How much does Google Ads cost in different countries?

Google Ads auction

Google Ads is an auction where every member of that action sets a maximum amount, they are willing to pay per click (Cost Per Click). The more members of an auction, the more expensive CPC, this is why long-tail keywords are so effective, since you are dealing with lower competition the cost per click is cheaper.

In order to get an estimate on how expensive or cheap a market is, we can compare the number of internet users in that market to the estimate digital marketing spend.

This is only a rough estimate to give you an idea of the different markets, we haven’t factored in local Google Ads market share.

The data below is an estimate of cost per click, it’s important to remember that conversion rate and willingness to purchase digital is not included in the calculations.

If we look at the digital media spend by country and divide that by the numbers of internet users, we get a rough estimate of how much is spent on digital advertisement per capita. More internet users equal more searches on Google, and more digital ad spend equals more competition.

As previously mentioned, this is only a rough estimate, it is of course possible to do more specific estimates, preferably you should do this by industry.

CountryEstimated Google Ads spendInternet pop.Competitiveness
United Kingdom€3 492 627 00062 865 52855,6
Germany€1 445 133 000  69 874 76020,7
France€867 156 00053 926 95016,1
Russia€535 686 000109 834 4504,9
Switzerland€524 256 000  8 017 82865,4
Sweden€409 575 0009 756 69242,0
Spain€356 997 00039 474 3609,0
Netherlands€355 854 00016 011 76022,2
Italy€313 563 00037 074 2408,5
Denmark€195 834 0005 440 51336,0
Poland€129 921 00028 861 0024,5
Norway€129 921 0005 142 05325,3
Ireland€108 966 0004 082 31626,7
Czech Republic€105 918 0008 383 68012,6
Turkey€85 725 00052 267 9081,6
Austria€76 200 0007 758 0679,8
Belgium€75 819 0009 995 5207,6
Finland€56 388 0004 822 22111,7
Greece€43 434 0007 506 1865,8
Hungary€43 434 0007 500 7785,8
Slovakia€11 430 0004 448 8352,6
Belarus€7 239 0007 077 7551,0
Croatia€6 477 0002 734 9962,4
Bulgaria€4 953 0004 470 4051,1
Slovenia€4 191 0001 644 0682,5
Romania€2 667 00012 450 3750,2
Serbia€1 905 0004 938 5730,4

Sources:

https://en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_users

https://www.statista.com/statistics/455038/europe-fastest-growing-paid-search-ad-markets/

https://www.emarketer.com/content/facebook-and-google-control-ever-greater-portion-of-uk-ad-market