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How to Lower Your Cost Per Lead in Google Ads
5 February 2026 · 6 min read
High cost per lead often comes from poor targeting, slow landing pages, or forms that ask too much. Here's how to fix it.
Landing & form
- Short forms (3–5 fields max)
- Fast page load
- Clear value proposition above the fold
- Trust signals (logos, testimonials)
Targeting & bidding
- Use audiences (RLSA, similar audiences)
- Exclude converters
- Focus on high-intent keywords
- Test Maximise conversions or Target CPA