How to Lower Your Cost Per Click in Google Ads and Meta Ads

If you are using Google Ads or Meta Ads (like Facebook), you want to get clicks for the lowest possible price. WordStream have gathered data and tips to help you achieve that. Here is what you need to know.

Average Cost Per Click

Before you start, it’s good to know the average costs per click (CPC) on each platform.

Google Ads

The average CPC for Google Search ads over the years has been between $2.32 and $5.26. Here’s a quick look:

• 2016: $2.32
• 2021: $3.53
• 2022: $4.01
• 2023: $4.22
• 2024: $4.66
• 2025: $5.26

Meta Ads (Facebook)

For Facebook ads, the CPC varies by the campaign goal. For example:

• Leads Objective: $1.92
• Traffic Campaigns: $0.70

How to Lower Your Cost Per Click in Google Ads

Here are practical tips to reduce your CPC in Google Ads:

1. Choose Keywords Wisely

Don’t rush to pick the cheapest keywords. Do keyword research to find high-quality ones that can bring more clicks. Sometimes, a more expensive keyword might lead to better sales.

2. Improve Your Quality Score

Make sure your ads and landing pages are relevant and helpful. Google rewards ads with a high Quality Score, which can lead to lower CPCs.

3. Use the Search Partner Network

Consider showing your ads on sites in the Google Search Partner Network. These clicks can often be cheaper.

4. Try the Google Display Network

Display ads are typically cheaper. This can help lower the average CPC of your campaigns.

5. Automate Your Campaigns

Using automated campaign types like Performance Max can help you place ads at a lower CPC.

6. Leverage Exclusions

Exclude audiences or placements that are not relevant to your business. This can save money by avoiding wasteful clicks.

7. Use Smart Bidding

Let Google automatically adjust your bids based on performance. This can help you get more clicks at a lower cost.

8. Test Your Targeting

Experiment with different audience targets to find out which ones bring in the lowest CPCs.

9. Consider Google Shopping Ads

If you sell products, explore Google Shopping ads. They have an average CPC of $0.66, which is lower than many other types of ads.

10. Enable Google Local Services Ads

If your business is service-based, Local Services Ads allow you to pay only for valid leads, often at a lower cost.

11. Build Negative Keyword Lists

Create a list of keywords that are not relevant to your business. This avoids clicks that may increase your costs.

How to Lower Your Cost Per Click in Meta Ads (Facebook)

Here are tips to reduce your CPC for Facebook ads:

1. A/B Test Your Ad Copy

Try different versions of your ads. Small changes can lead to big savings.

2. Choose the Right Campaign Objective

Pick a campaign objective that aligns with your goals. Some options may cost more than others.

3. Use Ad Scheduling

Schedule your ads to run when your audience is most active. This can save you money by avoiding wasted clicks.

4. Customize Placements

Select where your ads will show. For example, focus on Instagram if it gives you a better CPC.

5. Be Selective with Your Targeting

Narrow down your audience based on interests, age, and location to reduce costs.

6. Focus on Engagement

Create ads that encourage interaction. Engaging ads tend to be shown more often at lower costs.

Recap

To summarize, lowering your CPC requires a mix of targeting, keyword selection, and ad quality. By following these strategies in both Google Ads and Meta Ads, you can save money and improve your ad performance.

For more ways to boost your marketing campaigns, consider exploring solutions that can help enhance your strategies!