How Much Does PPC Cost in 2022?

In 2022, the average small and medium-sized business (SMB) spends between $9,000 and $10,000 on PPC every month. Pricing is dynamic for PPC and always changing. Whether you are a first timer looking to start advertising using PPC or a seasoned vet, this page will work you through how much PPC costs, an inside look at PPC management fees, and how to set the best budget for your campaigns.

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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.

Lite Plan

$600 / month

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

Pro Plan

$975 / month

or 15% of ad spend, whichever is higher

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

Enterprise Plan

12% of ad spend / month

Plus $250 / mo. platform fee

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

SEE FULL DELIVERABLES

Video: Cost of Advertising with Google Ads

If you’re looking to launch a PPC campaign, you’re likely curious about the cost. However, with platforms like Google Ads, there is no one-size fits all answer. Since Google Ads is such a customizable platform, you can control your PPC budget and increase or decrease your ad spend as you see fit.

To better understand how much you should expect to pay for PPC, let’s take a closer look at how Google Ads works.

Let’s get started!

If you want to learn more, just keep reading, or give us a ring at 888-601-5359 to speak with a strategist about custom PPC pricing.

How much does PPC cost?

To get an idea of the average cost of PPC for SMBs, check out the table below. Then, keep reading for more details on PPC pricing.

MetricAverage cost
Cost per click (CPC)$1-$2
CPC for remarketing$0.66-$1.23
Monthly cost $9,000-$10,000
Annual cost$108,000-$120,000

Getting started with 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.

Google Ads cost

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 aspects 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.

On average, businesses should expect to pay $1-$2 per click to advertise on the Google search network. On a monthly basis, the average small and medium-sized businesses spend between $9,000 and $10,000 on PPC. This equates to approximately $108,000 to $120,000 per year.

on average spend for ppc ads

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

Combined, business in the financial and insurance industries spend the most on PPC advertising each year — a cool $1.2 billion. Retail companies come in second, with Amazon speeding more than $50 million each year on PPC advertising.

For a more in-depth look at some of Google’s most expensive keyword, check out this blog post.

Questioning the quality of your SMB’s PPC performance?

Get your FREE PPC audit from WebFX today!

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 a 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.

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.

Google Ads management services

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, 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.

Bonus Reading: 6 Common PPC Questions Answered

How much does PPC retargeting cost?

With PPC, you can also use retargeting to show your ads to people who have demonstrated interest in your business and they browse other websites. Since 96% of people leave a website without making a purchase, retargeting is a great way to remind them of your business and earn more conversions.

But how much should you expect to pay for retargeting?

96 percent of people leave without making a purchase

Just like traditional PPC ads, the cost of remarketing ads varies depending on your industry. On average, you can expect to pay $0.66-$1.23 per click on remarketing ads — slightly less than PPC costs. And it’s estimated that companies spend roughly 10 percent of their ad budgets on remarketing.

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Bill Craig WEBFX PRESIDENT

Professional PPC management services from WebFX

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 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 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
450+ 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
Lite Display Ad CreativeUp to 3 sets includedUp to 4 sets included
Lite: 15 Second CTV Commercial / Video AdN/AUp to 1 video includedUp to 1 video included
Audio Commercial – Coming Soon!N/A1-3 FuelFX Assets or Bring Your Own1-3 FuelFX Assets or Bring Your Own
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
License
Included with
License
IntegrationsFX: Lookalike + Custom AudiencesIncluded with
License
Included with
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
Premium Display Ad Creative$900 per set$900 per set$900 per set
15 Sec Premium CTV Commercial Creative$600 per video file$600 per video file$600 per video file
30 Sec Premium CTV Commercial Creative$900 per video file$900 per video file$900 per video file
Additional Sets of Lite Display Ad Creative$300 per set$300 per set$300 per set
Additional Sets of Lite CTV Commercials$300 per video file$300 per video file$300 per video file
Weekly Data Calls: Review campaign changes every 7 days$600/month$600/month$600/month
Translation Services:By QuoteBy QuoteBy Quote
Website conversion analysis implementationBy QuoteBy QuoteBy Quote
Social Media PPC AdvertisingBy QuoteBy QuoteBy Quote
Landing page performance testingBy QuoteBy QuoteBy Quote
Need more information? Call Us: 888-601-5359
GET STARTEDGET STARTEDGET STARTED

Budget over $50k/mo? Check out our enterprise campaign management offerings for campaigns from $50k-$2m/mo in ad spend.

By drawing on the expert knowledge and skill of the PPC management team at WebFX to manage your PPC accounts, you have Google Ads Certified individuals and Microsoft Advertising Professionals working on your side.

As such, our team of PPC managers is more than qualified to manage your PPC account, as we continually stay up to date with changes to ad platforms, the current best practices, and how to best optimize your campaigns.

Each of our Internet marketers possesses the knowledge and experience necessary to increase your business’s ROI by getting the best value from your overall PPC budget and ad spend.

Whether we are starting from scratch and setting up your very first campaign, or if we are overhauling your existing campaigns, our innovative approach to optimizing each campaign ensures you will receive the best return on your investment.

As the best PPC managers will know, it’s dangerous to neglect data that could provide you with key insights on how to continually improve upon your website. The last thing you want to do after setting up optimized search engine marketing ad campaigns is allow them to run without ever paying attention to how they are performing. You could either pay a full-time employee to manage this, or you could take advantage of our professional PPC management team that has extensive experience in running a broad array of PPC campaigns.

Whether you need ecommerce PPC management or if you want to generate new leads for your B2B company, our team of marketers can help. Our Google Ads PPC management is second to none, and we’d love to show you why.

PPC remarketing plans from WebFX

If you don’t have a remarketing strategy in place, you could be missing out on leads and revenue for your business.

Not sure how to get started? Don’t worry.

At WebFX, our PPC plans come with remarketing services to help you get the most from your paid advertising, reach more qualified customers, and earn more revenue.

WebFX also offers ecommerce email retargeting services. If a site visitor enters their email and leaves prior to completing a purchase, we can send personalized emails to remind them of the products they viewed or placed in their cards. Ultimately, retargeting plans can help you reach more high-quality leads and bring them back to your site to purchase.

In addition, we offer custom PPC reporting, so you’ll always know exactly where your money goes. And we’ll help you monitor your campaigns and make any needed tweaks to reach even more customers.

What’s next?

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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.

Call 888-601-5359 Contact Us Online

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