How to reduce the cost of a click in Google Ads | Site Studio

Google Ads is an effective tool for attracting customers and increasing sales. But for many businesses, the problem is the high cost per click (CPC). The higher the cost per click, the faster the budget is burned, and the profitability of advertising decreases. In this article, we will look at ways to lower CPC without losing campaign effectiveness.

1. Improve the quality of your ads and landing pages

Google uses Quality Score to determine which ad will be shown and in which position. The higher the quality score, the less you have to pay per click.

How to increase Quality Score:

Create relevant adsthat exactly match the keywords.
Optimize landing pages: fast loading, clear structure, call to action.
Use keywords in headlines and ad text.

Example: If the keyword is “buy a coffee maker,” the ad title could be “Buy a coffee maker online – fast delivery,” and the page leads directly to the product catalog.

2. Use exact and phrase match keywords

Problem:

Broad Match often results in traffic that doesn’t convert. You pay for clicks, but the users aren’t interested.

Decision:

Use exact keywords [Exact Match] for specific requests.
Use Phrase Match keywords for controlled coverage.
Add negative keywordsto avoid irrelevant traffic.

Example: keyword "buy coffee maker" instead of "coffee maker" with broad match.

3. Optimize geography and display times

Irrelevant traffic from other regions or at night can increase CPC and reduce advertising effectiveness.

How to optimize:

Select specific cities, regions or countrieswhere your business operates.
Use show scheduleso that the ad is shown during the hours of greatest customer activity.
Track where your ads are performing best and adjust your settings.

4. Use automated betting strategies

Google Ads offers automated bidding strategies that help optimize CPC:

Maximize Clicks — automatically adjusts bids to get more clicks.
Target CPA — tries to get conversions at a given cost.
Target ROAS — optimizes bids for maximum advertising revenue.

Automatic strategies allow reduce the cost per click without losing efficiency, especially after collecting conversion data.

5. Use ad extensions

Ad extensions (Sitelinks, Callouts, Structured Snippets) do not increase the cost per click, but they do increase CTR (Click-Through Rate).

Why is this important:

Higher CTR → higher quality score → lower cost per click.
The user sees more information, which increases the chance of conversion.

Example: Add the extensions "Delivery in 24 hours", "Warranty 12 months", "Promotions and discounts" below the ad.

6. Segment campaigns and ad groups

Problem:

When different keywords and products are mixed in the same ad group, relevance decreases and CPC increases.

Decision:

Create individual ad groups for different goods or services.
Each group should have its own keywords, ad text, and landing page.
This increases CTR and reduces CPC.

7. Use remarketing

Users who have already visited your site convert at a lower cost than new ones.

How it lowers CPC:

Remarketing ads receive higher CTR, which reduces the cost of a click.
You spend your budget on hot audience, which is ready for purchase.

8. Analyze and optimize regularly

Mistakes that increase CPC:

Ineffective keywords are not removed.
New ads are not being tested.
Conversion analytics are ignored.

Decision:

Browse performance reports: keywords, ads, landing pages.
Remove or adjust words that don't convert.
Test new ads and bidding strategies.

9. Use Long-Tail Keywords

Why it works:

Long keyword phrases more accurately describe the user's query.
The competition for them is lower → CPC is cheaper.
The audience is more willing to buy because they are looking for a specific product.

Example: instead of "coffee maker", use "home coffee maker with cappuccino maker".

Conclusion

Reducing your cost per click in Google Ads isn't just about lowering your bids. It's important to increase ad relevance, optimize keywords, segment campaigns and use automatic betting strategiesAnalytics and testing are also very important: regular improvement of ads, landing pages, and remarketing helps to get more clicks for less money.

By learning how to set up advertising correctly, a business can significantly reduce CPC, increase ROI and get more customers for the same cost.