How Google Ads cost is calculated
Every search triggers an auction that decides whose ad appears and in what order. The highest bid doesn't simply win the auction: Google weighs the bid together with the ad's quality. The quality score has three parts: expected click-through rate, how relevant the ad is to the search, and the landing page experience. A high-quality ad can therefore rank higher for less than a weaker ad with a higher bid.
- With search ads you only pay for clicks, not simply for appearing.
- Daily budget: on any given day the system can spend up to twice your daily budget, if there are plenty of good searches.
- Monthly cap: your monthly bill never exceeds 30.4 times your daily budget, and Google credits back any overspend.
What's the average CPC in Hungary?
The table below shows, according to Google's Keyword Planner, the monthly search volume for a few typical searches and the bid range needed to get an ad to the top of the page (pulled 24 September 2026, Hungary, Hungarian language, Hungarian market). The price you actually pay per click is often lower, so treat these figures as a guide.
| Search term | Monthly searches | Bid low | Bid high |
|---|
| “webshop készítés” (webshop development) | 1,000 | HUF 814 | HUF 2,838 |
| “weboldal készítés” (website development) | 4,400 | HUF 612 | HUF 2,417 |
| “vízszerelő” (plumber) | 2,900 | HUF 416 | HUF 2,279 |
| “költöztetés budapest” (removals Budapest) | 1,900 | HUF 639 | HUF 2,006 |
| “fogorvos budapest” (dentist Budapest) | 1,900 | HUF 519 | HUF 1,349 |
| “villanyszerelő” (electrician) | 8,100 | HUF 223 | HUF 1,280 |
| “könyvelő budapest” (accountant Budapest) | 480 | HUF 384 | HUF 1,266 |
| “ügyvéd budapest” (lawyer Budapest) | 480 | HUF 172 | HUF 623 |
| “autószerviz” (car service) | 8,100 | HUF 142 | HUF 561 |
| “klíma szerelés” (air conditioning installation) | 1,000 | HUF 101 | HUF 369 |
| “hőszivattyú” (heat pump) | 9,900 | HUF 71 | HUF 241 |
| “napelem” (solar panel) | 22,200 | HUF 52 | HUF 173 |
| “fűnyíró” (lawnmower) | 14,800 | HUF 30 | HUF 131 |
| “női ruha webshop” (women's clothing webshop) | 880 | HUF 36 | HUF 115 |
The pattern is clear: service searches (tradespeople, removals, web developers) are expensive, because a single new customer is worth a lot. Product searches (lawnmowers, solar panels, clothing) have cheaper clicks, but a purchase needs several clicks and the profit margin is tighter. So the real question isn't the cost per click, it's how much a customer costs you.
What Google Ads minimum budget should you start with?
It's best to work out your budget backwards, starting from what a customer is worth to you:
| Step | Example: quote request page |
|---|
| 1. What's a quote request worth to you? | €25 |
| 2. What percentage of visitors requests a quote? | 5%, i.e. one in twenty |
| 3. Allowable cost per click | €25 × 5% = €1.25 |
| 4. How many quote requests are you aiming for each month? | 20, which needs 400 clicks |
| 5. Monthly budget | 400 × €1.25 = €500 |
If the table shows the market price per click is higher than this, you have two options: improve the landing page (a higher conversion rate), or narrow down to more precise keywords. With a small budget, the second option is always better: fewer searches, but ones that are definitely relevant.
How much is the Google Ads management fee?
PPC management pricing models
| Model | Advantage | Disadvantage |
|---|
| Fixed monthly fee | Predictable, independent of spend | Can be disproportionate for a very small account |
| Percentage of ad spend | Scales with the size of the account | Gives the manager an incentive to spend more |
| One-off setup plus monthly fee | The initial work is billed separately | Higher upfront cost |
| Performance-based | Tied to results | Disputed without precise, jointly agreed measurement |
Our terms
The management fee depends on the size of the account and the number of campaign types, so we quote a price after reviewing the account. There's no annual contract: management can be cancelled month to month. The ad account, the campaigns and all the measurement data remain yours, even if you later move to someone else. Details: Google Ads advertising management.
What makes Google Ads pricing go up or down?
- Competition: the more advertisers bid on the same search, the more expensive it gets.
- Quality score: a relevant ad and a good landing page make clicks cheaper.
- Tracking: if conversion tracking is incomplete, automatic bidding works from bad data and wastes money. On many webshops, browser-based tracking misses some purchases; that's what server-side tracking is for.
- Targeting: narrowing down by location, time of day and device.
- Negative keywords: filtering out irrelevant searches (for example “free”, “jobs”) is the fastest way to save money.
Hidden costs, people rarely plan for
- Setting up conversion tracking: without it, you can't tell which keyword brings you customers.
- Landing page: an ad that sends visitors to the homepage is rarely effective; a dedicated landing page often delivers more than a bigger budget.
- Product feed: Shopping ads need clean, well-organised product data in Merchant Center.
- Images and video: Performance Max and YouTube campaigns need your own creative assets.
Campaign types: what costs what
| Type | What it's for | How you pay |
|---|
| Search ads | Someone actively searching for a service or product | Per click |
| Shopping | Webshops, showing a product image and price in the results list | Per click |
| Performance Max | Across every Google surface at once, with automatic optimisation | Goal-based bidding |
| Display | Brand awareness and retargeting on other websites | Per click or per impression |
| YouTube | Video awareness, product demonstrations | Per view or per impression |