WHITO GLOSSARY · MEASURED DEFINITIONS
The amount you pay each time someone clicks your ad. Most UK small businesses pay £1.50 to £2.50 a click on Google Ads; legal services average about £8.25, and London costs 15 to 30% more.
The number: UK PPC Costs.
What it means in practice
A low CPC is not a good CPC. Clicks are a cost, not a result, and a cheap click that lands on a weak page is money gone quietly.
Know your sector’s going rate before you judge a campaign, and judge the campaign on enquiries, not clicks.
Whito stage: Build. Buy this once the foundations are set, not before.
The numbers to hold onto
- Legal services average about £8.25 a click, the most expensive UK sector. UK PPC Costs.
- London campaigns cost 15 to 30% more than the UK average. UK PPC Costs.
- UK search adspend reached £17.9 billion in 2025, 44% of all digital ad spend. UK PPC Statistics.
Where to go next
Related: Agency retainer, Day rate, Cost per lead