How Much Does Google Ads Cost in 2022? | WordStream

How much does Google Ads monetary value ? It ’ s a fair question, and one we hear all the time, particularly from newcomers to paid search. After all, you ’ ll want to know whether you can afford it. The commodity news is, you can. The bad news is, there ’ s no easy, one-size-fits-all answer. The clean ( and most exasperating ) one we can provide is : it depends .
how much does google ads cost - average cost per click
But don ’ t worry. In this steer, we ’ re going to cover all of the variables involved in Google Ads price then you can understand how much Google Ads will cost for your commercial enterprise and how to set a realistic budget .

Table of contents

Factors that impact Google Ads pricing

As mentioned above ( and precisely why we ’ ve written this lead ), there is no simpleton or one-size-fits all answer to the question of how much Google Ads will cost your commercial enterprise. Google Ads pricing varies depending on your industry, customer lifecycle, current trends, and how well you manage your explanation .


The biggest influence on Google Ads price is diligence. For exemplar, the business services vertical ( legal, accounting, real estate, etc. ) is one of the more competitive verticals in Google Ads, which by and large translates to higher costs per chatter ( CPC ). This is due to the nature of the professional services industry : one new customer could yield upwards of $ 1,000 – $ 10,000 depending on your business, so a CPC of $ 50 is a little price to pay for that node. google ads pricing - search ad benchmarks for real estate
On the early pass, businesses in the arts and entertainment vertical have lower CPCs, but they need to reach a draw more customers to hit that $ 1,000 – $ 10,000 phone number .
You can see our latest paid search advertise benchmarks for 20 unlike industries hera .

Customer lifecycle

You besides have to take into bill the lifecycle of your customer. For bigger ticket offerings, it takes longer for electric potential clients to move through the decision-making march, and your business needs to stay top-of-mind throughout that travel. This may involve multiple visits to your web site, a message download or two, engagement in a webinar, and more—before taking that final examination step .

Current trends

Neither consumer trends nor on-line advertise platforms are ever in a state of rest. It ’ south authoritative to keep up with what ’ s going in your diligence and within your niche—sentimentally and empirically. Take COVID, for model. At the stature of the pandemic, average cost per click for the dress diligence was about $ 1.40. It dropped down to $ 0.70 in April when average conversion rates went up, and then ended up at $ 0.89 in May .
how much does google ads cost - impact of COVID on cost per click

How well you manage your account

A recent study by Google showed that the average ROI on Google Ads is 800 % —that is, $ 8 for every $ 1 spent. Of course, this all depends on how well you manage your account. You can ’ t just activate your ads and kick back. If you want to keep your Google Ads costs low and your returns senior high school, you need to :

  • Keep a proper Google Ads account structure.
  • Report on your performance and make data-driven optimizations.
  • Maintain your keyword lists.
  • Perform regular account audits, and more.

Are you making any costly mistakes in your Google Ads account? Use our Free Google Ads Performance Grader to find out.

How does Google Ads determine your cost per click?

The big character about Google Ads is that while it works as an auction, the winners aren ’ t chosen based on offer alone, and you don ’ deoxythymidine monophosphate necessarily pay your maximal bid. How is this possible ? Let ’ s take a flying run-through on how Google Ads determines the winners and what they pay per chatter .

Step #1: Quality Score

When person searches on Google, Google looks to see if any advertisers are bidding on keywords relevant to that question. If yes, an auction is triggered and Google enters all relevant ads into the auction. Its first footstep in choosing a winner is to assign each ad a Quality Score. This is a number from 1-10 determined by the ad and landing page ’ s relevance to the keyword, expected click-through rate ( which involves your historic operation ), and landing page experience .
how does google ads work - quality score
To learn more, point on over to this mail : What is a beneficial quality Score for Each type of Keyword ?

Step #2: Ad Rank

Google will then calculate each contending ad ’ south Ad Rank, which determines if and where your ad will be placed in the paid results section. Ad Rank is your timbre Score multiplied by your maximum invite ( the most you ’ ra will to pay per cluck on your ad ) .
how does google ads work - ad rank formula
The ads with the highest Ad Rank scores are the ones that get shown .
how does google ads work - ad rank and serp

Step #3: Cost per click

If your ad gets shown, you alone pay if person clicks on it. But as mentioned above, you don ’ metric ton necessarily pay your utmost bid. The Google Ads cost per click convention is : the Ad Rank of the ad below yours divided by your Quality Score, plus one penny .
how does google ads work - cost per click formula
With this recipe, an advertiser can pay less per click than another advertiser in the SERP and however be in the higher put due to a better timbre Score. This is why advertisers with a little budget can compete with big spenders on Google .
how does google ads work - high quality score can lead to lower CPC
For a more in-depth explanation on the Google Ads auction, head to our mail > > How Does Google Ads Work ? The Complete, Visual Guide .

Additional variables in your Google Ads costs

There are respective early variables that impact your Ad Rank—and ultimately, your ad spend—but maximal command and Quality Score are the authoritative ones to know. here are some ( but surely not all ) of the extra factors that charm your costs .

  • Landing page relevance and experience
  • Auction-time quality
  • The device, location, and context of users’ searches
  • Alternative bidding methods
  • Alternative ad formats

For tips on how to keep your costs low, pass to our position on 15 Ways to Lower Your Cost Per Click .

How does budgeting work with Google Ads costs?

Let ’ s move on to the future component of Google Ads cost : budget. All besides often, advertisers see their Google Ads budget for the month catch burned up in a matter of days, leading them to believe Google Ads prohibitively expensive. This international relations and security network ’ thyroxine necessarily the case ; more frequently than not it ’ s the resultant role of a misconstrue of how Google Ads budgeting works. so lease ’ randomness set the record straight. here are the terms to know :

  • Budget: How much you’re able to spend on Google Ads
  • Bid: The most you’re willing to pay for a click on your ad.
  • Spend: The amount Google takes out of your budget when an ad participates in an auction.
  • Cost: The actual amount you pay for a click on your ad.

Daily average budgets

When you set up a campaign in Google Ads, you will be asked to provide a daily budget. There is a share budget feature of speech, but if you ’ re barely starting out, it ’ s best to give each campaign its own offprint budget. But the daily budget you set does not mean Google will spend that demand sum each day. You ’ re giving Google a rough idea of what you ’ d like your daily spend to average out to at the end of the month—meaning it could exceed or fall short of that measure on any given day. Which leads us to spending limits .

Spending limits

originally, Google could spend up to 20 % more than your daily average budget in this manner—until October 2017 when it announced it could spend up to 100 % more of, or double, your budget—if it means more clicks or conversions. This means that if you set a daily average budget of $ 50, your daily spend limit is $ 100. You will never pay more in a day than your daily outgo limit, and you will never pay more than a month than your monthly spending limit ( your average daily budget x 30.4 ; although if you ’ re not paying for Google Ads with the invoice method acting, you can set a monthly spend limit at the account level ) .
how much does google ads cost - how daily budget works Image informant

How to determine your average daily budget

To calculate your average daily budget, merely take your budget for the month for that campaign and divide it by 30.4. What should your monthly budget be ? This depends on :

  • Your overall Google Ads budget.
  • The average cost per click of the keywords you’re bidding on (which you can get with Google Keyword Planner or any other keyword research tool).
  • The importance of that campaign relative to the others in your account.

For example, you may want to dedicate more budget to Campaign A, advertising your best-selling product, than to Campaign B, which promotes content to prospective customers at the top of the funnel .
how much does google ads cost daily budget.png
You can besides plug different daily average budget numbers into the budget report mentioned above to see how it would impact your monthly spend .
The Google Ads budget report card gives you visibility into how much of your budget it spent on any given day .

You can besides play around with different daily budget adjustments to see how it will impact your monthly spend .
google ads budget report - cumulative monthly spend section
For more help oneself with budget, check out our complete, Digestible Guide to Google Ads Budgets .


As we ’ ve mentioned a few times already in this usher, how much you ’ ll give for Google Ads besides depends on your bid. This is the utmost sum you ’ re bequeath to pay for a snap on your ad. Simple adequate, right ? well, as is the theme with this post, no. A few things to know :

  • Even though Quality Score helps you to pay less for higher positions, that doesn’t mean you can set your bids super low. You need to make sure your bids are high enough to compete.
  • If you bid manually, you’ll set one maximum CPC per ad group, but you can set different bids for each keyword in that ad group.
  • If you choose automated bidding, you can still set maximum bid limits for strategies like maximize clicks, target impression share, tCPA and tROAS. For enhanced CPC, however, Google could spend more than your max CPC.

google ads pricing - automated bidding strategies
You can learn more about bid in our guide to automated bid strategies in Google .

What other factors influence my Google Ads costs?

good as there are factors that influence your quality Score, which influences your Ad Rank, which influences your monetary value per suction stop, there are factors that influence how your budget gets spent—which besides play into how you can save money in Google Ads.


besides known as ad schedule, dayparting is the rehearse of specifying when you want your ads to appear to prospective customers. Although your ads will however have to go through the ad auction process, you can tell Google when you want your ads to be displayed .
how much does google ads cost ad schedule
This is specially useful for local businesses that want to attract customers to a physical location through their ads. If you run a bakery that closes at 7pm, for exemplar, you may not want your ads to be shown outside your convention business hours. alternatively, you can specify that your ads run continually throughout the sidereal day, but allocate a greater part of your casual budget for hours during which you want increase visibility .


precisely as you can allocate more of your Google Ads budget to certain times of day, you can besides spend more of your budget on certain geographic areas. This proficiency is known as geo target, or placement target .
how much does google ads cost geotargeting
Geotargeting allows you to ensure your ads appear alone for Google searchers in specific areas, which can be angstrom large as a country or province, or vitamin a small as a three-block radius from your store .
Google Ads geotargeting can be an excellent way to capitalize on growing mobile dealings trends and on-the-go patronize habits of today ’ sulfur consumers, and it might factor into how you allocate your daily ad budget. For case, you may want your ads to appear aboard relevant searches in a particular submit, but you could besides allocate more budget to searches conducted in a specific city or even vicinity .

Device targeting

long gone are the days when prospects searched entirely from desktop browsers. today, consumers are searching on-line across multiple devices ( often at the same clock time ), which means you need to pay attention to where your most valuable leads are coming from. This is where device targeting comes into play .
how much does google ads cost device targeting
Let ’ s say that you want to appear on results across both desktop and mobile searches, but that fluid traffic is more valuable to you. You could specify that a assign of your budget be used for background, but a greater dowry be allocated to mobile devices. You may even want to devote more money to traffic coming from specific types of mobile devices, depending on what you ’ ra advertise or your ad imitate .
Setting a casual budget and understanding how it will be depleted are the most important aspects of budgeting for PPC, but it pays to be aware of how promote target options can affect your ad spend .

Google Ads pricing: How much does a typical click cost in Google Ads?

now that you know how the Google Ads action works and how to set your budget, it makes sense for your future interrogate to be, “ How much does a typical snap cost in Google Ads ? ” Unsurprisingly, the answer is complicated. But we ’ rhenium going to break it down .

The key influence on pricing in Google Ads: keywords

In some ways, you can think of PPC advertising roughly along the like lines as traditional print advertising ; you ’ d expect to spend more on a glossy full-page ad in a national magazine than you would for a classify ad in a local newspaper. In digital market, however, the price international relations and security network ’ t influenced by the format of the ad, but rather the intent of and contest for the keywords you ’ re bid on. So you can expect to spend more on a high-intent keyword like “ roof repair near me ” than something lower purpose like “ how much does it cost to repair a roof. ”
how much does google ads cost - keyword intent and cpc In super-competitive markets like legal and accounting, clicks can get much costly. Let ’ s take a look at some keyword benchmarks in Google Ads to give you an estimate of how much a snap can cost for your business .

What is the average CPC in Google Ads?

If you take the average CPCs across all different types of businesses and keywords in the US, the overall average CPC in Google Ads is between $1 and $2. That ’ s on the Search Network. On the Google Display network, clicks tend to be cheaper, averaging under $ 1 .

What is the cost-per-click for long-tail keywords?

People sometimes like to point at the thousand, show-stopping keyword categories above as a definitive example of how expensive Google Ads can be. The reality, however, is that these keyword categories only make up a small portion of total search volumes. Long-tail keywords actually account for the majority of web searches and are besides frequently significantly cheaper than shorter keyword-rich queries and can have equally much—if not more— commercial intent .
For model, if person has an ant problem in their kitchen, “ exterminator [ their town ], ” is one search they might perform. “ Exterminator ” is a broad keyword with a volume of 97,000 and a price per suction stop of $ 16.00 in Ahrefs. But they might besides search for “ how to get rid of ants in the kitchen. ” This is a long-tail keyword with a volume of 9,100 and a cost per click of $ 1.40—much lower. The intent may not be as strong, since they could be looking to DIY, but it ’ south still pretty firm, so they ’ ll probably be open to—or even click on—an ad for an exterminator .
how much does google ads cost - google ads cost per click comparison for broad vs long-tail keyword
This is the kind of opportunity that long-tail keyword targeting presents to advertisers. In addition to making up the huge majority of searches ,
You can learn more in this guide to long-tail keywords .

How much do Google Ads cost in my industry?

As we ’ ve mentioned, Google Ads pricing varies from industry to diligence, and even by subcategories within each diligence. You can see the average CTR, CVR deoxyadenosine monophosphate well as average price per snap and cost per lead in 20 different industries in our paid research advertise benchmarks report. But hera are some extra insights to help you decide whether you should use Google Ads .

What are the most expensive keywords in Google Ads?

As Google owns the largest paid search chopine, we ’ ll concenter on Google Ads beginning .
How much does AdWords cost most expensive keywords Google
Listed below are the most expensive keyword categories in Google Ads, and the average cost-per-click of each. It’s worth noting that these are keyword categories, not actual keywords themselves —in some cases, the CPCs of keywords within each class may be higher than the averages stated :

  1. Insurance – $54.91
  2. Loans – $44.28
  3. Mortgage – $47.12
  4. Attorney – $47.07
  5. Credit – $36.06
  6. Lawyer – $42.51
  7. Donate – $42.02
  8. Degree – $40.61
  9. Hosting – $31.91
  10. Claim – $45.51
  11. Conference call – $42.05
  12. Trading – $33.19
  13. Software – $35.29
  14. Recovery – $42.03
  15. Transfer – $29.86
  16. Gas/Electricity – $54.62
  17. Classes – $35.04
  18. Rehab – $33.59
  19. Treatment – $37.18
  20. Cord blood – $27.80

You can check out the full infographic and learn about the methodology behind the data here .
We then ran a second report a few years by and by. The results were alike, but we did see some new highly expensive keyword niches on the list, and besides that average CPC ’ second ( unsurprisingly ) had gone up. You can check out the tilt of the top 25 most expensive keywords here .
how much does google ads cost most expensive keywords

What are the most expensive keywords in Bing Ads?

As Bing is growing in marketplace share, we decided to conduct a alike study to find the most expensive keywords in Bing Ads .
How much does AdWords cost most expensive keywords Bing Ads
Listed downstairs are the most expensive keyword categories in Bing Ads, angstrom well as the average cost-per-click for each :

  1. Lawyers – $109.21
  2. Attorney – $101.77
  3. Structured settlements – $78.39
  4. DUI – $69.56
  5. Mesothelioma – $68.95
  6. Treatment – $67.46
  7. Annuity – $67.31
  8. MBA – $62.78
  9. Phone – $53.94
  10. Insurance – $53.14
  11. Diploma – $52.73
  12. Rehab – $49.67
  13. Cloud – $49.52
  14. Accounting – $44.82
  15. Exterminator – $44.66
  16. Mobile – $43.04
  17. Business – $40.75
  18. Repair – $39.80
  19. Plumber – $36.97
  20. Podiatry – $29.89

You can see the full infographic and the class dislocation hera .
Of run, these are merely some of the hundreds of thousands of keywords that businesses all over the earth are bidding on, and costs can vary widely depending on a wide crop of factors. even if you ’ re in an diligence with high average costs-per-click, such as policy or legal services, it doesn ’ t necessarily mean you ’ ll be forced to pay these amounts for each cluck on your ad .
Overall, the average CPC of keywords across all industries typically ranges between $1-2—significantly less than the averages from Google Ads and Bing listed above.
furthermore, it ’ randomness crucial to take ROI into account. These industries can afford high CPC ’ sulfur because the average life value of a customer is so high.

How much do typical businesses spend on Google Ads?

normally, once person has asked about the average cost-per-click of a PPC ad, their future interview will be how much do “ typical ” businesses spend on Google Ads as region of their larger on-line selling costs. unfortunately, this is another question without an easy suffice. however, that doesn ’ thyroxine entail we can ’ t state you a small spot more about how much a “ typical ” business spends on paid search. First, we need to look at overall spend data by industry .
If you look at the average CPC datum below, you ’ ll see that the top five most competitive terms are found in :

  1. Insurance
  2. Online education
  3. Legal
  4. Marketing & advertising
  5. Internet & telecom

In our latest search ad benchmarks report, we found these industries to have the highest average costs per cluck :

  • Attorneys & legal services ($8.67)
  • Dentists & dental services ($6.49)
  • Home and home improvement ($5.75)
  • Finance and insurance ($5.16)
  • Business services ($4.90)

There ’ randomness besides significant overlap in the industries with the highest average price per lead :

  1. Attorneys & legal services ($73.70)
  2. Furniture ($64.72)
  3. Finance and insurance ($62.80)
  4. Business services ($62.18)
  5. Career and employment ($53.52)

As you can see, companies in the insurance and legal industries spend the most per month on Google Ads. Big brands in the industries above can spend $ 40 to $ 50 million a year, but this international relations and security network ’ t precisely relevant information to manque advertiser who ’ second still on the argue about Google Ads. And full newsworthiness for you, you don ’ t need to spend millions on Google Ads to make it work for your clientele .

How much do small businesses spend on Google Ads?

As you might expect, the sum that modest businesses spend on PPC varies wide. Some, such as for real estate of the realm, dwelling services, and healthcare, spend $ 1,000 – $ 3,000 on Google Ads per month .
here ’ randomness what we found in our latest vertical benchmarks reports :

  • Real estate: $1,000 – $2,000 per month
  • Home services: $700 – $3,000 per month
  • Healthcare: $500 – $2,000 per month

But for mid-sized companies and agencies, we see anywhere from $ 7,000 – $ 30,000 per month. historically, from the very small mom-and-pop-shop to the mid-sized PPC agency—we ’ ve seen an median of $ 9,813 per month spent on PPC advertising.That ’ randomness however a pretty wide range, but you can at least orient yourself with obedience to where you fall on the spectrum .
You can find more helpful tips and strategies in our belittled Business Guide to Google Ads.

What other costs are involved in Google Ads?

Your ad budget will always be the largest, most direct monetary value associated with your Google Ads campaigns. however, while your ad budget is significant, it ’ s not necessarily the be-all and end-all of your paid search efforts. There are other electric potential costs you may have to consider, depending on your business, commercialize goals, and individual site .

Agency costs

Some little businesses opt to have an agency handle their PPC work to saving them the time and stress. This international relations and security network ’ thymine brassy, and even the smallest of boutique agencies will take a share of your ad spend, regardless of ROI. Agency cuts typically hover around the 10 % target, though this varies from one agency to another. besides, some agencies may guarantee a threshold ROI, whereas others won ’ thymine .
even still, having a temper expert run your history can save you from costly errors and besides help you yield the highest returns on your ad spend. To ensure you choose an means that is worth the investment, make sure you check off all your boxes when vetting them. You can use our checklist below :
how much does google ads cost choosing an agency
There ’ s a distribute more than monetary value to consider when choosing an agency .
obviously it ’ sulfur in the means ’ randomness best interests to deliver results ( to reduce churn and retain clients ), but even if your ads don ’ thymine solution in any conversions, you ’ ll still have to pony up and pay your agency unless it ’ randomness explicitly stated differently in your sign.

How much do Google Ads cost? Key takeaways

We ’ ve covered a lot in this guide, so permit ’ mho go over the cardinal takeaways that you can use to orient yourself in terms of what you could spend in Google Ads .

  • Before even getting into calculations, the cost of Google Ads for a business will depend on its industry, customer lifecycle, and current consumer trends.
  • Google Ads is based on an auction system that rewards high-quality ads with lower costs and better ad placement.
  • You can exercise tight control over how your Google Ads budget is spent using tactics like ad scheduling, geotargeting, and device targeting.
  • The average cost per click in Google Ads is between $1 and $2 on the Search Network.
  • The average cost per click on the Display Network is under $1.
  • The most expensive keywords in Google Ads and Bing Ads cost $50 or more per click. These are generally highly competitive keywords in industries that have high customer lifetime values, like law and insurance.
  • Giant retailers can spend up to $50 million per year on paid search in Google Ads.
  • The average small- to mid-size business spends anywhere from $1,000 to $10,000 per month on their Google paid search campaigns. That’s $12,000 to $120,000 per year.

Is the Google Ads price right for you?

As we ’ ve stated throughout, there are numerous factors that can have a significant affect on the cost of running a PPC political campaign, but remember : about any type of commercial enterprise can make Google Ads work for them ! If you ’ re not sure about anything we ’ ve covered in this guide, or if you have specific questions, leave a remark and we ’ ll answer them as best we can .
If you ’ re ready to get started, then follow our bit-by-bit tutorial on how to run Google Ads and then use our free Google Ads Performance Grader to make certain you ’ re not wasting any money !

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Category : News


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