Your next logical inquiry should be "How much does a typical click cost in Google Ads?" now that you are familiar with the Google Ads process and how to set your budget. The solution is challenging, as expected. But we're going to simplify it.
Keywords are the main factor affecting Google Ads cost.
PPC advertising can be compared to traditional print advertising in certain aspects; for example, you would anticipate spending more on a glossy full-page advertisement in a national magazine than you would for a classified ad in a local newspaper. However, in digital marketing, the intent and competition for the keywords you're bidding on, rather than the structure of the advertisement, determine cost. Therefore, a keyword with high intent like "roof repair near me" will likely cost more than one with low intent like "how much does it cost to fix a roof."
Clicks can become considerably more expensive in highly competitive industries like law and accounting. Let's examine some keyword benchmarks from Google Ads to give you an idea of the potential cost per click for your company.
How much does the typical CPC for Google Ads?
The average CPC for Google Ads in the US ranges from $1 to $2 if you average CPCs across all business types and keyword categories. On the Search Network, that is. The average cost of a click on the Google Display network is less than $1.
How much does each click on long-tail keywords cost?
Some people like to use the impressive, eye-catching keyword categories above as a clear illustration of just how pricey Google Ads can be. But in actuality, the total volume of searches for these keyword groups is quite minimal. The bulk of web searches are actually long-tail queries, which can have just as much—if not more—commercial intent as shorter keyword-rich queries while also frequently costing considerably less overall.
For instance, if someone is having an ant problem in their kitchen, they might search for "exterminator [their town]". In Ahrefs, the broad keyword "exterminator" has a volume of 97,000 searches and a cost per click of $16.00. In addition, they might look for "how to get rid of ants in the kitchen." This long-tail keyword has a volume of 9,100 and a significantly lower cost per click of $1.40. Although they may be looking to DIY, their intent is still quite strong, so they are likely to be open to—or perhaps click on—an ad for an exterminator.
Long-tail keyword targeting offers advertising opportunities like these. They also account for the great bulk of searches.
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