What Do Google Ads Actually Cost in Australia?
A no-BS guide to Google Ads pricing for Australian small businesses. Real cost-per-click ranges by industry, management fees you should expect, and the budget you actually need to generate leads.
The Real Answer
Google Ads Costs Are Two Numbers, Not One
When someone asks "how much does Google Ads cost" they are conflating two separate numbers: your ad spend (the money that goes to Google for clicks) and your management fee (the money that goes to whoever manages your campaign). Most Australian small businesses spend $500-$3,000/mo on ad spend and $300-$1,500/mo on management. The split depends on your industry, location, and goals.
- Ad spend: paid directly to Google for clicks ($500-$3,000/mo typical)
- Management fee: paid to your agency or freelancer ($300-$1,500/mo)
- Cost-per-click varies wildly: $2 for some niches, $80+ for others
- Google Ads management is bundled into our Growth and Domination plans. No commissions on ad spend.
CPC by Industry
Typical Google Ads Costs by Industry
Trades: $5-$25 per click
Electricians, plumbers, builders, cleaners. Average $200-$400 per lead. Monthly budget $500-$1,500 to start. Cost-per-job typically $200-$500.
Legal: $30-$100 per click
Family law, conveyancing, criminal. Highest CPC of any industry. Monthly budget $1,000-$3,000+. Justified by case value.
Dental: $15-$60 per click
New patient acquisition cost typically $100-$300. Higher for specialty (Invisalign, implants). Monthly budget $1,000-$3,000.
Real Estate: $5-$30 per click
Most agents do better on SEO than ads because Domain captures buyer searches. Monthly budget $500-$1,500 for vendor lead campaigns.
Accounting: $10-$40 per click
Higher during tax season. Most accountants run smaller seasonal campaigns. Monthly budget $500-$1,500 during peak periods.
Most AU small biz: $500-$1,500/mo total
For a local service business in Australia, $1,000/mo total ad spend is the median starting point. Some need $500, some need $3,000+.
Management Fees
Why We Charge a Flat Fee Instead of Percentage
Most Australian Google Ads agencies charge 15-25% of your ad spend as their management fee. The problem is that this incentivises them to spend more of your money. If they get 20% of every dollar that flows through, they have a reason to push your budget up — not to get you better leads. Google Ads management is bundled into our Growth ($250/wk) and Domination ($450/wk) plans, with no percentage markup. Your ad spend stays your ad spend. We make the same money whether you spend $500 or $5,000.
- Managed in-house, no ad-spend markup
- Your ad spend goes directly to Google — no commissions
- Same fee whether you spend $500 or $5,000/mo on ads
- No setup fees, no lock-in
Our Guarantee
Want a Real Budget for Your Business?
Book a free audit. We will analyse your industry, location, and goals and give you a specific recommended Google Ads budget — not a generic "it depends" answer.
FAQs
Google Ads Cost Questions
How much should I spend on Google Ads in Australia?
Most local service businesses in Australia do well starting at $500-$1,500/mo on ad spend. Trades typically need $700-$1,200/mo. Legal and dental need $1,500-$3,000/mo. We recommend starting at the lower end of your industry range and scaling up once the campaign is tuned.
What is a typical management fee for Google Ads in Australia?
Most Australian agencies charge 15-25% of ad spend as a management fee, plus a setup fee. Google Ads management is bundled into our Growth ($250/wk) and Domination ($450/wk) plans. No commissions, no setup fees. See full pricing.
What is the average cost-per-click in Australia?
It varies wildly by industry: $5 for some trades, $80+ for some legal keywords. Average across all industries is around $2-$5 for branded searches and $5-$30 for competitive commercial searches.
How long does it take Google Ads to generate leads?
Usually within the first week. The first 30 days are about finding which keywords convert best for your business. By month 2, the campaign is tuned and cost-per-lead drops.
Why is Google Ads more expensive than 5 years ago?
Average CPC has risen 100%+ over the last 5 years across most Australian industries. Reasons: more competitors bidding, Google's auction algorithm changes, and lower-quality ad networks pulling premium spend toward search. This is also why SEO has become more attractive long-term.
Should I do Google Ads, SEO, or both?
Both, ideally. Ads give you leads from day 1 while SEO builds. SEO gives you compounding free leads once it kicks in. Most of our clients run both, then taper ads as SEO takes over. See our SEO for tradies page for how the two work together.