How much do Google Ads really cost?
Select your industry and budget to see your real cost per lead on Google Ads. Then compare it to what SEO would cost over 12 months. Built with real UK CPC data.
How it works
Pick your industry
Select from 10 UK industries. We use real cost-per-click data from Google Ads, not estimates.
Set your budget
Slide to your monthly Google Ads budget. We calculate clicks, leads, and cost per lead instantly.
Compare Ads vs SEO
See a 12-month side-by-side breakdown. Find exactly when SEO becomes cheaper per lead than ads.
Google Ads cost tools compared
| Tool | Checks | Price | Best for |
|---|---|---|---|
| Nest Content | Real CPC + SEO comparison + breakeven analysis | Free | UK businesses deciding between ads and SEO |
| Google Keyword Planner | CPC estimates only | Free (needs account) | Checking bid ranges before running ads |
| WordStream Calculator | Industry averages (US) | Free | US businesses wanting rough PPC estimates |
| SEMrush PPC Toolkit | Full PPC audit + keywords | From $139/mo | Agencies managing large ad accounts |
| Manual spreadsheet | Whatever you build | Free (your time) | Custom scenarios with specific assumptions |
Most PPC calculators stop at telling you your cost per click. They don't show you the bigger picture: how that cost compounds over 12 months, and whether SEO would get you the same leads cheaper. This tool does both, using real UK data, not US averages.
See the real cost for your industry
Plumbers & Trades
At £8.74 per click, Google Ads for plumbers burn through budget fast.
- Average cost per lead: £291 on ads alone
- SEO becomes cheaper after ~7 months
- Each lead is worth £2,800 avg job value
Dentists & Healthcare
£5.89 per click with 14,800 monthly searches. High volume, moderate CPC.
- High search volume means lots of competition
- Reviews and Google Maps drive most local patients
- SEO compounds: month 12 leads cost a fraction of month 1
Accountants & Professional Services
£8.74 per click with £6,000 average client value. High CPCs but high returns.
- One client covers 6+ months of SEO spend
- PPC costs stay flat forever; SEO costs decline
- Content builds long-term authority in your niche
Solicitors & Law Firms
£4.89 per click. Lower CPC but smaller average job value (£1,250).
- Margins tighter so cost per lead matters more
- Local SEO and reviews are critical for law firms
- Consistent organic traffic reduces reliance on ads
Estate Agents
£3.50 per click with £3,900 avg deal value. One of the lower CPCs.
- Lower CPC means ads can work short-term
- But SEO still wins over 12 months on cost per lead
- Area pages and listings content drive organic leads
Builders & Roofers
High job values (£7,500-£55,000) justify higher marketing spend.
- One job can pay for a year of SEO
- CPCs of £5-7 add up over time
- Portfolio content and case studies drive organic traffic
avg cost per lead on Google Ads for plumbers
average Google Ads landing page conversion rate
comparison period (Ads vs SEO)
UK industries with real CPC data
The real cost of Google Ads for UK businesses
Google Ads charges you every time someone clicks your ad, whether they become a customer or not. In the UK, the average cost per click for local services ranges from £1.20 (restaurants) to £8.74 (plumbers, accountants). With a typical 3% conversion rate, that means you're paying £40 to £291 per lead, depending on your industry.
The bigger problem isn't the cost per click. It's that the cost never goes down. Month 1 costs the same as month 12. If you stop paying, leads stop immediately. You're renting visibility, not building it.
SEO works differently. The first few months, you're investing without much return. But by month 6-7, organic leads start matching what ads deliver. By month 12, your cost per lead from SEO is typically 40-60% lower than ads, and it keeps dropping. You're building an asset that generates leads even if you pause spending.
Neither approach is universally better. Ads give you instant leads when you need them. SEO gives you cheaper leads over time. The smartest approach for most businesses is to run ads while building SEO, then gradually shift budget as organic traffic grows. This calculator helps you see exactly when that shift makes financial sense for your industry.
Ready to stop renting your leads?
Use this calculator to see the numbers. Then let us build an SEO system that generates leads you own. Managed SEO for UK small businesses from £900/month.
Book a free strategy callFrequently asked questions
More Free SEO Tools
Explore our other free tools to improve your SEO
Is my business showing up on Google?
Check if your business appears in Google Maps and search results. See your competitors, reviews, and get tips to improve.
AI content detector
Check if content was written by AI or humans to ensure authenticity and originality.
AI visibility checker
Check if your domain appears in AI search results like ChatGPT, Perplexity, and Gemini.
E-E-A-T checker
Analyze any page for Google's Experience, Expertise, Authority, and Trust signals.
SEO ROI calculator
Calculate potential revenue from ranking improvements using real CTR data.
Trending topics finder
Discover what's trending in your niche and find hot topics to write about.
External links finder
Analyze external links on any page to find link building opportunities.
Google review link generator
Generate a direct Google review link for your business. Share it with customers to get more 5-star reviews.