Google ads 200 bucks a click, budget burned out in seconds? Here comes the truth behind smart bidding!

Release Date:2025-06-06

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A : The client asked me: How come the budget of 500 was burned up in just a few clicks? One CPC is nearly 200 , is Google trying to steal my money?

B : He is using smart bidding, right?

A : Yes, it is still a high-competition keyword.

B : That's normal. Smart bidding is not about saving money, but about spending money accurately .

A : Many people think that advertising is “ buy by click ” , but it is not.

B : Now it is " event-driven " bidding. The system will dynamically decide whether to increase the price based on the user's conversion probability - even if it is 200 per click , it may be worth it.

A : What it fears is not that it is expensive, but that you cannot convert .

B : For B2B products with high customer unit price such as steel , the keyword competition is already fierce. If you are not willing to invest the budget, the system will not allow you to play at all.

A : When the system recognizes that the user has purchasing intention, it will determine the " click value " and directly raise the price to attract the user.

B : So we have to control risks strategically, for example:

Set a target CPA : Tell the system how much you are willing to pay for a conversion, and guide it not to bid randomly;

Run keywords in different ad groups : Run high-intent keywords and long-tail keywords separately to avoid dragging high and low intent keywords together;

Clean search terms regularly : remove irrelevant or high-cost terms;

Accurate conversion tracking : The system judges based on your data. If the tracking is inaccurate, the system will also waste money.

A : How should customers understand this “ high CPC” ?

B : I would say: You are not buying clicks now, but buying the " possibility of closing a deal " .

A : High CPC is not necessarily a bad thing, it may be high-quality traffic .

B : In the era of smart bidding, high CPC means the system helps you grab conversion opportunities. As long as you control your budget, set reasonable goals, and continuously optimize the structure and data, the system can help you spend your money wisely.

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