More expensive depending on how much you go horizontally.
The pipe 'rubs' more on the wellbore thus slowing the penetration rate considerably.
The pipe will tend to be "sucked" towards the center of the earth by the drilling fluid seeping down, thus reducing penetration rates.
Now, horizontal can be less expensive if the only way to get at your target vertically is going through a particular difficult formation, you'd need a floating rig to place in the middle of a swamp/lake/pond/marsh or you have a difficult land owner where you want to put the rig, etc...
either can be more expensive or less expensive depending on your particular circumstances. there is no rule of thumb here.
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