Short answer: in the Miami-Fort Lauderdale area, a Google Ads click at the top of the page costs between $0.73 and $500.00, depending on the search. Searches for a salon or a restaurant nearby stay under $4.00 a click. Plumbers, AC repair and roofers pay $16.01 to $100.00, and car insurance and injury lawyers $36.62 to $500.00.
These ranges come from Google's Keyword Planner, which we read for the Miami area on October 16, 2026. They show what other advertisers bid to appear at the top of the results. Your cost per customer depends on your ads, your landing page and how fast you answer the phone.
Cost per click in Miami, by industry
Two searches per industry, the words a customer types when they are ready to call. The range is what advertisers bid to appear at the top of Google for that search in the Miami area.
| Search | Searches a month | Top-of-page click |
|---|---|---|
| Injury lawyers | ||
| personal injury lawyer | 4,400 | $36.62-$347.54 |
| accident lawyer | 480 | $87.87-$500.00 |
| Car insurance | ||
| car insurance | 5,400 | $56.86-$190.88 |
| auto insurance quotes | 2,900 | $92.26-$250.79 |
| Roofing | ||
| roofing company | 1,900 | $19.78-$89.63 |
| roof repair | 1,000 | $22.71-$100.00 |
| AC repair (HVAC) | ||
| AC repair | 8,100 | $22.17-$93.57 |
| AC repair near me | 4,400 | $19.40-$87.30 |
| Marketing agencies | ||
| digital marketing agency | 880 | $7.99-$25.00 |
| SEO company | 480 | $10.70-$73.45 |
| Plumbers | ||
| plumber near me | 12,100 | $16.01-$57.95 |
| emergency plumber | 1,600 | $20.39-$72.68 |
| Dentists | ||
| dentist near me | 27,100 | $9.01-$31.97 |
| dental implants | 2,400 | $10.48-$36.48 |
| Cosmetic surgery | ||
| plastic surgery | 1,600 | $3.24-$20.31 |
| BBL surgery | 720 | $3.72-$18.40 |
| Med spas and aesthetic clinics | ||
| med spa near me | 2,400 | $2.71-$12.30 |
| botox | 3,600 | $2.91-$8.13 |
| Real estate | ||
| real estate agent | 2,900 | $3.00-$12.26 |
| realtor near me | 1,300 | $3.00-$11.18 |
| Restaurants and catering | ||
| catering services | 260 | $2.14-$6.73 |
| restaurants near me | 1,830,000 | $0.87-$2.91 |
| Hair and nail salons | ||
| hair salon near me | 27,100 | $0.81-$3.98 |
| nail salon near me | 74,000 | $0.73-$2.77 |
Source: Google Ads Keyword Planner, Miami-Fort Lauderdale area, searches in English on Google Search, read on October 16, 2026 at 8:15 PM Miami time. Searches a month: Google's average for October 2025 to September 2026.
How to read these numbers
The Keyword Planner is the free tool inside Google Ads that advertisers use to plan campaigns. We asked it about 43 searches across 12 industries, limited to the Miami-Fort Lauderdale area and to searches in English. It gave figures for 35 of them, and the table above shows two per industry, 24 in all. Each search comes with two figures.
- Searches a month is Google's estimate of how many times people in the area typed that search, averaged over the last 12 months.
- Top-of-page click is a range of past bids from advertisers who appeared above the search results. The low end is the 20th percentile and the high end the 80th, as Google's documentation defines them. One in five advertisers bid less than the low figure, and one in five bid more than the high one.
A range is a reference, and Google charges each advertiser according to its own auction, often below its bid. It's also a long way from your cost per customer: one click is one visit, and most visits don't end in a call. Google gave no figure for Miami for eight searches: "car accident lawyer", "plastic surgeon", "plastic surgeon near me", "liposuction", "lipo", "emergency dentist", "emergency dentist near me" and "botox near me".
What moves the price of a click
Google sells each click in an auction that runs every time someone searches. According to Google's definition of Ad Rank, your position depends on your bid, the quality of your ad and landing page, and the competition in that auction. The context of the search counts too: location, device and time. In the Miami numbers you can see it at work.
What one customer is worth
An injury firm pays $36.62 to $347.54 for "personal injury lawyer". A nail salon pays $0.73 to $2.77 for "nail salon near me". One signed case pays for a lot of clicks, so firms can bid high. One manicure can't, so salons don't, and the price stays low. When the range is high, many advertisers have decided that one customer from that search is worth a lot.
Urgency
"Emergency plumber" runs $20.39 to $72.68 a click, above "plumber near me" at $16.01 to $57.95. Someone with water on the floor calls the first number that answers, and plumbers bid for that call.
The exact words
In insurance, "car insurance" runs $56.86 to $190.88 and "auto insurance quotes" $92.26 to $250.79. "Health insurance", in the same industry, runs $5.39 to $16.11. Real estate shows the same gap: "real estate agent" costs $3.00 to $12.26, and "homes for sale" $0.16 to $4.13. A person browsing listings is further from hiring an agent. The closer the words are to a purchase, the more advertisers bid on them.
The season
Searches move during the year. "Plumber near me" had 6,600 searches in November 2025 and 27,100 in September 2026. "Health insurance" went from 4,400 in most months to 18,100 in May and June 2026. When searches jump, a fixed daily budget runs out earlier in the day, and the afternoon calls go to someone else.
The quality of your ad and page
You rarely pay your full bid. Google says you pay "what's minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you" (Actual cost-per-click). A relevant ad and a page that matches the search raise your Ad Rank, so you can hold the same spot with a lower bid.
How to lower your cost per lead
Google's auction sets the price of a click. You decide what happens after the click, and that sets your cost per lead. The math is short: cost per lead equals cost per click divided by the share of clicks that become a call or a form. At $50.00 a click, if 1 in 10 visitors calls, each call costs $500.00. If 2 in 10 call, each one costs $250.00, at the same click price.
In the Google Ads accounts we run, we work in this order:
- Measure calls and forms first. Before the first dollar goes out, we set up conversion tracking for calls, forms and bookings. Without it, Google optimizes for clicks, and nobody can tell which search brought a customer.
- Buy the searches of people ready to call. "Emergency plumber" and "AC repair near me" before "how to fix a leak". We use phrase and exact match and a list of negative keywords (jobs, salary, free, DIY) so the budget doesn't go to people who will never hire you.
- Send each search to the page that answers it. A person who searched "roof repair" should land on a page about roof repair, with the phone number at the top, and the home page rarely does that. Our landing pages for Miami businesses are built for it.
- Run ads when someone can answer. A missed call is a paid click lost. We schedule ads for the hours someone picks up the phone.
- Show ads to people in your area. Google's default can also reach people who are only interested in Miami. For a local business we limit it to people who are in the area or go there regularly.
- Read the search terms every week. The report shows the exact words people typed before clicking. Each week we add new negative keywords and give the searches that bring calls their own ads.
The price Google sets for "personal injury lawyer" stays the same. With these steps you need fewer of those clicks to sign one case.
Frequently asked questions
How much does Google Ads cost per month?
Google has no minimum. You set an average daily budget. On a busy day Google can spend up to twice that amount. In a month it never charges more than 30.4 times the daily budget, according to its page on average daily budgets. A $50.00 daily budget means $1,520.00 a month at most. At $20.00 a click, that buys about 76 clicks.
How much does Google charge per click?
You pay the minimum needed to beat the advertiser right below you, which is often less than your maximum bid (Google Ads Help). Google notes an exception: with some automatic bidding settings or bid adjustments, a click can cost more than the maximum. In Miami, the top-of-page ranges in our reading go from $0.73 to $500.00.
Is $10.00 a day enough for Google Ads?
It depends on your industry. At $10.00 a day, the monthly limit is $304.00. For a hair salon, where top-of-page clicks run $0.81 to $3.98, that's at least 76 clicks a month. For a plumber, at $16.01 to $57.95, it's less than one click a day. For an injury lawyer, at $36.62 to $347.54, it's eight clicks a month at most, too few to learn which searches bring cases.
Why is Google Ads so expensive for lawyers?
Many firms compete for the same searches, and one case can be worth far more than the clicks it took to sign it. In our Miami reading, "personal injury lawyer" runs $36.62 to $347.54 a click and "accident lawyer" $87.87 to $500.00. At those prices, every visitor who leaves without calling is expensive, so the page and the phone matter as much as the bid.
Does the Keyword Planner show what I will pay?
No. It shows what other advertisers bid in the past to appear at the top of the page in that area, from the 20th to the 80th percentile. Your actual cost depends on your bid, the quality of your ad and landing page, and the competition at the moment of each search.
Before you set a budget
Look up the range for the two or three searches your customers use, and run the cost-per-lead math with an honest share of calls. If the numbers work, the account comes next. Our Google Ads management page shows how we set up and run campaigns, and our marketing services in Miami page lists everything we do for businesses here.