Google does not publish official average costs per click for each country, so UK figures come from agencies and tools. This guide shows one published set of UK CPC figures, explains what drives cost and helps you plan a realistic budget.
The figures below come from one UK agency’s aggregated account data and are not official Google numbers. Your costs will differ. Treat them as a starting reference.
Published Average CPC by Industry (UK, GBP, Search)
| Industry | Average CPC |
|---|---|
| Legal | £5.42 |
| Finance and insurance | £4.18 |
| B2B services | £3.45 |
| Home services | £3.12 |
| Healthcare | £2.85 |
| Technology | £2.72 |
| Real estate | £2.18 |
| Education | £2.05 |
| Automotive | £1.82 |
| Travel and hospitality | £1.35 |
| Ecommerce | £0.92 |
| Charity and nonprofit | £0.78 |
The source states these come from 2026 aggregated data from accounts it manages and that there is no official source for UK Google Ads costs.
What Drives CPC?
- Competition: more advertisers bidding means higher prices.
- Keyword intent: “emergency” or “buy now” terms often cost more.
- Quality Score and ad relevance: better relevance can lower costs. See Google Ads Quality Score.
- Location and device: big cities often cost more.
- Bidding strategy and match types.
How to Plan a Starting Budget
- Decide how many customers you want per month.
- Estimate your lead-to-customer rate.
- Estimate your click-to-lead rate from similar campaigns or a test.
- Multiply clicks needed by the expected CPC.
Example using illustrative numbers: if you need 20 leads, expect 1 lead per 20 clicks and a CPC of £3, you need about 400 clicks, which is about £1,200. This is a math example, not a prediction.
Ways to Lower Cost
- Add negative keywords and review search terms
- Improve landing page relevance and speed
- Target specific locations and times
- Test bidding strategies once you have conversion data
Start with our Google Ads audit checklist. For budgets by sector, see advertising budget by industry.
Frequently Asked Questions
Is CPC the same as cost per lead?
No. Cost per lead also depends on how many clicks turn into leads. See CPL vs CAC vs ROAS.
Are these figures official?
No. They are one agency’s published averages.
The Bottom Line
Use published CPCs to plan, then rely on your own account data. Request a free Google Ads audit.
Source: Ridley Digital: Google Ads costs 2026, UK benchmarks.
Disclaimer: This article is for general information only and is not legal, medical or compliance advice. Prices, features, policies, laws and results can change or may not apply to your situation, and we do not guarantee accuracy, outcomes or future performance. Please verify important details, including pricing, regulations and commitments, with the official source or website, or a qualified professional, before acting on them.