Google advertising costs vary based on goals, competition level, and campaign performance. There are several common payment forms in Google Ads. The first is CPC (Cost Per Click), where you only pay when someone clicks on your ad. The second is CPM (Cost Per Thousand Impressions), where you pay based on every thousand ad impressions. The third is CPA (Cost Per Action), where you only pay when a specific action is performed. Finally, there's free advertising, where some parts of the ad can be displayed without payment, such as natural search results or Google My Business links. By choosing and combining these payment forms, you can optimize the cost and performance of your campaign on Google Ads.