
The rise in costs is not a temporary anomaly but a long-term trend affecting companies’ marketing strategies worldwide. Several key factors drive the dynamic increase in click prices:
- Increased competition. Digital transformation, accelerated by the pandemic, brought thousands of new advertisers into Google Ads. More firms compete for the same users, driving up auction prices.
- Fewer clicks. Users click ads less often, especially when answers appear directly in search results. The introduction of generative AI in search has further reduced click availability.
- Automation and lack of transparency. The growing role of tools like Performance Max means systems set bids automatically, often raising them in pursuit of predicted conversions. Advertisers lose control over how budgets are used.
How to optimise advertising campaigns?
In response to changing conditions, optimisation efforts are expanding beyond campaigns to the whole customer acquisition process:
- Broader data perspective. Instead of focusing only on CPC, analyse metrics such as cost per lead (CPL), conversion rate (CR), lifetime value (LTV), or return on ad spend (ROAS).
- Raising campaign quality. Better keyword matching, more effective ad copy, and fast, intuitive landing pages help improve quality scores and reduce costs.
- Diversifying marketing channels. Investing in SEO, social media, email marketing, or partnerships reduces reliance on a single advertising ecosystem.
- Using first-party data. Data directly from customers is key for effective remarketing and personalised messaging strategies.
1049 journalists in Europe silenced by lawsuits 👇
- The rise in CPC in Google Ads is not just about higher costs, but about decreasing control over how these costs arise. Automation, like Performance Max, works as a black box today. We do not know why a specific click cost what it did - says Borys Marushchak, performance marketing manager at Harbingers. - This forces us to think beyond campaign settings. True optimisation now starts on the landing page, in the purchasing process, and in customer service. Focusing on lifetime value (LTV), not just ROAS, is the only way to remain profitable in today’s ecosystem.
Rising Google Ads costs are now part of the changing digital advertising market. Instead of competing only on bids, focus on strategic adaptation, full sales funnel optimisation, better data use, and building long-term customer value. In today’s reality, quality and flexibility, not budget, determine competitive advantage.
source: Harbingers/Biuroprasowe.pl
COMMERCIAL BREAK
New articles in section Marketing and PR
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
More AI bots in customer service. However, Poles want people
Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.
See articles on a similar topic:
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.
Child with dyslexia. A therapist's guide for parents
patronat Reporterzy.info
Dyslexia is a specific developmental disorder affecting reading and writing abilities. It can significantly impact a child's educational and emotional development. In Poland, as well as worldwide, it is being diagnosed more frequently. [#MAMYNATORADĘ under the patronage of Reporterzy.info]
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
Advertising Without Cookies. Is the Industry Ready for a Digital Revolution?
Krzysztof Fiedorek
The year 2024 was set to bring a revolution to the advertising industry as Google announced the removal of cookies in the Chrome browser for millions of users, sparking the beginning of a cookie-free era. However, Google’s change of heart surprised the market. A report on this topic was prepared by analysts from ID5.