Are skyrocketing Cost Per Clicks (CPCs) from $60 to $250+ making you second-guess your Google Ads strategy? When a single click costs more than the immediate margin on a job, it’s easy to panic or swing too far in the opposite direction and fall for the "low CPC delusion."

In this episode, Google Ads expert Sarah Stemen breaks down why measuring campaigns purely on click costs leads to bad business decisions. Inspired by a high-stakes client coaching call and a thought-provoking post on the SparkToro blog, Sarah explores:

  • Asset vs. Distribution: The crucial difference between investing in a durable marketing asset (landing pages, blog posts) vs. buying channel distribution (Google Ads search clicks).
  • The Low CPC Trap: Why cheaper clicks often mean low commercial intent, tire-kickers, and wasted budget.
  • Smart Budget Allocation: How to decide which high-intent keywords deserve premium paid search dollars and which early-stage keywords belong in SEO, retargeting, or alternative channels.

Stop treating CPC as the end-all-be-all and start evaluating your ad spend based on lifetime value and intent.

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