For most ad campaigns you’re paying pennies on the click, but with the volume of clicks it can quickly add up. And, to be competitive, you often need to set aside a large ad budget to keep up with the market.
It’s also possible that prices for some keywords will surge during busy periods as competitors bid higher. So a keyword that was 10 cents a click might suddenly be over $1 for the same PPC campaign.
Put simply, yes, Google Ads can be expensive if you’re not careful.