How much do Google Ads cost in Australia?
Average Google Ads cost per click in Australia sits between $1.50 and $6.00 depending on industry, with legal, finance and trades bidding highest. Most small businesses start at $1,500 to $3,000 per month in ad spend. Cost per lead commonly lands between $40 and $180 for services and $15 to $60 for e-commerce.
Key facts
- •Typical AU search CPC: $1.50–$6.00
- •Trades and legal can exceed $15 per click
- •Practical starting budget: $1,500–$3,000/month
- •Service-business CPL: usually $40–$180
What drives cost per click
Cost per click is set by auction competition, keyword intent, Quality Score and location. High-intent commercial keywords such as 'emergency electrician Melbourne' cost multiples of informational terms. Improving ad relevance, expected click-through rate and landing page experience lowers the price paid for the same position.
How much budget is enough
A campaign needs enough clicks to produce roughly 15–30 conversions per month before smart bidding stabilises. Work backwards: expected cost per click multiplied by the clicks needed at your conversion rate gives the floor. Spending under that floor spreads budget too thin across keywords and delays learning indefinitely.
Last reviewed 2026-09-03
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