The performance of your Google Ads campaigns depends not only on the budget, but also on how wisely the costs are distributed. One of the key parameters when analyzing the effectiveness of advertising in Google Ads is the Google Ads cost per click (CPC). This metric shows how much you pay each time a user interacts with your ad and visits your website. Price-per-click optimization without losing traffic quality is a realistic goal — and in this article, we at Tech4you.io will help you figure it out. We will explain in detail how CPC is calculated, organic methods for reducing the price per click in Google Ads, and how this can benefit your.
What does the click price in Google Adwords depend on?
Google does not set a fixed CPC. Everything works on an auction system that runs each time someone performs a search. Google’s system determines if and where you display your ad.
When determining the cost per click, it is NOT only the bids set by the advertiser that are taken into account. What does the click price in Google Adwords depend on? There are several key factors, such as:
- Ad Rank, which is roughly calculated using the formula “Maximum CPC × Quality Score”
Maximum CPC is the highest price an advertiser is willing to pay for an interaction with ad
Quality Score is calculated using the following parameters: CTR (click-through rate), quality of landing page, and keyword relevance to the ad.
Therefore, price-per-click optimization works in such a way that even with a lower bid but a higher Quality Score, you can win the auction and pay less.
CPC calculation formula: (Ad Rank of competitor below you ÷ your Quality Score) + $0.01
- Region and device
Ad bids vary greatly depending on the country, city, or device type.
- Competition in the niche
The more advertisers tagter the same keyword, the higher the Google Ads cost per click.
Some statistics:
- Average Google Ads click price — in 2025, this figure is $4.51-$5.26
- Minimum click price of Google Ads — as low as $0.11–$0.50 (in low-competition niches or for long-tail keywords)
Now we can move on to methods for reducing the price per click in Google Ads.
Adjust the cost per click manually
One way of reducing the price per click in Google Ads is by manually adjusting bids (instead of relying on Google’s automated bidding).
This method allows you to optimize advertising costs while taking into account the effectiveness of keywords, audience segments, cities, and display times.
This means:
- Increase bids for high-performing keywords with stable conversions (then the ad will be displayed more often).
- Lower bids for keywords with very high CPC but few conversions (then costs will decrease without losing target users).
- Set individual coefficients to adjust bids by device, time or location (e.g., “+20% for mobile devices,” “+10% after 7 PM” “-15% for Kyiv”).
Important: manual price-per-click optimizing requires more time, more data to analyze, and experience from the advertiser.
How to organically lower your price per click in Google Ads
The Google Ads cost per click can be reduced organically. Various approaches are used to reduce the CPC.
| The method of reducing the price per click in Google Ads | How it works? |
| Keyword optimization | Disable irrelevant queries, duplicates, and weak keywords. Add negative keywords. This will increase click-through rate and reduce costs, as ads will not be shown to irrelevant audiences. |
| Geotargeting | Set up an ad display in the locations where your customers actually are. |
| Long-tail keywords | Competition is usually lower for less frequent queries. |
| Using separate bids by device | Web traffic and mobile app traffic differ in terms of conversion. Track which one is more profitable and reduce the bid for the less profitable one. |
| Improving landing page quality | This indicator significantly affects the Quality Score, and therefore the ad ranking, and consequently the CPC. |
| Dynamic ads | Google algorithms “know” how to adapt headlines, prices, locations, etc. for various user queries. This increases relevance and helps reduce the CPC in Google Ads. |
| A/B testing | Compare several ad or landing page variants and keep the ones with higher CTR and lower Google Ads cost per click. |
| Separate Search and Display campaigns | Create different advertising campaigns for the Search Network (Google search) and Display Network (websites, YouTube, Gmail) |
| Manual bid adjustments | Set maximum CPC limits manually to keep full control over ad spend. |
How does increasing the quality of a landing page reduce the price?
Landing page quality is one of the important indicators that affects the Ad Rank and reduces the CPC. Google analyzes not only your ad but also the user’s behavior after.
To improve the landing page, it is recommended to:
- Optimize the design and layout — do not overload the page with unnecessary text and visual elements, add a clear structure with headings and CTAs.
- Create a mobile version of your page — adapt the landing page to different devices and screen sizes (over 60% of all traffic comes from mobile devices).
- Check the loading speed — Google lowers the page ranking if it takes longer than 2 seconds to load. In addition, around 50% of users leave the page if it loads longer than 3 seconds.
- Focus on conversion — Google “rewards” effective pages with a lower CPC.
The better the user interaction with the page, the higher the Quality Score, which means a lower Google Ads click price.
What will lowering the price per click in Google AdWords lead to?
If the process of reducing the price per click in Google Ads is set up correctly, it can help increase advertising effectiveness and business profitability:
- Reduced advertising costs, in particular per visit (more clients for the same budget)
- Increased return on investment (ROI) — the cost per lead and sale will be lower if traffic remains targeted
- Google begins to “trust” the campaign, and ads are shown more often even with lower bids
Important: the minimum click price of Google Ads is NOT the main goal. It’s more effective improving to focus on improving the quality of ads and pages, excluding ineffective keywords, and adjusting bids strategically.
If you only focus on reducing the price per click in Google Ads, this can lead to a lower ad position (less visibility, lower click-through rate), reduced traffic (especially in competitive niches), and fewer conversions.
At Tech4you.io, we can professionally help you set up and optimize Google Ads campaigns — lowering Google Ads cost per click while keeping the Quality Score high. To get started, leave your contact details in the form.