Cost Per Click (CPC)
Cost Per Click is what you pay on average each time someone clicks on your ad. If your ads get 100 clicks and you spend $500, your CPC is $5. This is different from Cost Per Lead — clicks don't always lead to qualified leads, and not every click is valuable.
Why it matters for your business
CPC is useful for monitoring ad efficiency, but it's not the full story. You might have a low CPC ($2) but a high Cost Per Lead ($80) if most people who click don't actually call or submit a form. Focus on CPL and ROAS first; CPC is just a diagnostic tool.
In practice
A cleaning service runs Facebook ads. 500 clicks, $800 spent. CPC = $800 ÷ 500 = $1.60 per click.
Common questions
Why do some keywords cost more per click?
Google Ads charges based on competition and intent. Highly competitive keywords (like 'lawyer near me') cost more because many businesses are bidding on them. Keywords with higher intent (like 'emergency plumber') also cost more because people searching them are ready to buy.
Is a high CPC bad?
Not necessarily. If a $10 click leads to a $500 job, that's a great investment. Focus on CPL and ROAS, not CPC in isolation.
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