Summary: how much do search ads cost?
Google search ads are mainly billed per click, with no minimum budget. The price per click is set by auction and depends on your bid, ad quality, and competition. The daily budget is an "average": on a single day, spend can reach up to 2× the daily budget, but monthly charges won't exceed daily budget × 30.4. B2B companies can estimate a monthly budget as "target inquiries ÷ website conversion rate × average cost per click."
How search ads are billed
| Billing model | Charged for | When it fits |
|---|---|---|
| CPC | Pay per click | Search ads; main B2B model |
| vCPM | Pay per 1,000 views | Display and video awareness |
| Smart Bidding | Auto bids toward your goal; still per click | With enough conversion data |
Ad spend is paid directly to Google. If you hire an agency to manage it, the management fee is separate, typically a fixed monthly fee, a percentage of ad spend, or a mix.
What does one click cost? Taiwan B2B keyword examples
Below are Google Ads Keyword Planner "top-of-page bid" estimates (Taiwan, September 2025 to August 2026): the approximate bid range needed for an ad to appear at the top of search results:
| Keyword | Monthly searches | Top-of-page bid (NTD) |
|---|---|---|
| b2b marketing | 100–1,000 | About 26–63 |
| b2b marketing agency | 10–100 | About 37–81 |
| company website design | 100–1,000 | About 41–229 |
| linkedin ads | 100–1,000 | About 60–170 |
| seo company | 1,000–10,000 | About 69–252 |
Actual cost per click varies with ad quality, bidding strategy, ad scheduling, and competition. Specialized product terms for equipment and semiconductors usually have very low search volume and often less competition than general service terms.
Estimating a B2B budget
Pick a monthly inquiry target
Work back from what sales can handle, not from "what everyone else spends."
Estimate conversion rate
What share of visitors submit an inquiry. Without data at first, start with a conservative assumption and correct it with real numbers after launch.
Check cost per click
Use Keyword Planner to check bid ranges for your main keywords and take the midpoint.
Work out the budget
Monthly budget = target inquiries ÷ conversion rate × average cost per click. Divide by 30.4 for the daily budget.
| Example | Figure |
|---|---|
| Target inquiries | 5 per month |
| Conversion (assumed) | 3% |
| Clicks needed | 5 ÷ 3% ≈ 167 |
| CPC (assumed) | NTD 60 |
| Monthly budget | About NTD 10,000 (about NTD 330 per day) |
The conversion rate and cost per click above are assumptions used only to illustrate the method, not actual results.
Will daily budgets overspend?
Google's daily budget is an "average daily budget." On days with more searches, the system may spend up to 2× the daily budget, but it spends less on other days; the monthly charging limit is daily budget × 30.4 (the average number of days in a month). If overdelivery pushes monthly costs over that limit, Google automatically credits the excess.
Quality Score: better ads mean cheaper clicks
Google gives each keyword a Quality Score from 1 to 10, made up of three components: expected click-through rate, ad relevance, and landing page experience. Higher scores usually earn better positions at lower bids. For B2B companies, the most direct approach is to use the same wording in keywords, ad text, and landing pages, and make the landing page directly answer the search query.
5 ways to save on ads
- Broad match→Use phrase or exact
- No negatives→Block "free," "jobs," "home"
- Everywhere, all day→Your regions, work hours
- All to the home page→Matching product pages
- Only clicks→Track inquiries and quotes
FAQ
How much do search ads cost?
Google search ads are mainly billed per click with no minimum budget; the price per click is set by auction and depends on bid, ad quality, and competition. B2B companies can estimate a monthly budget as "target inquiries ÷ website conversion rate × average cost per click."
What's the minimum spend for Google search ads?
Google Ads has no minimum budget; you can set any daily budget. But with too small a budget and too few clicks, it's hard to gather enough data to judge results, so we recommend working back from your target inquiries.
How much does one click cost?
It depends on the keyword. Using Taiwan Keyword Planner data from 2025/9–2026/8, "b2b marketing" has a top-of-page bid of about NTD 26–63, and "company website design" about NTD 41–229. Actual costs vary with ad quality and competition.
Will Google Ads overspend my daily budget?
On a single day, spend can reach up to 2× the daily budget, but the monthly charging limit is daily budget × 30.4; if overdelivery pushes monthly costs over the limit, Google automatically credits the excess.
How much extra does an ad agency cost?
Ad spend goes directly to Google, and agency fees are separate, typically a fixed monthly fee, a percentage of ad spend, or a mix. Before signing on, make sure the ad account is registered in your own name and agree on which performance metrics you'll review.