Google Ads is so expensive because it is doing what you asked and the market supports it.
If a single lead costs $150 in a competitive industry like law, HVAC, or B2B software, it’s because a competitor with better conversion rates or a higher lifetime customer value (LTV) can pay $150 and still turn a massive profit. Google doesn't set prices in a vacuum advertisers push bids up until marginal profitability hits zero for the least efficient player.
In this conversation, Sarah Stemen discusses the complexities of Google Ads pricing, particularly for small local businesses, and emphasizes the importance of understanding auction dynamics, keyword selection, and ad quality. She provides insights into how businesses can optimize their Google Ads strategies to achieve better results without incurring excessive costs.
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