The cost of Google Ads depends on several factors, including the competition for the chosen keywords and the quality of the ad. The cost of the ads is usually calculated as the cost per click (CPC), which means that the advertiser pays each time a user clicks on the ad. The CPC price varies depending on the competition for the selected keyword, the quality of the ad and the relevance of the keyword.   Google Ads also has the option of using other types of advertising models, such as cost per thousand impressions (CPM) for display ads and cost per acquisition (CPA) for conversion ads. These advertising models may be more suitable for certain types of campaigns and objectives.   Advertisers can determine their own advertising budget and set a daily or monthly budget. Google Ads tries to optimize advertising to maximize performance within the specified budget. Advertisers can also choose to pause or stop advertising at any time if they want to change their strategy or budget.