SM Agency

SM Agency

About the Author

SM Agency is a full-service digital agency specialising in creating emotional experiences through marketing. We rely on the newest neuroscientific methodology and technology which allow us to get +97% precision in audiences’ emotional understanding and +250% campaigns performance growth. Our experienced team helps brands of any nature connect with customers at a deeper level and get the most out of their marketing campaigns.

Digital marketing agency London

So many are the tools and platforms nowadays available for you to market your business. This makes it much easier than before to grow your business through online advertising.

After saying this, there are various things to consider to have successful ad campaigns, and one of these is, of course, is budget.

Whatever is the goal you want to achieve and what budget you are thinking to locate in your ad campaigns, it’s good to know the average cost of successful advertising before starting spending money on it.

In this article, I am going to walk you through all the costs you’ll need to consider when developing your online ad strategy.

ads logo horizontal

How much should you invest in Digital Marketing?

Advertising with Google Ads

As I am sure you are aware, Google is the most popular search engine. So, it isn’t a surprise that Google Ads is the world’s biggest online ad platform.

Running ads with Google means getting the chance to show your business in front of customers who are searching for similar businesses on search engines and Google maps.

Google Ads is a valid option to drive higher traffic to your website, get more leads, and increase their conversion rate, maximizing their return on investment.

Check our Digital marketing agency London

Google Ads Pricing Model

Before getting into the average Google Ads cost, let’s take a closer look at how the pricing model works.

There are two different campaigns you can run with Google Ads – search and display network.

When you launch a campaign on the search network, these ads run through a pay-per-click (PPC) model. This means that you get charged when a user clicks on your ad and land on the website.

These ads appear on top of the Google results page before the organic results, helping to drive more qualified traffic to your website.

Display ads, instead, appear on Google’s display network on sites across the internet. Most of them appear as banners.

These ads are ideal if you want to appear on websites that get visited by your target audience.

With ads on the Google Display Network, there three different options for pricing:

– CPC Pricing – you get charged only when a user clicks on your ad. This pricing option is ideal for ad campaigns that aim to drive website traffic.

– CPM Pricing – or cost-per-thousand-impressions, charges you for ad views based on one thousand views. This option can be ideal for brand awareness ad campaigns.

– CPA Pricing – or cost-per-acquisition pricing charges you when your ad leads to a conversion. This option is ideal if your ultimate goal is to drive sales and increase your conversion rate.

Digital marketing agency London

Average Advertising Costs for Google PPC Ads

The cost-per-click gets calculated according to Google’s ad auction process, which is how Google determines the ads to display when users search for relevant keywords. This also determines the order in which the ads get displayed.

Both your ad position and your cost per click are determined by both the maximum bid you set, which is the most you’re willing to pay for each click, and your quality score.

The quality score measure how good your ads are on a scale of 1 to 10. The higher your quality score, the higher your ads will rank on Google’s results page and the lower your cost-per-click will be.

Other different factors influence your ad costs, like geographic location and the industry.

If you are working in a more competitive industry or there is more competition in the location you want to target, then it’s likely that your cost-per-click will be higher.

So how much does it cost to advertise on Google?

Consider that the average cost of an ad on Google is between $1.00 and $2.00 per click.

On average, small and medium businesses spend between $9,000 and $10,000 per month ($100,000 to $120,000 per year) on Google Ads to compete with other businesses targeting the same audience and get a good return on investment.

However, this doesn’t mean that you necessarily need to start with a similar budget.

You can run successful Google Ads campaigns with a lower budget. But only if you are highly experienced with the platform and you know how to get the best results.

Average Advertising Costs for Google Display Network (GDN)

Google Display Network Ads usually have a lower click-through rate than PPC Ads. However, there are appealing targeting options and remarketing opportunities that allow you to take advantage of this ad network to grow your business.

The average cost per click for these kinds of ads is $0.58. Again, the average cost may be more or less depending on the industry and location your business is in.

Though most industries tend to have an inexpensive cost per click on the display network, businesses in the employment services industry experience a higher CPC of $1.66 per click. This is followed by the real estate industry with a $0.88 CPC rate.


Google Ads are a valuable tool to include in any business digital marketing strategy. Depending on your industry and target audience, Google allows you to choose the best Ad option for your business to get the maximum results.

Of course, you have to bear in mind that you will be competing with a good number of other businesses, therefore you have to allocate a good budget to have a good return on investment and must have implemented an efficient sales funnel to maximize your ROI even with a lower budget.

Digital marketing agency London

How can you implement successful Google Ads Campaigns into your business marketing?

Serendipity Marketing is a leading full-service digital marketing agency London, helping businesses internationally to implement high-converting sales funnel in their digital marketing.

Thanks to our methodology – the Ultimate Triumph System (UTS) © – we are able to run Google Ads and other digital marketing campaigns with a more than three times higher conversion rate.

Rely on an expert digital marketing agency London, such as Serendipity Marketing, to get successful Google Ads Campaigns implemented into your business marketing and maximize your return on investment.

Untitled design 62 1

Have a project in mind?

Book a call with our team

be part of our EXCLUSIVE community!