tend to have higher CPCs due to the competitive nature of these fields. On the other hand, industries like retail or healthcare may have lower CPCs. 

Average CPC Per Industry

The average CPC by industry offers a fascinating glimpse into the diverse landscape of search advertising. This metric varies significantly across industries, reflecting the unique characteristics and competition levels inherent in each sector. To provide a clearer perspective, we’ve organized this information into a chart that captures the essence of Search Advertising Benchmarks for 2023:

IndustryAverage CPC (USD)
Animals & Pets$3.13
Apparel / Fashion & Jewelry$2.72
Arts & Entertainment$1.55
Attorneys & Legal Services$9.21
Automotive — For Sale$2.08
Automotive — Repair, Service & Parts$3.06
Beauty & Personal Care$2.89
Business Services$5.47
Career & Employment$3.78
Dentists & Dental Services$6.69
Education & Instruction$4.10
Finance & Insurance$4.01
Health & Fitness$4.18
Home & Home Improvement$6.55
Industrial & Commercial$4.35
Personal Services$3.90
Physicians & Surgeons$3.97
Real Estate$1.55
Restaurants & Food$1.95
Shopping, Collectibles & Gifts$2.44
Sports & Recreation$1.77

This chart reveals the varied costs of engaging with potential customers across different industries. For example, industries like attorneys & legal services and dentists & dental services exhibit some of the highest CPCs, reflecting the competitive nature and high value of leads in these sectors. Conversely, industries such as arts & entertainment and real estate show lower CPCs, indicating different marketing dynamics and perhaps a broader target audience with different conversion values.

How Does Google Calculate Google Ads Cost?

The cost of Google Ads is determined by a bidding system, where advertisers compete for ad placement based on their chosen keywords and target audience. This means that the cost of your ads can vary depending on factors such as competition, relevancy, and quality score. Essentially, the more relevant and high-quality your ads are to users, the less you will pay for each click. Let’s break it down further:

Quality Score

Think of Quality Score as Google’s measure of your ad’s relevance and effectiveness. It’s a metric that ranges from 1 to 10, and it’s determined by several factors, including the relevance of your ad and landing page to the keywords you’re targeting, as well as your ad’s click-through rate (CTR). The beauty of the Quality Score lies in its reciprocal relationship with cost. 

A higher Quality Score often means a lower cost per click. This is because Google rewards ads that are deemed more relevant and useful to users. When your ad resonates more effectively with your audience, not only does your Quality Score soar, but Google also makes it more cost-effective for you to reach your audience.

Ad Rank

Next, let’s discuss Ad Rank. This is where your ad falls in the auction hierarchy. Ad Rank is determined by your bid amount multiplied by your Quality Score. This calculation means that even if your bid is not the highest, a high Quality Score can elevate your ad’s position. It’s a system designed to balance the playing field, ensuring that ads are placed not just based on how much advertisers are willing to pay, but also on how relevant and valuable they are to users.

Cost Per Click

Now, onto the Cost Per Click. You might think that the highest bidder always pays their full bid price per click, but that’s not the case. In Google’s system, the actual amount you pay per click – your CPC – can be less than your maximum bid. The formula for this is the Ad Rank of the ad just below yours, divided by your Quality Score, plus one cent. 

This structure means that your final CPC is influenced by both your competitors’ bids and your Quality Score. It’s a dynamic system where the better your ad performance in terms of relevance and quality, the more cost-effective your campaign can be.

It’s important to note that the above formula determines the actual CPC, not the average CPC. The average CPC is determined by dividing the total cost of an ad’s clicks by the total number of clicks.

In summary, Google’s method of calculating the cost of ads is designed to reward the quality and relevance of advertising. A high Quality Score can lead to a lower CPC, even if your bid is not the highest. This system encourages advertisers to create ads that are not only competitive in terms of bidding but also in delivering value to users. The interplay of quality score, ad rank, and CPC is a delicate balance, one that underscores the importance of optimizing your ads for both performance and cost efficiency.

Additional Determining Factors For Google Ads Cost

Abstract graphic displaying different costs associated with Google Ads
How Much Does it Cost to Advertise on Google? 6

There are other, often overlooked, factors that can also impact the cost of your Google Ads campaigns. Let’s explore these key factors: ad schedule, device targeting (desktop vs. mobile), and location targeting.

Ad Schedule

The concept of ad schedule in Google Ads is akin to selecting the prime time for your advertisements to make their appearance. It’s about choosing the specific days and hours when your ads will be displayed. This scheduling is about strategic visibility. By analyzing when your target audience is most active or most likely to engage with your ads, you can schedule your ads to run during these peak times. This targeted approach can lead to more effective use of your budget, potentially lowering costs by avoiding less productive hours and focusing on moments of high engagement.

Desktop vs. Mobile Device Targeting

The choice between desktop and mobile targeting is pivotal in today’s diversified device landscape. Each platform comes with its nuances and user behaviors. Desktop users might engage differently with your content compared to mobile users, who are often on the go. This divergence in user experience and engagement can influence your campaign’s CPC. Typically, mobile advertising might offer lower CPCs due to higher engagement rates, but this can vary based on industry and audience. By understanding the device preferences of your target audience and tailoring your campaigns accordingly, you can optimize your ad spending more effectively.

Location Targeting

The power of location targeting in Google Ads cannot be understated. It allows you to focus your advertising efforts on specific geographic areas – from broad regions like countries and states to more precise locations like cities or even zip codes. This targeting is especially crucial for businesses that have a physical presence or those whose services are geographically bound. 

By concentrating your ads on areas where you’re most likely to find your target audience, you enhance the relevance and potential effectiveness of your campaigns. Furthermore, location targeting can impact the competition level and, consequently, the CPC. Targeting high-demand areas might lead to higher costs, whereas focusing on less competitive locations could reduce your expenses.

In essence, these additional determining factors – ad schedule, device targeting, and location targeting – offer you a greater degree of control over your Google ads campaigns. They allow you to fine-tune your advertising efforts, ensuring that your ads not only reach the right audience but also do so in the most cost-effective manner. Understanding and strategically utilizing these factors can significantly enhance the ROI of your Google ads campaigns.

Don’t miss our blog on local PPC for more information!

How to Lower Google Ads Spend/Cost Per Click

The ultimate goal of any advertising campaign is to drive success at the lowest possible cost. In this section, we will discuss some tips and strategies to help you lower your Google ads spend and cost per click.

Set a Daily Budget

Establishing a daily budget for your campaigns is the cornerstone of cost control in Google Ads. It allows you to cap your daily spend, ensuring that your advertising costs align with your overall budgetary constraints. By setting a daily budget, you prevent runaway costs and can predictably manage your monthly advertising expenses.

Set a Monthly Spend Limit at the Account Level

Apart from a daily budget, setting a monthly spend limit at the account level gives you an additional layer of financial control. This overarching budget cap ensures that your overall advertising costs do not exceed your long-term financial plans, regardless of daily fluctuations.

To set a monthly spend limit:

  1. Go to Billing
  2. Select Settings
  3. Select the option to set a monthly spend limit.

Optimize Ads for Keywords

Fine-tuning your ads to align closely with your target keywords can significantly improve the relevance and click-through rates, leading to a better Quality Score. A higher Quality Score often translates to a lower CPC, as Google rewards ads that are highly relevant to user queries. Regularly review and refine your ad copy to ensure it resonates with your chosen keywords.

Use Ad Extensions

Ad extensions enhance your ads by providing additional information and links, such as contact details, site links, or product features. These extensions not only make your ads more informative and engaging but also improve visibility and click-through rates, often at no extra cost. Enhanced engagement can lead to a better ad position and lower CPC.

Optimize Landing Page for Relevance

The relevance and quality of the landing page your ad links to are crucial. A well-optimized landing page with relevant content, clear calls to action, and a user-friendly layout can improve user experience and conversion rates. A high-quality landing page also contributes positively to your Quality Score, thereby potentially reducing your CPC.

Use Negative Keywords

Implementing negative keywords in your campaigns helps in filtering out unwanted traffic. By specifying which keywords you don’t want your ads to show for, you can avoid irrelevant clicks, which can be costly and ineffective. This precision targeting ensures your budget is spent on clicks more likely to convert.

To add negative keywords to a campaign or ad group:

  1. Go to Campaigns.
  2. Go to Audiences, keywords, and content.
  3. Select Search keywords from the dropdown.
  4. Go to the Negative search keywords column.
  5. Add the negative keywords for your campaign.
  6. Note:
Screenshot 2024 01 08 at 1.30.38 PM
How Much Does it Cost to Advertise on Google? 7

Regular Campaign Reviews and Adjustments

Regularly reviewing and adjusting your campaigns based on performance data is vital. Analyze metrics to identify underperforming keywords or ads and make necessary changes. This ongoing optimization ensures that your budget is allocated to the most effective elements of your campaigns.

Leverage Audience Targeting

Utilizing audience targeting options like demographics, interests, and behaviors can help you reach the most relevant users. More targeted advertising can increase the chances of engagement and conversions, making your ad spend more efficient.

A/B Testing of Ad Creatives

Conduct A/B testing of your ad creatives to determine which versions resonate best with your audience. Testing different headlines, descriptions, and call-to-actions can unveil more effective ad combinations, improving performance and potentially lowering CPC.

Final Thoughts

Hand using a mouse next to a desktop computer
How Much Does it Cost to Advertise on Google? 8

As we draw this blog to a close, we want to remind you that optimizing your Google Ads campaigns for ROI is an ongoing process. With the ever-changing landscape of digital advertising, it’s crucial to continually monitor and adjust your strategies to stay ahead of the competition.

By taking advantage of ad scheduling, utilizing audience targeting, and continuously testing and optimizing your ad creatives, you can maximize your ROI and drive more conversions from your Google Ads campaigns. Remember to regularly review your data and make strategic decisions based on performance metrics to achieve the best results.

We hope this blog has provided valuable insights and tips to help you improve your Google Ads performance. Keep these strategies in mind and continue to stay informed about industry updates and changes to ensure your campaigns are always running at their highest potential!

Frequently Asked Questions

How much do Google Ads cost on average per click?

The cost of Google Ads, or the average Cost Per Click (CPC), can differ widely depending on various factors. Typically, the Google Ads costs for CPC range from $0.11 to $0.50. Remember, this is an average of all businesses throughout all industries.

This range is influenced by the industry’s competitive landscape, the keywords chosen for the Google Ads campaign, and the geographic targeting. For example, industries like legal services may have higher Google Ads costs due to more competition, while sectors like arts and entertainment might experience lower costs on the Google Search Network.

Is investing in Google Ads a worthwhile expense for advertising?

Determining whether Google advertising costs are worth it hinges on your specific business goals, the nature of your industry, and the effectiveness of your Google Ads campaign strategy. Google Ads offers extensive reach and diverse targeting options, making it a valuable tool for various objectives, from brand exposure to lead generation. 

The worthiness of Google Ads pricing depends on how well you manage and optimize your campaigns to align with your business objectives and how effectively you use data to refine your advertising strategies.

What constitutes a reasonable Google Ads budget for an effective campaign?

A reasonable Google Ads budget is subjective and varies based on your business size, industry context, and specific advertising objectives. For a Google Ads campaign, small to medium-sized businesses might allocate a budget ranging from a modest amount to several thousand dollars monthly. Generally speaking, starting out your budget at $1,000 to $2,500 per month can be a good foundation. 

It’s essential to balance your Google Ads budget with your overall marketing expenditure, ensuring that it’s adequate to gain meaningful insights and achieve desired outcomes without overextending your financial capabilities. The key to a successful Google Ads budget is not just the amount you spend but how strategically you allocate and manage these funds across different campaigns within the Google Search Network and other platforms.

How does the Google Ads platform determine the cost of campaigns?

The Google Ads platform determines advertising costs through a combination of factors within its auction system. Every time a user performs a search that triggers ads, the Google Ads auction is initiated. Here, various factors like the advertiser’s bid amount, the Quality Score of the ads, and the relevance of the ad to the user’s query are considered. The combination of these elements helps Google Ads determine the actual Cost Per Click (CPC) that the advertiser will pay when their ad is clicked.

What is the difference in cost between Google Search Network and Google Display Network on Google Ads?

Google Ads costs can vary between the Google Search Network and the Google Display Network. Generally, the Google Search Network tends to have a higher CPC due to its intent-based nature, where users are actively searching for specific information or products.

On the other hand, the Google Display Network usually offers lower CPCs as it targets users based on interests and demographics across a wide range of websites, not just on search result pages. The choice between these networks should align with the specific goals of your Google Ads campaign.

Can you give an overview of how much Google Ads and Google AdWords are typically expected to cost for a small business?

The cost of Google Ads (formerly known as Google AdWords) for a small business can vary widely based on several factors, including industry, competition, target audience, and campaign objectives. Typically, small businesses might expect to spend anywhere from a few hundred to a few thousand dollars per month on Google Ads. It’s important to note that Google Ads offers flexible budget options, allowing businesses to adjust their spending based on campaign performance and business goals.

How can advertisers reduce their Google advertising costs on the Google Ads platform?

To reduce Google advertising costs on the Google Ads platform, advertisers should focus on optimizing their campaigns for efficiency. This includes refining keyword strategies, improving ad relevancy and Quality Scores, using negative keywords to exclude irrelevant traffic, and targeting the right audience through demographic and geographic targeting. Regularly reviewing and adjusting bids, as well as experimenting with different ad formats and placements (especially on the Google Display Network), can also lead to more cost-effective campaigns.

What role does the Google Ads auction play in determining the cost of advertising?

The Google Ads auction plays a crucial role in determining the cost of advertising. Every time an ad is eligible to appear for a search query, it enters into an auction. Here, Google Ads determines which ads will appear and in what order, based on a combination of factors such as the advertiser’s bid, the Quality Score of the ad, and the expected impact from ad extensions and formats. This auction system ensures that the cost an advertiser pays per click is influenced not just by their bid amount but also by the relevance and quality of their ads.

How do click bots affect Google Ads campaigns, and what can I do to protect my ads?

Click bots significantly impact Google Ads campaigns by artificially inflating the number of clicks on an ad. This not only leads to wasted ad spend but can also skew your campaign data, making it challenging to gauge the true effectiveness of your ads. Click bots generate fake traffic, which means these clicks will never convert into actual customers, thus reducing your return on investment (ROI).

To protect your campaigns against click bots, it’s crucial to monitor your ad traffic closely for any unusual patterns or spikes in clicks that don’t correlate with expected conversion rates. Google Ads provides some level of protection, but additional steps can be taken for better security.

For a comprehensive understanding of how click bots operate and effective strategies to prevent them, we highly recommend reading our detailed guide on click bots

Picture of Noelle Thuillier

Noelle Thuillier

Noelle is a Content Specialist for WGM. She writes and edits all business content, including blogs, press releases, social media posts, and technical writing pieces. With over ten years of experience writing, Noelle has been published on many reputable sites during her career, including and Before coming to WGM, she worked as a News Director at KWHI in Brenham, Texas. Noelle oversaw the newsroom writing stories, producing content, and being an on-air personality. In addition to her bachelor’s degree in Political Science, Noelle holds a Master in Arts degree in Communication and Media Studies from the University of Greenwich in London, England. Noelle’s other passion in life is her family. She enjoys spending time with her husband, Joe, daughter, Frankie, and English Bulldog, Alvin. She also loves to travel, with her favorite destinations so far being Ireland and the Czech Republic.

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