Published on 08/09/2025
Reducing Cost per Click on Google Ads
By Mawu Li
How smart keyword strategy, constant research, and ad quality improvements can reduce CPC while increasing ad effectiveness.
Running Google Ads effectively is not just about setting a budget. To lower costs and improve results, advertisers must focus on keyword strategy, ongoing research, and ad quality.
Key Concepts
Keyword Match Types: Control how closely a search query must match your chosen keywords. Testing broad, phrase, and exact match types helps balance reach and relevance.
Constant Keyword Research: Regularly finding new high-value keywords and removing underperforming ones ensures spend is directed where it matters most.
Quality Score: Google rewards relevant ads and landing pages with higher Quality Scores, which lowers CPC and improves ad rank.
Key Takeaways
- Test different keyword match types to balance cost and traffic.
- Continuously research keywords to uncover opportunities and cut wasted spend.
- Improve Quality Scores by writing relevant ad copy and optimising landing pages.
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