Google Ads Singapore: How Much Does It Cost For Your Industry?

Google Ads is a key digital marketing tool for businesses across various industries in Singapore. The right budget allocation can help businesses drive targeted traffic, generate leads, and boost conversions.

However, budget requirements and average cost-per-click (CPC) vary by industry, depending on factors such as competition, keyword demand, and campaign objectives.

In this article, we will provide an in-depth look at the Google Ads budgets for 11 major industries in Singapore, including average CPCs and sample keywords.

1. E-Commerce

E-commerce in Singapore has experienced rapid growth, with businesses targeting both local and international customers. As more consumers turn to online shopping, the competition for visibility on Google Ads has intensified.

E-commerce businesses invest heavily in product-specific ads, seasonal promotions, and re-marketing to drive sales.

Average CPC: SGD 1.50 - SGD 3

Sample Keywords and CPCs

1. "buy electronics online" - SGD 1.80

2. "online fashion shopping" - SGD 2.50

3. "cheap mobile phones" - SGD 2.80

4. "best deals on laptops" - SGD 2.40

5. "buy furniture online Singapore" - SGD 2.20

6. "online grocery shopping Singapore" - SGD 1.90

7. "discount codes Singapore" - SGD 2.60

E-commerce businesses in Singapore typically allocate higher budgets during major sales events such as the Great Singapore Sale, Singles’ Day, and year-end promotions. The focus is often on targeting high-intent shoppers and improving ad relevance to reduce CPCs and improve ROI.

2. Legal Services

The legal industry in Singapore is highly competitive, with firms specializing in areas such as family law, corporate law, and personal injury. Google Ads is a valuable tool for law firms to attract new clients, especially for high-value cases.

Given the nature of legal services, the average CPC in this industry is among the highest due to the intense competition for client acquisition.

Average CPC: SGD 8 - SGD 15

Sample Keywords and CPCs

1. "divorce lawyer Singapore" - SGD 10.50

2. "corporate lawyer Singapore" - SGD 9.80

3. "personal injury lawyer Singapore" - SGD 12.40

4. "family lawyer Singapore" - SGD 11.20

5. "law firm Singapore" - SGD 8.90

6. "criminal defense lawyer Singapore" - SGD 13.60

7. "legal advice Singapore" - SGD 7.50

Law firms typically aim for high-value leads, focusing on specific services and geographic targeting. High CPCs are offset by the potential for significant returns from securing clients in areas such as litigation, corporate law, and divorce proceedings.

3. Real Estate

Singapore’s real estate market is one of the most competitive in Southeast Asia. With a high demand for both residential and commercial properties, real estate agencies and developers use Google Ads to promote property launches, attract buyers, and generate leads.

Campaigns often focus on location-specific keywords to capture local and international buyers.

Average CPC: SGD 2 - SGD 6

Sample Keywords and CPCs

1. "condo for sale Singapore" - SGD 4.50

2. "new property launch Singapore" - SGD 5.20

3. "buy HDB flat" - SGD 3.80

4. "commercial property Singapore" - SGD 4.90

5. "property agent Singapore" - SGD 3.50

6. "rent condo Singapore" - SGD 3.70

7. "property investment Singapore" - SGD 5.80

Budgets for real estate ads are typically larger around new property launches, with developers and agencies competing for attention.

Ads targeting foreign investors, expatriates, and high-net-worth individuals often have higher CPCs due to the larger potential return on investment.

4. Healthcare & Medical

Healthcare and medical services in Singapore range from general practitioners to specialized treatments like cosmetic surgery and fertility clinics. With a high demand for these services, businesses in the healthcare sector use Google Ads to connect with potential patients.

Keywords related to specific treatments and procedures tend to have higher CPCs due to their competitive nature.

Average CPC: SGD 2 - SGD 7

Sample Keywords and CPCs

1. "dentist Singapore" - SGD 3.20

2. "cosmetic surgery Singapore" - SGD 5.60

3. "fertility clinic Singapore" - SGD 6.50

4. "skin specialist Singapore" - SGD 4.70

5. "GP clinic near me" - SGD 2.80

6. "physiotherapy Singapore" - SGD 3.90

7. "eye specialist Singapore" - SGD 4.30

Healthcare businesses tend to focus on building trust with potential patients, using Google Ads to promote their expertise, specialized services, and facilities.

Ads for niche medical services like fertility treatments or cosmetic surgery can command higher CPCs due to the premium nature of these services.

5. Finance & Insurance

The finance and insurance industry in Singapore includes banks, investment firms, and insurance providers vying for the attention of high-net-worth individuals and business clients.

Google Ads campaigns often focus on promoting products like personal loans, mortgages, and insurance plans, making lead generation a key goal.

Average CPC: SGD 5 - SGD 20

Sample Keywords and CPCs

1. "personal loan Singapore" - SGD 12.40

2. "credit card Singapore" - SGD 9.80

3. "life insurance Singapore" - SGD 14.20

4. "home loan Singapore" - SGD 11.30

5. "investment services Singapore" - SGD 10.60

6. "business loan Singapore" - SGD 15.50

7. "car insurance Singapore" - SGD 9.70

Finance and insurance companies typically allocate large budgets to Google Ads, targeting high-value leads for their products. With higher CPCs for competitive keywords like "personal loan" or "investment services," these campaigns focus on maximizing conversions and lifetime customer value.

6. Education

Singapore’s education sector includes a diverse range of institutions, from private schools and universities to professional training centers and language courses.

Educational institutions often use Google Ads to reach prospective students, both local and international, and to promote specific programs or courses. Private tuition centers are also beginning to look for students online.

Average CPC: SGD 3 - SGD 8

Sample Keywords and CPCs

1. "private school Singapore" - SGD 6.20

2. "international school Singapore" - SGD 7.50

3. "MBA Singapore" - SGD 5.80

4. "language school Singapore" - SGD 4.90

5. "tuition centre Singapore" - SGD 3.80

6. "university in Singapore" - SGD 6.10

7. "professional courses Singapore" - SGD 4.30

Educational institutions often target a specific audience, such as parents of young children, professionals seeking further education, or international students.

With keywords focusing on specialized programs, competition can be stiff, particularly for high-ticket items like international school placements or MBAs.

7. Home Services (Plumbing, Aircon Servicing, etc.)

Home services like plumbing, electrical work, and air-conditioning maintenance are essential in Singapore, where property owners regularly seek out reliable service providers.

Local businesses use Google Ads to promote their services to a geographically targeted audience and/or for specific occasions like spring cleaning for Chinese New Year preparation. CPCs can vary depending on the service and urgency of the need.

Average CPC: SGD 3 - SGD 6

Sample Keywords and CPCs

1. "plumber Singapore" - SGD 4.10

2. "aircon servicing Singapore" - SGD 3.60

3. "electrician Singapore" - SGD 4.30

4. "emergency plumber Singapore" - SGD 5.50

5. "pest control Singapore" - SGD 4.90

6. "home renovation Singapore" - SGD 3.70

7. "handyman Singapore" - SGD 3.20

Home service providers often rely on Google Ads to capture immediate, high-intent searches, especially for urgent services like emergency plumbing or air-conditioning repair. Budgets tend to focus on local SEO and highly specific keywords to ensure visibility among competitors.

8. Travel & Hospitality

Singapore is a major travel hub, attracting both leisure and business travelers. Hotels, travel agencies, and tour operators use Google Ads to promote their services, with campaigns often focusing on seasonal travel trends, events, and promotions.

Especially during peak travel seasons, CPCs can rise significantly for popular keywords.

Average CPC: SGD 2 - SGD 5

Sample Keywords and CPC

1. "hotels in Singapore" - SGD 3.80

2. "Singapore tour packages" - SGD 4.10

3. "best hotel deals Singapore" - SGD 3.50

4. "business travel Singapore" - SGD 4.20

5. "luxury hotel Singapore" - SGD 4.70

6. "budget hotels Singapore" - SGD 2.80

7. "Singapore attractions" - SGD 3.90

Travel and hospitality businesses typically increase their ad spend during peak seasons like the F1 Grand Prix or major holidays. Campaigns are often tailored to specific traveler segments, such as luxury or budget-conscious travelers, and focus on maximizing visibility during high-demand periods.

9. Automotive

The automotive industry in Singapore, including car dealerships, rental companies, and after-sales services, is a competitive space. Companies use Google Ads to promote new car sales, COE bidding, and vehicle servicing. Keywords related to specific car models and services often see higher CPCs.

Car rentals are also in demand and see themselves having CPCs on the higher end due to the number of people looking to rent cars ever since the boom of ride sharing services.

Average CPC: SGD 3 - SGD 6

Sample Keywords and CPCs

"buy new car Singapore" - SGD 4.90

"car rental Singapore" - SGD 4.30

"car servicing Singapore" - SGD 3.80

"second hand car Singapore" - SGD 3.50

"car insurance Singapore" - SGD 5.00

"new car deals Singapore" - SGD 4.60

Car dealerships often allocate higher budgets around new model launches or COE bidding periods, while service centers focus on targeting high-intent searches for maintenance and repair services.

The automotive industry also faces seasonality in ad spending, with promotions often tied to COE availability and government policies.

10. Retail & Consumer Goods

Singapore’s retail industry is highly dynamic, with businesses ranging from small boutiques to large chain stores competing for consumer attention.

Retailers use Google Ads mostly to promote online store sales, with a focus on driving web traffic, increasing e-commerce sales, and promoting seasonal discounts.

Average CPC: SGD 1.50 - SGD 3

Sample Keywords and CPCs

1. "online shopping Singapore" - SGD 2.50

2. "best deals Singapore" - SGD 2.90

3. "fashion sale Singapore" - SGD 2.20

4. "discount codes Singapore" - SGD 2.60

5. "buy shoes online Singapore" - SGD 1.90

6. "furniture sale Singapore" - SGD 2.40

7. "electronics deals Singapore" - SGD 2.80

Retail businesses often increase their ad spend during key sales periods such as the Great Singapore Sale, Black Friday, or Chinese New Year.

Online retailers also allocate budgets toward specific product categories, aiming to capture high-intent shoppers searching for the best deals on items like electronics or fashion.

11. Technology & SaaS

As Singapore continues to grow as a technology hub, many Software-as-a-Service (SaaS) companies and tech startups use Google Ads to promote their solutions. Targeting both B2B and B2C audiences, tech firms often focus on lead generation for products such as cloud services, software tools, and digital solutions.

Keywords tend to be highly competitive due to the specialized nature of these services.

Average CPC: SGD 5 - SGD 12

Sample Keywords and CPCs

1. "cloud services Singapore" - SGD 8.60

2. "SaaS provider Singapore" - SGD 9.20

3. "business software Singapore" - SGD 7.80

4. "IT solutions Singapore" - SGD 6.50

5. "cybersecurity services Singapore" - SGD 10.30

6. "CRM software Singapore" - SGD 7.40

7. "digital marketing tools Singapore" - SGD 6.80

Technology companies typically allocate larger budgets for high-value keywords and focus on long-term customer acquisition. Google Ads plays a crucial role in helping these businesses generate leads, educate prospects, and drive sales of their products or services.

Understanding Google Ads Budgeting In Singapore

This detailed breakdown offers a comprehensive look at the average Google Ads costs, sample keywords, and strategies for various industries in Singapore.

As you can see, depending on the industry you are in, your budget may need to be much bigger if you want to fight for certain popular and in-demand keywords.

Marketing may now sound very expensive but there are other strategies that can help make it more affordable such as including long-tail keywords in the bidding strategy. By focusing on relevant, high-value keywords and managing budgets effectively, businesses across all sectors can maximize their ROI and achieve their digital marketing goals.

Elevate Digital is a Singapore-based digital marketing agency that focuses on quality and data to help small to medium businesses achieve their growth objectives. You can definitely count on us to consult and propose a strategy that can get you what you want. Contact our professionals today.