Google Ads PPC vs OTT (Over-The-Top)
Google Ads PPC averages $5.96 CPC. OTT (Over-The-Top) is bought on CPM only, averaging $30.80. Analysis for Real Estate / Australia in 2026.
Amber underline marks the lower cost on each metric. Ties get neither. Em dash means the platform is not sold on that basis.
Which should I actually pick?
Answer three questions and we'll score Google Ads PPC vs OTT (Over-The-Top) on budget fit, industry rank and goal alignment.
Advertising in Australia
Australia punches well above its population in digital ad spend — per-capita digital ad investment ranks among the world's highest, driven by mature ecommerce, strong consumer banking competition, and a heavily concentrated retail sector. Google and Meta hold the lion's share, but YouTube and connected TV (via 7plus, 9Now, 10 Play, and BVOD) have become unusually important channels. CPMs run roughly 10% above US levels for premium inventory. The ACCC's News Media Bargaining Code and active scrutiny of Google and Meta have created a more transparent ad ecosystem than most peer markets. Privacy Act reforms are tightening consent requirements, with significant amendments rolling out through 2025-2026.
Quick Comparison
Delta reads left to right: how Google Ads PPC compares to OTT (Over-The-Top) on each line.
| Metric | Google Ads PPC | OTT (Over-The-Top) | Δ Google vs OTT | What it means |
|---|---|---|---|---|
| Avg. CPC | $5.96 | — | — | One side is not sold on a CPC basis. |
| Avg. CPM | — | $30.80 | — | At least one platform is not priced per impression. |
| Clicks per $5,000 | 839 | — | — | Volume advantage before conversion rate is applied. |
| Typical CVR | 3.8% | 0.4% | +850% | Cross-industry typicals by channel type, not board data. |
| Implied CPA | $157 | — | — | At the CVRs above; your account will differ. Implied CPA = CPC ÷ CVR. |
| Min. viable monthly spend | — | — | — | To exit learning / gather bid-strategy signal. |
| Pricing tier | High | High | Board tiers by CPM/CPC percentile. |
Where the gap widens
No shared metrics to chart between Google Ads PPC and OTT (Over-The-Top). See the quick comparison table for individual costs.
How each one charges you
- Billing
- Google Ads runs a real-time second-price auction on every search query. You pay per click, and your effective CPC is a function of your bid, Quality Score, and competitor bids — high-intent commercial keywords (finance, legal, insurance) can 5-10x the platform average because auction density is brutal.
- Learning phase
- Budget floor to reach statistical signal: roughly $50–100/day per campaign, or $1.5K–3K/month per keyword theme. Below that, learning phase never stabilizes.
- Creative
- Responsive Search Ads: up to 15 headlines (30 chars each), 4 descriptions (90 chars each). Google mixes them dynamically. Sitelinks, callouts, and structured snippets are effectively required to stay competitive.
- Billing
- OTT (Hulu, Peacock, Roku, Samsung TV+, etc.) is bought exclusively on CPM with 15- and 30-second video creative. Rates run $25–40 CPM — the highest of any digital channel — because inventory is finite premium video and the ROAS story is measured against linear TV, not against Facebook.
- Learning phase
- OTT has a real budget floor: most DSPs require $5K–10K/month minimum, and to reach reliable frequency in a metro DMA you need $15K+/month per platform.
- Creative
- 15s or 30s video, 1920×1080 (16:9), broadcast-quality mastering. No skippable formats. Most platforms require closed captions and mezzanine-file delivery through demand-side platforms.
When to Use Each Platform
- You're targeting high intent searches
- You're targeting local businesses
- You're targeting e-commerce
- You're targeting brand awareness
- You're targeting premium audiences
- You're targeting video storytelling