The Best Ways to Reduce Your CPC in Google Ads
Nov 10, 2025If your cost per click (CPC) keeps increasing week after week, you’re likely getting fewer clicks and conversions from the same budget.
The good news?
There are four practical strategies you can use right now to reduce your CPCs in Google Ads without sacrificing performance.
1. Improve Your Quality Score
Your Quality Score can put downward pressure on CPCs — but it’s not the only factor.
Because Google Ads operates on an auction system, CPCs can still rise even if your Quality Score improves, depending on competition and smart bidding activity in your market.
However, a strong Quality Score still helps you stay competitive and lower costs over time.
Here’s how to improve it:
Ad Relevance:
Ensure your ad copy closely matches keyword intent. Use dynamic keyword insertion where appropriate to make ads feel more personalized.
Landing Page Experience:
Optimize for speed, mobile usability, and message match.
If your ad says “Men’s Black Trail Running Shoes”, the landing page should show that exact product — not a generic category.
CTR (Click-Through Rate):
Write compelling headlines and strong CTAs.
Use ad extensions like sitelinks, callouts, and structured snippets to increase engagement.
2. Test Broad Match Keywords
Broad Match targeting often delivers lower CPCs over time, especially as your account collects conversion data.
That said, balance is key — the goal isn’t just lower CPCs but profitable conversions.
A strong approach is to combine Exact Match and Broad Match keywords within the same ad group.
Remember: Google now uses other keywords within an ad group as contextual signals for Broad Match targeting.
This pairing gives Google’s algorithm the flexibility to explore cost-efficient opportunities while maintaining relevance.
👉Bidding on Competitor Keywords in Google Ads: Strategy, Costs, and Legal Rules
3. Target Problem or Solution Keywords
Instead of only targeting direct product or service keywords, consider problem or solution-focused searches.
These are keywords that describe the issue your product solves rather than the product itself.
They’re earlier in the buying journey, so conversions may take longer—but the CPCs are often much cheaper.
Example:
-
cleansing facial wash = $7.19 per click
-
best skincare routine for oily skin = $3.06 per click
By targeting these broader intent searches, you build brand awareness and drive traffic that converts later at a lower cost.
4. Diversify Your Campaign Types
Relying solely on Search campaigns can inflate CPCs due to competition.
Instead, diversify your strategy by combining multiple campaign types to reach users at different stages of the buying funnel.
How to implement:
-
Run Search for high-intent traffic
-
Add Shopping for product visibility
-
Use Display for awareness
-
Layer Performance Max for AI-driven scale
This mix spreads competition, improves reach, and reduces reliance on a single auction type — helping maintain lower CPCs overall.
The Takeaway
Lowering CPCs isn’t about cutting corners — it’s about improving efficiency.
Work on Quality Score, test Broad Match, target solution-based keywords, and diversify your campaigns.
And remember:
It’s not just about cheaper clicks — it’s about getting more conversions for every dollar spent.
FAQ
Does improving Quality Score always reduce CPC?
No. It helps put downward pressure on CPC, but competition and bidding automation also influence pricing.
Is Broad Match safe to use?
Yes, when paired with good ad copy, strong negatives, and conversion data. It can unlock lower-cost traffic opportunities.
Why target problem or solution keywords?
They’re cheaper and build brand awareness earlier in the buying journey, often leading to later conversions.
Should I use multiple campaign types?
Yes. Combining Search, Display, Shopping, and Performance Max helps reduce competition and stabilize CPCs.
How often should I review CPC performance?
Review every 30–60 days to track efficiency trends and make informed adjustments.