Google Ads has no price list, but it does have what stores actually pay. We opened the data of 10 Israeli online stores, 467 thousand clicks over nine months of 2026: what a click costs, what stores spend a month, and what an order costs.
Google Ads costs whatever you decide to spend: there is no price list, no setup fee and no minimum budget. You pay per click, and the price of each click is set by an automated auction between everyone who wants to appear for that search, at the moment the search happens. So the honest answer to "how much does it cost" is not a number. It is a range.
That range can be measured. Our dashboards pull spend, clicks and conversions straight from each client's Google Ads account, and orders straight from the store. For this article we took 10 Israeli ecommerce stores that advertised on Google between 1 January and 28 September 2026: ₪873 thousand of spend and 467 thousand clicks. All amounts are in Israeli shekels and are media cost as Google reports it, before VAT and before management fees.
The median store paid ₪1.50 per click. In 8 of the 10 stores a click cost less than ₪2. The cheapest paid ₪1.01, the most expensive ₪4.58: 4.5 times more, in the same country and the same period.
The gap does not come from good or bad management. It comes from the category. A store selling something dozens of competitors bid on pays more for every click, and a store with a wide catalogue and a brand people search for by name pays less. The click price is a fact about your market. What you control is what happens after the click.
Almost all of these stores' budget is split between two campaign types. Performance Max, Google's automated campaign that shows products across Search, Shopping, YouTube, Gmail and the display network, took 78% of spend. Search campaigns, the text ads above the results, took 21%.
A Search click costs more, ₪2.16 against ₪1.50, but it is also a different click. Someone who types a query and clicks an ad is already looking for something: the click-through rate on Search was 15.0%, 10 times Performance Max. And the rule is not universal: Search was the more expensive of the two in only 5 of the 10 stores. In stores with a strong brand, most searches are for the brand name, and those clicks are cheap.
The median monthly Google budget was ₪5,300 per store. The smallest spent about ₪700 a month, the largest about ₪31,900.
Two numbers put the budget in proportion. First: Google was 25% of the median store's media budget, with the rest going to Meta. In one store it was 6%, in another 74%. Second: Google spend was 4.6% of the median store's revenue. A store selling ₪200,000 a month and spending ₪9,200 on Google sits exactly there.
Clicks do not pay the bills. In the 8 stores where Google counts only purchases as a conversion, the median cost per reported order was ₪73, ranging from ₪31 to ₪94. Relative to basket size: 14% of that store's own average order value.
The pooled cost per click ranged from ₪1.60 in the cheapest month to ₪2.11 in the most expensive: a gap of 32% inside the same year, with no store changing anything. The pooled figure sits above the median because it is weighted by spend: a store that spends a lot in an expensive category pulls it up. When you plan a yearly budget, plan a range, not a number.
Four things, in the order of impact we see in accounts:
People who ask what Google Ads costs usually mean two different things. The first is media: the money that goes to Google, and every number in this article is about it. The second is management: whoever builds the campaigns, the feed and the measurement, and decides every week what to scale and what to stop. The market prices management in three ways: a fixed retainer, a percentage of media spend, or a base plus a share of growth.
The difference between them is what gets rewarded. A percentage of spend rewards spending. A share of growth rewards results, which is why it is the model we work in.
There is no fixed price: you set the budget and Google charges only for clicks. In our data, an Israeli online store spent a median of ₪5,300 a month on Google, ranging from about ₪700 to about ₪31,900. Amounts are before VAT and before management fees.
At the median of 10 Israeli stores in 2026 a click cost ₪1.50. In Search campaigns ₪2.16, in Performance Max ₪1.50. In competitive categories the price reached ₪4.58.
No. Google requires no minimum budget and charges no setup fee. In practice, a budget that is too small does not produce enough clicks and orders to learn what works: at our median cost, ₪1,000 buys about 667 clicks.
Media cost is what you pay Google for the clicks. Management cost is what you pay whoever runs the account, set as a retainer, a percentage of spend or a share of growth. Every number in this article is media cost only.
We compared what Meta and Google reported to what 11 Israeli online stores actually banked over nine months of 2026. Together, the two platforms took credit for 106% of everything the stores sold.
Daniel Hirsh30 September 20266 min readEvery Preneuriat client gets a live dashboard: store revenue, all media spend, real ROAS, updated all day. The first call goes both ways.
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