A $0.78 click is only good news if you can see what happens next

At a glance

Allen Jacobi Law's campaign was shown 24.3K times and earned 717 clicks, a click-through rate of about 3% (calculated), at an average of $0.78 per click. For $558 in total, that is efficient outreach and targeted visibility.

Do not compare cost per click across businesses

In another campaign we ran for a dent repair service, the average click cost about $2.89, almost four times as much. The two businesses sell different services in different markets, so the click prices are not comparable. What counts is the cost of a qualified enquiry.

What the dashboard did not show

The figures supplied for this campaign cover clicks and spend. They do not include how many visitors contacted the firm. A cheap click that never becomes an enquiry is still wasted money, and an expensive click that becomes a client can be a bargain.

Setting up the full picture

• Record contact forms, calls and booking requests as conversions in Google Ads.
• Add call tracking if most enquiries come by phone.
• Ask each new enquiry how they found the firm.
• Report cost per qualified enquiry next to cost per click.

Figures come from the Google Ads dashboard screenshots supplied with the project. Calculated figures are marked.