How much does advertising cost in the Google Ads program?

Advertising on Google is one of the best solutions for entrepreneurs who want their business to become more visible in search results. The cost of advertising on Google Ads depends on the results the campaign aims to achieve and the target audience it is intended to reach.

With proper optimization, you can achieve excellent results at a low cost, while a lack of preparation and knowledge may cause you to waste your entire budget.

What Does the Cost of Google Ads Depend On?

Using the Google Ads platform itself is free. You create a business account, access most of its features immediately, and launch your first ad. When do you incur costs? When a user clicks on your ad. Google offers several billing models for campaign costs. The most commonly used are:

• CPC (cost per click) – a fee charged for each click. This is the most popular billing method. Keep in mind that the more popular the keyword, the higher the cost per click will be.
• vCPM (view cost per mille) – a fee for every thousand impressions. The charge applies if at least half of the ad is visible for at least 1 second. This is a good option if you want to quickly increase reach and brand awareness.
• CPV (cost per view) – a fee used for video content. You pay for each video view, and for longer videos – for watching at least 30 seconds or engaging in any other interaction, such as clicking on a banner.

Minimum Cost of Advertising on Google Ads

In Google Ads, you can independently adjust your ad bids depending on the product type, demographics, audience groups, user location, or display times. This increases the chances of reaching people who are most likely interested in purchasing your product or service, preventing budget waste on irrelevant impressions. The monthly advertising cost will vary depending on whether your goal is sales or brand-building activities. Technical factors of the campaign itself will also impact the cost – the quality of the ad content, chosen keywords, desired position (top or bottom of search results), and competitors’ actions.

For each campaign, you should set a daily budget and a monthly budget. The daily budget is determined by multiplying the maximum bid per ad by the estimated number of daily impressions. However, the actual cost may differ from your calculations depending on how the algorithms assess your ad’s quality. The recommended monthly budget for Google Ads campaigns should be at least 2,500 PLN.

It is impossible to precisely specify the exact cost of advertising on Google Ads, as it depends on many individual factors. Nevertheless, it is a solid investment in your company’s recognition and one of the most important steps to acquiring new customers.