How cost-per-click works
Google runs an auction every time someone searches. You set the most you're willing to pay for a click, but you usually pay less: the price depends on what the next advertiser below you bid and how relevant and useful Google judges your ad and landing page to be.
Why we show a range
The low figure is roughly where ads start appearing at the top of the page; the high figure is what more aggressive advertisers bid. Where you land depends on your ad quality, your bidding approach and how competitive the day is.
How accounts improve over time
New campaigns cost more at first while Google learns which searches turn into enquiries. With good conversion tracking, tight keyword targeting, negative keywords and regular optimisation, cost per lead typically falls over the first few months.
What drives your costs up or down
Competitor activity, how specific your keywords are, the area you target, the time of day, your Quality Score, and how well your landing page converts.
Advertising in more than one town
Google Ads lets you target as many places as you like, and most businesses cover several towns. If that is you, pick the county or the nation in the box above rather than a single town. A plumber working across Lurgan, Craigavon and Lisburn should choose Northern Ireland, for example. You will then see the demand for the whole area, which is much closer to how the campaign would really run. Choose one town only if that is genuinely where you work.
Your next step
A budget is only as good as the account it's spent in. Book a free, no-obligation chat and Neil will tell you honestly whether Google Ads makes sense for your business at this budget.
These figures are estimates based on Google Ads Keyword Planner data for your chosen area. Top-of-page bid ranges show what advertisers have bid, not what you'll pay — a well-managed account often pays less. Actual costs depend on your ads, landing page, competition and settings.
Only PPC Budget Estimate · onlyppc.co.uk · © Only PPC