Google Ads cost in Bulgaria in 2026: cost per click by industry

The average cost per click for Google Ads in Bulgaria is between €0.19 and €2.51 depending on the industry: under €0.40 for clothing, electronics and toys, between €0.40 and €0.90 for furniture, cosmetics, windows and doors, air conditioners and car repair, and over €1 for renovation, accounting services, language courses, pest control and mattresses. The figures come from Google Keyword Planner for Bulgaria, checked on 14.10.2026, for 38 search terms across 14 industries.

Prepared by Hristiyan Panov, founder of Hpanov-Digital, a performance marketing consultancy with over 5 years of experience and over €2 000 000 in ad spend managed for over 90 companies on Google and Meta. Data last checked: 14.10.2026.

Cost per click for Google Ads by industry in Bulgaria

The average cost per click is the historical average that Keyword Planner reports for the search term in Bulgaria. The top-of-page bid is the range advertisers have bid to appear above the organic results, with a low and a high end. Monthly searches are the average over the last 12 months.

Source: Google Keyword Planner, Bulgaria, Google Search network, checked on 14.10.2026.

Prices exclude VAT. The actual price in a given account differs: it depends on the ad's Quality Score, the competition in the auction at that hour, the device and the location. The table is a planning guide, not a price list.

Which industries are the most and least expensive

The highest average cost per click in the sample is for rodent control (€2.51), mattresses (€2.44), insect control (€2.08), accounting services and English courses (€1.93 each). What they have in common is the high value of a single order or contract, which allows higher bids. The lowest is for televisions (€0.19), women's clothing and building materials (€0.22 each), dresses (€0.23) and home appliances (€0.24).

A low cost per click does not mean a cheap order. At €0.19 per click and 1 order per 100 visits, one order costs €19. At €2.51 per click and 8 enquiries per 100 visits, one enquiry costs about €31.

Why the same keyword costs different amounts in different accounts

Google Ads is an auction. Position and cost per click are decided by Ad Rank: the maximum bid, the quality of the ad and the expected impact of assets. Quality is assessed on three components that Google shows as Quality Score: expected click-through rate, ad relevance and landing page experience. An advertiser with a higher score pays less for the same position.

The second reason is match types and negative keywords. Broad match without negatives pays for searches that do not buy. The cost per click looks low while the cost per order rises. In detail: Negative keywords in Google Ads.

How much budget you need: from cost per click to cost per order

The monthly budget is calculated backwards: how many orders or enquiries you need, what percentage of visits turns into an order and how much one visit costs.

Budget = target orders ÷ conversion rate × cost per click

Example using the furniture price from the table (€0.57): if 1.5 in 100 visits become an order, 30 orders a month need 2,000 visits. The budget is about €1,140 and the cost per order about €38.

Example for a pest control service using the rodent control price (€2.51): if 8 in 100 visits become a call or enquiry, 20 enquiries need 250 visits. The budget is about €628 and the cost per enquiry about €31.

The conversion rates in both examples are assumptions for illustration. The actual rate is taken from your own account or from an analysis of the website before the budget is planned.

Cost per order decides, not cost per click

A cost per click of €0.30 can lose money and €4 can be profitable. What decides is the conversion rate, the average order value and the margin. Below a certain ROAS, every sale from advertising makes a loss: break-even ROAS and how it is calculated from margin. That is why results are read through POAS, the profit after ad spend, not through platform ROAS.

What goes into the total cost besides the Google budget

• VAT. Prices in the table exclude VAT. A company that is not VAT-registered also pays 20% VAT on its Google spend.
• Conversion tracking. Enhanced Conversions, Consent Mode v2 and, where needed, server-side tracking. Without accurate tracking, automated bidding optimises on incomplete data.
• Landing page. The conversion rate depends on the page as much as on the ad.
• Visuals and video for Performance Max and YouTube.
• Account management. Not included in the table. It is set after an analysis of the business model and scale.

Google Shopping in Bulgaria

As of 14.10.2026, Google Shopping has not officially launched for shoppers in Bulgaria, so the table covers Search only. Online stores sell on Google through Search and Performance Max. In detail: Google Shopping in Bulgaria: status as of October 2026 and Google Ads for online stores in Bulgaria.

FAQ — Frequently asked questions about the cost of Google advertising in Bulgaria

What is the average cost per click on Google Ads in Bulgaria?

Between €0.19 and €2.51 depending on the industry, based on Keyword Planner data for 38 search terms, checked on 14.10.2026. Clothing and electronics are at the low end; renovation, accounting services, language courses, pest control and mattresses at the high end.

Which industry has the most expensive Google advertising in Bulgaria?

In the sample: rodent control (€2.51 average cost per click), mattresses (€2.44), insect control (€2.08), accounting services and English courses (€1.93 each).

What is the minimum budget for Google Ads?

There is no fixed amount. The budget has to buy enough visits for conversions every week, otherwise automated bidding has nothing to learn from. The formula: target orders ÷ conversion rate × cost per click.

Is the management fee included in the cost per click?

No. The cost per click is paid to Google. Management is a separate cost and depends on the scale and complexity of the account.

Why is the cost per click in my account higher than in the table?

The most common reasons are a low Quality Score, broad match without negative keywords, bidding only for the top position, and competitors bidding on the same keywords at the same hours.

Hpanov-Digital manages Google Ads and Meta Ads for online stores and service businesses in Bulgaria, with budgets tied to margin. Google advertising · PPC audit of a Google Ads account

Sources

• Google Ads: Keyword Planner (data for Bulgaria, 14.10.2026)
• Google Ads Help: Quality Score
• Google Ads Help: Performance Max campaigns
• Google Merchant Center: Supported countries and currencies