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PPC Pricing: How Much Does PPC Cost in 2024?

METHODOLOGY: We asked 350 marketers to share how much their companies spend on PPC advertising. Keep reading to uncover their answers!
PPC costs $100 – $10,000 per month on average in 2024, with business typically paying $0.11 – $0.50 per click and $0.51 – $1.00 per 1000 impressions on platforms like Google Ads and Microsoft Ads.

Professional PPC services pricing

Curious about how much WebFX PPC services cost? Browse our prices below, or keep reading to learn more about how much PPC costs.

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Lite Plan

$600 / month

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    $100 – $5,000/month ad spend (paid to networks)
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    2,000 keywords
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    Google PPC Network
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    Campaign development, strategy, copywriting, testing
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Pro Plan

$975 / month

or 15% of ad spend, whichever is higher

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    $5,000 – $30,000/month ad spend (paid to networks)
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    10,000 keywords
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    AdTechFX: 3rd party audience targeting, account-based retargeting, CRM pipeline retargeting
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    1 FunnelsFX landing page template (includes setup)
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Enterprise Plan

12% of ad spend / month

Plus $250 / mo. platform fee

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    $30,001+/monthly ad spend (paid to networks)
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    10,000 keywords
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    Display ad creative sets
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    15-second CTV commercial

SEE FULL DELIVERABLES

PPC pricing FAQs

Got questions about the cost of PPC advertising? Find answers to common questions here!

How much does PPC cost by company size?

How much does PPC cost by company size?

PPC typically costs:

  • $100 – $5000 for startups (43% of respondents)
  • $100 – $5000 for small businesses (33% respondents)
  • $10,001 – $50,000 for mid-sized businesses (24% of respondents)
  • $100 – $5000 for enterprises (19% of respondents)

However, it’s important to note that these pay-per-click costs can vary depending on your industry, ad network, and whether you work with an agency or freelancer to manage your campaign. For example, 16% of enterprises spend more than $250,000 on PPC advertising. The more competitive your industry and ad network, the more you may spend on your ads.

If you partner with an agency, pricing will also vary depending on whether you have them manage your entire PPC strategy for you, or whether you simply bring them on as PPC consultants. Consulting services will typically be priced differently than full-on management services.

Graphic showing monthly PPC ad spend by company size

Source data

Monthly PPC Cost % of Marketers
Less than $100 4.17%
$100 – $5000 22.02%
$5001 – $10,000 22.62%
$10,001 – $50,000 14.88%
$50,001 – $100,000 8.93%
$100,001 – $250,000 8.33%
$250,001 – $500,000 6.55%
$500,001 – $750,000 4.76%
$750,001 – $1,000,000 3.57%
More than $1,000,000 4.17%

What percentage of your overall marketing budget should you allocate to PPC advertising?

What percentage of your overall marketing budget should you allocate to PPC advertising?

Businesses typically allocate 11% – 50% of their budget to PPC ads (45% of respondents). You may allocate more or less of your budget to PPC advertising depending on your unique needs, goals, and the return you receive from PPC ads.

Graphic showing PPC budget allocation

Source data

% of Marketing Budget Allocated to PPC advertising % of Marketers
Less than 5% 10.71%
6% – 10% 19.64%
11% – 25% 23.81%
26% – 50% 20.83%
51% – 70% 14.29%
71% – 90% 4.17%
More than 90% 6.55%

How much does PPC management cost from an agency?

How much does PPC management cost from an agency?

PPC management from an agency costs $501 – $3000 per month on average (36% of respondents). How much you spend can depend on the particular agency you choose, your ad spend budget, and your industry. For example, more competitive industries may need to spend more on their PPC ad bids.

Graphic showing how much PPC management from an agency costs

Source data

Monthly PPC Costs from an Agency % of Marketers
Less than $100 3.03%
$100 – $500 12.12%
$501 – $1000 15.15%
$1001 – $3000 21.21%
$3001 – $5000 12.12%
$5001 – $8000 15.15%
$8001 – $11,000 9.09%
$11,001 – $15,000 7.58%
More than $15,000 4.55%

How much does PPC management cost from a freelancer?

How much does PPC management cost from a freelancer?

PPC management from a freelancer costs $501 – $3000 per month on average (47% of respondents). It’s important to note that costs can vary depending on the freelancer you choose. While working with a freelancer does have its perks, working with an agency usually gives you access to a larger team of specialists and more support for your strategy.

Graphic showing how much PPC management costs from a freelancer

Source data

Monthly PPC Costs from a Freelancer % of Marketers
Less than $100 2.33%
$100 – $500 13.95%
$501 – $1000 20.93%
$1001 – $3000 25.58%
$3001 – $5000 9.30%
$5001 – $8000 6.98%
$8001 – $11,000 13.95%
$11,001 – $15,000 4.65%
More than $15,000 2.33%

How much should I pay for PPC?

How much should I pay for PPC?

How much you pay for PPC depends on several factors, including:

  • Your company size
  • Your industry
  • Your PPC strategy
  • Your PPC budget
  • Your PPC goals

Just because the average business invests a certain amount into PPC each month doesn’t mean your company should. Depending on your marketing strategy, for example, you might have plenty of traffic (and sales) coming from other channels, like search.

Evaluate your company’s budget, goals, and industry to determine what spend makes the most sense.

Is PPC worth the cost?

Is PPC worth the cost?

Yes, PPC is worth the cost. In fact, 68% of businesses are satisfied with the ROI they receive from their PPC ad campaign. With an effective strategy, you can successfully reach your target audience to increase your online visibility and drive more traffic to your website.

Graphic showing PPC ROI satisfaction

Source data

Satisfied with PPC Advertising ROI % of Marketers
Yes 68%
No 32%

PPC pricing: Google Ads

Google Ads is one of the most popular ad networks for PPC marketing. If you’re curious about typical Google Ads costs, find the answers you need below!

How much does Google Ads cost?

How much does Google Ads cost?

Google Ads costs $0.11 – $0.50 per click (61% of respondents) and $0.51 – $1.00 per 1000 impressions (56% of respondents) on average. How much you spend on Google Ads will depend whether you choose to advertise on the Google Search Network or the Google Display Network, along with your industry and ad budget.

Graphic showing Google Ads pricing

How much does it cost to advertise on the Google Search Network?

How much does it cost to advertise on the Google Search Network?

Advertising on the Google Search Network costs $0.11 – $0.50 per click (37% of respondents) and $0.51 – $1.00 per 1000 impressions (25% of respondents) on average. Like we mentioned before, your costs can vary depending on your industry and ad budget. For example, 7% of businesses pay $5.01 – $7.00 per click and 15% of businesses spend more than $10.00 per 1000 impressions.

Source data

Google Search Network Costs Per Click % of Marketers
Less than $0.10 9.18%
$0.11 – $0.50 36.73%
$0.51 – $0.70 12.24%
$0.71 – $1.00 9.18%
$1.01 – $2.00 9.18%
$2.01 – $3.00 8.16%
$3.01 – $5.00 3.06%
$5.01 – $7.00 7.14%
$7.01 – $10.00 4.08%
More than $10.00 1.02%
Google Search Network Costs Per 1000 Impressions % of Marketers
Less than $0.50 19.15%
$0.51 – $1.00 25.53%
$1.01 – $2.00 12.77%
$2.01 – $3.00 4.26%
$3.01 – $5.00 2.13%
$5.01 – $7.00 17.02%
$7.01 – $10.00 4.26%
More than $10.00 14.89%

How much does it cost to advertising on the Google Display Network?

How much does it cost to advertising on the Google Display Network?

Advertising on the Google Display Network costs $0.11 – $0.50 per click (24% of respondents) and $0.51 – $1.00 per 1000 impressions (31% of respondents).

Source data

Google Display Network Costs Per Click % of Marketers
Less than $0.10 5.56%
$0.11 – $0.50 23.61%
$0.51 – $0.70 18.06%
$0.71 – $1.00 6.94%
$1.01 – $2.00 11.11%
$2.01 – $3.00 8.33%
$3.01 – $5.00 13.89%
$5.01 – $7.00 11.11%
$7.01 – $10.00 1.39%
More than $10.00 0%
Google Display Network Costs Per 1000 Impressions % of Marketers
Less than $0.50 25.00%
$0.51 – $1.00 31.25%
$1.01 – $2.00 8.33%
$2.01 – $3.00 12.50%
$3.01 – $5.00 4.17%
$5.01 – $7.00 12.50%
$7.01 – $10.00 6.25%
More than $10.00 0%

How does PPC pricing work on Google Ads?

How does PPC pricing work on Google Ads?

With Google Ads, you choose the keywords you want to trigger your ads. Then, you set a maximum bid for how much you’re willing to pay each time someone clicks your ad.

If your bid is among the highest for a keyword or phrase, it will appear at the top of search results with a small tag that shows it’s a paid ad.

One of the best parts of using Google Ads is that you only pay when people click your ads. In other words, you won’t waste money trying to market to people who aren’t interested in your products or services.

While industries like legal and rehab should expect to pay upwards of $30-$40 per click for PPC, less competitive industries may only pay a few cents per click.

you only pay when someone clicks

Since PPC targets people who are already searching terms related to your business, it will help you reach more qualified leads — people who are most likely to purchase your products or services.

However, there’s one catch. In addition to your max bid, Google considers your quality score (QS) when determining ad placement. Essentially, your quality score is a combination of your ad’s relevance to the keyword that triggered it, click through rate, and the quality of the landing page visitors see after clicking your ad.

In short, the Ad Rank formula = (your max cost per click (CPC) bid) x (your ad’s QS). For example, if your maximum bid for a keyword is $2, and you have an ad QS of 10, your Ad Rank is 20.

For a single auction, the advertiser with the top Ad Rank will win the top advertising spot.

It’s also important to note that you can end up spending less while earning a top position if your ad has a high QS. To determine the amount you pay per click, Google uses a simple formula: (Ad Rank of the ad below yours) / (Your QS) + $0.01.

In this example, you end up paying about 40 cents less per click than your max bid.

What determines PPC costs on Google Ads?

What determines PPC costs on Google Ads?

Now, it’s easy to see that the PPC rates of a Google Ads campaign depends on a number of factors.

While there are certain pay-per-click costs you can control — your max bid and quality of your ads — there are also elements you can’t control, like your competitors’ max bids and ad quality.

In addition, your industry and the level of competition for the keywords you want to trigger your ads will impact the average pay per click cost. While your business may pay a few cents per click on your PPC ads, businesses in more competitive fields, like the legal realm, can pay hundreds of dollars per ad click.

Typically, the most competitive PPC keywords relate to insurance, financial services, and legal industries.

How is my Google Ads budget spent?

How is my Google Ads budget spent?

One pro of PPC advertising is that you control your budget. However, it’s important to understand how your Google Ads budget is spent so you can get the most from your campaigns.

In Google Ads, every campaign has its own unique settings where you can control its daily budget.

When you run multiple campaigns at the same time, it’s helpful to think about which campaigns you want to have more priority. For example, campaigns related to your top-selling products or services are likely more important than campaigns designed to target top-of-the-funnel (TOFU) customers.

Then, you can break down your monthly PPC budget into daily budgets for each campaign, assigning more spend to higher priority campaigns.

If you set the max bid for an ad to $0.50 and want to earn 500 clicks per day, you would set an average daily budget of $250. It’s important to note that you’ll never pay more than your max bid for an ad click. However, you may end up paying less depending on the competition and your ad’s quality score.

It’s important to note that your daily budget is an approximation of how much you want to spend. On some days, you may spend more, and on some days, you may pay less. However, you’ll never pay more than your daily spending limit, which is two times your average daily budget for most campaigns. Over the course of a month, you’ll never spend more than your monthly spending limit, which is typically 30.4 times your average daily budget.

With Google Ads, you can specify when you want your ads to appear. For example, a local restaurant that closes at 9 p.m. might use PPC ads to encourage people to visit their location. While they can set their ads to all day, they can also increase bids for certain hours of the week.

you'll never pay more than your max bid

Similarly, you can use geotargeting to allocate more of your budget to reach people in specific geographic areas. If you’re targeting customers in a specific city or neighborhood, geotargeting is a great way to maximize your ad spend and reach more qualified leads.

In addition, if mobile traffic is particularly valuable to your business, you can use device targeting to use more of your daily budget to reach mobile users. You can even take this a step further by targeting people using specific types of mobile devices.

How can I lower my PPC costs on Google Ads?

How can I lower my PPC costs on Google Ads?

As a Google Ads agency, we’ve refined our Google Ads management services to offer the very best in PPC.

Our specialists also have years of experience among all of them that makes them some of the best in the industry when it comes to PPC campaign management. And because you can see our PPC costs list above, you’ll know exactly what to expect in terms of PPC rates.

Because they know how to set up a PPC campaign, how to run a PPC campaign, and how to get the best possible results, our team will also optimize your Google Ads and adCenter campaigns so you receive the most relevant and quality clicks possible.

Additionally, we’re a Google Premier Partner with five Google Partner agency specializations. Our team members’ PPC manager certifications from Google and Microsoft demonstrate the knowledge and ability they possess in using the latest Google Ads and adCenter tools available.

This expertise works together with our awareness of the most up-to-date best practices to provide you with a successful and lucrative PPC campaign from one of the top PPC companies in the industry.

Explore WebFX’s PPC prices

FeaturesLitePro
Most Popular
Enterprise
Investment
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 Audit)$2,250 (First Month’s Management, including Campaign Audit, Creative Development)$5,800 (First Month’s Management, including Campaign Audit, Creative Development)
Progressive monthly management cost:$600 $975 or 15% of spend, whichever is higher12% of ad spend +$250/mo. platform fee
Included Networks
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
Management Deliverables
500+ SMEs behind campaign driving results
Initial campaign development & strategy
Advanced keyword research and selection2,000 Keywords10,000 Keywords10,000 Keywords
Industry analysisYes
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)
Creative Deliverables
Setup of 1 FunnelsFX Landing Page template
Display Ad Creatives (One Time)One Time: 2 sets rapid display ads – 16 ads total (8 images per set)One Time: Up to 3 Sets of Custom Layout Display Ads – 24 Ads Total (8 images per set)
Connected TV Commercial Ads (One Time)N/AOne Time: 1 15-second rapid ConnectedTV adOne Time: 1 Set of Rapid CTV Ads 15 + 30 Seconds (2 videos total)
Audio CommercialComing SoonComing Soon
International Campaigns (SEM Only) – Each additional language monthly management cost:$275 $275
Performance Reporting
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 campaignShared pool (Up to 25 concurrent Paid Advertising visitors)Shared pool (Up to 50 concurrent Paid Advertising visitors)
IntegrationsFX: Conversion Based Smart BiddingIncluded with
marketingcloudfx gray Large PNG License
Included with
marketingcloudfx gray Large PNG License
IntegrationsFX: Lookalike + Custom AudiencesIncluded with
marketingcloudfx gray Large PNG License
Included with
marketingcloudfx gray Large PNG License
Add Ons
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 Advertising$975/month$975/month$975/month
Landing page performance testing$1,500/month$1,500/month$1,500/month
Translation ServicesBy QuoteBy QuoteBy Quote
Website conversion analysis implementationBy QuoteBy QuoteBy Quote
Need more information? Call Us: 888-601-5359
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Budget over $50k/mo? Check out our enterprise campaign management offerings for campaigns from $50k-$2m/mo in ad spend.

Optimize your PPC costs with WebFX

Want to learn more about PPC advertising and how much you should expect to pay for a custom campaign?

WebFX is an award-winning PPC management company, and we know what it takes to create campaigns that drive the best possible results.

Contact us today to speak with a strategist and receive a custom quote. We look forward to helping your business grow with PPC advertising.

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