The cost of an ad can vary significantly depending on the platform used and the bidding strategy chosen. For example, in pay-per-click (PPC) advertising on platforms like Google Ads, the cost is generally determined by factors such as your maximum bid, the quality of your ad, and the competition for the keyword you're targeting. The basic formula is: Ad cost = Number of impressions / 1000 x Cost Per Mille (CPM) or Ad cost = Number of clicks x Cost Per Click (CPC) CPM and CPC rates can be different based on the platform, audience, industry, geographic location, and more.