Cost Per Click (CPC)
The amount you pay each time someone clicks on your online advertisement.
Cost per click is exactly what it sounds like: the price you pay every time someone clicks on one of your ads. In platforms like Google Ads or Facebook Ads, you’re essentially bidding for attention, and CPC tells you what each click costs. If you spend $100 on a campaign and get 50 clicks, your average CPC is $2.00.
CPC varies dramatically by industry, keyword competition, and platform. A local plumber might pay $5-15 per click for “emergency plumber near me,” while a personal injury lawyer could pay $50-100+ for competitive legal keywords. Understanding your typical CPC helps you budget accurately and evaluate whether paid advertising makes financial sense for your business.
For small business owners, the goal isn’t necessarily the lowest possible CPC — it’s the best return on your ad spend. A $10 click that turns into a $5,000 roofing job is far more valuable than a $0.50 click from someone who was never going to buy. Focus on targeting the right keywords and audiences so that the clicks you’re paying for come from people who are genuinely interested in what you offer.
You can lower your CPC by improving your ad quality score (through better ad copy and more relevant landing pages), targeting more specific long-tail keywords, and refining your audience targeting to eliminate wasteful clicks.