If you're comparing cost per click by platform, the ranges vary wildly — from under a dollar on some social platforms to well over ten on LinkedIn. But CPC is the most misunderstood number in advertising. A cheap click that never converts costs you more than an expensive one that books a job. Here's what to actually expect, and how to read it.
Typical CPC ranges
- Google Search: $2-$8 for local services, higher in competitive trades
- Bing / Microsoft: $1-$4 — usually 20-35% cheaper than Google
- Facebook / Instagram: $0.50-$2.00
- TikTok: $0.50-$2.00
- YouTube: $0.02-$0.15 per view (priced differently)
- LinkedIn: $8-$15 — the priciest by far
- Nextdoor: $0.50-$2.00
Why low CPC can be a trap
Social platforms show cheap clicks because you're interrupting people who weren't looking for you. Many of those clicks are curiosity, not intent. Google's clicks cost more because the person typed your service into the search bar — they're closer to buying. You're not overpaying on Google; you're paying for readiness.
What drives your CPC up or down
- Competition: more advertisers on a keyword means higher prices — this is why roofing and legal clicks are so expensive
- Quality Score: Google rewards relevant ads and good landing pages with lower CPCs, so a better page literally makes clicks cheaper
- Location: dense metros cost more than rural markets for the same keyword
- Time and season: demand spikes push prices up
The metric that beats CPC
Stop optimizing for cheap clicks and start optimizing for cheap customers. A $6 Google click that converts at 8% gives you a $75 lead. A $1 social click that converts at 1% gives you a $100 lead — more expensive despite the cheaper click. Cost per lead and cost per booked job are what matter; CPC is just an input. For trade-by-trade CPC reality, see Google Ads costs for plumbers and Bing ad costs.
Lower your clicks the smart way
The best way to reduce CPC on search isn't bidding lower — it's improving your ad relevance and landing page so Google rewards you with a better Quality Score. That's a real lever most small advertisers ignore. Our free SEO & AI score flags where your pages are holding you back, and you can see how we keep clicks efficient in how Arbor runs your ads.