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Running ads through Google Ads is charged per click, or per 1000 display impressions depending on your billing option. Most business use the per click, model also known as Pay Per Click (PPC). This means you’ll get charged for every click your ads will receive.
That said, you can create an account for free and perform keyword research for free. You can also set up Display advertising where you get free impressions (people can see your ad for free) but only pay for the clicks. This can be extremely inexpensive when remarketing, because your remarketing audience already knows you and tends to click less often. (But each impression reminds them of your business – for free!).
Getting your ads live on Google will lead to a financial outlay, but you can choose how much you spend per day.
Using the services of a Google Ads specialist like Petra Manos from The Quantified Web will help you to get the most out of your budget, because we know which settings to apply to get you a better deal.