Paid ads are powerful—no question about it. If you’re serious about staying in front of potential customers, having a set of PPC campaigns running on search or social is essential. Organic reach has become a bit of a wild card, with social media algorithms constantly changing and search engines getting tighter with visibility. A well-built PPC strategy is your hedge against that unpredictability.
The Cost of PPC: Why a Smart Strategy Is Essential
But here’s the hard truth: PPC can get expensive quickly. For small and medium-sized businesses, every dollar counts, and unfortunately, PPC isn’t an even playing field. You’re competing against two types of players: the ones who are razor-sharp, tracking every conversion and optimizing each ad to squeeze maximum ROI, and the ones who simply throw cash into ads, track nothing, and drive up costs for everyone.
How Rising Costs Are Impacting PPC Campaigns
To put it in perspective, over the past few years, CPC (cost per click) rates have increased on average between 6-8% each year in highly competitive industries like junk removal, home services, and contracting. The junk removal industry alone has seen CPCs on Google Ads go from $4-6 per click to $10+ in many markets, especially in high-density, high-competition areas. For comparison, this means an average junk removal company that once spent $2,000 per month for steady leads is now needing to budget close to $4,000 just to maintain the same visibility.
Meta Ads: Rising Costs and the Need for a Tight PPC Strategy
And it’s not just Google. Meta (formerly Facebook) ads have also jumped in price due to higher competition. CPCs on Meta are up by 11% since last year, with some businesses seeing a 30% cost jump depending on their location and target audience. Small businesses especially feel the pressure, where every dollar not spent effectively is wasted opportunity.
Evolving PPC Strategy: How the Game Has Changed
When I ran my first PPC campaign in 2014, it was a different game—simpler, cheaper, and without nearly as much competition. Fast forward to today, and it’s clear that PPC has only gotten tougher, especially if you’re going after customers in competitive markets.
Time for a PPC Strategy Audit?
So, here’s the reality: if you’re running PPC but not seeing the returns you expect, it might be time for a full audit. Tighten up where you’re losing ground, optimize where you’re getting wins, and avoid wasting money by targeting the right keywords and audiences. If you’re curious about where your campaigns might be bleeding cash, shoot me an email. Let’s get those campaigns tuned up and working to your advantage.✌️
Justin Hubbard
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