How much is Google Ads per month?

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How much are Google Ads per month?

A glowing light bulb surrounded by currency notes in a vibrant setting.

Deciding on a budget for Google Ads can feel like a guessing game. You might know that costs vary widely, with some big brands spending millions annually. This article aims to demystify the monthly cost of running Google Ads, offering clarity and control over your advertising expenditure.

Dive in to make informed decisions and maximise your return on investment.

Key Takeaways

  • Google Ads costs can range from £100 to £10,000 per month, with big companies sometimes spending up to £50 million a year.
  • The cost per click for most ads is between 11p and 50p on average, but can be much higher in competitive industries like legal or insurance.
  • Different factors, like the quality of your ad, when and where you show it, and what devices people use, all affect how much you’ll pay for your ad.

Overview of Google Ads

The laptop displays a variety of Google Ads statistics and photography.

Google Ads stands as a cornerstone of digital marketing, harnessing the vast reach of Google's search engine to offer advertisers a dynamic platform for online advertising. At its core, it operates on a pay-per-click (PPC) model, where businesses bid on keywords relevant to their products or services.

This ensures that their ads appear in the search results pages right when potential customers are looking for what they have to offer. The immediacy and relevance this system provides can significantly enhance brand visibility and customer engagement.

Diving into Google Ads reveals an intricate auction system—one that factors in not only your bid amount but also your ad's Quality Score, which measures the relevance and effectiveness of both the ad itself and the associated landing page.

Your ad rank is then determined by these elements, shaping where your ad appears in relation to others'. This level of detail allows you to fine-tune your campaigns for better performance while strategically managing costs per click (CPC), ensuring a more efficient use of your advertising budget.

Factors Impacting Google Ads Pricing

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Industry, customer lifecycle, current trends, and account management quality are all factors that can impact the pricing of Google Ads. Understanding these factors is crucial for effective budgeting and planning.


Different jobs and services can change how much Google Ads will cost. Say you have a business that helps with law or property. Here, Google Ads might cost more than for other types of work.

This is because these industries are really competitive online. Lots of companies want to be seen first when someone searches for help in these areas.

If your job is selling clothes or toys, the price of ads could be lower. It's still important to get noticed by people on the internet, but there may not be as many businesses fighting to show their ads at the same time as you do.

Every industry has its own usual amount it spends on Google Ads each month, so knowing where yours stands gives you a better idea of what budget you might need.

Customer lifecycle

Understanding the customer lifecycle is key to using your advertising budget well. It's about knowing when people first learn about your product, right up until they buy it—and sometimes even after that.

Every stage in this cycle can affect how much you pay for Google Ads. If lots of people are just learning about what you're selling, you might spend more to get seen on Google.

For example, if you sell shoes and someone is looking to buy a new pair, they'll go through stages like searching and comparing options. In these stages, your ads need to show up so the buyer thinks of your brand.

The cost gets higher if many shoe sellers are trying to catch that same buyer’s eye during their journey from browser to buyer.

Current trends

This year, more people shop online than ever before. Many businesses see this and spend more on Google Ads to catch the eye of these shoppers. They use smart technology like machine learning to show ads at the right time to customers who may buy their stuff.

Also, lots of shops are now using Google's tools to make sure their ads show up when people search for things they sell.

Big companies are not the only ones with flashy ads; even smaller shops can get in on the action. They use long-tail keywords that don't cost as much but still reach folks interested in what they offer.

This way, small businesses can play it smart without blowing a huge amount of money each month. It's all about staying ahead and figuring out how best to reach customers in a busy digital world where trends keep changing.

Account management quality

Good account management makes a big difference in Google ads. Think of it like having a smart helper who knows how to make your ads better. This person watches over your ad campaigns and tweaks them to work well.

They choose the right keywords and write ads that catch people's eyes.

Keeping an eye on what's working is key for these managers. They use tools to see how the ads are doing and change things fast if needed. Managers also need to know about new trends so they can use these ideas in their ads.

This helps you get more from every pound spent on Google Ads, with some businesses seeing $8 back for every $1 put into their campaigns!

Google Ads Cost Determination Process

The cost of Google Ads is determined by factors such as quality score, ad rank, and cost per click. Understanding these key components is essential for effective budgeting and campaign management.

Quality Score

The quality score is crucial in deciding how much you'll pay for a click on your Google ad. Think of it as Google's rating of how relevant and helpful your ad is to the person seeing it.

If you have a high quality score, Google thinks your ad matches what someone is searching for really well. This can cut your cost per click by half! But if your score is low, it could make your costs go way up, even by 400%.

To get a better quality score, focus on making ads that are super related to what people search for. Also, work on improving the page they land on after clicking your ad. You want everything to tie together nicely so that when someone clicks through, they find exactly what they expected.

This will not only help lower costs but also make sure more people who see your ad will take action, like buying something or signing up!

Ad Rank

Ad rank decides where your ads will show up on the page. It's not just about how much money you bid, but also if your ads are useful to people seeing them. Think of it like a race where bids are speed, but being relevant is like having good running shoes—you need both to win! Google looks at things like how likely someone is to click on your ad (expected clickthrough rate), if your ad makes sense with what they're searching for (ad relevance), and what they'll see after clicking (landing page experience).

Your ad's position gets better when these factors improve.

Your ad rank has a real effect on cost, too. The formula takes the ad rank of the next lower ad, divides it by your quality score, and adds one penny. That way, you might pay less per click than what you bid if everything lines up right—the relevance and quality part can help save money while still keeping ads visible!

Cost per click

The cost per click (CPC) of Google Ads usually falls within the range of £1 to £2. This price is determined by dividing the total cost of clicks by the overall number of clicks received.

Moreover, Google Ads operates on a system of cost-per-click bidding, meaning that advertisers pay for each click their ads garner.

Once your ad gets clicked on, you'll make a payment based on this CPC model. Understanding this pricing structure can help you manage your budget and optimize your bidding strategy effectively.

Additional Variables in Google Ads Costs

In addition to factors like quality score and ad rank, there are other important variables that can impact the cost of Google ads. Dayparting, which involves scheduling ads to run at specific times of the day, can affect costs based on the demand for ad space during certain hours.

Geotargeting, or targeting ads to specific locations, can also influence pricing as different regions may have varying levels of competition and audience engagement. Another variable is device targeting—tailoring ads to different types of devices, such as mobiles or desktops—which can impact costs due to differences in user behaviour and market demand across devices.

Furthermore, considering how these additional variables interact with each other and with the main factors affecting Google Ads costs is crucial to effectively managing advertising spend.

Understanding how dayparting, geotargeting, and device targeting influence ad visibility and performance allows businesses to optimise their budget allocation by focusing on periods, locations, and devices that drive better results while controlling costs.


Influential Factors Impacting Ad Costs. Beyond quality score and ad rank, dayparting schedules ads during peak times, geotargeting impacts competitive dynamics across regions, and device targeting caters to varied user behavior. Understanding the interplay drives better cost control. Smart optimisation balances visibility with performance.

Budgeting with Google Ads

When it comes to budgeting with Google Ads, understanding daily average budgets, spending limits, and effective bidding strategies is crucial for maximising your return on investment.

So buckle up and learn how to optimise your ad spend efficiently!

Daily average budgets

Google Ads allows advertisers to set a daily average budget for each ad campaign. The daily budget is multiplied by 30.4 to calculate the monthly budget. This enables advertisers to specify the amount they are willing to spend on each ad campaign per day.

The daily average budget reflects the approximate amount that advertisers are comfortable spending every day on their ad campaigns, providing control and flexibility over their advertising costs.

Spending limits

Google Ads provides advertisers with various ways to control their spending, including setting a monthly limit. This limit is calculated by multiplying the average daily budget that you've set, ensuring that you don't exceed your overall advertising budget for the month.

You can use this feature to manage costs effectively and maintain financial control over your ads.

The importance of spending limits lies in their ability to prevent overspending and ensure that your advertising costs align with your budgetary requirements. By implementing these limits, advertisers can maintain better oversight of their expenses while still reaching their target audience effectively.


To ensure your ad gets displayed, you need to participate in an auction for keywords. In this process, Google evaluates your maximum bid and quality score. Your bid is the highest amount you're willing to pay each time someone clicks on your ad, whereas the quality score reflects how relevant and useful your ad is to the user's query.

An effective bidding strategy involves finding a balance between cost and achieving desired results. The automated bidding feature can be beneficial as it leverages machine learning algorithms to optimise bids based on various factors like device, location, and time of day, enhancing efficiency while saving time.

Through understanding how bidding impacts Google Ads pricing and incorporating techniques such as automated bidding or manual adjustments based on performance data analysis, advertisers can influence their campaign's success while managing costs effectively.

Influential Factors on Google Ads Costs

Dayparting, geotargeting, and device targeting are all influential factors that can impact the costs of Google Ads campaigns. Understanding how these variables affect pricing can help advertisers optimise their budgets for maximum efficiency.


Google Ads costs can change throughout the day and week, depending on when your target audience is most active. This strategy of adjusting ad schedules and bids based on time is known as dayparting, an efficient way to control costs and enhance the impact of your ads.

By accurately targeting peak hours or behavioural patterns in your audience, you can optimise your advertising budget for higher returns. Implementing effective dayparting strategies in Google Ads campaigns can help businesses make better use of their resources while reaching more potential customers during prime times.

Understanding dayparting's influence on Google Ads costs is crucial for successful campaign management and budget optimisation. By utilising this approach, advertisers have the opportunity to strategically position their ads during periods when they are most likely to be effective, ensuring maximum impact without unnecessary expenditure.


Geotargeting plays a critical role in determining the cost of Google ads. Depending on where your target audience is located, the expenses for running ads can vary significantly. This factor influences the average cost per click on both the search network and display network, impacting your overall advertising budget.

When planning for Google Ads, it’s essential to consider geotargeting, as it directly affects how much you might spend on reaching potential customers in specific locations.

Location is indeed key when it comes to deciding how much you’ll need to allocate for your Google Ads budget. As such, companies need to carefully analyse their geotargeting strategy to efficiently manage their costs and ensure they are reaching the most relevant audience within their set budgets.

Device targeting

Device targeting is a crucial factor that can influence the cost of running Google Ads campaigns. By allowing advertisers to tailor their ads based on the device being used by potential customers, this strategy gives businesses the ability to adjust bid rates according to specific devices.

This means that different devices may have varying cost-per-click rates, impacting the overall expenses of advertising on Google. Understanding how device targeting affects Google Ads costs empowers advertisers to strategically optimise their ad budget and maximise their campaign's effectiveness.

With device targeting as an essential consideration in budgeting for Google Ads, businesses can better assess and manage the impact of this variable on their advertising expenditure and the performance of their campaigns.

How Keywords Influence Pricing in Google Ads

The cost of keywords is a crucial aspect of the pricing of Google Ads. The bidding for popular and competitive keywords can significantly influence the cost per click (CPC). Industries with high competition for certain keywords will generally have higher CPCs.

Additionally, long-tail keywords, which are more specific and usually longer phrases, may have lower CPCs due to lower competition. It's important to choose relevant and targeted keywords to attract potential customers while also managing costs effectively.

Furthermore, the quality score of your chosen keywords plays a significant role in determining their impact on pricing in Google Ads. A higher quality score can lead to lower CPCs, as it reflects the relevance and performance of your ads and landing pages.

This emphasises the importance of thorough keyword research and optimisation to ensure that they align with your target audience and contribute positively to your ad performance while managing costs efficiently.

Average Costs in Different Industries

Google Ads pricing isn't one-size-fits-all; it can vary dramatically across different sectors. Costs are guided by industry-specific factors, including competition, product value, and conversion rates. Here's a look at how diverse industries stack up in terms of average cost per click (CPC):

Legal: Known for having some of the highest CPCs, legal industry keywords often range from $5 to $60 per click. This is partly because the lifetime value of a new client can be substantial, justifying higher bids on keywords.

Health and Medical Services: With the CPC for medical services averaging between $2 and $10, this industry faces moderate competition due to the pressing need for such services and the increasing shift towards online health consultations.

E-commerce: The e-commerce sector sees a broad CPC range, typically from $1 to $2, influenced by the vast array of products available and the constant flux of online shopping trends.

Finance and Insurance: High-value conversions in this sector lead to an average CPC of $3 to $6. Financial services providers and insurers are willing to pay more for clicks due to the potential for a significant return on investment.

Home Services: For businesses providing home repairs and renovations, average CPCs lie between $2.50 and $6. The intent behind these searches is often high, leading to competitive bidding for related keywords.

Education: With online courses and educational resources gaining traction, the average CPC in this industry hovers around $2 to $4. Educational institutions and e-learning platforms compete for visibility among prospective students.

Travel and Hospitality: The travel industry often sees a lower CPC, averaging around $1.50 to $4, as the market is vast and users are typically in the research phase, leading to lower conversion rates but higher volumes of searches.

Retail: The retail industry's CPC can be as low as $1 to $2 due to the high volume of traffic and lower average order values. Retailers focus on volume over value to drive profitability.

Technology: With the tech industry's rapid growth and innovation, the CPC averages from $1 to $6. The wide range reflects the various types of technology products and services available, from consumer electronics to B2B software solutions.

Each industry's average CPC is a vital consideration when planning your Google Ads budget. These averages serve as a benchmark for what businesses might expect to pay per click, but the actual cost can fluctuate based on many other factors, including keyword competition and quality score.

Optimizing Landing Pages After Clicking Your Ad

Optimizing landing pages after someone clicks on your ad is crucial for turning those clicks into customers. Evaluating the performance of landing pages, especially focusing on mobile-friendliness and valid AMP click rates, is essential for success in Google Ads.

Since landing page experience impacts ad ranking and cost per click, having well-optimised landing pages can provide valuable information and lead to higher conversion rates while spending less money.

Therefore, it's important to ensure that your landing pages are user-friendlyrelevant to the ad content, and offer a seamless journey from clicking the ad to taking action.

The ability of a landing page to meet users' needs quickly is vital because most visitors expect timely access to what they're looking for. This enables you, as an advertiser, to not only capture their attention but also compel them towards further interaction.

Furthermore, if users find what they're looking for on your optimised landing page quickly and easily without getting confused or frustrated, it significantly increases the likelihood of conversion, whether it’s making a purchase or signing up for a service or newsletter, thereby maximising your return on investment (ROI).

Additional Costs Involved in Google Ads

Aside from the actual cost of clicks on your ads, there may be additional expenses to consider, such as agency costs for managing your Google Ads campaigns. These costs can vary depending on the level of support and expertise you require.

Agency costs

When it comes to running Google Ads, some businesses opt to engage agencies for management. However, this choice brings additional expenses. Agency costs can vary but usually include a monthly management fee and may also involve a percentage of the ad spend.

It's important for businesses to consider these costs when budgeting for their Google Ads campaigns and weigh them against the potential benefits an agency can bring in terms of expertise and time savings.

One fact worth considering is that while agency costs add to the overall expenditure, they often accompany improved performance due to professional account management. This stands as one of the ways businesses strive for optimal returns on their advertising investment while leveraging external expertise in digital marketing strategies.


In conclusion, the cost of Google ads varies widely, ranging from $100 to $10,000 per month. Big brands may shell out $40 to $50 million annually on Google Ads. The average cost per click (CPC) for Google Ads falls between $0.11 and $0.50, with an average ROI of 2:1, according to Google itself.

However, in South Africa, Google Ads marketing can range from R3000/month to R6000/month, making it a worthwhile investment for businesses looking to expand their online presence and reach potential customers swiftly.

Discover how to make the most of your traffic with our guide on optimising landing pages after clicking your ad.


1. What do I pay for with Google Ads every month?

You dish out cash for clicks on your ads—this is known as pay-per-click (PPC) advertising. Your cost depends on how much you bid on keywords, the click-through rate (CTR), and other market trends.

2. Can I set a budget for my monthly Google AdWords spending?

Absolutely, mate! You're in charge of setting your own budget for Google AdWords per month and can adjust it at any time based on your return on investment (ROI).

3. How does keyword bidding affect my Google Ads costs?

Keyword bidding can really shape what you spend; pick core topic keywords carefully using the Google Keyword Planner to get the most bang for your buck.

4. Is paying more always better for ad placement in Google's Search Engine Results Page (SERP)?

Not necessarily—PPC management tools and search engine optimisation (SEO) play big parts too! Bidding high could help, but so will a well-crafted ad that boosts your click-through rates or brand awareness.

5. Besides Google, where else can ads appear online?

Your ads aren't just stuck with Google; they might pop up across the web like Bing Ads, social media marketing platforms like Instagram, or digital spaces such as online magazine sites!

6. Are there other types of paid search besides PPC to consider in my marketing strategy?

Sure thing—apart from PPC ad campaigns, delve into options like display network advertisements or classified ads in local newspapers to mix things up and reach potential customers through various channels!

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