{"id":13901,"date":"2025-09-11T15:46:40","date_gmt":"2025-09-11T15:46:40","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/"},"modified":"2025-09-11T15:46:40","modified_gmt":"2025-09-11T15:46:40","slug":"how-much-does-google-ads-cost-2025-data-insights","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/","title":{"rendered":"How Much Does Google Ads Cost? (2025 Data + Insights)"},"content":{"rendered":"<p>I analyzed over one million keywords across 10 industries.<\/p>\n<p>The average cost per click (CPC) for Google Search ads in 2025 is $8.34. And the median CPC is $4.52.<\/p>\n<p>Legal had the highest average CPC at $22.75.<\/p>\n<p>Ecommerce had the lowest, at just $0.82 per click.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Average CPC by Industry (2025)\" alt=\"Average CPC by Industry (2025)\" data-aspect-ratio=\"0.78\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/average-cpc-by-industry-2025.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But there\u2019s no flat rate for CPC.<\/p>\n<p>Even if two advertisers bid on the same keyword, they won\u2019t pay the same.<\/p>\n<p>Costs can vary based on several factors \u2014 and CPC is just one part of the equation.<\/p>\n<p>Google Ads pricing also involves other expenses that can affect your total budget.<\/p>\n<p>In this guide, you\u2019ll learn:<\/p>\n<ul>\n<li>How much Google Ads really cost<\/li>\n<li>What your budget should be<\/li>\n<li>How you can lower your ad costs (without hurting results)<\/li>\n<\/ul>\n<p>Let\u2019s dive in.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#How_Much_Does_a_Google_Ad_Cost\" >How Much Does a Google Ad Cost?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#What_Youre_Paying_for_With_Google_Ads_and_Why_Its_Not_Fixed\" >What You\u2019re Paying for With Google Ads (and Why It\u2019s Not Fixed)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Factors_That_Impact_Your_Cost_Per_Click\" >Factors That Impact Your Cost Per Click<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Your_Industry\" >Your Industry<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Methodology\" >Methodology<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#The_Types_of_Keywords_You_Target\" >The Types of Keywords You Target<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Location_and_Device_Targeting\" >Location and Device Targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Campaign_Type_Search_Display_Shopping_YouTube\" >Campaign Type (Search, Display, Shopping, YouTube)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Your_Quality_Score\" >Your Quality Score<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Your_Bidding_Strategy\" >Your Bidding Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#How_Your_Account_Is_Set_Up\" >How Your Account Is Set Up<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Other_Costs_Beyond_Your_CPC\" >Other Costs Beyond Your CPC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#How_Much_Should_You_Budget_for_Google_Ads\" >How Much Should You Budget for Google Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#6_Ways_to_Lower_Your_Google_Ads_Costs\" >6 Ways to Lower Your Google Ads Costs<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#1_Improve_Quality_Score\" >1. Improve Quality Score<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#2_Use_Negative_Keywords_to_Stop_Paying_for_Useless_Clicks\" >2. Use Negative Keywords to Stop Paying for Useless Clicks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#3_Focus_on_Long-Tail_Keywords_with_Higher_Intent\" >3. Focus on Long-Tail Keywords with Higher Intent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#4_Target_Specific_Locations_to_Lower_Competition\" >4. Target Specific Locations to Lower Competition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#5_Run_Ads_When_Your_Customers_Are_Most_Likely_to_Convert\" >5. Run Ads When Your Customers Are Most Likely to Convert<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#6_Test_Your_Landing_Pages_to_Maximize_Budget\" >6. Test Your Landing Pages to Maximize Budget<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#What_to_Do_Before_You_Launch_Your_First_Google_Ads_Campaign\" >What to Do Before You Launch Your First Google Ads Campaign<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/09\/11\/how-much-does-google-ads-cost-2025-data-insights\/#Ready_to_Create_Your_First_Google_Ad_Campaign\" >Ready to Create Your First Google Ad Campaign?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_Much_Does_a_Google_Ad_Cost\"><\/span>How Much Does a Google Ad Cost?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google Ads can cost anywhere from $500 to $100,000 per month.<\/p>\n<p>There\u2019s no fixed rate. And CPCs can change from year to year based on competition and demand in your industry.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Home for sale \u2013 Overview \u2013 CPC collage\" alt=\"Keyword Overview \u2013 Home for sale \u2013 Overview \u2013 CPC collage\" data-aspect-ratio=\"0.79\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-home-for-sale-overview-cpc-collage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>That\u2019s why you set the budget that makes sense for your goals.<\/p>\n<p>When I worked at marketing agencies, I\u2019d see brands start with as little as $200 per month.<\/p>\n<p>But in most cases, that isn\u2019t enough to generate real data to measure performance, optimize targeting, or drive consistent leads.<\/p>\n<p>It\u2019s recommended to start with at least $500 a month.<\/p>\n<p>I asked <a title=\"LinkedIn - Samuel Maugans\" href=\"https:\/\/www.linkedin.com\/in\/samuel-maugans-004a09284\/\" target=\"_blank\" rel=\"noopener\">Sam Maugans<\/a> (a PPC Director and Business Owner, FourHorse Digital LLC) how much does it cost for Google Ads. He said:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/sam-maugans.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>\u201cSmaller companies can run remarketing campaigns for as little as $500 per month. Medium-sized businesses usually start out at around $5,000 and, with good performance, can increase their monthly budgets all the way up to $50,000. Similarly, larger businesses may start at $5,000 and over the years work their way up to $100,000 and even $1,000,000 a month.\u201d<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/sam-maugans.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>I talked to other experts as well.<\/p>\n<p>Here\u2019s what a typical monthly budget looks like, based on business size:<\/p>\n<ul>\n<li><strong>Small business:<\/strong> From $500 to $5,000 per month<\/li>\n<li><strong>Mid-size business:<\/strong> From $5,000 to $50,000 per month<\/li>\n<li><strong>Large business:<\/strong> From $25,000 to $100,000+ per month<\/li>\n<\/ul>\n<p>In the end, what you spend depends on how aggressive your goals are.<\/p>\n<p>If you want more clicks and leads, you\u2019ll need a larger budget to reach enough of the right people.<\/p>\n<p>You can\u2019t expect to generate 100 high-quality SaaS leads with just $500 a month. That kind of reach takes more spending.<\/p>\n<p>And remember, not all clicks are equal.<\/p>\n<p>A higher CPC can still be worth it if it brings in better-quality leads that are more likely to convert.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Use our <a title=\"Google Ads Budget Estimator\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1Jttup_gPuhokbIa1VkRe5QZNudDcqmNQ-7YlWWqzi3g\/copy\" target=\"_blank\" rel=\"noopener\">Google Ads Budget Estimator<\/a> to calculate your starting budget. Just plug in your CPC, lead goals, and conversion rate.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads Budget Estimator by Backlinko\" alt=\"Google Ads Budget Estimator by Backlinko\" data-aspect-ratio=\"1.1171428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-ads-budget-estimator-by-backlinko.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Youre_Paying_for_With_Google_Ads_and_Why_Its_Not_Fixed\"><\/span>What You\u2019re Paying for With Google Ads (and Why It\u2019s Not Fixed)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google doesn\u2019t charge you to show your ad.<\/p>\n<p>You only pay when someone clicks. That\u2019s why it\u2019s called pay-per-click (PPC).<\/p>\n<p>This model mainly applies to Search ads, where you bid on keywords.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Buy insurance\" alt=\"Google SERP \u2013 Buy insurance\" data-aspect-ratio=\"0.86142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-serp-buy-insurance.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But other ad formats (like Display, YouTube, and Shopping) use different pricing.<\/p>\n<p>Some charge you per view. Others per 1,000 impressions.<\/p>\n<p>(We\u2019ll cover this when we break down campaign types later in the guide.)<\/p>\n<p>Still, all of them run on one thing: Google\u2019s ad auction.<\/p>\n<p>Every time someone searches, there\u2019s a lightning-fast auction to decide whose ad shows and what they pay for that click.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"How the Google Ads Auction Works\" alt=\"How the Google Ads Auction Works\" data-aspect-ratio=\"0.59\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/how-the-google-ads-auction-works.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For example:<\/p>\n<p>Let\u2019s say someone searches \u201cdivorce lawyer near me.\u201d And they click on a Google search ad.<\/p>\n<p>That single click could cost around $8.43 in the U.S.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Divorce lawyer near me \u2013 Overview\" alt=\"Keyword Overview \u2013 Divorce lawyer near me \u2013 Overview\" data-aspect-ratio=\"0.53285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-divorce-lawyer-near-me-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But if they search for something like \u201cdog groomer near me,\u201d that click might only cost $1.35.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Dog groomer near me \u2013 Overview\" alt=\"Keyword Overview \u2013 Dog groomer near me \u2013 Overview\" data-aspect-ratio=\"0.53428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-dog-groomer-near-me-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Same platform. Same system. Very different costs. Because the value of each click is different.<\/p>\n<p>But here\u2019s the thing:<\/p>\n<p>You don\u2019t always pay the amount you bid.<\/p>\n<p>When you run a campaign, you set a maximum bid, which is the most you\u2019re willing to pay for a click.<\/p>\n<p>But what you pay is usually less.<\/p>\n<p>That\u2019s because Google\u2019s auction considers more than just your bid when deciding which ad shows up and at what price.<\/p>\n<p>So, what affects the cost of Google Ads beyond your max bid?<\/p>\n<p>Let\u2019s break down the seven biggest factors.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Factors_That_Impact_Your_Cost_Per_Click\"><\/span>Factors That Impact Your Cost Per Click<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>How much Google Ads costs isn\u2019t set in stone.<\/p>\n<p>Your CPC can change dramatically depending on these seven factors:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Your_Industry\"><\/span>Your Industry<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your cost per click depends heavily on the industry you\u2019re in.<\/p>\n<p>When I analyzed over one million keywords across 10 industries, the differences were huge.<\/p>\n<p>Some industries consistently came in high. Because the value of a single lead is massive.<\/p>\n<p>Others stayed low, likely due to lower margins or less commercial intent.<\/p>\n<p>Here\u2019s a breakdown of the average and median CPC for each industry in the dataset:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<caption><strong>Side note:<\/strong> In every industry, the median CPC is lower than the average. That means a few high-cost keywords pull the average up, but most keywords cost much less.<\/caption>\n<thead>\n<tr>\n<th scope=\"col\">Industry<\/th>\n<th scope=\"col\">Average CPC<\/th>\n<th scope=\"col\">Median CPC<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Legal<\/td>\n<td data-before=\"Average CPC\">$22.75<\/td>\n<td data-before=\"Median CPC\">$8.00<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Finance<\/td>\n<td data-before=\"Average CPC\">$11.25<\/td>\n<td data-before=\"Median CPC\">$6.43<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">SaaS \/ Tech<\/td>\n<td data-before=\"Average CPC\">$10.14<\/td>\n<td data-before=\"Median CPC\">$6.68<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Home Services<\/td>\n<td data-before=\"Average CPC\">$8.86<\/td>\n<td data-before=\"Median CPC\">$5.82<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Marketing &amp; Advertising<\/td>\n<td data-before=\"Average CPC\">$8.33<\/td>\n<td data-before=\"Median CPC\">$6.18<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Education \/ Online Learning<\/td>\n<td data-before=\"Average CPC\">$8.21<\/td>\n<td data-before=\"Median CPC\">$4.87<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Automotive<\/td>\n<td data-before=\"Average CPC\">$5.90<\/td>\n<td data-before=\"Median CPC\">$2.01<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Health &amp; Wellness<\/td>\n<td data-before=\"Average CPC\">$5.50<\/td>\n<td data-before=\"Median CPC\">$3.98<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Real Estate<\/td>\n<td data-before=\"Average CPC\">$1.65<\/td>\n<td data-before=\"Median CPC\">$0.60<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Industry\">Ecommerce \/ Retail<\/td>\n<td data-before=\"Average CPC\">$0.82<\/td>\n<td data-before=\"Median CPC\">$0.63<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>To put that into perspective:<\/p>\n<p>A click for \u201cdog bite lawyer san jose\u201d costs around $229.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Dog bite lawyer San Jose \u2013 Overview\" alt=\"Keyword Overview \u2013 Dog bite lawyer San Jose \u2013 Overview\" data-aspect-ratio=\"0.53571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-dog-bite-lawyer-san-jose-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>A click for \u201cketo diet nutritionist\u201d costs about $0.85<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Keto diet nutritionist \u2013 Overview\" alt=\"Keyword Overview \u2013 Keto diet nutritionist \u2013 Overview\" data-aspect-ratio=\"0.53571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-keto-diet-nutritionist-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>That\u2019s not just a pricing difference. It reflects the value of a lead in each industry.<\/p>\n<p>If you\u2019re in a high-cost niche like legal, finance, or SaaS, you\u2019ll need a bigger budget to compete.<\/p>\n<p>But if you\u2019re in ecommerce or real estate, your clicks are cheaper. And you can start smaller.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<h4><span class=\"ez-toc-section\" id=\"Methodology\"><\/span>Methodology<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>This data is based on a sample of over one million keywords pulled from Semrush\u2019s U.S. database (July 2025.)<\/p>\n<p>We analyzed keywords across 10 industries, using between 7 and 35 seed keywords per industry, and extracted up to 30,000 related terms for each. (Keywords with zero search volume were removed.)<\/p>\n<p>The final mix of commercial, transactional, navigational, and informational search queries gave us a realistic snapshot of what businesses pay to advertise on Google Search ads.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"The_Types_of_Keywords_You_Target\"><\/span>The Types of Keywords You Target<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Different types of keywords affect how much you pay.<\/p>\n<p>They vary by:<\/p>\n<ul>\n<li><strong>Intent:<\/strong> Is the person ready to buy, or just looking for information?<\/li>\n<li><strong>Length:<\/strong> Broad terms vs. long, specific phrases<\/li>\n<li><strong>Match type:<\/strong> How closely a search needs to match your keyword<\/li>\n<\/ul>\n<p>Broad, generic terms like \u201cplumber\u201d are comparatively affordable.<\/p>\n<p>But, they\u2019re less targeted. And often trigger your ad for searches that don\u2019t match what you offer.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Plumber \u2013 Overview\" alt=\"Keyword Overview \u2013 Plumber \u2013 Overview\" data-aspect-ratio=\"0.51857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-plumber-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>More specific terms like \u201cemergency plumber in Chicago\u201d tend to cost more.<\/p>\n<p>But those clicks are from people who are ready to take action.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Emergency plumber in Chicago \u2013 Overview\" alt=\"Keyword Overview \u2013 Emergency plumber in Chicago \u2013 Overview\" data-aspect-ratio=\"0.53428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-emergency-plumber-in-chicago-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><a title=\"How to Use Keyword Match Types in Google Ads\" href=\"https:\/\/backlinko.com\/keyword-match-types\" target=\"_blank\" rel=\"noopener\">Match types<\/a> also affect your cost:<\/p>\n<ul>\n<li><strong>Broad match:<\/strong> Your ad can show for related terms, even if they don\u2019t match exactly<\/li>\n<li><strong>Phrase match:<\/strong> Your ad shows when the search includes your exact phrase<\/li>\n<li><strong>Exact match:<\/strong> Your ad only shows for that specific keyword (or close variations)<\/li>\n<\/ul>\n<p>Broad match usually brings cheaper clicks, but lower-quality traffic.<\/p>\n<p>Exact match costs more, but tends to drive better results.<\/p>\n<p>The more specific your targeting, the higher your cost per click is likely to be.<\/p>\n<p>But you\u2019ll waste less budget and attract people who are actually ready to buy.<\/p>\n<p>That\u2019s why keyword type plays a major role in how much an ad costs on Google.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"How to Find Keyword Cost and Optimize Your PPC Campaigns\" href=\"https:\/\/backlinko.com\/ppc-keyword-cost#7-steps-to-selecting-high-converting-ppc-keywords\" target=\"_blank\" rel=\"noopener\">7 Steps to Selecting High-Converting PPC Keywords<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Location_and_Device_Targeting\"><\/span>Location and Device Targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Where your ad runs \u2014 and on which device it appears \u2014 can affect your cost per click.<\/p>\n<p>Targeting a competitive city usually means higher bids.<\/p>\n<p>For example, the search term \u201cplumber near me\u201d costs $62.67 per click in Austin, Texas.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Local metrics for Austin \u2013 Plumber near me\" alt=\"Keyword Overview \u2013 Local metrics for Austin \u2013 Plumber near me\" data-aspect-ratio=\"0.55428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-local-metrics-for-austin-plumber-near-me.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>In Lincoln, Nebraska, that same keyword costs just $20.11.<\/p>\n<p><em>Why?<\/em><\/p>\n<p>Fewer advertisers. Less bidding. Lower CPC.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Local metrics for Lincoln \u2013 Plumber near me\" alt=\"Keyword Overview \u2013 Local metrics for Lincoln \u2013 Plumber near me\" data-aspect-ratio=\"0.55142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-overview-local-metrics-for-lincoln-plumber-near-me.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Similarly, device targeting affects cost as well.<\/p>\n<p>Google Ads lets you set different bids for mobile, desktop, and tablet traffic.<\/p>\n<p>Each device type can have its own CPC, depending on competition and performance.<\/p>\n<p>For instance, if more advertisers are targeting mobile, clicks on mobile can cost more.<\/p>\n<p>Or, if desktop traffic converts better in your industry, advertisers may bid higher there, which results in higher CPC.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Campaign_Type_Search_Display_Shopping_YouTube\"><\/span>Campaign Type (Search, Display, Shopping, YouTube)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>So far, I\u2019ve focused on Search ads, where you bid on keywords and pay when someone clicks.<\/p>\n<p>That\u2019s the most common format.<\/p>\n<p>In fact, when most people say \u201cGoogle Ads,\u201d they\u2019re usually talking about Search.<\/p>\n<p>But Google Ads includes other campaign types too. And they\u2019re priced differently.<\/p>\n<p>With YouTube ads, your video can appear before, during, or after another video on YouTube.<\/p>\n<p>You usually pay when someone watches a part of your ad. This is called cost-per-view (CPV).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Ad on YouTube\" alt=\"Ad on YouTube\" data-aspect-ratio=\"1.4666666666667\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/ad-on-youtube-scaled-1.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Display ads are shown across Google\u2019s Display Network, which includes websites and apps that run Google ads.<\/p>\n<p>They\u2019re often priced by impressions.<\/p>\n<p>You\u2019re charged per 1,000 views of your ad. Even if no one clicks.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google \u2013 Investopedia \u2013 Display Ad\" alt=\"Google \u2013 Investopedia \u2013 Display Ad\" data-aspect-ratio=\"0.59\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/investopedia-display-ad.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Shopping ads show up in Google search results. But instead of text, they pull product images, prices, and titles from your product feed.<\/p>\n<p>These ads are click-based, like Search. So, you pay every time someone clicks on it.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google \u2013 Shopping Ads\" alt=\"Google \u2013 Shopping Ads\" data-aspect-ratio=\"1.0314285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-shopping-ads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Each campaign type targets people differently. And Google Ads pricing varies depending on whether you\u2019re running search, display, shopping, or YouTube ads.<\/p>\n<p>That\u2019s why your campaign type has a direct impact on how much you\u2019ll pay.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Your_Quality_Score\"><\/span>Your Quality Score<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google doesn\u2019t just look at your bid. It also scores the quality of your ad.<\/p>\n<p>This is called <a title=\"What Is Quality Score? And How It Impacts Your Google Ads\" href=\"https:\/\/www.semrush.com\/blog\/quality-score\/\" target=\"_blank\" rel=\"noopener\">Quality Score<\/a> \u2014 a number from 1 to 10 that Google assigns to each keyword you target.<\/p>\n<p>It\u2019s based on:<\/p>\n<ul>\n<li>Expected <a title=\"What Is Click-Through Rate (CTR)?: And How To Improve It\" href=\"https:\/\/backlinko.com\/what-is-ctr\" target=\"_blank\" rel=\"noopener\">click-through rate<\/a> (CTR)<\/li>\n<li>How relevant your ad is to the keyword<\/li>\n<li>Your landing page experience<\/li>\n<\/ul>\n<p>Each factor is graded as \u201cAbove average,\u201d \u201cAverage,\u201d or \u201cBelow average\u201d compared to all other advertisers on Google Ads.<\/p>\n<p>These ratings combine to form your overall Quality Score.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Googles Quality Score Explained\" alt=\"Googles Quality Score Explained\" data-aspect-ratio=\"0.69\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/googles-quality-score-explained.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The higher your score, the less you pay for the same position.<\/p>\n<p>The lower your score, the more you\u2019ll need to bid to compete.<\/p>\n<p>That means two advertisers can target the same keyword, but the one with the better ad and landing page might pay less per click.<\/p>\n<p>This shows how much Google Ads costs is influenced by far more than your bid.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Your_Bidding_Strategy\"><\/span>Your Bidding Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Ads gives you two main ways to bid: <strong>manual<\/strong> or <strong>automated<\/strong>.<\/p>\n<p>With manual bidding, you set the maximum amount you\u2019re willing to pay for a click.<\/p>\n<p>It works best when you already have historical data and know your ideal CPC. You\u2019re in full control, but it takes more time to manage.<\/p>\n<p>With automated bidding, you let Google set your bids based on your goals.<\/p>\n<p>It tends to work better at scale, once Google has enough data to optimize toward those goals. That could be getting the most clicks, driving more conversions, or hitting a target cost per lead.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Negative Keyword \u2013 Free\" alt=\"Negative Keyword \u2013 Free\" data-aspect-ratio=\"0.67571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/negative-keyword-free.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here are the most common automated strategies and when to use them:<\/p>\n<ul>\n<li><strong>Maximize Clicks:<\/strong> Good for driving traffic quickly, especially in early testing<\/li>\n<li><strong>Maximize Conversions:<\/strong> Best when your goal is to get as many leads or sales as possible within budget<\/li>\n<li><strong>Target CPA:<\/strong> Works well when you know your ideal cost per lead or sale<\/li>\n<li><strong>Target ROAS:<\/strong> Best for ecommerce or campaigns where revenue tracking is set up, and you want to hit a specific return<\/li>\n<\/ul>\n<p>If Google sees strong signals that a searcher is likely to convert, it may raise your bid automatically. Which can lead to higher CPCs.<\/p>\n<p>Manual gives you more control. Automated gives you speed and scale.<\/p>\n<p>The more control you want, the more work it takes. But giving up control may mean paying more.<\/p>\n<p>Either way, your bidding strategy directly impacts what you pay. And how efficiently your budget gets spent.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_Your_Account_Is_Set_Up\"><\/span>How Your Account Is Set Up<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Here\u2019s a basic structure of a Google Ads account:<\/p>\n<p>You create a campaign.<\/p>\n<p>Inside that campaign are ad groups.<\/p>\n<p>Each ad group includes a set of keywords, a specific ad, and a matching landing page.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"How a Google Ads Account is Structured\" alt=\"How a Google Ads Account is Structured\" data-aspect-ratio=\"0.65857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/how-a-google-ads-account-is-structured.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Why does this matter? Because Google ranks your ad based on a combination of factors, including relevance.<\/p>\n<p>And relevance depends on how tightly those elements match.<\/p>\n<p>Let\u2019s say you run one ad group for all your services: plumbing, HVAC, and electrical.<\/p>\n<p>You use one ad and one landing page for all of it.<\/p>\n<p>To Google, that looks messy. The ad isn\u2019t specific. The landing page isn\u2019t focused.<\/p>\n<p>Someone searching for \u201cemergency plumbing repair\u201d sees a generic ad for \u201cPlumbing, HVAC &amp; Electrical Services.\u201d<\/p>\n<p>They land on a page trying to cover everything at once.<\/p>\n<p>Relevance drops. So does your Quality Score. This results in a higher cost per click.<\/p>\n<p>Now take the same budget and split those services into separate ad groups. Each with its own focused keywords, ad, and landing page.<\/p>\n<p>Suddenly, your ads are more relevant. And Google rewards you with lower CPCs.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Generic vs. Optimized Campaign Structure\" alt=\"Generic vs. Optimized Campaign Structure\" data-aspect-ratio=\"0.69714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/generic-vs-optimized-campaign-structure.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Other_Costs_Beyond_Your_CPC\"><\/span>Other Costs Beyond Your CPC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Running Google Ads often comes with expenses outside of what you pay per click.<\/p>\n<p>These can add up quickly:<\/p>\n<ul>\n<li><strong>Tools and software:<\/strong> Keyword research platforms, landing page builders, or call tracking tools can cost $50\u2013$300+ per month, but they help improve campaign performance<\/li>\n<li><strong>Creative assets:<\/strong> Copywriting, landing page design, graphics, or video production. High-quality creative can boost CTR and conversions, but may require a few hundred to several thousand dollars.<\/li>\n<li><strong>Management fees:<\/strong> Whether you hire a freelancer, agency, or in-house specialist, expect to budget $100 to $10,000+ monthly, depending on scope<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Looking to hire a PPC agency or freelancer?<\/p>\n<p>Download our <a title=\"PPC Vendor Evaluation Cheat Sheet\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1g40dKVQMnmb5cwZTAqp8vZrPCbcKGY18Vae2xC0Ke_g\/copy\" target=\"_blank\" rel=\"noopener\">Google Ads Vendor Evaluation Sheet<\/a> to know exactly what questions to ask and what red flags to avoid.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"PPC Vendor Evaluation Cheat Sheet by Backlinko\" alt=\"PPC Vendor Evaluation Cheat Sheet by Backlinko\" data-aspect-ratio=\"1.1071428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/ppc-vendor-evaluation-cheat-sheet-by-backlinko.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_Much_Should_You_Budget_for_Google_Ads\"><\/span>How Much Should You Budget for Google Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Start with a test budget.<\/p>\n<p>Many small businesses begin with $500 to $5,000 in their first month.<\/p>\n<p>That\u2019s usually enough to get real traffic, measure early performance, and understand what\u2019s working.<\/p>\n<p>Set a number you\u2019re comfortable testing. Then, apply that as your monthly cap inside Google Ads.<\/p>\n<p>For example, $900 = $30\/day.<\/p>\n<p>But be cautious not to spread your budget too thin, says <a title=\"LinkedIn - Kalo Krastev\" href=\"https:\/\/www.linkedin.com\/in\/kalo-krastev\/\" target=\"_blank\" rel=\"noopener\">Kalo Krastev<\/a>, Team Lead Performance Marketing (SEA) at ImmoScout24<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/kalo-krastev.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>\u201cSmall-budget Google Ads accounts struggle the most, because lower investment means a slower learning curve. A small business owner should plan a short, cost-intensive testing phase to figure out what works, like search terms, settings, and targeting.\u201d <\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/kalo-krastev.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Let\u2019s say you spend $1,000 and get 250 clicks.<\/p>\n<p>If your site converts 1 in 25 visitors, that\u2019s 10 customers at $100 each.<\/p>\n<p>If your average sale brings in $300, that\u2019s a 3X return.<\/p>\n<ul>\n<li>If your numbers look good, increase your monthly budget by 10-20%. (That\u2019s enough to grow your reach without overspending too quickly.)<\/li>\n<li>If performance is weak, don\u2019t increase the budget. Instead, review your targeting, ad copy, and landing page to find what\u2019s holding things back.<\/li>\n<\/ul>\n<p>Once your campaign is converting reliably, scaling up becomes simple.<\/p>\n<p>You\u2019ll know what you\u2019re paying to get a customer. And how much more can you spend to get more of them.<\/p>\n<p>As you scale, be careful not to bleed cash.<\/p>\n<p>Here are some signs that you\u2019re overspending on Google Ads:<\/p>\n<ul>\n<li>Cost per lead or customer is higher than your profit margin<\/li>\n<li>You\u2019re paying for clicks on irrelevant keywords<\/li>\n<li>Campaigns run 24\/7, but most conversions happen at certain times<\/li>\n<li>CTR is dropping while spend stays the same or increases<\/li>\n<\/ul>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads Spend Health Check\" alt=\"Google Ads Spend Health Check\" data-aspect-ratio=\"0.65142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-ads-spend-health-check.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If you spot these, analyze your campaigns and take steps to lower the cost. Start with the tactics in the next section.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> Download our <a title=\"Google Ads Budget Estimator\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1Jttup_gPuhokbIa1VkRe5QZNudDcqmNQ-7YlWWqzi3g\/copy\" target=\"_blank\" rel=\"noopener\">Google Ads Budget Estimator<\/a> to calculate the budget for your first Google search ad campaign.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"6_Ways_to_Lower_Your_Google_Ads_Costs\"><\/span>6 Ways to Lower Your Google Ads Costs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Spending more doesn\u2019t always get you better results.<\/p>\n<p>In fact, most small businesses overpay for clicks without realizing it.<\/p>\n<p>I saw this all the time with the agency clients \u2014 campaigns wasting money on keywords or placements that had no chance of converting.<\/p>\n<p>The good news?<\/p>\n<p>You can bring your costs down without turning off campaigns or cutting corners.<\/p>\n<p>Here are six ways to do that:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Improve_Quality_Score\"><\/span>1. Improve Quality Score<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Ads uses Quality Score to assess the quality of an ad.<\/p>\n<p>Improving this score can help lower your cost per click.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Quality Score\" alt=\"Google Ads \u2013 Quality Score\" data-aspect-ratio=\"0.48857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-ads-quality-score.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Relevance is a big part of the equation.<\/p>\n<p>Your ad should match what the person is searching for \u2014 both in wording and intent.<\/p>\n<p>For example, someone searching for \u201croof leak repair\u201d is more likely to click on an ad that says \u201cRoof Leak Repair: Book a Local Pro\u201d than something generic like \u201cPlumbing and Roofing Services.\u201d<\/p>\n<p>You can also make your ad more clickable by adding assets like site links, callouts, or structured snippets.<\/p>\n<p>These help your ad stand out in search results and attract more qualified clicks.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Ad assets\" alt=\"Ad assets\" data-aspect-ratio=\"0.78142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/ad-assets.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Your landing page needs to deliver a good experience, too.<\/p>\n<p>It should load fast, work well on mobile, and convey the same message.<\/p>\n<p>If the page feels off-topic or slow, your score drops and your costs go up.<\/p>\n<p>When your keyword, ad, and landing page all align, it may increase your Quality Score and lower your CPC.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Use_Negative_Keywords_to_Stop_Paying_for_Useless_Clicks\"><\/span>2. Use Negative Keywords to Stop Paying for Useless Clicks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not every click is a good click.<\/p>\n<p>Your ad might show up for searches that sound relevant, but aren\u2019t.<\/p>\n<p>For example: You sell premium leather sofas, but your ad shows for \u201cfree leather sofa giveaway.\u201d<\/p>\n<p>Someone clicks, you pay\u2026and they bounce.<\/p>\n<p>Negative keywords help you block that.<\/p>\n<p>They tell Google: \u201cDon\u2019t show my ad if this word is in the search.\u201d<\/p>\n<p>Before you launch, consider adding common negatives like:<\/p>\n<ul>\n<li>\u201cjobs\u201d (people looking for employment)<\/li>\n<li>\u201ctemplate\u201d or \u201cexample\u201d (informational searches)<\/li>\n<li>\u201chow to\u201d (DIY intent)<\/li>\n<li>\u201cfree\u201d (no intent to buy)<\/li>\n<\/ul>\n<p>Here\u2019s how adding \u201cfree\u201d as a phrase match negative keyword blocks irrelevant searches:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Manual vs. Automated\" alt=\"Manual vs. Automated\" data-aspect-ratio=\"0.54714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/manual-vs-automated.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Take some time to identify more negative keywords that are irrelevant to your offering and may not lead to conversions.<\/p>\n<p>After your ads run, check the \u201cSearch terms\u201d tab inside Google Ads.<\/p>\n<p>It shows a list of terms that triggered your ad.<\/p>\n<p>If you see anything that doesn\u2019t match your offer, looks irrelevant, and has low conversions, add it to your negative keyword list.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Search terms\" alt=\"Google Ads \u2013 Search terms\" data-aspect-ratio=\"0.76714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/07\/google-ads-search-terms.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"3_Focus_on_Long-Tail_Keywords_with_Higher_Intent\"><\/span>3. Focus on Long-Tail Keywords with Higher Intent<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"Long Tail Keywords: How to Find &amp; Use Them Effectively\" href=\"https:\/\/backlinko.com\/hub\/seo\/long-tail-keywords\" target=\"_blank\" rel=\"noopener\">Long-tail keywords<\/a> are longer, more specific search phrases \u2014 usually 3 to 5 words.<\/p>\n<p>And unlike short, generic keywords, they make it clear what the searcher actually wants.<\/p>\n<p>Think:<\/p>\n<ul>\n<li>\u201croof leak repair near me\u201d instead of just \u201croofing\u201d<\/li>\n<li>\u201ctax accountant for freelancers\u201d instead of \u201caccountant\u201d<\/li>\n<\/ul>\n<p>These get fewer searches.<\/p>\n<p>But they\u2019re cheaper, have less competition, and usually convert better.<\/p>\n<p>Why?<\/p>\n<p>Because someone searching for a long-tail keyword is further along in their journey. They\u2019re not just browsing. They\u2019re ready to act.<\/p>\n<p>So, instead of going after broad, high-cost terms, focus your budget on these high-intent searches.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Long tail keywords\" alt=\"Long tail keywords\" data-aspect-ratio=\"0.90428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/02\/long-tail-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can use Semrush\u2019s <a title=\"Free Keyword Research Tool: Find SEO Keywords in Seconds\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\/\" target=\"_blank\" rel=\"noopener\">Keyword Magic Tool<\/a> to find long-tail keywords.<\/p>\n<p>Open the tool, enter your seed phrase (e.g., \u201croof repair\u201d), choose your target location, and click \u201c<strong>Search<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Computer parts \u2013 Search\" alt=\"Keyword Magic Tool \u2013 Computer parts \u2013 Search\" data-aspect-ratio=\"0.62285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-magic-tool-computer-parts-search.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You\u2019ll see a long list of keyword ideas.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Computer parts \u2013 Keywords\" alt=\"Keyword Magic Tool \u2013 Computer parts \u2013 Keywords\" data-aspect-ratio=\"0.92\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-magic-tool-computer-parts-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Next, we\u2019ll narrow it down using filters.<\/p>\n<ul>\n<li><strong>Phrase Match:<\/strong> This keeps results closely related to your original phrase<\/li>\n<li><strong>KD %:<\/strong> Set \u201cTo\u201d as 29 to filter for low-competition keywords<\/li>\n<li><strong>Advanced filters &gt; Word Count:<\/strong> Set \u201cFrom\u201d as 3 to show only longer phrases<\/li>\n<li><strong>Intent:<\/strong> Choose \u201cCommercial\u201d and \u201cTransactional\u201d to focus on buyers<\/li>\n<li><strong>Exclude keywords:<\/strong> Remove irrelevant terms like \u201cfree\u201d or \u201cjobs\u201d<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Computer parts \u2013 Filters\" alt=\"Keyword Magic Tool \u2013 Computer parts \u2013 Filters\" data-aspect-ratio=\"0.42285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/keyword-magic-tool-computer-parts-filters.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Now you\u2019re looking at a refined list of long-tail, high-intent keywords.<\/p>\n<p>This is how you avoid broad, expensive clicks. And focus your budget on searchers who are ready to act.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Target_Specific_Locations_to_Lower_Competition\"><\/span>4. Target Specific Locations to Lower Competition<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the easiest ways to waste money on Google Ads?<\/p>\n<p>Targeting a too-broad area.<\/p>\n<p>If you\u2019re a local business (or serve just a few regions), you don\u2019t need your ads to show in places you don\u2019t operate.<\/p>\n<p>Running ads across a large area means more competition.<\/p>\n<p>But narrowing your location targeting often leads to lower CPCs and better leads.<\/p>\n<p>For example: Instead of targeting all of Texas, narrow it down to just the Dallas-Fort Worth area.<\/p>\n<p>You\u2019ll avoid competing with advertisers in Houston, Austin, and San Antonio \u2014 who are all bidding on the same keywords.<\/p>\n<p>Same campaign. Same budget. Less competition.<\/p>\n<p>Inside Google Ads, you can target by city, region, zip code, or even a radius around your address.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Create campaign \u2013 Select keywords \u2013 Settings\" alt=\"Google Ads \u2013 Create campaign \u2013 Select keywords \u2013 Settings\" data-aspect-ratio=\"0.72714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-ads-create-campaign-select-keywords-settings.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Start by focusing your budget where your best customers are.<\/p>\n<p>You\u2019ll cut waste and make your ad spend go further.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Run_Ads_When_Your_Customers_Are_Most_Likely_to_Convert\"><\/span>5. Run Ads When Your Customers Are Most Likely to Convert<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google\u2019s Smart Bidding is smart, but it\u2019s not magic.<\/p>\n<p>If you\u2019re running ads 24\/7, it won\u2019t automatically stop spending at 2 a.m. \u2014 even if those clicks rarely turn into customers.<\/p>\n<p>That\u2019s where ad scheduling comes in.<\/p>\n<p>If you run a local business or only serve customers during specific hours, you don\u2019t want to pay for clicks when no one\u2019s around to respond.<\/p>\n<p>For example:<\/p>\n<p>If you\u2019re a plumber or accountant and someone clicks your ad at 11 p.m., but your office opens at 9 a.m., they\u2019ll probably move on before you can follow up.<\/p>\n<p>In Google Ads, you can set your campaign to only run during your business hours.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Schedule campaign\" alt=\"Google Ads \u2013 Schedule campaign\" data-aspect-ratio=\"0.80333333333333\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-ads-schedule-campaign.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also use the \u201cHour of the day\u201d report to see exactly when conversions happen. So you can schedule your campaign based on real performance data.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Hour of the day\" alt=\"Google Ads \u2013 Hour of the day\" data-aspect-ratio=\"0.95285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-ads-hour-of-the-day.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Once you\u2019ve got data, you can expand to early mornings or weekends if performance is strong.<\/p>\n<p>Less waste. Better timing. Same budget.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Test_Your_Landing_Pages_to_Maximize_Budget\"><\/span>6. Test Your Landing Pages to Maximize Budget<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you\u2019re getting 100 clicks and only 2 leads, that\u2019s not a CPC problem.<\/p>\n<p>That\u2019s a landing page problem.<\/p>\n<p>The best ad in the world won\u2019t help if the page people land on doesn\u2019t convert.<\/p>\n<p>I\u2019ve worked with clients where we didn\u2019t change the ad at all. Just added a few bullet points near the top of the page.<\/p>\n<p>That one small tweak doubled their conversion rate.<\/p>\n<p>Small changes like that can make a big difference in how many leads you get from the same ad spend.<\/p>\n<p>For starters, you can tweak different parts of your landing page: the headline, form length, call to action, or how quickly your value is explained.<\/p>\n<p>Here\u2019s a simple <a title=\"Proven Landing Page Template\" href=\"https:\/\/backlinko.com\/templates\/marketing\/landing-page\" target=\"_blank\" rel=\"noopener\">landing page template<\/a> to capture leads:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Lead Gen Page Template\" alt=\"Lead Gen Page Template\" data-aspect-ratio=\"1.35\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/lead-gen-page-template.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also add trust signals to make visitors feel safe enough to convert, like:<\/p>\n<ul>\n<li>Customer reviews<\/li>\n<li>Media mentions<\/li>\n<li>Money-back guarantees<\/li>\n<li>Security badges<\/li>\n<\/ul>\n<p>If you want to go further, create two versions of your landing page: Version A and Version B.<\/p>\n<p>Change just one thing between them.<\/p>\n<p>Then, send traffic to both and see which one gets more leads.<\/p>\n<p>When your conversion rate increases, your cost per lead goes down. This increases your ROI.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Try <a title=\"Boost Conversions creating Pixel-Perfect Landing Pages\" href=\"https:\/\/www.semrush.com\/apps\/landing-page-builder\/\" target=\"_blank\" rel=\"noopener\">Landing Page Builder<\/a> from Semrush to create new landing pages and run A\/B tests.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Landing Page Builder\" alt=\"Semrush \u2013 Landing Page Builder\" data-aspect-ratio=\"0.44142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/semrush-landing-page-builder.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Boost Conversions creating Pixel-Perfect Landing Pages\" href=\"https:\/\/backlinko.com\/landing-page-guide\" target=\"_blank\" rel=\"noopener\">Landing Page Guide: Create Pages That Convert Super Well<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_to_Do_Before_You_Launch_Your_First_Google_Ads_Campaign\"><\/span>What to Do Before You Launch Your First Google Ads Campaign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google Ads can feel simple on the surface: set a budget, write an ad, go live.<\/p>\n<p>But if you skip a few key steps before launch, your budget can disappear fast.<\/p>\n<p>I\u2019ve seen businesses launch campaigns without setting up conversion tracking.<\/p>\n<p>Some forgot to set their location targeting and showed ads in cities they don\u2019t even serve. Others launched without a daily budget cap and burned through hundreds in a single day.<\/p>\n<p>Small misses like that lead to wasted clicks, high costs, and zero results.<\/p>\n<p>That\u2019s why I created a pre-launch checklist.<\/p>\n<p>It walks you through the exact steps to take before your first campaign goes live across Search, Shopping, Display, and YouTube.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads Pre Launch Checklist by Backlinko\" alt=\"Google Ads Pre Launch Checklist by Backlinko\" data-aspect-ratio=\"1.1566666666667\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/08\/google-ads-pre-launch-checklist-by-backlinko.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Download the <a title=\"Google Ads Pre-Launch Checklist by Backlinko\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1agq2Vu-wpiQnf8UBrqSlahj9p7Xy0IDS5XSj1wF7J84\/copy\" target=\"_blank\" rel=\"noopener\">Google Ads Pre-Launch Checklist<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Ready_to_Create_Your_First_Google_Ad_Campaign\"><\/span>Ready to Create Your First Google Ad Campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Start with a small, focused budget.<\/p>\n<p>Use month one to get clicks, see what\u2019s working, and spot what\u2019s not.<\/p>\n<p>Then, improve from there based on real data.<\/p>\n<p>Use our <a title=\"Google Ads Budget Estimator\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1Jttup_gPuhokbIa1VkRe5QZNudDcqmNQ-7YlWWqzi3g\/copy\" target=\"_blank\" rel=\"noopener\">Google Ads Budget Estimator<\/a> to calculate your starting budget.<\/p>\n<p>And once you\u2019re ready to launch, use our <a title=\"Google Ads Pre-Launch Checklist by Backlinko\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1agq2Vu-wpiQnf8UBrqSlahj9p7Xy0IDS5XSj1wF7J84\/copy\" target=\"_blank\" rel=\"noopener\">Pre-Launch Checklist<\/a> to set up your campaign the right way.<\/p>\n<p>Check out this guide for the next steps: <a title=\"How to Run Google Ads: A 10-Step Guide\" href=\"https:\/\/www.semrush.com\/blog\/how-to-run-google-ads\/\" target=\"_blank\" rel=\"noopener\">How to Run Google Ads: A 10-Step Guide<\/a><\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/how-much-does-google-ads-cost-2025-data-insights\" target=\"_blank\" rel=\"noopener\">How Much Does Google Ads Cost? (2025 Data + Insights)<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>I analyzed over one million keywords across 10 industries. The average cost per click (CPC) for Google Search ads in 2025 is $8.34. And the median CPC is $4.52. Legal had the highest average CPC at $22.75. Ecommerce had the lowest, at just $0.82 per click. But there\u2019s no flat rate for CPC. Even if two advertisers bid on the same keyword, they won\u2019t pay the same. Costs can vary based on several factors \u2014 and CPC is just one part of the equation. Google Ads [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13902,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-13901","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/09\/average-cpc-by-industry-2025-fCTrVB-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/09\/average-cpc-by-industry-2025-fCTrVB-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/13901","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=13901"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/13901\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/13902"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=13901"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=13901"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=13901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}