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A Google Ads campaign for a Singapore new launch has no fixed price. You set the budget, Google charges for each click at a price decided in a live auction, and your cost per lead is that click price divided by the share of clicks that enquire. Competition, ad quality, your landing page and timing move both numbers.
How is a Google Ads campaign for a new launch priced?
You pay for clicks, up to a budget you control. Google does not charge more than your maximum bid for a click unless you use automated bidding or bid adjustments.1
- Per click, set by auction. Each search runs a new auction. You "only pay what's minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you", so the actual cost per click is often below your bid.1
- Daily budget, monthly cap. You set an average daily budget. Google may spend up to twice that on a day when clicks are more likely, but not more than 30.4 times it in a month for most campaigns.4 To turn a monthly budget into a daily one, divide by 30.4: S$3,040.00 a month is S$100.00 a day.4
- GST. Since 1 Jan 2024, Google Ads sales to accounts with a Singaporean business address carry 9% GST.6 Google does not give tax advice, so ask your accountant how this applies to you.
- Invalid clicks. You are not charged for clicks Google judges invalid, such as automated traffic or accidental clicks, and you get a credit if they are found after billing, where appropriate and possible.7
Ad spend is only part of the bill. A full campaign usually has five costs:
| Cost | What decides it | Who you pay |
|---|---|---|
| Ad spend | Your budget and the auction price of each click | Google, or your agency if it buys the clicks for you |
| GST on ad spend | 9% for accounts with a Singapore business address6 | |
| Landing page | A page for the exact project, built by you, a website builder or a developer | Your provider, or your own time |
| Campaign management | Keywords, ads, bids, conversion tracking and weekly checks | Your own time, or an agency fee |
| Lead handling | Follow-up, spam screening and consent records | Your own time and tools |
What decides how much you pay per click?
Ad Rank. Google calculates it for every search from six factors, and your bid is only one of them.2
- Your bid: the most you are willing to pay for a click.
- The quality of your ads and landing page: how relevant and useful they are to the person searching.
- Ad Rank thresholds: the minimum an ad must reach to show.
- The competitiveness of the auction: how close other advertisers' Ad Ranks are to yours.
- The context of the search: the words used, the person's location, their device and the time.
- The expected impact of assets: extras such as a phone number or links to other pages on your site.
Google puts the practical point plainly:
"The most important thing to remember is that even if your competition bids higher than you, you can still win a higher position -- at a lower price -- with highly relevant keywords and ads." (Google Ads Help, Auction)3
Google also says: "Higher quality ads can often lead to lower CPCs."2 Position matters too: clicks on ads above the search results usually cost more than clicks on ads below them.1 On a project-name search, where several agents may want the same top slots, the gap between your Ad Rank and the next advertiser's counts as well. The wider the gap, the more likely you are to win, and the more you may pay for that certainty.1
A 1 to 10 score Google shows for each keyword, based on expected clickthrough rate, ad relevance and landing page experience compared with other advertisers on the same searches over the last 90 days. Google calls it "a diagnostic tool" and says it "is not an input in the ad auction". The auction uses its own quality measures at the moment of each search.52
Why do click prices change through a project's life?
Because competition for a project's searches changes. Google says the competitiveness of an auction affects what you pay,1 and the click prices in our CPC Intelligence Suite rise and fall around a project's land sale, preview and launch.15
| CPC Intelligence Suite, June 2026 snapshot, cents hidden15 | Cost per click |
|---|---|
| Average across 124 priced projects | S$3.** |
| Cheapest priced project | S$1.** |
| Most expensive priced project | S$8.** |
| Lentor Gardens Residences, 1 Jul 2025 (GLS period) | S$1.** |
| Lentor Gardens Residences, 16 Jun 2026 (nearer preview and launch) | S$6.** |
Lentor Gardens Residences was cheapest to advertise during its Government Land Sales (GLS) period and dearest nearer its preview and launch. The GLS Programme is how State land is released for development in Singapore; URA plans and announces each programme every six months.14 Bloomsbury Residences followed a different curve: its click price peaked during the preview and launch period, eased off, then rose again when the commission percentage increased.15 Both patterns are consistent with more advertisers bidding when a project draws more buyer and agent interest.
Starting early can mean cheaper clicks, but CEA's rules apply until the project is approved for sale. Circular PC 04-13 asks for text such as "pending approval for sale" or "seeking indication of interest" to be shown prominently, and bars words such as "New Launch" and "Sales Hotline" in those advertisements.13 Our new launch landing page checklist covers the other rules your page must meet.
How do you work out cost per lead?
Divide your cost per click by your conversion rate. Google defines conversion rate as conversions divided by ad interactions, and cost per conversion as total cost divided by conversions.89 In a lead campaign, the conversion is an enquiry.
Cost per click ÷ conversion rate. A S$4.00 click at a 2% conversion rate gives a S$200.00 lead (illustrative figures).
The figures below are made up to show the arithmetic. They are not ProjectSG data, a benchmark or a forecast.
| Illustrative scenario | Cost per click | Conversion rate | Clicks from S$4,000.00 | Leads | Cost per lead |
|---|---|---|---|---|---|
| Starting point | S$4.00 | 1% | 1,000 | 10 | S$400.00 |
| Better landing page | S$4.00 | 2% | 1,000 | 20 | S$200.00 |
| Cheaper clicks | S$2.00 | 1% | 2,000 | 20 | S$200.00 |
Doubling the conversion rate does as much for cost per lead as halving the click price. The conversion rate is also more within your control: the landing page and the enquiry form are yours to change, while the click price depends partly on other advertisers.
If your Google Ads account has a Singapore business address, add 9% GST: the S$4,000.00 becomes S$4,360.00, and the S$400.00 lead in the first row really costs S$436.00.6
Two counting rules keep the figure honest:
- Count one conversion per enquiry. Google recommends counting "One" conversion for leads "to prevent duplicate counts from page refreshes".9
- Count real people only. Spam and fake enquiries make your cost per lead look lower than it is. Our guide to protecting yourself from spam leads covers verification and screening.
Which levers lower your cost per lead?
Work on conversion rate first, then on click price and timing.
- Match the page to the search. Google's landing page experience rating estimates how relevant and useful your page is to people who click, and pages that rate well are "usually well organized and have text that relates to a person's search terms".11 A page about the exact project in your ad is more likely to meet that test than a generic agency home page.
- Write ads about the project, not the agency. Ad relevance and expected clickthrough rate are among the quality signals that can lower what you pay per click.25
- Check costs before you commit. Keyword Planner shows the average cost for your ad to show on searches for a keyword, but keywords with very low search volumes cannot be forecast,12 which can include a project name that few people search yet. Its forecasts are based on the last 7 to 10 days,12 so recheck them as the launch nears.
- Let bidding aim at cost per lead once tracking works. Target CPA bidding sets bids to reach the average cost per conversion you choose. It needs conversion tracking first, and a target set too low may cause you to forgo clicks that could have become leads.10 Change budgets and targets sparingly: Google says frequent changes reset a 7 to 14 day learning period.9
- Spread budget across projects. Comparing current click prices lets you put more budget where clicks are cheaper, instead of spending it all on the costliest launch.15
- Plan the timing. Map your campaign to the project's land sale, preview and launch dates, and follow CEA's wording rules until approval for sale.1315
How much should you budget for a new launch campaign?
Work backwards from the leads you need and the cost per lead you can expect, then check the total against what one sale earns you.
- Estimate cost per lead. Take the project's current cost per click and divide by a conversion rate you can justify from your own past campaigns.
- Multiply by the leads you want a month. For example, 20 leads at an illustrative S$200.00 each is S$4,000.00 a month.
- Convert to a daily budget. Divide by 30.4: about S$131.58 a day.4
- Add the rest. GST on ad spend if it applies,6 plus your landing page and management costs.
- Compare with your commission. Work out how many sales the campaign needs to cover its cost, and decide whether you are comfortable with that.
Our free leads projection runs this sum for the projects you pick, and shows how many deals would cover the ad spend. It is an estimate, not a promise of results.
This article is general information, not financial or investment advice.
The CPC Intelligence Suite in your ProjectSG dashboard shows the current cost per click for every priced project, with its 7-day and 30-day change, and a CPL estimator for preset or custom conversion rates. Our Agent Packages include Google Ads run by a Google Partner agency: 12 months at S$16,763.11, or 6 months at S$10,791.00 (quoted by our pre-sales team), including 9% GST. Ad spend is paid as ad credits: your spend plus 15% on the 12-month plan or 17% on the 6-month plan, plus GST, from S$2,500.00 a month. The 6-month plan allows up to S$18,000.00 of ad credit per 6 months; the 12-month plan has no limit. Results depend on the project, timing and competition.
Frequently asked questions
Will Google spend more than my daily budget?
On some days, yes. Google can spend up to twice your average daily budget on days when clicks and conversions are more likely, and less on others. For most campaigns you will not pay more than 30.4 times your average daily budget in a month.4
Does the highest bid always get the top position?
Is Quality Score used to decide what I pay?
Not directly. Google says Quality Score is a diagnostic tool and not an input in the ad auction. The auction uses its own quality measures at the time of each search, and higher quality ads can often lead to lower costs per click. Use Quality Score to find keywords that need a better ad or landing page.52
What conversion rate should I plan with?
Use your own past campaigns where you can, because the rate depends on your page, your offer and the project. With no history, test a range: our CPL estimator compares preset rates with your own.15 Once a campaign has conversion data, Google Ads recommends a Target CPA based on your average cost per conversion over the last 30 days.10
Am I charged for fake or accidental clicks?
Not for clicks Google identifies as invalid, such as accidental clicks or automated traffic. They are removed from your billing, and if Google finds them after you have paid, you receive a credit where appropriate and possible.7 Fake enquiries from real clicks are a separate problem, for your form and screening to catch.
Does GST apply to Google Ads in Singapore?
Yes, for accounts with a Singaporean business address. Google says all Google Ads sales in Singapore have been subject to 9% GST since 1 Jan 2024. Google does not give tax advice, so ask your accountant how it applies to you.6
Sources
- Google Ads Help, Actual cost-per-click (CPC): Definition, accessed 10 Nov 2026.
- Google Ads Help, About Ad Rank, accessed 10 Nov 2026.
- Google Ads Help, Auction, accessed 10 Nov 2026.
- Google Ads Help, About average daily budgets, accessed 10 Nov 2026.
- Google Ads Help, About Quality Score for Search campaigns, accessed 10 Nov 2026.
- Google Ads Help, Taxes in your country: Goods and Services Tax (GST) in Singapore, accessed 10 Nov 2026.
- Google Ads Help, Invalid clicks: Definition, accessed 10 Nov 2026.
- Google Ads Help, Conversion rate: Definition, accessed 10 Nov 2026.
- Google Ads Help, Understand your conversion tracking data, accessed 10 Nov 2026.
- Google Ads Help, About Target CPA bidding, accessed 10 Nov 2026.
- Google Ads Help, Landing page experience: Definition, accessed 10 Nov 2026.
- Google Ads Help, Use Keyword Planner, accessed 10 Nov 2026.
- Council for Estate Agencies, Practice Circular PC 04-13: Marketing of development projects where approval for sale has not been granted, 27 Jun 2013.
- Urban Redevelopment Authority, Land Sales, updated 10 Jun 2026, accessed 10 Nov 2026.
- ProjectSG, CPC Intelligence Suite, dashboard snapshot June 2026 with cents hidden, accessed 10 Nov 2026.
The ProjectSG team writes about Google Ads, lead generation and new launch marketing for Singapore property agents, drawing on campaigns we run every day.
Researched and drafted with AI assistance, then fact-checked and approved by a named ProjectSG reviewer before publishing. Last updated 12 Nov 2026. Read our editorial policy. Spotted an error? Email info@project.sg.
