CPCs Are Climbing — Here's How to Stay Profitable Anyway
The cost of advertising on Google is going up—again.
SPECIAL: 75% OFF My Google Ads Audit
👉 Book your account audit for $325
If you’ve been running campaigns for a few years, you’ve probably felt the squeeze: fewer clicks, same budget. That’s not your imagination. It’s the new norm.
Cost-per-click (CPC) inflation is a creeping trend that’s been happening quietly for years. And as more businesses crowd into the ad space, it’s only getting worse.
So, how do you adapt without blowing your budget?
Let’s break it down.
For Small Business Owners: Keep Ad Costs in Check
You don’t have to quit Google Ads, but you do need to shift your approach.
Start with a CPC Reality Check
CPCs are rising at an estimated 2–3% per year, and the rate is higher in competitive industries. Your $500/month ad budget won’t stretch as far as it did in 2022.
Prioritize Campaigns That Convert
Instead of running broad awareness ads, focus your spend on high-intent keywords or local service ads with a tighter radius and stronger buyer intent.
Avoid Agency Bloat
Hiring a full-service agency can drain your budget. Consider working with a freelancer (👋 hi, that’s me) who can audit (75% OFF) or optimize your account for a fraction of the cost.
For Freelancers & Web Managers: Go Beyond Google
Relying only on ads is like only watering one plant in a garden. Diversify.
Lean Into Email & SMS
These channels have predictable costs and high ROI. A well-timed SMS can drive bookings, confirmations, and reminders that keep customers coming back.
👉 One tool I recommend for small businesses is SlickText. It’s easy to use, affordable, and packed with features that work great for service-based businesses. (That’s my referral link—no pressure, just love it enough to recommend.)
Create Evergreen Funnels
Instead of paying for every click, build a simple funnel (lead magnet > welcome series > offer) that collects and nurtures leads over time.
Test New Strategies
Try location layering, call-only campaigns, remarketing lists, or even Performance Max setups designed for service businesses. Google’s evolving strategy should, too.
The Search Game Is Changing Fast
And just wait—AI Overviews (AIOs) are coming to Search. That means even fewer spots for traditional ads.
But here’s the truth:
🟢 Paid ads aren’t going away.
In fact, in 2023, Google generated $305.6 billion in ad revenue. That’s 77.8% of their total earnings. Google needs ads to survive.
Oh, and a judge just said that it’s a monopoly.
You just need to get smarter about how you use them.
What we all need to accept.
You can’t keep running the same campaigns expecting the same results.
Adaptation = survival in the new PPC world.
Ready to elevate your ads?
Book an audit for 75% OFF - That’s only $325!
Whether it's exploring new targeting, shifting budgets to SMS/email, or working with a freelance pro, you have options.
But doing nothing means watching your budget work harder for less every month.
Want to market smarter and stay ahead of ad trends?
Subscribe to The Full-Stack Marketer for weekly insights (no gatekeeping, no fluff).