B2C PPC Pricing: What’s the Cost of B2C PPC Advertising?
Knowing the cost of B2C PPC advertising can help you decide if this strategy fits your budget while also helping you reach your goals.
Keep reading to learn more about B2C PPC pricing and discover the factors that influence the cost of B2C PPC!
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How much does B2C PPC cost?
So, how must does it cost to run paid ads on Google?
B2C PPC costs vary widely depending on the size of your campaigns, your industry, where you advertise, and whether you work with a professional PPC management agency.
Small and medium-sized businesses (SMB) typically spend between $9000 and $10,000 per month on PPC advertising. The average cost-per-click (CPC) is $1-$2 for Google Ads, although CPC varies significantly by industry.
How much should I budget for B2C PPC?
B2C PPC pricing depends upon you and your budget. There is no specific threshold you must meet to run a PPC campaign. You can set whatever budget you’d like to launch your ads.
Keep in mind, though, the amount you spend impacts your campaign’s performance. A $500 PPC campaign won’t drive as great of results as a $3000 PPC campaign will.
Overall, though, B2C PPC pricing depends upon how much you’re willing to budget for your ads.
You incur additional costs if you opt to partner with a PPC advertising agency. When you work with an agency, you’ll pay a percentage of your ad spend on hiring that company. The percentage amount depends upon your package type and the agency you hire.
B2C PPC pricing from WebFX
|Ad Spend Limit||$100 - $5,000/month ad spend (paid to networks)||$5,000 - $30,000/month ad spend (paid to networks)||$30,001+/monthly ad spend (paid to networks)|
|Initial Optimization||$1,200 (First Month's Management including Campaign Restructure)||$2,250 (First Month's Management, including Campaign Restructure, Creative Development)||$5,800 (First Month's Management, including Campaign Restructure, Creative Development)|
|Progressive monthly management cost:||$600||$975 or 15% of spend, whichever is higher||12% of ad spend +$250/mo. platform fee|
|Google PPC Network|
|Google Local Services Ads|
|Bing PPC Networks|
|Google Text Ad Remarketing & Banner Remarketing (if banner ads are included, provided by the client, or creative banner design is paid for)|
|Google customer match & audience match|
|Google Shopping Management|
|AdTechFX Programmatic Advertising powered by MarketingCloudFX|
|- 3rd Party Audience Targeting|
|- Account-Based Retargeting|
|- CRM Pipeline Retargeting|
|450+ SMEs behind campaign driving results|
|Initial campaign development & strategy|
|Advanced keyword research and selection||2,000 Keywords||10,000 Keywords||10,000 Keywords|
|Ad campaign copywriting|
|Ad copy performance testing|
|Ongoing keyword development and tweaking|
|Dynamic keyword insertion into ads|
|Google analytics integration & goal tracking|
|Strategic bid management|
|PPC account settings monitoring (Ex. Geotargeting)|
|Campaigns will be managed through client's SEM accounts for (client will retain Admin/owner access of all campaigns created)|
|Up to two personal consultations per month|
|Monitoring clicks, conversions and click fraud activity|
|Setup and management of rule based bidding|
|International PPC campaign management (Addtl. fees may apply)|
|Setup of 1 FunnelsFX Landing Page template|
|Lite Display Ad Creative||Up to 3 sets included||Up to 4 sets included|
|Lite: 15 Second CTV Commercial / Video Ad||N/A||Up to 1 video included||Up to 1 video included|
|Audio Commercial - Coming Soon!||N/A||1-3 FuelFX Assets or Bring Your Own||1-3 FuelFX Assets or Bring Your Own|
|International Campaigns (SEM Only) - Each additional language monthly management cost:||$275||$275|
|Monthly performance & analysis reporting|
|Website conversion analysis reporting|
|Omni-channel customer journey tracking and reporting|
|Federated Ad CLID Pool for tracking calls to specific paid ad campaign||Shared pool (Up to 25 concurrent Paid Advertising visitors)||Shared pool (Up to 50 concurrent Paid Advertising visitors)|
|IntegrationsFX: Conversion Based Smart Bidding||Included with |
|Included with |
|IntegrationsFX: Lookalike + Custom Audiences||Included with |
|Included with |
|Dedicated Federated Ad CLID Pool of 25 dedicated numbers and 25 concurrent visitors||$100/month||$100/month||$100/month|
|Dedicated Federated Ad CLID Pool of 100 dedicated numbers and 100 concurrent visitors||$400/month||$400/month||$400/month|
|Display Ads: Rapid CTA Layout - 4 Variation Sets for A/B Testing of 8 Sizes Each (32 Display Ads Total) & No Client Edits Included||$600/month||$600/month||$600/month|
|Display Ads: Rapid CTA Layout - 6 Demographic / Age Cohort Sets of 8 Display Sizes (48 Display Ads Total) & No Client Edits Included||$750/month||$750/month||$750/month|
|B2B Display Ads: Rapid CTA Layout - 10 Industry Ad Sets of 8 Display Sizes (80 Display Ads Total) & No Client Edits Included||$1,200/month||$1,200/month||$1,200/month|
|Display Ads: Custom Layout - 1 Set of 8 Sizes & Up to 2 round of client edits||$900/month||$900/month||$900/month|
|ConnectedTV - Rapid CTA Layout Video Ad - 15 seconds||$150/month||$150/month||$150/month|
|ConnectedTV - Rapid CTA Layout Video Ad - 15 seconds - 2 CTV Ad Variants for A/B Performance Testing||$300/month||$300/month||$300/month|
|ConnectedTV - Rapid CTA Layout Video Ad - 30 seconds||$200/month||$200/month||$200/month|
|ConnectedTV - Rapid CTA Layout Video Ad for 15 + 30 seconds||$300/month||$300/month||$300/month|
|Social Media PPC Advertising||$900/month||$900/month||$900/month|
|Landing page performance testing||$1,500/month||$1,500/month||$1,500/month|
|Translation Services||By Quote||By Quote||By Quote|
|Website conversion analysis implementation||By Quote||By Quote||By Quote|
Need more information? Call Us: 888-601-5359
|GET STARTED||GET STARTED||GET STARTED|
What factors influence the cost of B2C PPC advertising?
Though your cost of B2C PPC advertising is determined by how much you want to pay, other factors influence your budget. These factors may lead you to add more to your budget to help keep up with the demands of your ad campaigns.
Here are five factors that impact your PPC campaign performance:
1. The number of campaigns you run
The number of campaigns you run impacts B2C paid advertising pricing. As you might expect, the more campaigns you run, the more it costs.
When you invest in PPC, you want to run multiple campaigns to create different ways for people to discover your business. For example, if you run a clothing store, you’d want to run ads that promote your men’s, women’s, and children’s lines.
Additionally, you would break down your campaigns even further. You could create separate ads for coats, shirts, bottoms, and shoes within your men’s line. You may even take it a step further by creating specific ads for your shoes, like one for dress shoes, one for running sneakers, and so on!
As you can see, depending upon your business type, the number of ads you run can quickly add up. When you’re running more ad campaigns, that means you’re targeting more keywords (which we’ll dive into next), which impacts the cost.
So, when determining the cost of B2C PPC advertising for your business, consider how many campaigns you want to run.
2. The number of keywords you target
Another factor that influences B2C PPC cost is the keywords you target. PPC operates on keywords –– when a user searches key terms, it triggers your ad to appear in search results if the terms are related to your ad.
The keywords you choose will impact how much you pay.
First, the types of keywords you select impact your costs. There are two types of keywords you can choose:
- Short-tail keywords: Short-tail keywords only contain a word or two. “Clothing boutique” is a short-tail keyword.
- Long-tail keywords: Long-tail keywords contain three or more words. “Clothing store in Los Angeles” is a long-tail keyword.
There is a significant cost difference between these two keyword types. Short-tail keywords cost more because they have a higher search volume. They’re very generic, so many people search the terms looking for different information.
Since these keywords have a high search volume, many businesses target them, resulting in more competition for these keywords.
On the other hand, long-tail keywords are more specific, so there’s less competition due to lower search volume. These keywords drive better results for companies, as more qualified leads are searching using these terms.
So, the type of keyword you target will impact your budget. If you opt to focus on short-tail keywords, you’ll need a bigger budget to accommodate the higher costs of these competitive keywords.
In addition to the type of keyword, you’ll also want to consider the number of keywords you’re targeting. The more keywords you target, the higher the cost of B2C PPC advertising.
When you target more keywords, your ads appear in more places. That means more opportunities for people to click on your ads, resulting in your budget going faster. As a result, you need a more substantial budget to accommodate all the clicks on your ads.
3. Your cost per click (CPC) and bid amount
When looking at B2C PPC pricing, you want to consider your bid amount and cost per click (CPC). PPC ads operate on a bidding system. When you set up your ads, you determine your maximum bid, which is the most you’re willing to pay each time someone clicks on your ad.
Your maximum bid and Ad Rank will determine your ad’s placement, impacting your CPC. You’ll pay less per click when you have a higher ad quality and often have higher placement in the search results.
So, these two amounts are essential to consider when thinking about the cost of B2C PPC advertising. Your bid and your CPC will ultimately impact your budget, influencing how much you spend to run your PPC campaigns.
4. Who runs your campaigns
Another factor to consider when looking at the cost of B2C PPC advertising is who runs your campaigns. You can decide to manage your campaigns in-house or outsource your PPC to another company. The option you choose will impact your costs.
If you opt to manage your PPC in-house, you’ll have to factor in the costs of hiring a new employee. You’ll also need to consider if you need to invest money in tools to help you manage your PPC campaigns.
On the other hand, if you opt to outsource your PPC, you’ll want to consider the costs of doing that too. Typically, you’ll get all the people and tools you need to run your campaign for one price when you hire a B2C PPC agency.
You’ll need to factor in these costs when determining your B2C PPC pricing.
5. Your competition and industry
The last factor you’ll want to consider when looking at B2C paid advertising pricing is your competition and industry.
Your industry plays a significant role in determining the cost of your ads. Some industries are more competitive than others, and some have more competition than others.
The legal industry, for example, is highly competitive, even for long-tail keywords. A keyword like “best Dallas accident lawyer” is very competitive, even though it’s very specific. Even if only 20 law firms compete for a term like that one, the costs can remain high for each click.
These highly competitive industries tend to see higher CPCs because every business is battling to get the top ad spot. If you’re in a highly competitive industry, you’ll need to factor in those costs when setting up your PPC campaigns.
You’ll also want to consider your competition. Some industries have more competition than others. They aren’t necessarily as competitive as industries like legal, where the CPC continually gets higher. Instead, these industries have a lot of companies bidding on the same keywords.
Think of the fashion industry. Dozens of shops sell their clothes, shoes, and accessories on the web. While the CPC for ecommerce is typically low, around $1.16 per click, there may be over 50 businesses competing for the same keyword and ad spot.
As a result, you may have to adjust your bid amounts or target additional keywords to win out over your competition. Both actions impact the cost of B2C PPC advertising for your business.
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Investing in B2C PPC services is an excellent way for your company to put itself in front of more consumers. If you want to reap all the benefits of having a PPC campaign without the hassle, consider partnering with WebFX.
We have a team of over 450 marketing experts ready to help you craft a PPC campaign that drives results. We’ve driven over $3 billion in revenue and over 7.8 million leads for our clients in the past five years. You can feel confident our team will help you craft PPC campaigns that drive results.