Your Pricing Guide to Google Remarketing Costs

Remarketing is one of the most powerful (and cost-effective) ways to generate sales.

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Google Ads is also one of the best advertising platforms for a remarketing campaign. With Google Ads, you gain access to more than 90% of Internet users and can create hyper-targeted campaigns that bring valuable traffic back to your site to complete their part in the buying process.

How much does Google remarketing cost, though?

On average, companies pay $0.66 to $1.23 per click for remarketing.

Understanding how much remarketing on Google costs is only the start when it comes to launching a successful remarketing campaign. That’s why this beginner’s pricing guide provides everything you need — how remarketing works, what determines remarketing prices, why it’s worth the investment, and more.

Keep reading to learn more about Google retargeting costs. Or, if you’re looking for help with your remarketing campaign and strategy, contact us online or call us at 888-601-5359 to see how our award-winning team (they’ve managed 650-plus paid ad campaigns) can help!

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How much does Google remarketing cost?

The average cost for remarketing on Google is $0.66 to $1.23 per click. In comparison, the average cost-per-click (CPC) for search and display ads on Google ranges from $1 to $2 for search ads and less than $1 for display ads.

The average cost for remarketing on Google is $0.66 to $1.23 per click

Remember, however, that these are averages.

Your business’s retargeting ads will not cost $0.66 to $1.23 every time someone clicks on them. Instead, you may pay more or less for those clicks. That’s why you should use these averages for Google remarketing costs as a point of reference, rather than as a standard.

What determines Google remarketing costs?

A variety of factors influence your Google remarketing costs, including:

  • Your bid: How much you’re willing to pay per click, action, or one thousand impressions
  • Your bid strategy: What action you’re willing to pay for, like a click or transaction
  • Your targeting: How you’re limiting or expanding your remarketing audience
  • Your ad schedule: When you’re delivering your ads to your remarketing audience
  • Your landing page experience: How the page you send users to meets their expectations
  • Your click-through rate (CTR): How many people click on your ad, divided by those who saw it
  • Your frequency cap settings: How often people can see your ads within a specific timeframe
  • Your audience membership duration: How long people remain in your remarketing audience

While Google Ads doesn’t provide a breakdown of each factor’s influence on your Google retargeting costs, it does emphasize the importance of certain factors.

Your CTR, for instance, plays a crucial role. A higher CTR, for example, will usually result in a lower CPC.

Likewise, if you provide a stellar landing page experience (meaning your ad copy, user expectations, and landing page align), then you can also reduce how much you pay per click or action.

Additional factors, like your ad schedule, targeting, and frequency cap settings, can help your business refine its remarketing campaign. You can focus on the users that not only matter the most but also have the most potential when it comes to converting.

For example, if your remarketing campaign focuses on local users, you may update your location targeting. Instead of your ads running nationwide, they now reach users within a specific area, like your state, county, or even city.

With a more targeted campaign, you can generate a better CTR rate, which helps lower your costs.

6 reasons why remarketing on Google is worth the cost

For businesses across industries, from manufacturing to ecommerce, remarketing on Google is worth it. If you’re debating about investing in a remarketing campaign, it’s worth researching the benefits and how those advantages can help your business.

The top six reasons why remarketing on Google is worth it include:


Google not only maintains one of the largest search engines in the world, but also operates one of the biggest ad networks, Google Ads.

With Google Ads, your business can reach 92% of all Internet users.

A graphic displaying Google ad network size

While your company won’t create remarketing campaigns that target every one of these Internet users, it will build campaigns that include at least some of those users. With Google’s expansive ad network, it’s easy to reach these people.

In comparison, other ad networks can’t offer the same access because of their smaller size.


Creating a remarketing campaign allows your business to build a hyper-targeted ad strategy.

You can target users not only by demographics, like age and location, but also by interests and behaviors. Even better, you can generate remarketing audiences with specific requirements, like pages visited, time spent on a page, and more.

A hyper-targeted ad strategy benefits your business in multiple ways.

You can create relevant ad creatives, like copy and images, that resonate with audiences. Plus, you can also use targeting options, like location, to limit your ads to the most valuable members of your audience.

This kind of focused approach results in clicks and conversions for your business.


Google Ads also offers several options when it comes to building remarketing ads.

From text to video to images, your business can create a variety of ads. Leveraging all these different creatives can help your company engage audiences and drive website visits or even phone calls, depending on your campaign setup.

A list of ad types for Google remarketing

A video, for example, can build on your ad’s headline and description by showcasing your product or service. Meanwhile, an image can catch the attention of audience members by highlighting how they could use (and benefit) from your product.


Companies use remarketing because it provides them with a second chance to secure a sale.

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When you remarket to users, you’re helping them resume their buying journey. While they may have added your product to their cart, for example, a phone call interrupted them and stopped them from checking out.

A remarketing ad can get them back on track.

Even if your business focuses on selling services, rather than products, you can use remarketing in the same way. Your remarketing ad can remind a business buyer of what they need, as well as how your company offers a unique solution to their problem.


Remarketing is also a useful brand awareness strategy.

Like most websites, yours will probably receive visits from users in the earlier stages of buying. They’re researching options but aren’t ready to take the next step. Your remarketing campaign can keep your business top-of-mind for when they’re ready.

Remarketing campaigns can keep your business top-of-mind for shoppers

A versatile remarketing campaign for brand awareness can also highlight your unique advantages.

For example, instead of having ads that all highlight your satisfaction guarantee, you may create others that talk about additional perks. Maybe you offer free shipping, a one-year warranty, or some stellar client results. You can highlight all these benefits in different ads to build awareness and trust. 


The low cost of remarketing on Google is another advantage of remarketing.

With an average CPC of $0.66 to $1.23, Google remarketing is a cost-effective choice, especially when combined with the additional benefits of remarketing. You can create a highly targeted, yet profitable campaign that reaches the people that matter.

That’s why the cost of Google retargeting is worth it for many businesses.

If your company doesn’t have success with remarketing on Google or experiences costs that seem too high, take a second look at your audience and campaign settings. You can also have an experienced pay-per-click (PPC) agency, like WebFX, conduct a free audit of your account for some immediate insight.

FAQs about Google remarketing costs

Do you have questions that go beyond Google remarketing costs? Check out our FAQ for answers:

What is remarketing?

Remarketing is a paid advertising strategy that retargets past website visitors. Companies can use an array of filters or requirements to build remarketing audiences. Once created, businesses can make remarketing campaigns to deliver targeted ads across the Internet.

Remarketing is a paid advertising strategy that retargets past website visitors

How do remarketing ads on Google work?

Remarketing ads on Google work by targeting users that match a specific set of requirements.

In Google Analytics, where you create your remarketing audience, you set these requirements, like pages visited. Building a remarketing audience, however, requires your website to feature a code snippet, which your development team can implement. You can also update your settings manually.

Users’ browsers must also have a cookie from your website.

A cookie works almost like a bookmark, serving as a reminder to the browser (and Google) that the person visited your website previously. If a user deletes their cookies, they will leave your remarketing audience.

Comparison between display campaign and search campaign audience sizes

Once you build your remarketing audience, you must wait until it reaches the following sizes:

  • Display campaign will require at least 100 active users in the past 30 days
  • Search campaign will need at least 1000 active users in the past 30 days

After you have enough audience members, you can build and launch your campaigns in Google Ads.

What types of remarketing ads can I make?

You can create several types of remarketing ads, including:

  • Text
  • Video
  • Image

If you build a Google remarketing campaign, you’ll often create responsive ads. These ads can feature all the above creatives, from text to image. The best part is your images and video adapt to wherever they display, whether on YouTube or an affiliate website, like a blog.

Want to learn more about types of remarketing ads that convert? Check out these examples of remarketing in action!

Why is remarketing on Google important?

Remarketing on Google is vital because your business can:

  • Access a broad or specific audience of Internet users
  • Build numerous audiences for ultra-specific campaigns
  • Create hyper-targeted ads for different audiences and intents
  • Maintain a reasonable remarketing cost
  • Achieve several different advertising goals, from sales to brand awareness

If you’re investing in digital advertising, remarketing is a must.

If you’re investing in digital advertising, remarketing is a must

It offers your company a tool that isn’t available with traditional advertising. Plus, you can create an audience that competitors will never have, which gives you a unique opportunity to connect with your audience online.

Earn more from your Google remarketing campaigns

Do you want to try remarketing on Google?

Remarketing is a unique and powerful way to drive awareness, sales, leads, and more. That’s why many businesses are starting to incorporate it into their online advertising strategy. With the low cost of Google remarketing, as well as its usefulness across markets, it’s worth trying for your business.

If a remarketing campaign seems like a time investment that your team doesn’t have, WebFX can help.

With more than 200 dedicated PPC specialists, our remarketing agency can create an effective and targeted remarketing campaign for you. Whether you’re looking to generate brand awareness, secure high-value leads, or drive sales up, we can create an audience and campaign that will help you do it.

Call us at 888-601-5359 or contact us online to learn more about our remarketing services!