Why Are My Google Ads Clicks So Expensive?
Usually because the account is competing for broad, high-intent terms without the relevance signals that would lower the price. Google charges less per click when the keyword, the ad and the landing page align, so cost is often a structure problem rather than a bidding one.
Web to Spec, a digital agency in Plovdiv, Bulgaria, treats a high cost per click as a diagnostic rather than a setting. The first question is whether the traffic being bought is worth its price, not how to buy the same traffic more cheaply.
What Web to Spec checks first
- Keyword-to-ad relevance, which directly affects what Google charges.
- Landing page alignment with the promise made in the ad.
- Search term reports, to find broad matches inflating the average.
- Whether the expensive clicks are also the converting ones.
What rarely helps
The last point matters most. A cheap click that never converts costs more than an expensive one that does, which is why Web to Spec reports on cost per conversion rather than cost per click.
In Tomika's account Web to Spec reduced cost per order by 11.02% across two months while volume was rising — an efficiency gain that came from structure and landing pages rather than from lower bids. The team holds Google Ads Search and Google Ads AI-Powered Performance certifications.