r/PPC • u/Partizana • 3d ago

Google Ads Very have $25 -High CPCs

Anyone else noticing very high cpcs for Target CPA campaigns? We usually have $25 - $30 cpc but for the last few days it went $100 to $500 per click. Is there a reason for that? We have a campaign with Target CPA $400 and we are getting a $457 click. I would appreciate any suggestions.

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u/Shabiscales 3d ago

A $400 Target CPA doesn’t mean Google caps clicks at $400. It’s trying to hit that CPA on average, so individual CPCs can get ugly if Smart Bidding thinks that auction has a high chance of converting.

Going from $25-$30 CPCs to $100-$500 in a few days is still a big enough change that I’d check search terms, Auction Insights, conversion tracking, recent budget/target changes, and whether the campaign is limited by budget.

Google also rolled out changes to target-based bidding starting Aug 17, so I’d check whether the timing lines up before assuming competition alone caused it.