Skip to content

Need a New PPC Agency ?

Get a free, human review of your Ads performance today.

How much does Google Ads cost per month for a small business?


How much does Google Ads cost per month for a small business?

Google Ads is a prominent digital advertising platform that allows small businesses to manage their marketing costs effectively through pay-per-click (PPC) advertising. The cost of Google Ads for small businesses can vary based on factors such as industry, keywords, and additional services. Understanding these costs and how to manage them efficiently is crucial for maximising return on investment and achieving marketing goals.

Key Takeaways

  • Google Ads costs for small businesses typically range from £100 to £10,000 per month, depending on various factors.
  • Key factors affecting costs include industry competitiveness, keyword selection, and the chosen ad network.
  • Additional costs may include expert management fees and optimisation tools, which can enhance campaign performance.
  • Budgeting wisely for Google Ads involves setting realistic goals, understanding market trends, and continuous account management.
  • Evaluating the return on investment (ROI) is essential to determine the effectiveness of Google Ads in meeting business objectives.

Understanding Google Ads Costs for Small Businesses

Factors Influencing Costs

When considering Google Ads, the costs can vary widely depending on several factors. Your industry, the competitiveness of keywords, and the geographic location of your target audience all play crucial roles. If you use a dedicated Google advertising agency or not. Additionally, the quality of your ad content and the relevance of your landing pages significantly impact your cost-per-click (CPC). It’s essential to understand these variables to manage your advertising budget effectively.

A digital marketer analyzing data on a computer screen, with visuals representing industry competitiveness, keyword competitiveness, and geographic targeting. Additional elements include charts showing cost-per-click (CPC) variations, ad quality, and landing page relevance.

Average Monthly Expenditure

The average monthly cost for small businesses using Google Ads typically ranges between £500 to £20,000. This broad range is influenced by the factors mentioned earlier, as well as your campaign goals and the scale of your advertising efforts. Here’s a quick breakdown of what average CPCs across different industries might look like:

Industry Average CPC
Retail £1.35
Real Estate £2.37
Education £2.40
Health & Medical £2.62

Additional Expenses

Beyond the direct costs of your ads, consider additional expenses such as management fees if you’re outsourcing to an agency or hiring a freelancer. These costs can range from £500 to several thousand pounds per month, depending on the complexity of your campaigns and the expertise of your manager. Remember, investing in professional management can lead to more optimized spending and better overall results.

Budgeting for Google Ads

Ideal Monthly Budget

When setting your ideal monthly budget for Google Ads, it’s crucial to start with a clear understanding of your overall marketing budget and the specific goals you aim to achieve with PPC advertising. Calculate your daily budget by dividing your total monthly allocation by 30.4, then adjust based on performance and campaign goals. For instance, if your maximum monthly spend is £3,000, your daily budget would be approximately £98.68.

A digital marketer calculating a budget at a desk with a computer screen displaying budgeting tools and calculations. Visual elements include charts, graphs, and a calculator showing a total monthly budget of £3,000 and a calculated daily budget of £98.68.

Managing Your Budget

Effective budget management involves regular monitoring and adjustments to ensure your spending aligns with your business objectives. Utilise tools like Google’s automated bidding to optimise your bids based on the desired ad interaction, whether it’s conversions, clicks, or impression share. Regularly review your Google ads PPC performance through the dashboard and make data-driven decisions to refine your approach.

Cost-Effective Strategies

To maximise the impact of your Google Ads spend, focus on maintaining a structured ad setup and choosing the right keywords. Implement cost-effective strategies such as using ad extensions and optimising your ad copy. Periodic Google ads audits and PPC audits can help identify areas for improvement, ensuring you’re not overspending and your ads are effectively reaching your target audience.

Industry Impact on Google Ads Costs

Variation by Industry

The industry you operate in plays a pivotal role in determining your Google Ads costs. For instance, highly competitive industries such as legal services, real estate, and insurance often see higher costs per click (CPC) due to the high value of acquiring new clients. Understanding the competitive landscape of your industry can help you set realistic expectations for your ad spend.

Cost Management

Managing your Google Ads costs effectively requires a strategic approach. Start by setting clear goals for what you want to achieve with your ads, such as increasing website traffic or generating leads. Then, allocate a budget that aligns with these goals and continuously monitor your campaigns to ensure they are performing well. Adjustments may be necessary to optimise spending and improve ad performance.

Choosing the Right Keywords

Selecting the right keywords is crucial for managing your Google Ads costs efficiently. Keywords should be highly relevant to your business but also balanced in terms of competition and cost. Utilise keyword research tools to find terms that your potential customers are searching for but that are not overly expensive to bid on. This strategy can help you maximise your ad spend while reaching your target audience effectively.

A digital marketer using keyword research tools on a computer, with visuals representing keyword relevance, competition, and cost. The screen displays charts, graphs, and examples of keyword metrics.

Optimising Your Google Ads Spend

Importance of A/B Testing

To truly optimise your Google Ads spend, you must embrace A/B testing. This method allows you to compare different versions of your ads to see which performs better. Start by testing elements like headlines, descriptions, and call-to-actions. Over time, these insights will enable you to refine your approach and invest more wisely in ads that deliver results.

Utilising Optimisation Tools

Leverage optimisation tools designed for PPC management to streamline and enhance your campaign performance. Tools such as Google’s own optimisation features and third-party software can automate adjustments and provide valuable analytics. This helps you make informed decisions and keep your campaigns aligned with your business goals.

Long-Term Cost Reduction

To achieve long-term cost reduction in your Google Ads spend, focus on improving your Quality Score and refining your targeting strategies. Here are a few steps to consider:

  1. Enhance ad relevance by aligning your ads more closely with user search intent.
  2. Improve landing page quality to boost user experience and conversion rates.
  3. Use negative keywords to prevent your ads from appearing in unrelated searches.

By implementing these strategies, you can decrease your cost-per-click and increase the ROI of your campaigns, making your Google Adwords PPC efforts more cost-effective in the long run.

Hiring Professionals for Google Ads Management

Cost of Expertise

When considering hiring a PPC agency to manage your Google Ads, it’s crucial to understand the financial commitment involved. Typically, monthly management fees can range widely based on the agency’s expertise and the complexity of your campaigns. For instance, a London PPC agency might charge differently than other regions due to market factors. Understanding these costs upfront will help you budget effectively.

Benefits of Professional Management

Professional management of your Google Ads can significantly enhance your campaign’s effectiveness. Agencies bring a wealth of experience in optimising ad spend and targeting, ensuring that your money is invested wisely. They can handle everything from keyword selection to campaign monitoring, freeing you up to focus on other aspects of your business.

When to Consider Hiring Help

Deciding when to hire professional help for your Google Ads can be challenging. If you’re spending a significant amount on ads but not seeing the desired results, it might be time to bring in the experts. Additionally, if managing your campaigns is taking too much time away from your core business activities, seeking professional help can be a wise decision.

Evaluating the Return on Investment

Assessing Ad Performance

To truly understand the effectiveness of your Google Ads, you need to dive deep into the performance metrics. Start by analysing the click-through rate (CTR), cost per click (CPC), and conversion rates. These metrics will give you a clear picture of how well your ads are resonating with your target audience and converting interest into action. Remember, a high CTR alone doesn’t signify success unless it’s leading to conversions.

Understanding Metrics

It’s crucial to grasp the significance of each metric in your Google Ads dashboard. Metrics like ROAS (Return on Ad Spend) and CPA (Cost per Acquisition) are vital for measuring the financial returns of your campaigns. For instance, if one new customer is worth £400 and the business makes £100 profit, a 4:1 ROAS means you’re breaking even on your marketing spend. Understanding these figures helps you make informed decisions about future ad spending and strategy adjustments.

Improving ROI

To enhance your ROI, start by optimising your ad campaigns based on the data you’ve gathered. Experiment with different keywords, ad formats, and targeting options to see what yields the best results. Additionally, consider using A/B testing to compare different versions of your ads to determine which performs better. > Always aim to refine and improve your campaigns based on performance data to maximise your return on investment.

Are Google Ads Worth the Investment?

Pros and Cons

When considering Google Ads, you should weigh the pros and cons carefully. The primary advantage is the potential for a high return on ad spend (ROAS), with some businesses experiencing returns as high as £18 for every £1 spent. However, the costs can be prohibitive, especially in competitive industries like legal or healthcare services. You have full control over your budget, which allows for flexibility but requires constant management to avoid overspending.

Success Stories

Many small businesses have found significant success with Google Ads, attributing increased web traffic, lead generation, and sales to their campaigns. These successes often come from well-optimised campaigns that are managed effectively, highlighting the importance of strategic planning and ongoing adjustments.

Potential Pitfalls

While Google Ads offers numerous benefits, there are potential pitfalls. The complexity of campaign management and the need for continuous optimisation can be daunting for small business owners without prior experience. Additionally, without proper targeting and monitoring, you could spend significantly without seeing a corresponding return on investment. It’s crucial to set clear, measurable goals and adjust your strategies based on performance data.


In conclusion, the cost of Google Ads for small businesses can vary significantly based on industry, keywords, and additional services such as management and optimisation tools. On average, small businesses might spend anywhere from £100 to £10,000 per month, with many factors influencing this range. It’s crucial for small business owners to consider their specific needs, industry competitiveness, and the expertise required to manage campaigns effectively. By understanding these factors and planning accordingly, businesses can better manage their advertising budgets and achieve a favourable return on investment.

Infographic depicting the cost of Google Ads for small businesses, showing a range from £100 to £10,000 per month with icons representing different industries, keywords, and additional services such as management and optimization tools. Visual elements highlight cost variations and influencing factors against a professional business and digital marketing themed background.

Frequently Asked Questions

How much does it typically cost for a small business to advertise on Google per month?

The cost can vary widely, typically ranging from £1,000 to £10,000 per month depending on factors like industry, keywords, and competition.

What are the additional costs associated with Google Ads for small businesses?

Besides the ad spend, additional costs may include hiring experts for campaign management and purchasing optimisation tools, which can start at around £30 a month.

What is the average cost per 1000 impressions (CPM) on Google Ads?

The average CPM ranges from £0.51 to £5.00 on both the Google Search Network and Google Display Network.

What factors influence the cost of Google Ads for small businesses?

Key factors include the competitiveness of the industry, the keywords chosen, and the overall market trends.

What is the ideal monthly budget for Google Ads for small businesses?

An ideal monthly budget for small businesses should be between £3,000 and £10,000, depending on specific business needs and market conditions.

Are Google Ads worth the investment for small businesses?

Google Ads can be a valuable investment if managed properly, offering potentially high returns on investment, but risks include rapid budget depletion if mismanaged.



Has worked on hundreds of Google Ads accounts over 15+ years in the industry. There is possibly no vertical that he hasn't helped his clients achieve success in.

Search Blog

Free PPC Audit

Subscribe to our Newsletter


The Voices of Our Success: Your Words, Our Pride

Don't just take our word for it. With over 100+ five-star reviews, we let our work-and our satisfied clients-speak for us.


"We have been working with PPC Geeks for around 6 months and have found Mark and the team to be very impressive. Having worked with a few companies in this and similar sectors, I rate PPC Geeks as the strongest I have come across. They have taken time to understand our business, our market and competitors and supported us to devise a strategy to generate business. I value the expertise Mark and his team provide and trust them to make the best recommendations for the long-term."

~ Just Go, Alasdair Anderson

Read Our 164 Reviews Here

ppc review