How much does Google Ads cost? – 14 factors!

In one sentence, it can be said that Google Ads advertising on a monthly basis involves costs ranging from several hundred to several thousand PLN. In order to fine-tune this amount, there are 14 key factors to consider, which we discuss in today’s article. We encourage you to read it!

What does the Google Ads budget depend on?

Your Google Ads budget should depend on factors such as:

1. theprice of the product being promoted – the more expensive the product is, the more you should invest (although this is not a rule);
2. market competition – the more competitive your industry is, the more budget you need to devote to achieve satisfactory results (e.g. in the form of return on investment);
3. thetype of product or service – the final cost of Google Ads also depends on whether the product can be bought straight off the page or whether expert advice is required;
4. the stage of development of your business – new businesses need to spend more (e.g. due to ‘learning’ during the first campaigns);
5. industry – B2C sectors tend to be the most expensive.

The budget for Google Ads is also determined by the price of handling the campaign by the agency. This is usually 15-20%. Marketing companies undertake Google Ads from an advertising budget of £3,000 – £5,000 or more.

Google Ads cost – additional factors

It is also worth mentioning that the cost of Google Ads is also dependent on several additional factors. Please see below for details.

Advertising objectives

Image 1. Advertising objectives set by advertisers when optimising Google Ads campaigns

If your goal is to increase brand awareness, you need a larger budget for broad-based advertising campaigns. If you want to maximise the number of sales or generate leads, you may need to invest more in conversions.

Seasonal periods

Some industries and products require a larger budget during certain periods, such as holidays or seasonal promotions.

Geographical targeting

Advertising costs vary according to geographical location, due to varying click-through rates and competition in specific regions.

Keywords

The cost per click of advertising on Google Ads depends on the popularity and competition of the keywords with which your campaign is associated. Competitive phrases require a higher budget.

Image 2 Example keywords and rates for specific phrases

Quality indicators

Google Ads are assessed on the basis of quality indicators such as click-through rate (CTR) and the quality of the landing page (quality score/quality score). A high quality score reduces advertising costs and requires a lower budget.

Advertising formats

Advertising costs may vary depending on the advertising formats selected (e.g. video ads, image ads or text ads).

Campaign settings

Budget can also be affected by decisions regarding campaign settings (e.g. ad scheduling, demographic targeting or targeting similar customers).

Campaign duration

When planning a long-term advertising strategy, you should set aside a budget that is appropriate to the duration of the campaign. The longer it is, the more you should invest.

Campaign effectiveness

Image 3. Google Ads campaign summary – a tool to determine campaign profitability

If your campaigns are performing satisfactorily and have a high return on investment, you can increase your budget even further to maximise ROI (Return On Investment). This will translate into higher campaign profitability.

How much does Google Ads cost? – article summary

Google Ads advertising for local businesses that operate in non-competitive industries costs from a few hundred PLN per month. Usually the prices in this case do not exceed PLN 1 500 – 2 000 per month. This applies to, for example, tattoo artists, beauticians, lawyers and accountants from smaller municipalities, provinces and towns.

If, on the other hand, we consider the highly competitive e-commerce sector (e.g. furniture or pharmaceuticals), prices will oscillate between PLN 2,500 – 10,000 per month. The more products, the higher the amount. Typically, one click costs from a dozen cents to several zlotys.

FAQ – the most frequent questions and answers [How much does Google Ads cost?]

Here are the most common questions and answers about Google Ads advertising and the costs involved.

1. How much does Google Ads advertising cost?

The cost of Google Ads advertising depends on the payment method chosen, the type of ad, keywords and market competitiveness. The whole process is based on an auction, where advertisers set a maximum amount they are willing to pay per click on their ad (CPC) or per display (CPM). This amount can vary depending on the industry and competition. It is also possible to set a daily advertising budget, which determines how much you are prepared to spend on ads each day.

2. Is there a minimum Google Ads advertising budget?

Google Ads does not set a minimum advertising budget. You can decide for yourself how much you want to spend on ads within your campaign. Keep in mind, however, that the effectiveness of your promotion may depend on an adequate budget (this is especially true in highly competitive industries). Think about your advertising goals and adjust your budget to get the desired results.

3. How can I control Google Ads costs?

In order to control Google Ads costs, set a daily advertising budget limiting how much you spend on ads per day. In addition, we encourage you to track and analyse your campaigns using the reporting tools available in AdWords campaigns. In this way, you will monitor the performance of your ads and skilfully adjust your strategy in line with your conceptual objectives. It is also worth mentioning that tracking conversions and working with the optimisation tools offered by Google can greatly help you optimise your advertising spend.

4. Is there a guarantee of success for Google Ads after a certain amount has been paid?

Google Ads does not offer a guarantee for the success of an ad after a certain amount has been paid. The results in this case depend on a number of factors, related to the quality of the ad, market competition and the skilful selection of specific keywords.

It is important to do your research and develop an appropriate advertising strategy to maximise your chances of achieving the desired results. Google Ads offers tools and support that can help you optimise your campaign, but the success of your ad depends mainly on the effectiveness of your strategy and the quality of your ad.

5. How can I reduce my Google Ads costs?

In order to reduce Google Ads costs, you should conduct keyword research and focus on keywords that have less competition but are still relevant to your business. We also encourage you to optimise the quality of your ads – this will give you better results and higher click-through rates (CTR). As SEO/SEM specialists, we encourage you to monitor and analyse the performance of your campaigns to identify weaknesses and make appropriate changes. It is also worth testing different forms of advertising and optimising landing pages to effectively increase conversions.

6. How do I monitor the effects of Google Ads campaigns?

If you want to monitor the effects of your Google Ads campaign, you should use the tools provided by the platform. In the AdWords dashboard, you can track metrics related to the number of clicks, impressions and the cost of the campaign and click-through rate. It is also worth setting up ‘Events’ in Google Analytics 4 to track results including the number of sales, requests and phone calls.

7. Where to get £1,200 for advertising from Google Ads?

To get £1,200 towards advertising from Google Ads, you need to go to https://ads.google.com/intl/pl_pl/getstarted/ and then start setting up. In this case, once you have spent £1,200 on Google Ads, you will receive a 100% return on your investment.

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