PPC Pricing: How Much Does PPC Cost in 2023?

PPC pricing depends on several factors, like your company size, who manages your PPC, and your preferred ad network. Businesses spend anywhere from $300 to $100 million (or more) on monthly PPC management with average PPC costs including $2.59 per click and $3.12 per 1000 impressions. Keep reading to learn more about the cost of pay-per-click (PPC) advertising!

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


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. 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?

PPC costs depend on factors unique to your business, like your company size, industry, strategy, and ad network. Companies will invest anywhere from $300 to $100 million (or more) per month into PPC management, which includes ad spend, PPC tools, and PPC services. Outside of PPC management, businesses can expect average PPC costs of $2.59 per click and $3.12 per 1000 impressions.

MetricAverage cost
Cost per click (CPC)$2.59 / click
Cost per mille (CPM)$3.12 / 1000 impressions
Remarketing$0.66 – $1.23 / click
PPC management: Tools$15 – $800 / month
PPC management: Services$350 – $5000 / month or 12-30% of ad spend / month
PPC management: Ad spend $300 – $100+ million / month

How much does by PPC cost by company size?

Company size is one of the most influential factors when it comes to PPC costs. That’s because marketing spend typically stems from a business’s size and revenue — 7-10% of an organization’s revenue, for example, goes into marketing.

That’s why we’ve summarized average PPC costs by company size:

Company SizeAverage PPC management cost
Startup$300 – $1000+ / mo.
Small business$1000 – $10,000+ / mo.
Mid-sized business$10,000 – $500,000+ / mo.
Enterprise$500,000 – $100,000,000+ / mo.

Keep in mind, the above are averages — not recommendations or standards for your organization. How much your business invests in PPC advertising will depend on your size, industry, and even ROI of other strategies, like SEO.

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.

PPC pricing: Google Ads

Google Ads is one of the most popular ad networks for PPC marketing. If you’re looking to advertise on the Google Search Network, you can expect PPC costs of $1 to $2 per click. Typically, the Google Display Network is cheaper, with an average CPC of less than $1.

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?

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.

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?

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.

Questioning the quality of your SMB’s PPC performance?

Get your FREE PPC audit from WebFX today!

PPC pricing: Microsoft Advertising

Besides Google Ads, your business can advertise with Microsoft Advertising (formerly known as Bing Ads). Microsoft Advertising follows a similar bidding and auction model as Google Ads. A bonus, however, is that Microsoft Advertising is usually lower than Google Ads in pay-per-click costs.

On average, Microsoft Advertising costs $1.54 per click.

PPC pricing: Retargeting

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.

What do PPC management services include?

In addition to your ad spend, you may also opt to work with a PPC management company.

These agencies use their expertise, resources, and tools to maximize your campaigns’ results and help you meet your goals. While hiring an agency increases your costs, you’ll get a team of experts to manage your campaigns, saving you time, improving your results, and increasing your return on investment.

So, what do you get when working with a PPC management agency? PPC management services often include:

  • Strategy creation and campaign planning
  • Competitor and industry analysis
  • Ad copywriting
  • Ad and landing page design
  • Bid management
  • Campaign performance testing
  • PPC management software
  • Tracking and reporting

PPC management companies may charge a flat fee or a percentage of your ad spend. The cost of PPC services may vary based on:

  • The company you work with
  • The specific services included in the package you choose
  • The size of your campaigns and ad spend
  • The number of networks on which you advertise
  • The types of ads you use

If you’d like to learn more about the cost of working with the PPC experts at WebFX, take a look at our deliverables chart below.

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“We measure our success by how much we WOW our clients.”

Bill Craig

WebFX President

Explore WebFX’s PPC prices

Most Popular
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
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
Lite Display Ad Creative2 sets rapid display ads – 16 ads total (8 images per set)2 sets of custom layout display ads – 16 ads total (8 images per set)
Connected TV Commercial AdsN/A1 15-second rapid ConnectedTV ad1 set of Custom TV ads 15-30 seconds with voiceover (2 videos total)
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
Included with
IntegrationsFX: Lookalike + Custom AudiencesIncluded with
Included with
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 PPC Advertising$900/month$900/month$900/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

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

Why choose WebFX to optimize your PPC costs?

When you work with WebFX on your PPC campaigns, you’ll have a team of 500+ experts and over 25 years of experience on your side. We manage more than $120+ million in ad spend for our clients, and our team includes 300+ Google Ads Certified individuals and many Microsoft Advertising Professionals.

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.

In addition to our experienced team, you’ll get access to MarketingCloudFX — our proprietary digital marketing platform. This revenue acceleration tool uses artificial intelligence to help you make the most of your data and ad spend, improve your targeting, and increase your ROI.

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.

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.

Call 888-601-5359

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