When I started in 2006, the cost per click of many keywords was only $0.10 in Google Ads (aka AdWords) and Yahoo (aka Overture). Fast forward to today and it’s nearly impossible to find keywords that cost less than $1 or $2 per click. In some more competitive industries, keywords can cost up to $10, $20, even $50 per click!
As the cost per click of keywords rises, so does the cost per lead (if your website conversion rate stays the same). It’s just basic math. When your cost per click is $0.10 and your website conversion rate is 5%, then your cost per lead is $2. When your cost per click is $1 and your website conversion rate is the same 5%, then your cost per lead is $20. That makes a huge difference in your ROI!
For some businesses, the rising cost of keywords has eliminated Google Ads search ads as a viable option for lead generation.
Luckily, there are other options.