How much does Google Ads cost for a small business in the UK?

On a single day Google can spend up to twice your average daily budget. Across a calendar month, Google charges no more than 30.4 times the average daily budget. The days with more spend are balanced by days with less.

There is no fixed price per click. Each click is priced by an auction among the advertisers who want the same search. The price changes by search term, location, time of day and how relevant your advert is.

Google’s Keyword Planner, inside your Google Ads account, shows an estimate of what an advert at the top of the page has cost for each search term. Use it to check your budget buys enough clicks before you start.

If an agency manages the account, its fee is separate from what you pay Google. With Vibe Studio Marketing, the account stays in your name and you pay Google directly, so you can see every pound of advertising spend.

1. Decide the monthly amount you can spend for at least three months.
2. Divide it by 30.4. That is your average daily budget.
3. Check the top-of-page estimates in Keyword Planner for your main search terms.
4. If the daily budget buys only a handful of clicks a day, narrow the campaign to fewer services or a smaller area rather than spreading it thin.

Sources: Google Ads Help, “About overdelivery and your average daily budget” (the twice-daily and 30.4 monthly limits); “Set and change an average daily budget”; “Use Keyword Planner”. The figures in the table are worked examples. Google Ads is a trademark of Google LLC; this page is independent of Google.