Intercoastal Advertising Blog

How to Lower Your Google Ads Cost Per Click

The days of getting dirt-cheap, quality cost-per-click performance in your search campaigns are dwindling. But that doesn’t mean you can’t achieve tremendous ROI with paid search campaigns through Google. It just takes careful planning, intelligent A/B testing, relevant optimization, and a lil’ restraint too….. ha. I can’t be the only one tempted to change everything the first couple of days if the campaign gets off to a slow start.

So, if you’re experiencing significantly high cost-per-clicks in your google search initiatives, rest easy. We have some tips to lower your cost per click without compromising performance. This blog dives into six practical steps marketers can take to maximize their digital media investment through Google. Let’s get into it.

Write Better Headlines

Focusing on a headline that draws your audience in is the single most important component for your campaign’s cost-per-click. Great headlines get more clicks. From there Google deems your digital ad relevant to the searcher, and your click prices drop as a result.

The first thing we would recommend is going to a website like copy blogger. This site will help you craft valuable headlines that will resonate with your target audience.

Utilize Different Keyword Match Types

There are several different types of keyword match types available within the Google Ads platform;

  • Broad Match 
  • Modified Broad Match
  • Phrase Match
  • Exact Match

Broad match strategies give Google a lot of leeway in what types of searches your ad appears in the search result page. 

We recommend using more specific keyword match types for search campaigns. Stay away from broad match….. as it encompasses too many possible irrelevant searches which can tank your click-through-rate.

Modified Broad Match and Exact Match are both ideal starting points. Modified broad match keywords typically produce a lower cost per click. But conversely, Exact Match typically produces a slightly better cost per lead metrics.

Optimize for Quality Score 

Google defines quality score as Google’s rating of the relevance and value of both your keywords and PPC ads. It is used to regulate your cost-per-click (CPC) and increased by your maximum bid to determine your advertisement’s rank in the ad bidding process.

One of the first things you want to do is optimize for quality score factors like Ad Relevance, Landing Page Experience, and Expected Click-Through Rate. Your Google Ads click-through-rate will impact your cost-per-click, and a higher click-through rate can actually lower your Google Ads cost-per-click over the course of time. 

Ultimately, the best way to decrease your cost-per-click and increase performance in terms of conversions like leads and sales, is to improve your quality score. Google takes into account your real-time quality score by using your expected Ad Relevance, Landing Page Relevance, and Experience, Expected CTR, and Impact of Ad Extensions for each individual search every time your website enters the Google Ads Auction. 

Therefore, you need to focus on improving all of those factors over the course of time by being super organized and optimizing your campaign.

Use Relevant Ad Extensions

Ad Extensions can have a significant impact on your advertising campaigns. You want to incorporate all of the most relevant ad extensions for your campaign as possible. 

You want to use sitelink extensions, callout extensions, structured snippets, call extensions, location extensions, and every other available ad extension that is relevant for your business.

Implementing extensions can be a highly impactful way to improve click-through-rate and reduce cost-per-click. An ad extension adds value to potential clients by being present and providing additional relevant information to them during their online search.

Longtail Keywords

Long-tail keywords are one of the most effective ways to improve your Google Ads cost per click performance. If you are wondering about long tail keywords vs short tail keywords, it’s pretty easy to visualize the difference. 

Briefly, long-tail keywords are subcategories and subsets of short-tail keywords. Whereas something like “movie theater” would be considered a short-tail keyword, a keyword like “is it safe to go to the movie theater in 2019” or “what do jobs pay at the movie theater” would be considered long-tail keywords.

If you are searching for an effective Long-Tail Keywords finder, I would recommend using the Google Keyword Planner and UberSuggest.

Landing Page

Having a landing page that provides a soft, relevant transition from the ad is crucial to your cost per click.  

For example, if you are an online golf retailer and your text ad was structured to sell a specific type of putter, the landing page needs to be completely focused on that putter. It can’t be a home page that lists 20 other golf-related products and has all kinds of links that the user can click on and bounce. 

Make the landing page a simple, visually appealing extension of your ad and people will convert.


To summarize, the objective remains this: maximize reach/ conversions/ clicks while minimizing cost for each of these metrics. Google Ads can be manually optimized to increase your ROI from a digital campaign, regardless of your category/ industry/ sevices/ products/ etc. It is one of the many beauties of its software. 

However, lowering costs is all well and good, but that’s not necessarily the endgame if you’re focused on lead generation or conversions. Sometimes you have to focus on other KPIs to get the results you’re looking for, which you can’t do if you’re focused solely on cutting click costs. Just something to think about J