What Is the Average Cost of Advertising on Google?

Google owns around 92% of the search engine market share worldwide. Most users use this by default, far ahead of the other options.

The search engine’s domination of the market is the main reason why its advertising service is a trusted partner of advertisers and businesses. If they do it right, they can enjoy the benefits of Google Ads.

For beginners, though, assigning a budget for ads may be challenging. Keep on reading to learn the average cost of advertising on Google.

How Much Do Google Ads Cost?

Google Ads operates on a pay-per-click model, in which we only have to pay if our ad receives a click. The total cost depends on numerous factors, including the number of users who clicked on the advertisement.

This model makes it challenging to calculate the average total cost of advertising on Google. Still, we can get an idea of how much we might spend by looking at the average cost per click (CPC) instead.

The average cost of Google ads on the search network is around $0.67. The CPC is more than $2 per click on the Display Network. We can show our ad on over 2 million partner websites and apps using the latter option.

Factors That Affect Google Ads Pricing

The figures above are not permanent since the pricing depends on our unique circumstances. The good news is that we have lots of control over the cost of Google ads via our account.

If you don’t have one yet, this post by The HOTH outlines how to make a Google ads account. Let’s discuss some factors affecting the pricing below.


Some industries are more competitive, increasing the cost of ads. For example, the CPC can go as high as $5 in the legal sector. Real estate and marketing

Real-world events affect the cost of advertising, too. One example is the COVID-19 pandemic, which increased the average CPC for some industries.

Quality Score

Google uses the quality score to measure the keyword’s relevance to the ad copy and landing page. This metric also factors into calculating your ad rank and cost per click. The higher the score, the more the ads cost decreases.


Some keywords are more expensive than others. Yet, we still choose them because of the value they bring.

These are the ones that people use more than others, which equates to more exposure for the ad. The competitiveness of the keyword also increases its cost. 

Learn More About the Cost of Advertising on Google

Ultimately, the total cost of advertising on Google depends on how well we manage your account. The factors above aside, our strategy and knowledge can help keep our ads costs low.

It might be challenging to manage Google Ads at first, but once you get the hang of it, you can make it work to your advantage.

Are you looking for more ways to grow your online presence? To learn more, check out our other posts.

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