How much does it cost to advertise on Google Ads?

You pay per click, not per view.

With standard search ads, appearing is free. You only pay when someone clicks your ad and lands on your site. What you pay per click is called the cost per clickGlossaryCost per click (CPC)What you pay when someone clicks your ad.Read more in the glossary. Every time someone searches, an auction is held between all the advertisers who want to appear for that search, and the auction decides both where you appear and what the click costs.

Example of a search ad. The four links below the text are sitelinksGlossarySitelinksExtra links below your ad that lead to different pages on your site.Read more in the glossary.

You decide how much you want to spend. You set a daily budgetGlossaryDaily budgetThe most you want to spend per day on average. On a single day, Google can spend up to twice that.Read more in the glossary, and Google can spend up to twice that on a single busy day. Over a month, you never pay more than your daily budget times 30.4.

What affects the price per click?

• Competition for the keyword. The more advertisers who want to appear for the same search, the more a click costs. Searches where the customer is ready to buy are usually the most expensive.
• Quality Score. Google rewards ads that match the search, that people click on and that lead to a good page. This rating is called Quality ScoreGlossaryQuality ScoreGoogle's rating from 1 to 10 of your ad, its expected click-through rate and your landing page.Read more in the glossary. A strong ad can rank higher and pay less per click than a competitor who bids more.
• Where, when and on what. Location, time of day and whether the search happens on mobile or desktop all affect the price.
• Your industry. In industries where a customer is worth a lot, such as legal, construction and finance, clicks are often more expensive than in industries with small purchases.

Here’s what an auction can look like. Your position is decided by Ad RankGlossaryAd RankWhat decides your position in the auction: bid, quality and ad assets.Read more in the glossary: bid and quality combined.

Work out your budget.

Move the sliders to see what different budgets and click prices could deliver. What matters isn’t what a click costs, but what a new customer costs and what they’re worth to you. That measure is called cost per enquiryGlossaryCost per enquiry (CPA)Your ad spend divided by the number of enquiries or sales.Read more in the glossary.

An expensive click can be a good deal if the customer is worth a lot.

How big a budget do you need?

Your budget needs to be big enough for your ads to get enough clicks to show what works. With too small a budget, your ads barely appear before the money runs out, and you can't draw any conclusions. We recommend at least SEK 6,000 a month in ad budget. Then we increase it once we see which keywords and ads bring in customers.

What does an agency cost?

Agencies usually charge in one of three ways:

We charge a fixed fee from SEK 10,000 a month and no percentage of the budget. That means we don’t earn more when you spend more, only when your ads deliver results. Your first ad is live within 48 hours. Read more about Google Ads.

Getting more from every krona.

• Send traffic to the right page. A page that answers exactly what the customer searched for brings more enquiries per click.
• Exclude the wrong searches. Negative keywordsGlossaryNegative keywordsKeywords you exclude, so your ad doesn't show when someone searches for them.Read more in the glossary stop you paying for clicks from people looking for something else.
• Measure what counts. Conversion tracking shows which keywords and ads bring calls, enquiries and sales. Each such action is called a conversionGlossaryConversionAn action you want visitors to take, such as calling, sending an enquiry or buying.Read more in the glossary.
• Use ad assets. Sitelinks, a call button and your address make the ad bigger and give people more reasons to click.

Key takeaways