Google Ads Costs: Updated Guide for Italy (2025) + Free Budget Calculator
- Redazione
- 11 hours ago
- 3 min read
How much does it really cost to advertise on Google Ads in Italy?
This is the question entrepreneurs and marketing managers ask themselves most often when considering investing in this platform.
The truth is that there is no fixed cost : it depends on the sector, the competition, the quality of the ads and the budget you are willing to invest.
In this article we analyse the latest cost trends in Italy, the trend of CPC (cost per click), the impact of zero-click searches and the minimum recommended budgets for different types of businesses.
And at the end, you'll also find a free calculator that allows you to estimate the ideal budget for your company in just a few seconds.
Summary
What is Google Ads and when to use it
Google Ads is Google's advertising platform that allows businesses to display ads in search results (Search), on partner sites (Display), on YouTube, Google Shopping, and Maps.
It is particularly effective when:
the user has conscious intent : he already knows what he wants (e.g. “legal advice Milan”);
it is located near the moment of choice : request for a quote, contact or purchase;
you need to generate ready leads or sales quickly.
Google Ads Cost Trends (CPC) in Italy
CPC (Cost Per Click) is the amount paid for each click on an ad. From an internal analysis of the accounts we monitor in Italy (January–September 2025 vs. 2024), we find that:
Average Search CPCs increased by approximately +20% / +35% in the most competitive sectors;
the CTR (Click Through Rate) , that is the percentage of impressions that generate a click, has dropped in several markets (around –5% on average), due to the saturation of the SERP;
Zero-click searches (searches that stop directly in SERPs) continue to grow: in Europe, around 60% of searches do not lead to clicks on external sites.
Scenario impacts
Positives
Companies that optimize their campaigns and landing pages have a competitive advantage, because Google rewards quality with lower CPCs .
Rising costs push for improved creativity and relevance , raising the average standard of campaigns.
Using automations (auto-bidding, Performance Max) can improve spending efficiency.
Negatives
Higher budgets are needed to remain competitive, especially in crowded sectors.
Generic keywords are increasingly expensive and less profitable if not managed precisely.
Local or low-margin businesses risk seeing their investment sustainability reduced.
Costs by sector in Italy (2025)
Sector | Average Search CPC (Italy, 2025) vs 2024 | Average CTR (Italy, 2025) vs 2024 | Notes |
Training / online courses | +30-40% | –5% / –8% on generic keywords, better on branded | High competition for certified courses, brand reputation is crucial |
Professional services (B2B: consulting, law firms, etc.) | +25-35% | -5% approximately | Expensive keywords, quality and trust are fundamental |
E-commerce (consumer products) | +20-30% (generic), +40%+ (premium/niche) | Generics down, branded products stable | Optimized Feed and Essential Shopping Ads |
Local activities (catering, local services) | +15-25% | Good CTR on local keywords (“near me”) | Local extensions and highly relevant reviews |
B2B manufacturing companies (industry, manufacturing, supplies) | +20-30% | CTR stable or slightly decreasing | Long sales cycle, technical keywords with low volume but medium-high CPC, valuable qualified leads |
Recommended minimum investments for Italy
Type of business | Geographical area | Recommended minimum monthly budget |
Local business (restaurant, studio, shop in the city/province) | Single city / province | €400 – €800 |
Regional / national activity | All of Italy or several regions | €1,200 – €3,500 |
E-commerce | Italy / Europe | €2,500 – €8,000+ |
B2B with long sales cycle (export, consulting, industry, manufacturing) | National / International | €3,000 – €12,000+ |
Future Scenario: Automation and AI
Google is pushing automatic bidding strategies (target CPA, target ROAS) and Performance Max campaigns, which reduce manual control over CPC and shift the focus to business goals .
At the same time, zero-click searches and AI responses integrated into the results are changing the concept of visibility: it's no longer just about getting clicks, but about controlling the SERP in all its forms and working on more complete funnels.
Conclusion + calculator
Google Ads costs in Italy are rising, but that's no reason to give up: those who invest in quality and strategy can still maintain a good ROI.
The real question is: how much should you invest in your industry and geographic area? To avoid being left in the dark, we've created a free tool that instantly gives you an estimate of your ideal budget.
👉🏻 Try it here 👇🏻
Want a more accurate forecast? Let's talk 👇🏻
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