10 Tips to Lower Your Google Ads Cost-Per-Click and Get High-Quality Audiences

1. Make Your Ads Better (Improve Quality Score)

Google likes ads that match what people are searching for. Make sure your ad is clear, has the right keywords, leads to a user-friendly website, and caters to what your ideal audience is looking to solve. This will help you get a higher score from Google and pay less for every click your website gets.

Pro: Higher quality leads/conversions.

Con: There is too much high-quality traffic, maybe more than you can handle.

2. Use Specific Keywords(Long Tail-Keywords)

Instead of using popular or general keywords, try using more specific and longer ones. These are called long-tail keywords. They attract people who are more likely to be interested in what you’re offering.

If you do not know what keywords are, they are code words you add when creating a Google ads campaign so that people can find your ad when they search for something on Google, for example, “cats” if you used “cats” as a keyword your ad will show up.

Pro: High-intent traffic.

Con: It may reduce search volume since keywords are very specific.

Tip: Make sure to add a mix of long-tail keywords and keywords with more traffic related to your service/product.

3. Write Great Ad Copy(Optimize)

Your ad should be interesting. Include important keywords and make sure to add offers (discounts, special service/product, etc.). Tell people what makes your product special and encourage them to click. Better ads get more clicks and cost less. Done properly, they can cut off low-quality traffic.

4. Use Negative Keywords

Negative keywords stop your ads from showing up in the wrong searches. Add those words to your negative keywords list if you see searches that don’t match what you’re selling. This saves money by avoiding useless clicks that are less likely to convert.

Pro: High-intent traffic and lower CPC.

Con: Might reduce traffic due to targeting a high-intent audience.

Tip: Using broad match for long tail keywords will reduce your chance of getting quality leads. Make sure to use exact-match phrases.

5. Add More Info to Your Ads (Implement extensions)

You can add extra information to your ads with ad extensions. These can include links to different pages on your website, special offers, or contact details. This makes your ad more useful and can lower your cost per click. This also helps your audiences understand more about you and your business. For example, adding your “about us” page as an extension can build rapport with your audience, encouraging them to buy from you rather than your competitors.

Pro: Audiences can understand more about you and your business, which can build rapport that can lead to conversions.

Con: It can reduce traffic to your main landing page and cost a bit more.

Tips: Use necessary assets only, like site links that lead to the About Us page. Do not use them all.

6. Try Different Bidding Strategies

Test out different ways to bid on ads. Some strategies let Google automatically adjust your bids to get the most clicks or conversions for the lowest cost.

Pro: Can reduce CPC and bid for audiences that are more likely to convert.

Con: Can increase CPC if you have no experience.

Tip: Do not use manual bidding/enhanced manual bidding unless you have already determined the right amount of bid through countless ad tests.

7. Target the Right People

Use audience targeting to show your ads to people who are more likely to buy. You can target based on location, interests, and more. This helps you spend your money more wisely and lowers your cost per click.

Pro: Targets your ideal audience.

Tip: Make sure to always target specific locations. If you don’t cater to a lot of places, add the places you don’t cater to in negative keywords.

8. Improve Your Website

The page people land on after clicking your ad should be fast, relevant, and not broken. Make sure it looks good, is user-friendly, and matches your ad. A better website helps lower your cost per click. A good website also helps in avoiding your ads from being disabled by Google since it is directly connected to your ad.

Tip: Always optimize your website. Make sure it’s fast and easy to navigate and is relevant to the ad you created.

9. Adjust Your Bids

Keep an eye on your bids and change them based on performance—lower bids for keywords that aren’t working and raise bids for ones that are. Adjust bids based on time of day, location, and device to get the best results.

Tip: Only do this if you have enough experience.

10. Test Different Ads

Always try out new versions of your ads to see what works best. Test different headlines, descriptions, and images. This helps you find the best combination that costs less and gets more clicks. This helps you understand what attracts audiences more so you can focus your budget on winning ads rather than wasting money on ads that don’t convert.

Pro: Helps in getting more conversions and scaling.

Con: Needs a lot of budgets.

Tip: Make sure to check KPIs regularly and cut off ads that don’t convert based on those metrics.

Conclusion:

Lowering your CPC in Google Ads requires improving ad relevance, optimizing bids, and enhancing user experience. By implementing these ten useful tips, you can achieve more efficient ad spending and better campaign results. Start optimizing today and watch your CPC decrease while your ROI increases.