CPC (Cost per Click) is a pricing model where you pay only when someone clicks your ad. It is the most common model in Search Ads (Google, Bing). Your actual CPC depends on Quality Score, competition, industry, and targeting. A lower CPC does not always mean better performance — what matters is cost per conversion.
A Google Ads campaign for 'divorce lawyer London' has an average CPC of EUR 1.70. From 100 clicks (cost: EUR 170), you get 12 quote requests, yielding a cost per lead of EUR 14.17.