Guides

How much do Google Ads cost?

Google Ads has no fixed price — you bid per click, and what you pay depends entirely on what you sell. Real top-of-page bids in 2026 range from about $8 for a restaurant to over $40 for a law firm. There is no minimum spend, but there is a practical floor, and it is higher than most people expect.

6 min read

Google Ads Quality Score, explained

Quality Score is Google's 1–10 rating of how relevant your keyword, ad and landing page are to each other. It is not a vanity metric: it feeds directly into Ad Rank, so a higher score wins the same ad position for less money than a competitor with a worse one.

5 min read

Facebook Ads vs Google Ads: which should you start with?

Start with Google if people actively search for what you sell and you can afford the click prices. Start with Meta if they don't, or if your budget is under roughly $1,500 a month — because Meta bills you for impressions while Google bills you per click, and that single difference decides what a small budget can achieve.

6 min read

Facebook ad fatigue: how to spot it and what to do

Ad fatigue is the decline in performance that happens once your audience has seen the same ad too many times. It has a specific fingerprint — frequency climbing while click-through rate falls and cost per result rises — and the only real fix is new creative.

5 min read

What “learning limited” means on Facebook ads

Learning limited means your ad set is not generating enough conversions for Meta's delivery system to optimise properly — it needs roughly 50 optimisation events per week and is not getting them. Performance stays unstable and usually more expensive until it exits.

5 min read

What is a good CTR for Facebook ads?

Between 0.8% and 1.8% is normal for Facebook feed ads, and above 2% is strong. But CTR on its own is a poor scoreboard — a high rate with no enquiries usually means the ad is promising something the landing page doesn't deliver.

4 min read

Why is my Facebook ad not delivering?

An active ad with no impressions is almost always one of six things: it's still in review, the audience is too small, the bid or budget is too low, it's scheduled for later, it overlaps another of your own ad sets, or the ad account has a billing problem. Work through them in that order.

5 min read

How much should I spend on Facebook ads?

Work backwards from customers, not forwards from a budget you feel comfortable with. The practical minimum is about $5 a day per ad set — below that a campaign struggles to leave the learning phase — but the right number is whatever buys the leads you actually need.

5 min read