How Much Does Google Ads Cost in 2024?

May 2, 2024

How Much Does Google Ads Cost in 2024? | AIA Book in a free 30 minute strategy session

Short answer: Google ads average cost per click can range from $3 to $5 with conversions averaging around $30 to $200 whereas the cost for managing a Google ads campaign can cost anywhere from $500 to $5,000 per month. Please continue reading to find out what influences the cost; by the end, you will be able to determine how much it is going to cost you in total.

Table of contents

  1. Introduction
  2. How does Google Ads Work?
  3. What influences Google Ads Cost?
  4. How much does Google Ads CPC cost?
  5. High CPC Google Ads industries
  6. Google Ads management fees
  7. How much does it cost for a business?
  8. Google Ads alternatives
  9. Tips for reducing Google Ads cost
  10. Contact Australian Internet Advertising


In 2024, the digital marketing landscape is more competitive than ever, and Google Ads remains a very important tool for businesses aiming to capture their share of visibility and traffic.

This extensive guide explores the ins and outs of Google Ads costs in Australia, providing detailed insights into the factors that shape these costs. Whether you are just starting out with PPC or looking to refine your strategies, this article will equip you with the knowledge to effectively manage your Google Ads expenditures.

So, let’s take an extensive look at how Google Ads works and how you can set a campaign to generate maximum returns.

How Does Google Ads Work?

Before we dive into the costs of running an Ads campaign, let’s try first to understand how this platform works.

One of the biggest misconceptions about Ads is that you need to invest a lot of money to see significant results. While a massive digital marketing budget certainly won’t hurt, it’s not a prerequisite for running effective ad campaigns. Anyone from small businesses to giant retailers can advertise on this platform and see great returns on their investment. One of the reasons is that you don’t pay for impressions, meaning whenever prospects see your ad, but when they click on your ad.

Here’s a quick look at the process of setting your ads and bidding for keywords.

The Auction

Every time a user enters a query into the search engine, Google will run an auction to determine which ads are the most relevant to the searcher’s needs. It does so by considering a variety of factors, such as the Quality Score and Ad Rank.

If multiple advertisers have placed a bid on the same search term, then Google will look at their Ad Rank to determine the position of each ad in search engine results and the average cost per click.

Google will determine the Ad Rank by looking at your Quality Score and maximum bid. The exact formula looks something like this: Ad Rank = Quality Score x Maximum Bid.

We won’t get into the nitty-gritty of the Quality Score and its influence on your Ads campaign, but we will tell you that factors such as the relevance to your keywords, the quality of your ads, the design of your landing page, and the click-through rate play an important role in this equation.

What Influences Google Ads Cost in Australia?

Google Ads pricing can be complex, influenced by multiple factors that every advertiser needs to understand. Here’s a detailed breakdown of these elements:

The Auction and Bidding Process

Google Ads operates on an auction system where advertisers bid on keywords they want their ads to show up for. This bid amount, combined with the ad’s Quality Score, determines the ad’s placement.

google ads stats

Quality Score and Its Impact

A critical determinant of your ad’s performance is its Quality Score. This score affects your ad placement and the cost per click (CPC). The Quality Score is based on the relevance of your ad copy, the quality of your landing page, and your ad’s CTR.

Competitive Keywords and Ad Rank

Keywords are the foundation of any Google Ads campaign. Highly competitive keywords have higher costs. Ad Rank, a metric that determines your ad position, combines your bid amount, Quality Score, and the expected impact of extensions and other ad formats.

Search Intent and Ad Relevance

Ads that closely match the intent of the searcher can achieve higher Quality Scores and lower CPCs. Tailoring your ads to the search query and user intent is crucial.

Geographic Location

The location targeting of your campaign can significantly influence your CPC. Ads targeting high-value markets like major cities often face stiffer competition and higher costs.

For example; cities like Sydney, Melbourne and Brisbane will always have higher CPC compared to cities with lower populations.

Device Targeting

Costs can also vary based on the devices targeted. Mobile ads might cost differently from desktop ads due to varying user behavior and conversion rates.

How Much Do Google Ads Cost Per Click Cost?

The direct costs associated with Google Ads can vary widely. Factors such as industry, competition level, and geographic targeting all play roles in shaping the cost. In 2024, businesses might see average CPCs ranging from $3 to $5 for less competitive industries but much higher in competitive sectors like insurance or real estate.

Why do Different Industries Have Different CPC?

The cost per click in Google Ads can vary dramatically across different industries due to factors like customer lifetime value, average order value, and competition.

High-Value Industries

Industries such as insurance, legal services, and finance tend to have higher CPCs because each conversion can generate significant revenue, justifying higher bids. This data comes from our dashboard; the cost per conversion for law firms can be as high as $700.

Google Ads Management Fees

The complexity of managing Google Ads can lead to varying management fees. Agencies may charge based on the size of your ad spend, the number of campaigns, or a fixed monthly rate.

Range of Services

The fees can cover various services, including keyword research, campaign setup, monitoring, and optimisation. Depending on the depth of service provided, fees can range significantly.

Budgeting, Bidding, & Spending Limit

Setting a realistic budget for Google Ads is crucial for controlling costs and achieving ROI. Advertisers need to consider daily spending limits and overall campaign budgets.

Strategic Bidding

Choosing the right bidding strategy (e.g., manual bidding, enhanced CPC, or automated bidding) can help manage costs while aiming for optimal ad placement.

How Much Do Businesses Spend on Google Ads?

Let’s add up the costs associated with Google Ads;

  • Platform: $8,000 per month
  • Management fees: $2,000 per month

Obviously, a large part of what a business spends on Google Ads depends on how much they want to spend on the platform. After the platform spend there are other costs like fees for landing page, call tracking, management fees and any other third-party tool you use to make your campaign better optimised.

Management fees normally cover all the third-party tools and integration required for running the campaign. Just in case you need to find out what they are;

  • Click fraud protection: $69 per month
  • Landing page: $199 per month
  • Call tracking: $100 per month
  • Competitor analysis tool: $200 per month
  • Reporting tool: $60 per month

Time for calculating the total cost!

Huge companies like Amazon, Expedia, and Priceline spend millions on Google Ads every year.

The total cost of running a Google Ads campaign can range from $5,000 to $30,000 for an e-commerce business.

Whereas, a typical small business might spend $2,000 to $5,000 monthly on Google Ads, depending on their market and competition.

It is very hard to give an average figure because some businesses can barely survive without hardcore advertisements while other businesses can. Businesses in the legal, and insurance niche tend to be very competitive, hence, their monthly costs are usually higher. Similarly, e-commerce businesses’ survival is highly dependent on online sales. So, businesses in the eCommerce niche tend to spend more too.

The final cost also comes down to what is a justifiable amount for a business to spend for that month. Let’s have a look at a few scenarios where businesses ramp up their ad spend;

  1. Trade businesses tend to increase their cost when they plan to hire a new employee.
  2. eCommerce businesses spend more when they have sales/promotions running.
  3. Insurance businesses increase their spending when they see an exceptionally good ROI from the ads.
  4. Pool Builders and many other season-influenced businesses can decrease or increase their ad spending depending on whether it is summer or winter.

Google Ads spending is not a $ 5,000-a-month flat fee thing. The cost varies every month. Also, you get what you spend & what you get is highly influenced by how well-optimised your campaign is.

Need help with your Google Ads? Get in touch with Australian Internet Advertisement today.

Alternatives to Google Ads (Not Necessarily Cheaper)

While Google Ads is prominent, other platforms like Facebook Ads, Bing Ads, and LinkedIn Ads also stand as a good alternative. While all marketing efforts are known to complement Google Ads and vice-versa, SEO stands as an important channel that goes hand in hand with sponsored search ads.

People see SEO as an alternative, but logically, it is not. Investing in both of these channels parallelly is known to bring the best results.

Looking out about costs related to other marketing verticals?

Comparing Costs and Benefits

Each platform has unique strengths, and costs can vary. Advertisers should consider their target audience and platform-specific features when choosing where to invest.

5 Tips to Reduce Google Ads Cost

Managing your Google Ads cost effectively requires strategic planning and ongoing optimisation.

  1. Optimise for Quality Score: Improve your ads’ relevance and landing page quality to enhance your Quality Score, reducing your CPC.
  2. Target Long-Tail Keywords: These keywords are less competitive and more specific, often resulting in lower costs and better conversion rates.
  3. Implement Geo-Targeting: By targeting specific geographic areas, you can reduce competition and increase ad relevance, lowering costs.
  4. Refine Bidding Strategies: Experiment with different bidding options to find the most cost-effective solution for your goals.
  5. Monitor and Adjust Regularly: Continuously track the performance of your campaigns and adjust as needed to ensure efficiency and cost-effectiveness.

Get in Touch with Australian Internet Advertising

If you are seeking expert assistance to optimise your PPC campaigns and reduce costs, consider reaching out to Australian Internet Advertising. We are experts in managing Google Ads campaigns and can help businesses maximise return on investment, making advertising efforts more effective and economical.

Billy P.

About The Author

William Polson founded Australian Internet Advertising in 2013 and has over 12 years of experience immersed in Digital Marketing.

With an in-depth level of digital marketing knowledge, William has been sort after by and worked for, many large national brands including Subaru, Blooms The Chemist, and Nova 96.9.

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