What if bringing down the CPC ends up lowering your reach and negatively impacting the overall success of your campaign?
If your current CPC is helping you achieve a positive return on investment (ROI), it’s important to think about whether trying to lower it is worth the risk.
Ishaan Shakunt, founder of Spear Growth, has worked with dozens of accounts on Google Ads campaigns, and he’s repeatedly observed that the keywords that have helped him bring in the highest quality leads tend to have the highest CPCs. Here’s what he told me:
