Google Ads Are Costing You Too Much? Here’s How to Fix It

Google Ads can be a powerful tool, but if your costs are skyrocketing with little return, it’s time to make changes. Whether you're targeting Calgary, Alberta, or a global audience, optimizing your campaigns is key.

Target Genius specializes in Google Ads management, helping businesses reduce wasted ad spend while improving conversions. In this guide, we’ll explore why your costs are high and how to fix them.

Why Are Your Google Ads So Expensive?

Several factors contribute to high Google Ads costs. Here are the most common reasons:

1. Poor Keyword Strategy

• Bidding on overly competitive keywords drives up costs.

• Broad match keywords attract irrelevant clicks.

• Lack of negative keywords wastes budget on unqualified traffic.

2. Low-Quality Score

Google assigns a Quality Score (1-10) based on:

• Ad relevance – Does your ad match the search query?

• Landing page experience – Is your page fast, mobile-friendly, and useful?

• Expected click-through rate (CTR) – Are people clicking your ad?

A low score increases Cost-Per-Click (CPC) and reduces ad placement.

3. Weak Ad Copy & Call-to-Action (CTA)

• Ads without compelling CTAs get fewer clicks.

• If your headline isn’t engaging, you’ll lose potential customers.

• Not using ad extensions means missing opportunities.

4. Inefficient Bidding Strategies

• Setting manual bids too high burns your budget fast.

• Using automated bidding without strategy can waste money.

• Bidding without adjusting for device, location, or time results in unnecessary costs.

How to Reduce Google Ads Costs and Maximize ROI

Now that we know what’s causing high costs, let’s fix them.

1. Optimize Your Keyword Strategy

• Use long-tail keywords with lower competition and higher intent.

• Switch to phrase and exact match to filter out irrelevant searches.

• Regularly update your negative keywords to avoid wasted spend.

Example: Instead of bidding on “marketing services,” target “Google Ads expert Calgary” to attract the right audience.

2. Improve Quality Score to Lower CPC

A higher Quality Score = lower costs. Here’s how to improve it:

• Ensure ad relevance – Match your ad copy to search intent.

• Optimize landing pages – Speed up load times and match ad messaging.

• Write high-CTR ads – Test multiple versions to see what works best.

Quality Score Impact on CPC:

Quality Score	CPC Reduction
10	50% lower
7-9	30% lower
4-6	No impact
1-3	50% higher

The higher your Quality Score, the cheaper your ads become.

3. Write Engaging Ads with Strong CTAs

• Use action-driven headlines like “Get 20% Off Google Ads Services in Calgary!”

• Include numbers, urgency, or unique selling points in ad copy.

• Add ad extensions (sitelinks, callouts, structured snippets) for more visibility.

Example of a high-performing ad:

• Headline: “Cut Google Ads Costs by 40% – Target Genius”

• Description: “Struggling with high CPC? Our Google Ads experts in Calgary optimize your campaigns for better ROI. Free consultation available.”

 4. Use Smart Bidding Strategies

• Start with manual CPC to control costs, then move to enhanced CPC.

• Test Target CPA (cost per acquisition) bidding to optimize for conversions.

• Adjust bids based on device, location, and time of day for efficiency.

Advanced Tactics to Reduce Google Ads Costs

1. Leverage Remarketing for Higher Conversions

Remarketing targets users who visited your site but didn’t convert. This boosts conversions and reduces wasted clicks.

Tip: Exclude users who bounced within 5 seconds to avoid unnecessary ad spend.

2. Use Geo-Targeting for Local Optimization

• For businesses in Calgary, limit ads to:

• High-converting neighborhoods.

• Specific times when customers are most active.

• Devices that convert best (desktop vs. mobile).

Example: If most bookings happen between 6 PM - 9 PM, schedule ads for that window.

3. A/B Test Everything

• Never settle for one ad version. Test:

• Different headlines, descriptions, and CTAs.

• Landing page layouts and content.

• Bidding strategies (manual vs. automated).

Even a 1% increase in CTR can reduce CPC significantly.

The Cost Savings of Optimized Google Ads

By implementing these strategies, google ads agency in Calgary can cut Google Ads costs by up to 40% while increasing conversions.

Google Ads Cost Reduction Example:

Strategy Implemented	Expected Cost Savings
Keyword Optimization	15-20%
Improved Quality Score	20-30%
Smart Bidding	10-15%
Ad Copy Refinement	5-10%

Hidden Google Ads Expenses You Might Be Overlooking

Even if you're optimizing your Google Ads campaigns, some hidden costs could still be draining your budget. Here are a few areas where businesses in Calgary unknowingly lose money.

1. Paying for Unqualified Clicks

If you're attracting visitors who aren’t genuinely interested in your offer, you're throwing money away. Common causes include:

• Broad keyword matches that bring in irrelevant traffic.

• Lack of audience targeting—showing ads to people unlikely to convert.

• Competitor clicks—rivals clicking your ads to exhaust your budget.

Fix It: Use negative keywords, audience exclusions, and competitor monitoring tools to filter out low-quality traffic.

2. Ignoring Ad Fatigue

Running the same ads for months leads to decreasing engagement and rising CPC. Google prioritizes fresh, high-performing ads.

Fix It: Refresh your ad creatives every 4-6 weeks. Rotate different CTAs, images, and offers to keep your audience engaged.

3. Forgetting Mobile vs. Desktop Performance

Google Ads perform differently on mobile and desktop. If you're spending too much on one device with a lower conversion rate, you’re losing money.

Fix It: Adjust bids based on device performance. For example, if mobile generates 70% of conversions but desktop clicks cost more, lower desktop bids and shift budget to mobile.

How Competitor Analysis Can Help Lower Your Google Ads Costs

If your competitors in Calgary are running Google Ads, understanding their strategy can help you outperform them while spending less.

1. Spy on Their Keywords

Use tools like SEMrush, Ahrefs, or Google’s Auction Insights to find out:

• What keywords your competitors are bidding on.

• Their top-performing ads and offers.

• How much they’re spending on Google Ads.

Fix It: Identify gaps in their strategy—target keywords they’re ignoring or improve upon their ad copy.

2. Analyse Their Ad Copy & Landing Pages

If competitors are outranking you, their ad copy or landing pages might be stronger.

• Do they use better CTAs or promotions?

• Is their landing page more engaging or mobile-friendly?

• Are they using ad extensions you’re missing?

Fix It: Test similar strategies with your unique selling points to outperform them.

3. Win Back Customers with Competitive Ads

If your competitors are getting most of the traffic, bid on their brand name (competitor bidding) to show your ads when someone searches for them.

Pro Tip: Use a compelling offer like “Better Results for 30% Less – Try Target Genius!” to make switching attractive.

Need Expert Help? Target Genius Can Reduce Your Google Ads Costs

Managing Google Ads effectively takes time, expertise, and continuous optimization. At Target Genius, we specialize in helping businesses in Calgary lower CPC, improve ROI, and drive real results.

Why Choose Target Genius?

• Proven track record of reducing Google Ads costs.

• Custom strategy tailored to your business goals.

• Data-driven approach to maximize performance.

Final Thoughts – Stop Overpaying for Google Ads

If your Google Ads costs are too high with little return, don’t waste another dollar. Use these expert tips to optimize your campaigns or get professional help from Target Genius.

Need a FREE Google Ads Audit? As a leading google ads agency contact us today to start saving money and driving better results!