CPC is the price paid per user click in iGaming media buys, sitting between CPM and CPA as the standard performance unit for Google Search and lower-funnel campaigns.
Cost Per Click (CPC)
**TL;DR:** CPC is the price paid per user click in iGaming media buys, sitting between CPM and CPA as the standard performance unit for Google Search and lower-funnel campaigns.
What it means
CPC is the workhorse metric for Google Search, Microsoft Ads, and any platform where intent-based keywords (e.g. "best online casino brazil") drive measurable clicks. iGaming operators rely on CPC to compare keyword-level efficiency and to size monthly Search budgets against expected FTD volume.
Affiliates also negotiate CPC deals with operators in markets where CPA is restricted (e.g. some regulated EU jurisdictions). In that context the operator pays the affiliate a fixed amount per qualifying click rather than per FTD.
Formula / How it's measured
CPC = Spend / Clicks. Or in auction terms, CPC ≈ CPM / (CTR × 10).
Example: a sportsbook spends $42,000 on Google Search and gets 28,000 clicks. CPC = $1.50. On the keyword "apuestas deportivas chile" it pays $3.20 per click; on its own brand keyword it pays $0.18.
Why it matters for operators
CPC is the unit of competitive pressure on Search. When a competitor enters the market, brand-defence CPC can jump 4–6× overnight. CPC × conversion rate × LTV is the back-of-envelope test for every keyword cluster — if the math doesn't work, the cluster is paused.
Common benchmarks (2026)
- Brand keywords (own brand): $0.10–$0.40
- Brand keywords (competitor poaching): $3–$15 (where permitted)
- Generic non-brand sportsbook, LATAM: $0.80–$2.50
- Generic non-brand sportsbook, US regulated: $6–$25
- Casino "best slots" cluster, EU regulated: $4–$12
- Affiliate CPC deals: $0.30–$2 depending on geo and quality
Common mistakes
- Bidding broad match on generic keywords without geo + age filters — burns budget on under-21 traffic
- Not separating brand vs non-brand spend; blended CPC hides poor non-brand efficiency
- Ignoring bot click fraud, especially on programmatic networks
See also
- CPM — Cost Per Mille
- CTR — Click-Through Rate
- CPA — Cost Per Acquisition