Google Ads is a pay per click (PPC) platform – you only pay for an ad if someone clicks on it. The cost per click (CPC) can vary – the average is $2-$4, but certain keywords are worth far more (e.g. those related to business services and lawyers), while others are worth less (e.g. those related to low value ecommerce products). You can spend as much or as little as you like on a Google Ads campaign, however, it is important to consider an appropriate budget for the market you are playing in and the Google Ads channel you are utilising. If you don’t optimise for share of voice and frequency of reach, the recall of your brand will be weak and it can result in an expensive commodity play at the bottom of the funnel.