Costs
for Display Ads

Transparent and competitive pricing tailored to your goals. Flexible budget options help maximize visibility and reach. Cost-effective solutions are designed to deliver measurable results in 2026.

Different ways display campaigns are priced

When buying display ads there are different options for how a media channel may charge you for placing your ads on its website.

Cost Per Mille (CPM)

CPM (Cost Per Mille) is one of the most common pricing models in online advertising. When a campaign is purchased on a CPM basis, advertisers pay for every 1,000 impressions their banner ad receives.

Each time the ad is shown on a user's device, it counts as one impression. Because the cost of a single impression is usually very small, prices are typically grouped into blocks of 1,000 impressions.

This model is ideal when your goal is visibility, broad reach, and brand awareness across premium websites.

Pay Per Click (PPC)

PPC (Pay Per Click) is another widely used pricing model for display ads where advertisers are charged only when a user clicks on their banner ad. This model is commonly used for text ads in search engine advertising such as Google Ads or Bing Ads.

The cost per click (CPC) varies based on several factors, including:

  • Industry and competition: Highly competitive industries such as finance or insurance tend to have higher CPCs.
  • Target audience and keywords: Keywords with high purchase intent generally cost more.
  • Ad quality and relevance: Platforms like Google Ads reward high-quality ads with lower CPCs through their quality score systems.

PPC is mostly used for performance-driven campaigns, where advertisers want measurable results such as conversions, lead generation, or direct sales. Lower-quality websites are often more open to negotiating PPC deals, since they may struggle to attract advertisers via the CPM model alone.

What is the perfect budget for an online display campaign in 2026?

The perfect budget for an online display campaign is difficult to estimate because it depends on several factors. A nationwide campaign naturally requires a higher investment than a campaign that runs only locally in one city. The CPMs, and therefore the total budget you need to invest, also depend on which websites you choose.

The best way to evaluate this is to use our planning tool, which provides budget suggestions based on your campaign setup.

How Much Do Display Ads Cost in 2026?

Online advertising prices vary based on factors such as ad format, websites, and targeting. Here is a rough breakdown of estimated costs:

  • CPM display ads: Usually range from 3 € - 10 €, depending on placement and targeting.
  • Google Ads PPC: Costs often vary between 0,50 € - 5 € per click.
  • PPC digital marketing: Prices depend on the sites and formats you select, often averaging between 1 € - 10 € per click.

If you are looking for a cheap online display campaign, our tips on how to create a cheap online display campaign for small businesses can help you.

If you want to know the exact pricing for your campaign, use our advertising planner to get an instant estimate and launch your campaign in just a few clicks.