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Cost of Google Ads

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Google Ads, formerly known as Google AdWords, is an online advertising platform that allows businesses to display ads on Google's search engine results pages (SERPs) and other Google properties. It is a popular choice for businesses looking to increase their online visibility and drive traffic to their website.

But how much does it cost to advertise on Google? In this article, we'll explore the cost of Google Ads and what factors can affect your ad spend.

Should you need assistance with your Google Ads, book a free consultation below:

Understanding Google Ads Pricing

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How Much Do Businesses Spend on Google Ads?

The amount businesses spend on Google Ads varies greatly depending on their industry, target audience, and advertising goals.

According to a survey by WordStream, the average small business spends around $9,000-$10,000 per month on Google Ads. - WordStream

However, this number can range from as little as $1,000 to over $100,000 per month.

What Determines the Cost of Google Ads?

The cost of Google Ads is determined by a bidding system, where businesses bid on keywords that are relevant to their products or services. The more competitive a keyword is, the higher the cost per click (CPC) will be.

Google also takes into account the quality and relevance of your ad and landing page when determining the cost of your ad. This is known as the Ad Rank, which is calculated by multiplying your maximum bid by your Quality Score. A higher Ad Rank can result in a lower cost per click and better ad placement.

How Much Should You Spend on Google Ads?

The amount you should spend on Google Ads depends on your advertising goals and budget. It's important to do some keyword research and estimate the cost of your desired keywords before setting a budget. You can use Google's Keyword Planner tool to get an idea of the average cost per click for your chosen keywords.

It's also important to consider your return on ad spend (ROAS).

This is the amount of revenue you generate for every dollar spent on advertising. For example, if you spend $1,000 on Google Ads and generate $5,000 in revenue, your ROAS would be 5:1. It's recommended to aim for a ROAS of at least 4:1 to see a positive return on your ad spend.

Factors That Affect the Cost of Google Ads

Keyword Competition

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As mentioned earlier, the competitiveness of your chosen keywords can greatly affect the cost of your Google Ads. Highly competitive keywords, such as those in the real estate or legal industries, can have a higher cost per click compared to less competitive keywords.

Ad Quality and Relevance

Google rewards ads that are relevant and high-quality with a lower cost per click. This means that businesses should focus on creating ads that are tailored to their target audience and provide a positive user experience. A well-written ad with a relevant landing page can result in a lower cost per click and a higher Ad Rank.

Landing Page Experience

The landing page experience is another factor that can affect the cost of your Google Ads. Google wants to ensure that users have a positive experience when they click on an ad, so they take into account the quality and relevance of the landing page. A well-designed and user-friendly landing page can result in a lower cost per click and a higher Ad Rank.

Ad Format and Placement

Google offers a variety of ad formats, including search ads, display ads, and video ads. The cost of each format can vary, with search ads typically being the most expensive. Additionally, the placement of your ad can also affect its cost. Ads that appear at the top of the search results page tend to have a higher cost per click compared to those that appear at the bottom.

Bidding Strategies

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Google offers various bidding strategies to help businesses optimize their ad spend. These include manual bidding, where businesses set their own bids, and automated bidding, where Google uses machine learning to adjust bids based on your advertising goals. Automated bidding can be a useful tool for businesses looking to maximize their return on ad spend.

Tips for Managing the Cost of Google Ads

Set a Realistic Budget

Before diving into Google Ads, it's important to set a realistic budget based on your advertising goals and estimated cost per click. This will help you avoid overspending and ensure that you see a positive return on your ad spend.

Continuously Monitor and Adjust Your Ads

It's important to regularly monitor the performance of your ads and make adjustments as needed. This can include tweaking your ad copy, adjusting your bidding strategy, or pausing underperforming ads. By continuously optimizing your ads, you can improve their effectiveness and potentially lower your cost per click.

Focus on Quality and Relevance

As mentioned earlier, Google rewards ads that are relevant and high-quality with a lower cost per click. By focusing on creating ads that are tailored to your target audience and providing a positive user experience, you can potentially lower your ad spend and improve your ad's placement.

Utilize Negative Keywords

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Negative keywords are keywords that you do not want your ad to appear for. By utilizing negative keywords, you can prevent your ad from appearing for irrelevant or low-quality searches, which can help improve your ad's performance and lower your cost per click.

Consider Outsourcing to a Google Ads Expert

Managing Google Ads can be a time-consuming and complex task, especially for businesses with limited resources. Consider outsourcing to a Google Ads expert who can help you optimize your ad spend and achieve your advertising goals.

Other factors that may help your Google Ads Campaigns

To further enhance your Google Ads campaigns, consider utilizing ad extensions. Ad extensions provide additional information to your ads, such as links to specific pages on your website, phone numbers, or promotions.

By incorporating ad extensions, you can make your ads more informative and engaging, potentially increasing click-through rates and improving your ad performance overall. Experimenting with different ad extensions can help you find the ones that work best for your business and drive better results.

Geographic Targeting

Geographic targeting allows you to show your ads to users in specific locations. By targeting your ads to locations where your target audience is located, you can improve the relevance of your ads and increase the chances of attracting potential customers from those areas.

Ad Scheduling

Ad scheduling enables you to choose specific days and times to run your ads. By analyzing when your target audience is most active online, you can schedule your ads to appear during those times, increasing the likelihood of reaching potential customers when they are most likely to engage with your ads.

Device Targeting

Device targeting allows you to choose which devices your ads will appear on, such as desktops, mobile devices, or tablets. By optimizing your ads for specific devices based on your target audience's preferences, you can improve the user experience and potentially increase conversions.


Remarketing involves showing ads to users who have previously visited your website or interacted with your ads. By targeting these users with relevant ads, you can re-engage them and encourage them to complete a desired action, such as making a purchase or signing up for a newsletter.

Remarketing is a powerful strategy with Google Ads because it allows businesses to target users who have previously visited their website or interacted with their ads. By showing ads to these users as they browse other websites or use Google's search engine, businesses can re-engage with potential customers who have already shown interest in their products or services. This targeted approach can help increase brand awareness, encourage repeat visits, and ultimately drive conversions by reminding users of products they have viewed or considered in the past.


The cost of Google Ads can vary greatly depending on a variety of factors, including keyword competition, ad quality and relevance, and bidding strategies. By setting a realistic budget, continuously monitoring and adjusting your ads, and focusing on quality and relevance, you can optimize your ad spend and achieve a positive return on your investment. Consider outsourcing to a Google Ads expert for even better results.

To further enhance your Google Ads campaigns, it's essential to stay updated with the latest trends and features offered by the platform. Google frequently introduces new tools and functionalities that can help you improve your ad performance and reach your target audience more effectively. By staying informed and adapting your strategies accordingly, you can maximize the impact of your Google Ads campaigns and stay ahead of the competition.

For further assistance with optimizing your Google Ads campaigns and achieving better results, feel free to reach out to Marketing Optimised.

Contact us today to request a free consultation and take your advertising efforts to the next level.



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