How Much Do Google Ads Cost In Thailand

How Much Google Ads Cost

Google Ads cost has no fixed price. You pay for the clicks or impressions your ads get, and you set the budget for each campaign. Each click is priced in an auction that runs every time someone searches. So the price changes with the keyword, the campaign type, the device and the month.

Real accounts show how wide the spread is. We looked at the 149 ad accounts Primal manages that ran Search campaigns over the 12 months to 2026-09-30. The median click cost about 20 baht, and the middle half of accounts paid between about 12 and 32 baht. 1 in 10 accounts paid under about 7 baht a click, and 1 in 10 paid over about 45 baht.

So a market average cannot set the budget for your business. Start from the click price of your own keywords and the number of customers you want. Add the share of clicks that turn into customers, then work back to a budget. If you hire an agency, its fee is a second line on the bill, apart from the ad spend.

How Google Ads Charges For Each Click Or View

Google Ads charges for what each campaign bids on. Search campaigns pay when someone clicks an ad, which is called cost per click (CPC).

Campaigns on YouTube and the Display Network that aim to be seen can pay per 1,000 impressions. This is called cost per mille (CPM). Some video campaigns pay for each view, called cost per view (CPV).

In a campaign that pays per click, an ad that is shown but not clicked costs nothing. Google’s page on the actual CPC says you pay only what you need to beat the advertiser just below you and clear the Ad Rank thresholds. That is often much less than your maximum bid. Our post on what Google Ads is explains how the auction ranks the ads.

You control the spend with an average daily budget for each campaign. You can pause a campaign or change its budget at any time.

What A Click Costs By Campaign Type

A click from a Search campaign costs the most. Clicks from Performance Max, Demand Gen and Display campaigns cost several times less. Search shows ads when people type what a business sells. The other types show ads on YouTube, in feeds and on websites to people who have not searched yet.

Searches for business services are among the dearest. For the search “รับทำ seo”, which means search engine optimisation (SEO) services, Google’s Keyword Planner puts the top of page bid at about 96 to 265 baht. That is Google’s own estimate for that one search, set to Thailand and the Thai language for 2025-10 to 2026-09.

The table shows click prices by campaign type across the 166 client accounts Primal manages, over the 12 months to 2026-09-30. It includes only accounts with at least 100 clicks of that type. Sort the accounts from cheapest to dearest, and the middle half is the half in the centre of that list.

Campaign type	Accounts	Median cost per click	Middle half of accounts
Search	149	20 baht	12 to 32 baht
Performance Max	77	3.5 baht	1.7 to 6.8 baht
Demand Gen	26	1.8 baht	0.3 to 3.5 baht
Display	13	1.7 baht	0.5 to 3.7 baht

The chart shows the medians from the same table, with Search first.

The price of a click alone does not tell you which campaign pays off. Some Performance Max clicks come from YouTube and Display Network sites, where people may not be ready to buy yet. Compare campaigns by the cost of a lead or an order you can measure. Video campaigns are left out of the table because they are mostly bought by views or impressions.

What 1,000 Impressions Cost On Each Network

A thousand impressions on Google Search cost the most, about 15 times the Display Network and about 60 times YouTube at the median.

Over the 12 months to 2026-09-30, the 166 accounts Primal manages had a median CPM of about 1,615 baht on Google Search. It was 109 baht on the Display Network and 26 baht on YouTube. The middle half of accounts paid about 1,062 to 2,695 baht on Google Search and about 20 to 40 baht on YouTube. These figures cover every campaign type that bought space on the network, and only accounts with at least 10,000 impressions there.

The chart shows the medians for 6 networks, including Gmail, Discover and Google Maps.

Over the same 12 months to 2026-09-30, the median CPM was about 100 baht on Gmail across 24 accounts Primal manages, 84 baht on Discover across 56 and 32 baht on Google Maps across 35.

Cheap impressions suit work where many people need to see a brand, such as a product launch. They also suit ads shown again to people who visited the website. Search ads reach people who are looking for what you sell right now. Our post on the Google Display Network explains where display ads appear and how to choose the audience.

What Makes Google Ads Cost More Or Less

The price of a click depends on how many advertisers want the same search. It also depends on how much each one will pay to win a customer.

Google’s actual CPC page says the competition in an auction affects what you pay. The industry, the search intent and the match type can each change the price several times over. So can the quality of the ad, the device and the month.

Industry And Competition

Industries where one customer is worth a lot have dearer clicks, because advertisers will bid more to win them. Google’s Keyword Planner shows a range of bids for each keyword. Google’s Keyword Planner page says the low end is about the 20th percentile of the top of page bids advertisers have paid. The high end is about the 80th percentile.

The table below comes from Keyword Planner, set to Thailand, the Thai language and the Google Search network. Each search is shown in Thai, as people type it, with its meaning in English.

Search (meaning)	Business	Top of page bid, low range	Top of page bid, high range
ประกันรถยนต์ (car insurance)	Insurance	62 baht	145 baht
รับทำบัญชี (accounting services)	Accounting	24 baht	81 baht
บ้านเดี่ยว (detached house)	Property	13 baht	47 baht
ซ่อมแอร์ (air conditioner repair)	Home repair	14 baht	45 baht
จองโรงแรม (hotel booking)	Travel	10 baht	53 baht
ทำฟัน (dental work)	Dental care	10 baht	37 baht
เรียนภาษาอังกฤษ (English lessons)	Education	9 baht	33 baht
ครีมกันแดด (sunscreen)	Beauty	6 baht	25 baht
รองเท้าวิ่ง (running shoes)	Online shop	0.6 baht	2.8 baht

These figures are Google’s estimates of past top of page bids. They are not the average price an account paid for a click. Use them to see where the searches in your industry sit. Then open Keyword Planner in your own Google Ads account to check your own keywords.

Search Intent

Searches that show someone is ready to hire or buy cost more than searches for information. In Keyword Planner, the high range for “ประกันรถยนต์” (car insurance) is about 145 baht. For “ประกันรถยนต์ คือ” (what car insurance is), it is about 32 baht.

Clicks on information searches are cheaper, but the people who make them may not be looking for a provider yet. Compare the conversion rate of each group of keywords before you decide which ones are worth the money.

Keyword Match Type

Broad match and exact match keywords cost about the same per click. What changes is which searches your ads show for.

Of the accounts Primal manages, 101 had at least 100 clicks from both broad and exact match keywords. In those, the two cost about the same at the median, and broad match cost more in 59. Over the 12 months to 2026-09-30, a broad match click cost about 1.1 times an exact match click at the median in those 101 accounts.

Google’s page on keyword matching options says broad match ads may show on related searches. These can include searches that do not carry the direct meaning of the keyword. So part of the budget can go to searches from people who are not customers. Google’s page also says it is critical to use Smart Bidding with broad match. Check the search terms report every week, and add negative keywords for the searches you do not want.

Quality Score And The Landing Page

An ad and a landing page that match the search can win a higher position without a higher bid. Google’s page on how to choose your bid and budget says the auction uses both quality and bid. So an advertiser with relevant keywords and ads can beat a rival that bids more. It can also pay less for the higher position.

Google’s Quality Score page says Quality Score rates each keyword from 1 to 10. Google works it out from the expected clickthrough rate, the relevance of the ad and the landing page experience. Google says the score is not an input in the ad auction and is a tool to find problems. A low score tells you to fix the ad text or the page before you raise the bid.

Device

Clicks from a desktop computer usually cost more than clicks from a phone.

Of the accounts Primal manages, 143 had at least 100 Search clicks on both phones and desktops. In those, a desktop click cost about 1.4 times a mobile click at the median, and desktop was dearer in 118. In the middle half of those 143 accounts, over the 12 months to 2026-09-30, a desktop click cost about 1.1 to 1.8 times a mobile click.

About 3 in 4 Search clicks across the 166 accounts came from phones. Look at the click price and the conversion rate for each device in your Google Ads reports. Then decide whether to raise or lower your bids for desktop.

Month And Season

Click prices change from month to month. We looked at the 67 accounts Primal manages that had at least 50 Search clicks in each of the 12 months. In the median account, the dearest month cost about twice the cheapest. Look at the monthly click prices in your Google Ads account for the last 12 months, and plan the budget for the dear months.

If you know a short promotion is coming, Google’s seasonality adjustments tell Smart Bidding that the conversion rate will change during it. Google says they suit short events of 1 to 7 days.

Mark McDowell, who founded Primal, has seen how much the price of a click depends on who else bids on the search. In a plan for a property brand this year, we found searches with real demand that no other advertiser was bidding on, including searches for rival properties, so we could advertise on them cheaply. When more advertisers want the same searches in a given month, the price of a click rises. Across the 67 accounts above, the median account’s dearest month cost about twice its cheapest, so plan the budget for the dear months before they arrive.

How To Set A Monthly Google Ads Budget

Set the budget from the number of customers you want, then work back to clicks and money. The example below uses made-up figures only, and it is not a budget we recommend.

The service business in the example wants 40 leads a month. Its landing page turns 5 in 100 clicks into a lead, and its keywords cost 25 baht a click on average.

Step	How to work it out	Result in the made-up example
1. Clicks needed each month	40 leads divided by a 5% conversion rate	800 clicks
2. Monthly ad spend	800 clicks times 25 baht	20,000 baht
3. Average daily budget	20,000 baht divided by 30.4	about 658 baht
4. Most it can spend in one day	658 baht times 2	about 1,316 baht
5. Most it can be billed in a month	658 baht times 30.4	about 20,000 baht
6. With 7% VAT, if no Thai VAT ID is added	20,000 baht times 1.07	21,400 baht

Steps 3 to 5 come from Google’s spending limits. Google’s bid and budget page says a campaign never spends more than 2 times its average daily budget in a day. It also says you are never charged more than 30.4 times the average daily budget in a billing period. This capture shows that part of Google’s English page, with its own example of a 10 dollar daily budget.

The conversion rate changes the budget in the example more than anything else. If the page turns clicks into leads at half the rate in the example, the budget doubles. Our post on conversion rate explains how to measure it and raise it.

The budget also has to buy enough data. Google’s page on the Limited by budget status says new campaigns need 1 to 2 weeks to optimise. The same goes for campaigns with big recent changes. If the daily budget buys only a few clicks, that time can run longer, and you wait longer to judge the results.

How Agencies Charge For Google Ads

An agency’s fee is billed apart from the ad spend you pay Google. It pays for the team that plans, sets up, adjusts and reports on the campaigns. Fees usually follow one of these models.

1. A flat monthly fee, set by the scope of work or the number of campaigns.
2. A share of the ad spend, so the fee rises and falls with the budget.
3. The higher of a flat fee or a share of the ad spend.
4. A fee tied to results, such as a price per lead, which needs a clear agreement on which leads are included.

A share of ad spend makes the fee grow with the budget. A flat fee stays the same whatever the budget, so the scope of work has to be written down clearly. Before you compare quotes from several agencies, take the ad spend out, then compare only the fees and the work each one covers.

How Primal Sets Its Fee

Primal charges a monthly fee for managing ads. The fee is the higher of a flat package fee or a share of the ad spend.

When the ad spend is low, the flat fee is higher and applies. When the spend is high, the share is higher. Packages differ by the number of ad channels they cover, and each extra channel costs more. When the monthly ad spend reaches a set level on a minimum contract term, the share steps down. A contract shorter than a set term carries a one-time setup fee.

The fee covers checking the conversion tracking, the account structure, and the bid targets and budget for each campaign. It also covers the changes made to the campaigns, a monthly report, a monthly meeting and a quarterly review. Ad graphics, landing pages and new conversion tracking are priced apart, by their scope.

So each monthly bill has 2 lines. The first is the ad spend Google charges for the clicks or impressions you actually got. The second is Primal’s fee, as agreed in the quote.

Questions To Ask An Agency Before You Sign

Ask these 7 questions before you sign, and keep the answers in writing.

• Is the budget we discussed ad spend only, or does it include your fee?
• Is your fee flat, a share of ad spend or the higher of the two, and how does it change when the budget grows?
• What does the monthly fee cover, and are ad graphics, landing pages and tracking setup charged apart?
• Whose name are the Google Ads account and payments profile in, and how are the keywords, campaigns and conversion data handed over if we stop working together?
• What is the minimum contract term, and when can we leave?
• What does the report show, how often does it come, and can we see the real spend in Google Ads?
• Does the ad spend invoice include VAT, and who issues it?

How Payment And VAT Work In Thailand

An account that pays Google directly can pay after the ads run, called postpay, or before they run, called prepay. Google’s page on payment methods says a credit or debit card works for both. An account with a billing address in Thailand that pays in baht can also prepay through TrueMoney Wallet. Google says the minimum prepayment is 400 baht, and a payment can take up to 24 hours to show.

On postpay, Google charges on the first day of each month, or sooner when costs reach the account’s payment threshold. The threshold starts at a set amount and rises each time the account reaches it before the month ends. Google says thresholds vary by account, country and currency, so check yours on the billing page of your account.

Google bills accounts in Thailand through Google Asia Pacific Pte. Ltd. Google’s page on taxes says 7% VAT applies to accounts with a billing address in Thailand and no Thai VAT ID. The ID has 13 digits and goes in the payments profile. A business registered for VAT adds the ID in its billing settings, under Thailand Tax Info.

When an agency runs your ads through an account in the agency’s name, it pays Google and then invoices you for the ad spend. You pay the agency for both the ad spend and its fee. Ask whether the ad spend invoice shows what Google actually charged.

Our Bangkok office plans and runs Google Ads campaigns for brands. The team checks the conversion tracking and sets the budget and bids for each campaign. Our quotes show the fee apart from the ad spend.

Frequently Asked Questions About Google Ads Cost

Customers Often Ask Us What The Minimum Budget Is

Google sets no minimum spend. The budget that works depends on the click price of your keywords and how many clicks it takes to get the first leads. A budget that buys only a few clicks a day shows the ads rarely, so it takes longer to judge them. Work it out from your own click price and conversion rate, as in the budget example above.

Customers Often Ask Us Whether The Budget Includes The Agency Fee

It depends on the agency, so ask before you sign. At Primal, the ad spend and the fee are always separate. All of the ad spend buys clicks and impressions on Google, and the fee is billed as a second line.

Customers Often Ask Us Whether They Can Pay Monthly Or Months Ahead

Both work. Primal’s fee is usually paid monthly in advance, before the campaign starts, and paying several months ahead earns a discount. The ad spend follows the clicks and impressions you actually get each month.

Customers Often Ask Us Whether The First Month Shows Results

Ads start to get clicks once they are approved, but the cost per lead in the first month has not settled yet. Automated bidding is still learning, and the team is still taking out searches from people who are not customers. Google’s Limited by budget page says a new campaign needs 1 to 2 weeks to optimise, so judge the cost per lead on the weeks after that.

Customers Often Ask Us Whose Name The Ad Account Should Be In

There are 2 ways to set it up. In the first, the account and payments profile are in the business’s name, and the business pays Google and keeps the account history. In the second, the agency runs the ads through an account in the agency’s name and pays Google for the business. Either way, write into the contract how the keywords, campaigns and conversion data are handed over when the work ends.

Does Google Ads Charge Your Card Automatically

Yes, on postpay. Google charges the card when costs reach the payment threshold or on the monthly billing date. On prepay, the ads spend the money you added and stop when it runs out.