Cet article fait partie du guide Google Ads Prix : Combien Coute la Publicite Google en 2026 ?
The cost of a Google Ads campaign varies dramatically depending on the campaign type, your industry, and your objective. Here are real-world ranges based on our experience managing $7M+ in ad spend.
Cost by Campaign Type
Search Campaigns
The most common format for lead generation.
| Metric | Range |
|---|---|
| Average CPC | $1 – $15 |
| Recommended min. budget | $1,500/month |
| Average conversion rate | 3 – 8% |
| Average cost per lead | $20 – $150 |
Search campaigns have the highest cost per click but are also the most profitable. You're capturing real purchase intent.
Display Campaigns (Banners)
Ideal for remarketing and brand awareness.
| Metric | Range |
|---|---|
| Average CPC | $0.10 – $0.80 |
| Average CPM | $1 – $5 |
| Recommended min. budget | $500/month |
| Average CTR | 0.3 – 0.5% |
Display is cheap for traffic acquisition, but direct conversion rate is low. For remarketing, however, it's one of the most cost-effective channels.
Shopping Campaigns
Essential for e-commerce.
| Metric | Range |
|---|---|
| Average CPC | $0.30 – $3 |
| Recommended min. budget | $1,000/month |
| Average ROAS | 3x – 8x |
Shopping CPC is generally lower than Search because Google shows the price upfront — the click is already pre-qualified.
YouTube Campaigns (Video)
For branding and top-of-funnel.
| Metric | Range |
|---|---|
| Average CPV | $0.03 – $0.15 |
| Recommended min. budget | $2,000/month |
| View rate | 15 – 30% |
YouTube is the cheapest channel by cost per view. But measuring direct ROI is difficult — its impact shows mostly in the conversion rate of your other campaigns.
Performance Max
The automated multi-channel format.
| Metric | Range |
|---|---|
| Equivalent CPC | Variable (channel mix) |
| Recommended min. budget | $3,000/month |
| Min. conversions required | 30+/month |
PMax requires sufficient budget and conversion history to work. Below 30 conversions per month, the algorithm doesn't have enough data to optimize.
Total Cost: Ad Spend + Management
Don't forget that ad budget is only part of the total cost:
| Component | Cost |
|---|---|
| Ad budget (paid to Google) | Variable |
| Agency management | $500 – $3,000/month |
| Landing pages | $500 – $2,000 (setup) |
| Advanced tracking | $500 – $1,500 (setup) |
For management fee details, see Google Ads pricing. For choosing between agency and freelancer, see Google Ads agency.
Which Campaign Type for Which Budget?
| Monthly Budget | Recommended Types |
|---|---|
| $500 – $1,500 | Search only (high-intent keywords) |
| $1,500 – $5,000 | Search + Remarketing Display |
| $5,000 – $10,000 | Search + Display + YouTube or Shopping |
| > $10,000 | Full multi-channel (Search + Shopping + PMax + YouTube) |
The rule: start with Search, validate profitability, then diversify. Never spread a small budget across too many channels.
Need help sizing your budget by campaign type? Book a free consultation — we'll calculate the optimal mix for your objectives.
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