Google AdWords Pricing, Features, Reviews & Comparison of Alternatives

Google AdWords

PPC campaign management

4.36/5 (179 reviews)

Google AdWords overview

Google AdWords is a SEM (search engine marketing) tool used to manage PPC (pay per click) ad campaigns hosted by Google. Through the online software you can create a Google ad with your chosen company details, such as keywords, ad text, map, phone number, and company hours, or with simply some text and a link.

You can decide which keywords trigger your ad to appear, using the Google keyword bidding system to appear higher in search results for popular keywords. You then define a daily budget that will only be consumed once someone clicks on your ad or calls your phone number. You can also pay per impression (then number of time your ad shows) or per acquisition (conversions on your site).

You can run a basic ad campaign or use advanced features to set up a more extensive campaign. You can choose to show your ads on Google and the Google Network which includes Google sites like Maps and Shopping, as well as YouTube, Blogger & Gmail. You can also display your ads on websites your target audience visit, in specific locations, and to specific audiences.


Pricing options
Value for money
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Business size



United States, Asia, Australia, Brazil, Canada and 8 other markets, Europe, Germany, India, Japan, Latin America, Mexico, Middle-East and Africa, United Kingdom

Supported languages

English, Arabic, Czech, Danish, Dutch and 20 other languages, Finnish, French, German, Hebrew, Hungarian, Indonesian, Irish, Italian, Japanese, Korean, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish, Taiwanese, Thai, Turkish, Ukrainian
Google AdWords screenshot: Track costs and clicks in Google AdWordsWhat is AdWords?Google AdWords screenshot: Track your campaign in Google AdWordsGoogle AdWords screenshot: Google AdWords display ads in search resultsGoogle AdWords screenshot: Set up your campain in Google AdWords

Google AdWords reviews

Value for money
Ease of use
Customer support
James McQuillin

AdWords has helped me affordably attract new clients

Used monthly for 1-2 years
Reviewed 2018-02-17
Review Source: GetApp

I use AdWords on a local level (local meaning a handful of zip codes across two counties) and it has helped me raise awareness for my brand and services as well as attract new clients. Local does the same but takes more time and effort whereas AdWords gives me a much faster turnaround time. I like that I can set budgets and monitor campaigns in real-time so I know if my campaigns are cost-effective. I feel that I have 100% control over my campaign design and budgeting so I am not concerned of spending too much. If after a certain threshold, new customer acquisition is still too low, then I know to either stop the campaign temporarily or to more likely investigate why and modify my keywords or ad messages.

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P. Andrew Eades

Target Potential Customers

Used daily for 2+ years
Reviewed 2017-06-20
Review Source: GetApp

Overall, this is one of the best ways to send targeted traffic to your website. Be sure to use exact match keywords as much as possible to ensure you're targeting isn't going to run up a huge invoice. Google is great at getting you to pay them a lot of money, so be smart and don't fall into their money traps. Used wisely and well, Google AdWords can send you traffic that is ready to buy!

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Josh Ogg

There's no getting around paid search traffic

Used weekly for 2+ years
Reviewed 2018-12-01
Review Source: GetApp

If you're trying to market your product or service to people in the market for that offering, there's really no better (or cheaper) way to specifically target those buyers than Google's Adwords program. We work hard to get organic search listings, but particularly for high traffic, competitive terms, bidding on PPC ads in the SERPs is a great strategy. Adwords lets you do keyword research, scope out the competition, and control your bid/spend in multiple ways. It's simple text and the best part is you only pay for clicks that come to your website.

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Lisa Trumbley

You can't ignore Google!

Used daily for 2+ years
Reviewed 2017-10-13
Review Source: GetApp

Adwords is an excellent tool for advertisers of all types in almost all industries. Their customer support is stellar (at least for a business) and their new interface makes it even easier to use and manage. Provided you have your tracking set up in Google Analytics it's easy to jump in and get started and quickly see what is/ isn't working while optimizing your content for the conversions you want.

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A Critically Important Component of a Digital Marketing Strategy

Used daily for 1-2 years
Reviewed 2018-05-05
Review Source: GetApp

- Google has not stayed complacent with their previous dominance in the Digital advertising field. AdWords is constantly being updated with interface updates and feature updates. - Google representatives available on call for one-on-one help and tips with your account - A very easy way to reach millions of users (if that's the reach you want) - Ever growing presence of advertising normalization on Google platforms and mobile ensures that AdWords will remain a key part of our Digital strategy in the future

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Google AdWords pricing

Pricing options
View Pricing Plans

You can sign into Google AdWords for free. You are only charged when someone clicks on your ad.

You can define the daily budget you want to put down. You can also bid for important keywords.

Google AdWords features


A/B Testing (161 other apps)
API (430 other apps)
Activity Dashboard (253 other apps)
Automatic Notifications (156 other apps)
Campaign Analysis (213 other apps)
Campaign Management (227 other apps)
Content Management (214 other apps)
Customizable Branding (212 other apps)
Customizable Templates (229 other apps)
Data Import/Export (173 other apps)
Drag & Drop Interface (222 other apps)
Engagement Analytics (201 other apps)
Multi-Channel Marketing (176 other apps)
Real Time Analytics (178 other apps)
Real Time Data (159 other apps)
Reporting & Statistics (248 other apps)
Social Media Integration (260 other apps)
Social Network Marketing (158 other apps)
Third Party Integration (246 other apps)

Additional information for Google AdWords

Key features of Google AdWords

  • Create Google ads
  • Define search terms
  • Define calls-to-action
  • Add phone numbers to your ads
  • Display your ad in Google results
  • Ad campaign tracking
  • Monthly key statistics & figures reports
  • Edit ads
  • Test new search terms
  • Pause/ restart campains
  • Local/ global advertising
  • Select cities, regions or countries
  • Ads optimized for various devices
  • Add maps to ads
View All Features


Create your own ads specifying your keywords, products you offer, links, telephone numbers, maps, opening hours and more.

Only pay when someone clicks on your ad or calls your phone number.

Track and monitor your ad performances, adjusting daily budgets and keyword bids to optimize results.

See how many users see your ads and what percentage have clicked on your website link or called your phone number. You can also see revenue generated from your ads.

Edit your ads whenever you wish, test new keywords, or pause and restart campaigns.

Define the cities, regions, or countries, or even specific radius where you want you ad to be seen.

Ads are compatible and responsive to all devices, laptop, desktop, mobile or tablet.