What one click on your ad costs. In competitive Calgary trades — legal, dental, emergency plumbing, HVAC in a cold snap — it can run well past twenty dollars.
Cost per click is set by the auction, which means by your competitors. You do not control it directly; you influence it through Quality Score and by choosing which keywords to compete on.
It is also the number most often used to argue that Google Ads is too expensive, usually without the other half of the sum. A $22 click is cheap if one in eight becomes a $4,000 job, and ruinous if one in eighty becomes a $200 one.
There is a free calculator on this site for exactly this.
A free consult is twenty minutes and there is no pitch deck at the end of it.