After some tinkering with the keyword magic tool on Semrush, I've noticed a common theme about Google ads:

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The cost of Google ads varies between region, keywords and intent. The payment model of the Google ads platform is pay per click where literally your cost is when someone clicks on your ads. In this particular blog we’re talking specifically about “Google Search”. 

In our example let's take the keyword:

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Keyword example: 1

Location: Sydney, Australia

Keyword: Digital marketing service

Intent: Transactional

Keyword example: 2

Location: Sydney

Keyword: What is digital marketing

Intent: Informational

Keyword example: 3

Location: Sydney

Keyword: Best digital marketing agency

Intent: Commercial

So to conclude, the cost of doing Google ads depends on the keyword that you are bidding against and the position in the Google ads section of the search you are placing.

Let's say we’re bidding on the keyword “Digital marketing services” and we’re bidding in the low range, meaning we’re bidding less on cost per click against competitors who are bidding higher.

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This would be your total cost for running Google ads, and it’s entirely up to you how much you would like to spend. The limiting factor here is the search volume for that keyword term per month. If there are only 170 people searching for “Digital Marketing Services” then you're limited to 170 clicks per month. But also keep in mind they’ll be competitors that take up some of those 170 clicks so the actual volume that you’ll be able to capture will be much lower and this is also dependent on your bidding amount which determines how visible you are to customers which affects the click through rate (how many people see your ads vs how many click on it.)

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