What is CPC?

CPC (Cost Per Click) is the amount you pay each time someone clicks your ad. In Google Ads it's set by a real-time auction: your actual CPC depends on how much competitors bid and on your Quality Score, so a more relevant ad can win a higher position for less money. Average CPC varies enormously by industry: roughly a few dollars for home services, but $20–$100+ for competitive legal and US insurance keywords. CPC is a useful diagnostic, but cost per conversion (what you pay per actual lead) is the number that ties spend to business results.