The price of quality optics is a very serious part of properly setting up your rifle. Since my choices are typically for tactical applications, the high end tactical or government type scope models are my first consideration. After many years of trying out many different makes, powers, finishes, mounting systems, and price ranges, I've found that there are only two makes that are consistently on my rifles. Leupold and Springfield Armory.
The Leupold Tactical scopes are very expensive ($750-$1150) but their optics in my opinion are first class, regardless of your application. The 50 and 56mm objective lenses offered, are fantastic in low light conditions, especially when hunting at dawn and dusk. In addition, the matte finish is supurb and eliminates game spooking glare.
Springfield Armory (SA) Government Model scopes are typically designed for applications on military rifles like the M1A etc. However, they offer scopes that are factory calibrated for .223 and .308 that have range finding and a bubble level built into the optics, which I like allot. SA scopes are much cheaper than Leupold Tactical scopes but in my opinion they are my second choice all around optics ($300-$600).
They would be first choice for game hunting as well (except squirrels).
You can try various online gun auction sites like (
www.auctionarms.com ) or (
www.gunbroker.com ) or even (
www.ebay.com ) and do a search for Leupold or SA. You can also sometimes find second hand (sometimes unused) scopes in these makes at local guns shows. I've found gun show deals will help save a minimum of 50% of retail.