Google AdWords: High Cost per Click – How to Compete in 2024

How to Compete When Google Ads Clicks Are Expensive (2024 Strategy) 

If you’re in a competitive industry where Google Ads clicks are expensive, you might feel stuck. But here’s the truth: 

You don’t need a massive budget to win—you need a highly effective funnel. 

This article outlines how to compete (and convert) in high-CPC environments by optimizing your keywords, ads, and landing pages. 

Step 1: Start With the Right Keywords 

If you’re offering a SaaS product or high-ticket service, your keywords must reflect buyer intent. 

Good Keyword Examples: 

• “widget automation service” 
• “widget automation consultant” 
• “ABC service provider” 

These indicate that the person is ready to pay and looking for help. 

Avoid: 

• “how to do widget automation” 
• “DIY widget automation” 

Those searches suggest they’re not ready to buy—they’re researching or trying to solve it themselves. 

Step 2: Use the Right Match Types 

When targeting these valuable keywords, use tight match types to maintain relevance and control costs: 

✅ Start with: 

• [Exact Match] 
• +Modified +Broad +Match (using plus signs) 

Optional: 

• “Phrase Match” 

Avoid broad match initially, especially in high-cost verticals—it’ll drain your budget fast with unrelated clicks. 

Step 3: Write Ads That Mirror the Search 

Once your keywords are dialed in, your ad copy must clearly reflect what the user searched for. 

If someone typed “ABC Service,” your ad should say: 

• “Get ABC Service Online” 
• “Trusted ABC Consultants – SaaS Available” 

Use the keyword directly in the ad to: 

• Reinforce relevance 
• Increase click-through rate (CTR) 
• Set correct expectations before the click 

Step 4: Align Your Landing Page 

Finally, your landing page should continue the message from the ad: 

• If the keyword was “widget automation consultant,” the page should talk about exactly that 
• If you’re a SaaS company, clearly show that upfront 
• Include your offer, CTA, and value props above the fold 

When all three parts (keyword, ad, and page) match tightly, you’ll convert more traffic and stay competitive—even with higher CPCs. 

Final Thoughts 

You can’t control the cost per click. But you can maximize what happens after the click. 

To succeed in expensive Google Ads markets: 

1. ✅ Use high-intent, specific keywords 

2. ✅ Avoid broad match 

3. ✅ Write ads that clearly mirror search terms 

4. ✅ Build landing pages that continue the message and drive conversions 

That’s how you outcompete, even with a lean budget.