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PAID MEDIA PODCAST: How much does PPC cost?

It’s a question our PPC Specialists are asked time and time again — how much does paid advertising — or in Chris’ words ‘that there Google thing’ — actually cost? The truth is, it depends on many different factors. But luckily for you, Chris and Christian dive into the nitty-gritty in episode five of our Paid Media podcast.

They talk about paid search with Google and Microsoft Ads, paid social on LinkedIn, Facebook, Twitter and give you those sought after benchmark CPC figures to go off. Hit play below for all the PPC insider info.


Paid search

It’s that age-old saying when it comes to nailing down a cost for paid search ads: How long is a piece of string? Finding specific prices is hard, but Vertical Leap managed to figure out some rough benchmarks for us to go off. 

The average cost per click (CPC) for Google is around £1.95, but this can vary massively based on the industry and client, with some coming under and some going way over.

Chris & Christian outline some key factors that influence the CPC, including keyword research, competition bidding, their reaction once you start bidding, the quality score and the list goes on…

With Google Ads being the most popular, that doesn’t mean to say that Microsoft Ads should be ignored. They’re big players in the industry and cheaper than Google, too. Who doesn’t love a bargain? Oh, we also have a blog on how much Google Ads costs, which you can check out here.



Next up is the first of the paid social giants — LinkedIn. The star of the show when it comes to B2B marketing, LinkedIn produces results, but it comes at a cost.

Arguably the most expensive paid social platform, LinkedIn requires aggressive budgets. But thanks to its ability to be hit those targets and get the clicks, it’s worth it in the long run.



A favourite in the B2C crowd, Facebook Ads can have as small a CPC as 41p. Instagram is on the same platform, coming in at £1.04 CPC, although our experts argue that, in their opinion, both average out more at the 80p mark.

Both are brilliant for building brand awareness and they’re the cheapest ad platform out of the lot, but if you’re marketing for B2B clients, then your money is probably better spent with LinkedIn.

They also chat about HubSpot’s Dennis Yu’s The Dollar-A-Day Facebook Ads Strategy and how it shows that Facebook really can generate a return on minimal investment. If you fancy hearing what the guys have to say, tune in on the go using the SoundCloud player below.


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