Google Ads has no fixed price. You don't buy a package: you set a budget and pay each time someone clicks your ad. You can start with a few euros a day or with hundreds: you decide how much to spend, and Google spends up to that limit. So the right question isn't 'how much does it cost', but 'how much does what I spend return'.
Cost per click is the base line item. It depends on how competitive the term is: searching 'divorce lawyer Milan' costs more than a lightly contested niche, because more professionals bid on that word. In Italian professional niches, cost per click runs from a few cents to several euros. But cost per click alone says nothing about the return.
What raises or lowers the cost, beyond competition: the relevance of the ad and the quality of the landing page. Google rewards relevant ads that lead to matching pages with cheaper clicks, and penalizes generic ones. A well-written ad, on a dedicated landing, can pay far less for the same click than a careless competitor.
How much do you need to start? Enough to gather data in reasonable time. With budgets that are too small the algorithm learns slowly and conclusions arrive late. Better a budget concentrated on a few high-intent words than a few cents spread across everything. The rule isn't to spend a lot: it's to spend deliberately enough to learn what works.
The number that really matters isn't cost per click, it's cost per booked call or per client. A €2 click that turns into a consultation worth thousands is cheap. A €0.20 click that never converts is expensive. Without tracking conversions, though, you don't see this number, which is why measurement has to be installed before you launch, not after.
The mistake that inflates spend without results is sending ads to the home page. Someone searching for something specific who lands on a generic page leaves, and you've paid for that click for nothing. Every euro of Google Ads returns more when there's a dedicated landing behind it and a follow-up that catches whoever doesn't book right away.
If you want to know whether your problem is how much you spend on ads or what happens after the click, the free 2-minute audit on this site analyzes the 4 layers of your engine and tells you where to start.