Google Ads is a form of PPC (or Pay Per Click) online advertising. With PPC you only pay when somebody clicks on your ad. You don’t pay when somebody sees the ad but doesn’t click. There is no additional cost for new areas. If we create a new ad in a new area and nobody clicks on its ads, you don’t pay anything.
You pay us a set amount of money for the month and we spend the money over the course of the month. We attempt to spend the month evenly over the month, but because of the imprecise nature of PPC advertising we sometimes exhaust the monthly ad spend with a few days left in the month.
What is Conversion Rate?
The percentage of people who click on an ad who become leads. The higher the better.
What is Cost Per Click?
The amount you pay every time somebody clicks on your ads. The lower the better.
What is Click Through Rate?
The percentage of times an ad was shown that somebody clicked on it. The higher the better (usually) because this will lower the cost per click.
What is the Cost Per Lead?
The amount you pay for every lead. The lower the better. This is based on the Cost Per Click and the Conversion Rate. There are wide swings between sites and markets.