If you’re spending money on advertising, having your cost-per-click (CPC) decrease without decreasing or eliminating your return on investment (ROI) is the holy grail.

Low CPCs will drain your ad budget fast, but there are smart methods for decreasing them without sacrificing your conversions or leads. Here’s how.

1. Improve Your Quality Score

Google Ads prefers high-quality advertisements and lower CPCs. Quality Score is determined by how relevant your ad, CTR, and landing page experience are. The more relevant your keywords and ad copy and better landing page experience you have, the better your Quality Score will be. Better user experience = Better Quality Score = lower CPC.

2. Utilize Long-Tail Keywords

Competitive or long keywords are costly. Try with long-tail keywords instead — they are less competitive, more specific, and cheaper. For example, rather than “running shoes,” use “best running shoes for flat feet.” These kinds of keywords drive more targeted traffic that converts better.

3. Maximize Your Ad Copy

Your copy should be engaging and pertaining to the search query. Your target keyword should be present in the headline and description, and CTAs should be clear. More CTRs lead to improved Quality Scores and lower CPCs.

4. Test Substitute Ad Copies

A/B testing will tell you which ad variations work best. Test various headlines, descriptions, and CTAs. A little change can make a huge impact on your CTR and cost.

5. Target Audience Refining

Don’t waste your advertising budget reaching out to people who aren’t interested. Take advantage of audience targeting features like demographics, interests, and behavior so your ads are in the faces of those who care. You may also use location targeting and device targeting in order to reach even further.

6. Use Negative Keywords

Negative keywords prevent your ads from appearing on irrelevant searches. This prevents wasteful spend and maintains your low CPC from receiving clicks from non-converting users.

7. Monitor and Rebalance Bids Frequently

Monitor your campaigns and rebid on your behalf. There are some keywords or audiences that will perform better at a lower bid. Target CPA or Maximize Conversions smart bidding strategies will also maximize your ROI.

Conclusion

Reducing your CPC does not require you to drop your standards. With smart targeting, high-quality ad copy, and ongoing optimization, you can reduce your spend without sacrificing quality traffic and conversions. Focus on value, not volume, and your ROI will be your greatest advocate.