Google Ads PPC VS Programmatic Display

Complete cost comparison and performance analysis for 2026

Quick Comparison Detailed Analysis

Quick Comparison

Google Ads PPC

Search advertising on Google - pay per click on search results

CPC
$2.69
CPM
N/A
Best For:
High intent searches Local businesses E-commerce
Pricing: high

Programmatic Display

Automated display ad buying across multiple exchanges

CPC
$0.50
Lower Cost
CPM
$2.50
Best For:
Scale Retargeting Cost efficiency
Pricing: low

Side-by-Side Comparison

Feature Google Ads PPC Programmatic Display
Cost Per Click (CPC) $2.69 $0.50
Cost Per Thousand Impressions (CPM) N/A $2.50
Pricing Tier high low

When to Use Each Platform

Choose Google Ads PPC If:

  • You're targeting high intent searches
  • You're targeting local businesses
  • You're targeting e-commerce

Choose Programmatic Display If:

  • You're targeting scale
  • You're targeting retargeting
  • You're targeting cost efficiency
  • You want lower cost per click ($0.50 vs $2.69)

Calculate Your Costs

CPM Calculator

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CPC Calculator

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ROAS Calculator

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Google Ads PPC vs OTT (Over-The-Top)

Data last updated: January 17, 2026