How Much Are Display Ads? [Budgeting for Display]

Starting a new display ad campaign but unsure about the costs? According to Google, online advertising through their platform can range from $0.67 to $38.40 per click or impression.

This blog post will guide you through various factors that impact pricing, how Google Ads determines cost-per-click and tips on budgeting effectively for your display ads. Ready to make informed decisions about your ad spending? Let’s dive in!

Key Takeaways

  • Display ads can range in cost from $0.67 to $38.40 per click or impression, according to Google.
  • Factors that influence display ad pricing include industry competition, the customer lifecycle stage, current trends like mobile advertising and video ads, and effective account management.
  • Google Ads determines cost per click through factors such as Quality Score and Ad Rank.
  • Other factors that impact display ad costs include dayparting (choosing specific times of the day to display ads), geotargeting (targeting specific geographic locations), and device targeting (focusing on specific devices like mobile phones).

Factors that Impact Display Ads Pricing

Several factors can impact the pricing of display ads, including the industry, customer lifecycle, current trends, and account management.


The type of business you have plays a part in the cost of display ads. For example, industries with more competition often pay more for ads. So, a car company may pay more than a small coffee shop.

This is because there are many car companies trying to get ad space. Also, some products cost more than others and this can affect ad costs too. A jewelry store might spend more on ads than a book store as their items cost more money.

Customer lifecycle

Understanding the customer lifecycle is important when budgeting for display ads. Different stages of the customer journey can impact advertising costs. For example, during the awareness stage, where customers are just discovering a brand or product, costs may be lower as there is less competition for ad space.

However, during the consideration and decision-making stages, where customers are actively researching and comparing options, costs may increase as more advertisers are competing for visibility.

Additionally, factors such as customer loyalty and repeat purchases can also influence ad pricing. By considering the customer lifecycle and adjusting budgets accordingly, businesses can optimize their display ad spending to reach their target audience effectively.

Current trends

Digital advertising is constantly evolving, and staying up-to-date with current trends is crucial for effective budgeting. One trend to consider is the increasing popularity of mobile advertising, as more people are accessing the internet through their smartphones.

Another trend is the rise of video ads, which can be highly engaging and effective. Additionally, programmatic advertising is gaining momentum, allowing for automated ad buying and targeting based on data analysis.

Keeping these trends in mind can help you allocate your display ad budget wisely and reach your target audience effectively.

Account management

Account management plays a crucial role in determining the costs of display ads. Managing your advertising account effectively can help optimize your ad spend and achieve better results.

By monitoring and analyzing data, you can make informed decisions about budget allocation, targeting strategies, and ad placements. Regularly reviewing performance metrics allows you to identify areas for improvement and adjust your campaigns accordingly.

This proactive approach to account management helps maximize the value of your advertising budget while minimizing unnecessary expenses.

How Google Ads Determines Cost per Click

Google Ads determines the cost per click through factors like Quality Score, Ad Rank, and additional variables. Understanding these factors is crucial for budgeting your display ads effectively.

Interested to learn more? Keep reading!

Quality Score

Quality Score is a factor that Google Ads uses to determine the cost per click for your display ads. It measures the relevance and quality of your ad, keywords, and landing page. A higher Quality Score can lead to lower costs per click, while a lower score can result in higher costs.

Factors like ad relevance, expected click-through rate (CTR), landing page experience, and historical performance are taken into account when calculating the Quality Score. It’s important to optimize your ad campaign to improve your Quality Score and potentially lower your advertising costs.

Ad Rank

Ad Rank is a key factor in determining the cost per click for Google Ads. It considers the quality of your ads, the relevancy of your keywords, and how much you’re willing to pay for each click.

The higher your Ad Rank, the better position your ad gets on search engine pages. This means that if you have a high-quality ad with relevant keywords and are willing to bid more, you’ll have a better chance of getting clicks at a lower cost.

So it’s important to focus on creating effective ads and optimizing your keywords to improve your Ad Rank and get more value from your advertising budget.

Additional variables

Factors that impact display ads pricing can also include additional variables, such as:

  • Ad placement: The location of the ad on a webpage can affect its visibility and impact pricing.
  • Ad format: Different ad formats, such as static banners or interactive videos, may have varying costs.
  • Target audience: Targeting specific demographics or interests may influence pricing.
  • Ad frequency: How often an ad is shown to a user can impact costs.
  • Seasonality: Prices may fluctuate based on demand during certain times of the year.
  • Competition: High competition for ad space can drive up prices.

Budgeting for Display Ads Costs

To effectively budget for display ads costs, it is important to consider daily average budgets, spending limits, and determining the average daily budget.

Daily average budgets

When setting up a display ad campaign, it’s important to establish a daily average budget. This determines the maximum amount you’re willing to spend on ads each day. For beginner Google Ads users, starting with an average daily budget of $10 to $50 is recommended.

However, keep in mind that display ads can be bought for as little as $1-2 CPM (cost per thousand impressions). With a budget of $10,000, you could potentially spend as little as $1,250 on buying digital ads.

So when determining your daily average budget, consider factors such as your goals and available resources.

Spending limits

Setting spending limits is an important part of budgeting for display ads. It allows you to control how much money you are willing to spend on your advertising campaigns each day. By setting a daily budget in Google Ads, for example, you can specify the maximum amount you want to allocate for ad spend.

This helps ensure that you stay within your desired spending range and prevents excessive spending on ads. Beginner users typically start with an average daily budget of $10 to $50, but this can be adjusted based on your specific goals and resources.

With proper planning and monitoring, setting spending limits can help you manage your display advertising expenses effectively while maximizing the results of your campaigns.

Determining average daily budget

To determine your average daily budget for display ads, follow these steps:

  1. Start with a budget range: Begin by considering how much you are willing to spend on display ads each day. Keep in mind that display ad costs can vary depending on factors like industry and targeting options.
  2. Consider your overall campaign goals: Determine what you hope to achieve with your display ad campaign. Are you looking to increase brand awareness or drive conversions? This will help you allocate your budget effectively.
  3. Research industry benchmarks: Look into industry benchmarks and average costs for display ads in your specific market. This will give you an idea of what others are spending and help you set realistic expectations for your own budget.
  4. Analyze past performance data: If you have previous data from display ad campaigns, review it to see how much you spent on average per day. Use this information as a starting point for setting your new budget.
  5. Test and optimize: Start with a conservative daily budget and monitor the performance of your ads closely. As you gather more data, adjust your budget accordingly to maximize results and ROI.
  6. Continuously track and adjust: Keep a close eye on the performance metrics of your display ad campaign, such as click-through rates (CTR) and conversion rates (CVR). Adjust your daily budget based on the success of different targeting strategies or creative variations.

Other Factors Influencing Display Ads Costs

Dayparting, geotargeting, and device targeting are additional factors that can impact the cost of display ads.


Dayparting is a strategy where you choose specific times of the day to display your ads. This allows you to reach your target audience when they are most likely to be online and engaged.

By analyzing data on user behavior, you can determine the optimal times to show your ads and allocate your budget accordingly. For example, if you find that more people interact with your ads in the evening, you can increase your bid during those hours.

Dayparting helps ensure that your ads are seen by the right people at the right time, maximizing their effectiveness and improving cost efficiency.


Geotargeting is a method used in display advertising to target specific geographic locations. It allows advertisers to show their ads only to people in certain areas, such as cities, states, or countries.

This targeting strategy helps businesses reach their desired audience and maximize the effectiveness of their campaigns. With geotargeting, advertisers can tailor their messages and promotions based on the location and demographics of their target market.

For example, if a business wants to promote a local event happening in New York City, they can use geotargeting to ensure that the ad is only shown to people who are located within that area.

By focusing on specific regions, businesses can optimize their advertising budget and increase the chances of reaching potential customers in relevant locations.

Geotargeting also offers cost-effective benefits for businesses by eliminating unnecessary spending on audiences outside of their targeted regions. Advertisers can set up parameters such as distance or radius around a particular point (such as a store location) to refine and narrow down the audience further.

Device targeting

Device targeting is an important factor that can influence the cost of display ads. When you target specific devices, such as mobile phones or desktop computers, it allows you to reach your desired audience more effectively.

For example, if your target audience primarily uses mobile devices, you can focus your budget and ad placements on mobile ads to maximize visibility and engagement. By optimizing your campaign for specific devices, you have more control over where and how your ads are displayed, which can impact the overall costs of your display advertising efforts.

Understanding Display Ads Costs and Key Takeaways

Understanding the costs of display ads is crucial for budgeting and managing your advertising expenses. Factors like industry, customer lifecycle, and current trends can impact pricing.

Google Ads determines cost per click through quality score and ad rank. Other factors include dayparting, geotargeting, and device targeting. By understanding these factors and setting a daily budget, you can effectively plan your display ad campaigns and optimize your spending.


In conclusion, understanding the costs of display ads is key to effective budgeting for online advertising. Factors like industry, customer lifecycle, and current trends can impact pricing.

Google Ads determines cost per click through quality score and ad rank. Setting a daily budget helps control spending, and factors like dayparting, geotargeting, and device targeting can influence costs.

By considering these factors and allocating budget wisely, businesses can make the most of their display ad campaigns.


1. How much do display ads cost?

The cost of display ads varies depending on factors such as the ad platform, ad format, target audience, and competition. It is best to set a budget based on your specific advertising goals.

2. Are there any additional costs associated with display ads?

In addition to the actual cost of displaying the ad, there may be additional costs for things like ad design or hiring an advertising agency to manage your campaign.

3. Can I control my spending on display ads?

Yes, you can set a daily or monthly budget for your display ad campaign to ensure that you don’t exceed your desired spending limits.

4. What are some tips for budgeting effectively for display ads?

To budget effectively for display ads, it’s important to identify your target audience, set clear objectives, carefully choose where and when to place your ads, and regularly monitor and optimize your campaign performance.

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