How much does it cost to start Google Ads?

How Google spends your budget

• On a given day a campaign might spend up to twice its average daily budget, but over a month it will spend no more than 30.4 times that budget.
• If you plan in monthly terms, divide the monthly budget by 30.4 to get the daily figure.
• What you pay per click depends on your bid, your ad quality and assets, and how many other advertisers compete for the same searches.

Starting budget for app campaigns

For App campaigns, Google gives a ratio instead of a fixed amount. Set a daily budget of at least 50 times your target cost per install when you optimise for install volume, or at least 10 times your target cost per action when you optimise for in-app actions. For example, a $2 target cost per install points to at least $100 a day.

In practice

Smaller budgets still run, but the campaign collects conversions slowly, which makes results harder to read. Start with one well-funded campaign rather than several thin ones, then add more once you have a cost per install or cost per action you trust.

See how we run App campaigns on our Google Ads agency page.