Struggling with rising CPCs and frustrated clients?

You’re not alone. This has been one of the most common conversations I’ve been having with clients lately.

They’re noticing their Google Ads cost-per-click is going up year after year, and their concern makes sense:

“Why are we paying $4 or $5 per click now? We used to get them for $1.50!”

And they’re right to notice the shift.

The Objection Is Real and Valid

Recent data shows Google Ads CPCs are rising by 4% to 13% each year, depending on the industry.
Just like groceries, rent, and gas, ad inflation is real.

But here’s where the conversation often goes off track:
It stops at CPC and never looks at the actual business results.

Don’t Defend the Cost. Redefine the Goal.

When clients get hung up on CPC, bring them back to what actually matters:

We’re not paying for clicks. We’re investing in qualified leads.

If CPC goes up but the quality of conversions and return on ad spend improves, that’s not a problem. That’s progress.

Real-World Example: Option A vs. Option B

Here’s a campaign comparison from a client in home services:

Option A:

• 100 clicks at $1.50

• 3 leads

• $150 total spend → $50 per lead

Option B:

• 50 clicks at $5.00

• 10 leads

• $250 total spend → $25 per lead

Higher CPC. Lower CPL. More leads. Better ROI.
Which one would you keep running?

The Metrics That Actually Matter

If the goal is to generate leads or drive sales, CPC is just one piece of the puzzle.
The more meaningful metrics are:

• CPL (Cost per Lead)

• ROAS (Return on Ad Spend)

• Lead Quality

• Conversion Rate

These are the numbers that grow your business — not the click cost.

Position Yourself as a Strategic Partner

By shifting the conversation from cost-per-click to outcomes, you show clients that you’re focused on what really moves the needle. That’s how you build long-term trust.

Here’s what to reinforce:

• You’re not here to chase cheap traffic

• You’re here to build profitable campaigns

• Clients trust clarity, not defensiveness

Offer to Optimize, Not Apologize

If a client still feels uneasy, don’t try to win the argument.
Offer better strategy instead:

• Improve landing page conversion rates

• Refine audience targeting

• Align messaging with high-intent search

• Strengthen campaign tracking and reporting

This improves results without lowering your value.

Final Reminder: The Game Isn’t Clicks. It’s Conversions.

Clicks don’t pay the bills. Conversions do.

Help your clients take a step back and see the bigger picture.
That’s what earns long-term trust.

Want Help Reframing This for Your Clients?

Let’s connect — or pass this along to someone who’s stuck in CPC mode.

Contact Me → www.connercrowe.com