Cost per click, or CPC, describes the cost of an advertising click. Average CPC is total click cost divided by the number of clicks. Google distinguishes the average amount actually charged from a maximum CPC bid, which is a bidding setting. Source: Google Ads: Average cost-per-click definition

Read the calculation

In a worked example, £120 spent on 80 clicks gives an average CPC of £1.50. Use the same date range for both figures and state which campaign they cover. This lets another person reproduce the calculation instead of relying on an unexplained number in a slide.

Review what followed the click

Compare CPC with the enquiries produced and the agreed definition of a useful enquiry. Keep that definition stable during the comparison. The cost of reaching the page and the outcome after arrival answer different questions, so the campaign review should show both before deciding what to change.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.