How much does a Google Ads click cost in Montreal and Laval?

The short answer

To appear at the top of Google in Montreal and Laval, the median high bid stays under $5 for salons, restaurants, garages and physio clinics, and goes past $20 for heating and air conditioning, roofing and brokers. Here are the three tiers, by each trade group's median high bid:

• $4.14 or less: hair salons, barbers and beauty ($1.89), restaurants and caterers ($2.77), garages ($3.44), aesthetics, optometry, psychology and veterinary ($3.98), physio, chiropractic and massage ($4.14).
• $6 to $18: lawyers and notaries ($6.36), gyms ($6.59), landscaping and cleaning ($7.11), accounting ($10.21), dental ($13.20), marketing and websites ($14.01), plumbing and electrical ($16.21), pest control and moving ($17.90).
• $20 and up: brokers ($20.29), roofing and renovation ($25.23), heating and air conditioning ($33.12).

How the numbers were pulled

The figures come from Google Ads Keyword Planner, which I queried on October 26, 2026 for 143 searches tied to local trades and services. The exact settings:

What the columns mean, per Google Ads Help:

• Top of page bid (low range): an approximation of the 20th percentile of what advertisers have historically paid for a keyword's top of page bid, based on your location and Search Network settings. About 20% of bids were lower.
• Top of page bid (high range): the approximation of the 80th percentile. About 20% of bids were higher.
• Avg. monthly searches: "The average number of times people have searched for a keyword and its close variants" over the month range you select.

The limits, plainly:

1. A bid is not your cost per click. Google explains that "you only pay what's minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you" (Google Ads Help), which is often less than your maximum bid.
2. Quality and context change the price. Ad Rank accounts for the quality of your ads and landing page and the context of the search, including "the person's location at the time of the search," the device and "the time of the search" (Google Ads Help).
3. Bids move. "Bid range statistics show bid information from the last 30 days," and two of my Canada-wide pulls taken 17 days apart already differed (see my French guide on what Google Ads costs a small business).
4. Two cities, not the region. The pull covers the cities of Montreal and Laval, not the suburbs. Because both cities were selected together, "plombier laval" and "plombier montréal" are measured for the same searchers: you are comparing searches, not cities.
5. Some groups are small. Heating and gyms have only 2 keywords with bids each.

How this differs from published benchmarks

Most English results for this question are benchmark studies, and they measure something else:

LocaliQ, a US company, builds its benchmarks from "thousands of our customers' advertising campaigns across Google Ads and Microsoft Ads" and does not name the countries or state its currency.

Local data matters because Google computes these bids for the location you choose: its definition says they are based on your location settings. In this pull, the same trade costs differently depending on the city named in the search and on its language, which no national or US average can show.

Cost per click by trade

The most expensive group's median high bid is more than 17 times the cheapest's: $33.12 for heating and air conditioning, $1.89 for hair salons and barbers. For each group, the table gives the median of its keywords' low and high bids, and the highest bid in the group.

Keyword by keyword. Each table runs from the highest high bid to the lowest. Keywords appear as people typed them, mostly in French. Search volumes are monthly averages: read them as orders of magnitude.

Heating, air conditioning and heat pumps

Roofing, renovation and foundations

Brokers (real estate, mortgage, insurance)

Pest control, locksmiths and moving

Plumbing and electrical

Marketing and websites

Dental clinic

Accounting and tax

Landscaping, cleaning and snow removal

Gyms and personal training

Lawyers and notaries

Physio, chiropractic, massage, osteopathy

Aesthetics, optometry, psychology, veterinary

Garages and auto services

Restaurants, caterers and venues

Hair salons, barbers and beauty

Searches left out. For 38 searches, Google showed no bid; it notes that "You might not see bid range statistics for keywords that have limited historical bid information." They include "dentiste montréal", "chiropraticien montréal" and "cpa laval". Five more sit outside the groups: "garderie laval" ($0.88 to $1.81), "toilettage chien laval" ($0.83 to $1.50), "tutorat montréal" ($0.78 to $4.00), "physiothérapie montréal" (same figures as "physiothérapeute montréal") and "google ads" ($15.89 to $574.43), which is not a trade search.

What the data shows

The specific service, the city named in the search and the language also move the price, not just the trade. Seven findings, each checked against the raw rows:

1. A group median hides wide gaps. Among lawyers and notaries, "avocat divorce montréal" runs $11.24 to $37.53 and "notaire laval" $0.80 to $3.05. Look at your own row.

2. Business searches cost more than generic ones. "comptable pour entreprise" runs $12.11 to $58.11, "impôt société" (corporate tax) $3.49 to $50.29 and "comptabilité pme" (small business accounting) $8.67 to $40.12. "cpa montréal", searched 80 times as often as "comptable pour entreprise", runs $1.38 to $6.91.

3. The highest bids are for rare searches. Seven of the ten highest high bids (leaving out "google ads") are for searches made 50 times a month or less:

4. "laval" is not always cheaper than "montréal". "plombier laval" runs $4.71 to $19.78, against $3.92 to $12.54 for "plombier montréal", and the low end for "électricien laval" ($7.39) is almost double that of "électricien montréal" ($3.89). The other way around, "comptable montréal", "notaire montréal" and "agence web montréal" cost more than their "laval" versions.

5. English and French do not cost the same. In all four pairs, the English search has more volume. The bid is sometimes higher in English, sometimes in French:

6. High volume does not mean expensive clicks. "restaurant laval", the most searched term in the pull (33,100 a month), has the lowest high bid of all: $1.07.

7. The order of trades is not LocaliQ's order. LocaliQ puts attorneys and legal services ($9.87) above dentists ($8.00); here, the lawyers and notaries median high ($6.36) is less than half of dental's ($13.20). For hair salons and barbers, even the highest bid in the group ($3.90) is under LocaliQ's beauty and personal care average ($4.62). For a Laval real estate broker, the lowest bid ($9.13) is almost three times LocaliQ's real estate average ($3.22). The measures differ, so compare the order, not the digits.

From cost per click to cost per lead

Divide your budget by the cost per click to get your clicks, then multiply by your conversion rate. The rule to remember: cost per lead = cost per click ÷ conversion rate. At 5%, a lead costs 20 clicks; at 10%, 10 clicks.

Here is $1,000 a month for three trades. For the cost per click, I use the midpoint between the group's median low and median high bids, the same starting value as the Google Ads budget calculator. The 5% and 10% rates are assumptions I chose for the example, not market averages.

For context, LocaliQ reports an average conversion rate of 8.18% for Google Ads in 2026 across industries, from its own customers' campaigns (LocaliQ). Your real rate may be higher or lower; only call and form tracking (in French) will tell you.

Three checks before you set a budget:

• The range matters as much as the midpoint. In plumbing and electrical, $1,000 buys 256 clicks at the median low bid and 62 at the median high. At the extremes, the same budget buys about 49 clicks in heating and air conditioning ($20.28 midpoint) and 800 for hair salons ($1.25).
• A budget cannot buy more clicks than there are searches. "comptable montréal" gets only 70 searches a month, so an accounting firm should also target "cpa montréal" (1,600) and "accountant montreal" (390).
• Google Ads runs on an average daily budget. Google says that "At the end of the month, you will have spent no more than 30.4 times your average daily budget" (Google Ads Help), so $1,000 a month is $32.89 a day. The calculator does this conversion for you.

How to lower your cost per click

Fix the ad and the page before you raise the bid. Google says "Higher quality ads typically cost less per click than lower quality ads" (Google Ads Help).

Google sums up that quality in Quality Score, rated 1 to 10 for each keyword. It is a diagnostic tool, and "Quality Score is not an input in the ad auction" (Google Ads Help), but its three components show what to fix.

Two more levers come out of the data:

• Split French and English. Volumes and bids differ by language, so build separate ad groups, with French ads pointing to French pages and English ads pointing to English pages. I explain the Charter of the French Language rule and Google's September 2026 language change in my guide to Google Ads management costs in Montreal.
• Start with the searches that describe your main service and your city. Rare, specific searches are often the most expensive. Add them once you know your cost per lead.

What Always Booked charges

Google Ads management at Always Booked costs from $900 for setup, then $450 a month, month to month. You set the ad budget and pay it directly to Google. The Google Ads account is in your name, paid with your card; I work in it through my manager account, and if you leave, you keep the account, the campaigns and the data. Setup includes conversion tracking for calls and forms and, when I built your site, a dedicated landing page. Each month you get a plain-language report, and you deal with the same person from the first call to the report.

Questions