Google Adsense Revenue Share – how much do they really pay?

By Mike Liebner • on June 6, 2010

What % does Adsense pay out??? OK… so it has always been a mystery as to what Google really pays when someone clicks on an ad on an Adsense publishers web page. But now Google has come forward and is being UP FRONT about how much they pay.

They say the reveal is in the “spirit of greater transparency”. From Google??? OK – nice to hear!

They – Adsense Content Publishers worldwide – earn a revenue share of 68% for ads that appear on their sites.

AdSense for content allows approved publishers to generate revenue from ads placed alongside their web content on web sites they won and operate.

68% is higher than I thought thy paid out.

I always thought it was around 40 or 50% MAX. So, this makes me feel better about Google. Right on guys! Thanks for revealing the percentage you pay your publishers!

You’ll find more details and the official Google explanation at the Adsense Blogspot Blog at:

What do you think about Google and Adsense? Tell us – we want to know.


By Norm on June 6th, 2010 at 11:55 am

Very interesting!


Norm A.

By Gene Medame on June 6th, 2010 at 11:57 am

Frankly I didn’t believe it was that high. My experience is they pay about 10% of the highest payments for keywords. However if you consider an average for all the various combinations of keywords and how many would be at the minimum 0.02 or so, then the 68% figure could be derived. I think they are doing some gaming of the statistics though.

By Darrell on June 6th, 2010 at 12:08 pm

Hey Mike

I am glad to see them do this, but there is a lingering question. Why now?

I think there is much more going on here and there reason for what they call in the spirit of being transparent. Google doesn’t seem to do things just cause. I am also wondering aloud and purely my opinion is maybe they are getting worried about there competition more than we have speculated. What I mean, is why do this right now because if revenue is solid, which it seems to be, why even bother letting us lowly IM have this information. I really do think there is much more going on behind the scenes as to why they did this.

Thanks for the update.

By Alessandro Zamboni on June 6th, 2010 at 12:39 pm

Hello Mike, it’s more than what I really expected.
I was expecting no more than a 50% share.
Generally I took up 0.02 and 0.03 for each click, but sometimes I was able to get 1.69 for each click and 0.23.

Depends on content and keywords you decided to insert in your pages.

Thanks and see you soon,
Alessandro Zamboni

By Jim Nech on June 6th, 2010 at 12:45 pm


The cost to an advertiser for the Content Network which is where AdSense ads are displayed can be small fraction of what the cost of an AdWords for Search click would be for the same keyword.

You cannot use Google’s estimated cost per click for the Search Network to estimate the percentage of the cost per click on the Content Network.

The amount paid on the Content Network depends on a number of factors, one of which is the click through rate, the higher the click through rate for a particular ad the higher the cost to the advertiser. If you study your AdSense stats you will see that on days with a higher CTR the amount earned per click will also be higher.

So there is really no way to test the percentage they are really paying but I would think that the downside for not being honest would outweigh any gain they would realize from being lying about it.


By Romy on June 6th, 2010 at 4:19 pm

Yeah.. ok, so we get paid 68%… out of what? As Jim said, we cannot rely on the Adwords for search cost to predict our earnings, and the cost for content network.. well.. does anybody know precisely how much that is?

This is just some gimmick from Google to get us to stay off their backs for a while, now that they “told” us the percentage of an Adsense Click.

For me, I always thought that it is a more elaborate formula to calculate the adsense click, one that would consider the source of the traffic, the niche, the ctr…

For example, One day I got a click (on one website) that was $3 , and the next day, same website, I got 2 clicks that totaled $1. Now what should I understand from this?

Google Adsense is a weird game to play… but I love it 😀

By Dennis Leguit on June 6th, 2010 at 4:40 pm

I have a real site with real content,and my Adsense monetizing works.
The more quality content, the more value for the readers,the more clicks
on your Adsense ads,the more money you make for free its that simple.

By TurboTax on June 6th, 2010 at 5:32 pm

I am not sure that I believe 68%. Why do I see the bid price at 7 dollars and only get paid $1.50?

By Camper Supplies on June 6th, 2010 at 5:36 pm

I am a novice at this. I would love to make $.68 per click. The problem is I have only received 3 clicks in three weeks.

By Mike Liebner on June 6th, 2010 at 5:52 pm

Hi guys! The only data they revealed is the “revenue share” which is 68% for content network ads. Slightly less for search units (51 I think).

How much they charge an advertiser depends on a number of factors – many of them mentioned above.

If they believe your web page is very specifically about an “exact keyword phrase” they will most likely charge the advertiser more – you get 68%

If your page is all over the place and not really focused on keyword phrases that are “more valuable” they can’t charge the customer as much.

If the ad they are showing on your page gets clicked MORE OFTEN (high click through rate) the advertiser will get rewarded and he will pay less (you get 68%)

All this stuff is hidden formulas – but I do know that if your content is loaded with “bigger money” keywords – the will be able to charge their advertisers more (you get 68%).

By Red on June 6th, 2010 at 6:56 pm

Hi Mike,

I have assuming this figure way back (2008) since I started to hear rumors about how much google paid publisher. So what I did I checked out google earning reports and calculated from it. In their report there is section about how much is their adsense revenue(google network revenue) and TAC( the cost they paid to get traffic and the majority is adsense traffic).

You can check out and take a look the press release.


By George@cross necklaces for men on June 6th, 2010 at 7:45 pm

The amount of percentage that Google pays per adsense click has been a mysterious topic for a long time. Even those experienced could only guess the correct percentage. But mostly from what I’ve read people estimate it at 50%.

It comes as a pleasant surprice to learn that it’s much higher (68%)

By Steve on June 7th, 2010 at 1:57 am

Ever since Google allowed their advertisers to bid a lower amount for ads on the publisher network, I’ve believed it was bad for publishers

Why should publisher network ads not be a minimum of 10 percent of the search page ads – i.e. search page top ad $3, publisher pages 30 cents

That would at least make it worth the content publishers time and effort

I think the adsense payments are too random now to be taken serious as a business – I’m about to give up on adsense publishing – even though only a few months ago I was doing well, the recent algorithm change has killed it for me

By Knox on June 7th, 2010 at 9:45 am

Very interesting! Mike, I’m with you. I always guessed that the percentage was much lower. My guess would have been around 25% to 35%.

I wonder if they just recently raised the percentage before they made this revelation? It would be interesting to get everyones input in a month or two to see if revenues from AdSense go up a little.

By Free PLR Pack on June 19th, 2010 at 1:47 am

I still think google adsense is the beste paying ppc company theyre is .
Theyre paying good and im using them for almost 3 years now 😀 never had any problems :) google rocks 😀

By gcf on March 1st, 2011 at 11:38 am

Even i have put adsense add on my site. But not sure do they realy pay? We give give computer support online at very low price. Thus we though adsense can be good earning for us.

By zach on June 1st, 2011 at 8:40 pm

Thanks for the information & explanation.
Some people think that is not profitable to put adsense in their side, but
a lot of people making a lot of money with adsense. Hope this article will open their eyes. Great post bro :)

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