Quality Score first
Reduce Cost Per Click
You can lower cost per click by bidding less. You will also lose the positions that produced the sales. The durable way is to pay less for the same position — and that is Quality Score.
The method
What actually lowers the price
Four factors. Only the last one is the bid, and it is the weakest of them.
- 01RelevanceQuery, ad and landing page saying the same thing. Google charges less for the same position when the match is close — this is the whole mechanism.
- 02Expected click-throughAn ad people click costs less to show. Writing for the query rather than for the brand is most of it.
- 03Landing page experienceSpeed, relevance and clarity feed directly into what you pay per click.
- 04Bid and structureTight ad groups let the ad match the query. Loose groups raise cost on every keyword in them.
What we do
How we lower it
Tighten ad groups
Few keywords per group, so the ad can match.
Rewrite for the query
Ads that answer what was typed, not what the brand prefers to say.
Page speed
Because slow pages raise cost and lose clicks twice.
Negatives
Irrelevant impressions drag click-through down and price up.
Match type discipline
Narrow where monitoring is limited, widen on evidence.
Schedule and location
Not paying peak prices at hours nobody answers.
Device adjustment
Where mobile and desktop convert differently.
Extension use
Free space that raises click-through and lowers cost.
The difference
Bidding less, or paying less?
These sound identical and produce opposite accounts.
Lower the bid
- Cost per click falls and so does position, volume and revenue.
- The cheapest keywords favoured because they are cheap, not because they convert.
- Broad groups left intact, so relevance stays low and price stays high.
- A falling cost per click reported as improvement while enquiries decline.
Lower what the same position costs
- Relevance raised so the same placement costs less.
- Ads rewritten for the query, lifting click-through and lowering price.
- Groups tightened so every keyword benefits.
- Cost per enquiry reported alongside cost per click — because that is the number that pays.
Cost per click is the easiest metric to improve and the easiest to improve while making the account worse. We report it next to cost per enquiry for exactly that reason.
Terms
What lowers the price
In numbers
What this service looks like in practice
Questions
What gets asked about cost per click
Can you guarantee a lower CPC?
We can guarantee it falls if we cut bids — and that is not worth having. What we work on is paying less for the same position, which takes weeks rather than minutes.
Why is my CPC so high?
Usually relevance, not the bid. Loose ad groups and generic ads raise the price of every keyword under them.
Does a lower CPC always help?
No. If it comes from cheaper, less-qualified traffic, cost per enquiry rises while cost per click falls.
How much can CPC realistically fall?
It depends on where relevance currently sits. On a loosely structured account, meaningfully within weeks. On a well-built one, the lever is elsewhere and we will say so.
Does a lower CPC always mean progress?
No. Cheaper clicks from less-qualified traffic raise cost per enquiry while lowering cost per click — which is why we report both next to each other.
Will pausing expensive keywords help?
Sometimes it harms. An expensive keyword that converts can be your most profitable line; we judge on cost per enquiry rather than on cost per click.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Lower what you pay per click
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
We reply within one working day
New Cairo, Egypt
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