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9 Ways to Reduce Google Ads Cost in Nigeria

9 Ways to Reduce Google Ads Cost in Nigeria

Are you a business owner in Nigeria who is struggling with high Google Ads cost per click? Are you looking for effective ways to reduce your advertising spend without compromising on results? In this article, we will share 9 proven strategies that can help you save money and reduce Google Ads costs in Nigeria.

By implementing these cost-saving measures, you can maximize the ROI of your Google Ads campaigns and make the most out of your advertising budget. Don’t let high ad costs hold you back.

In this blog post, we will talk about:

  • Making Your Ads More Relevant
  • Using Long-Tail Keywords
  • Using Negative Keywords
  • Trying New Keyword Variations
  • Using New Match Types
  • Changing Your Bidding Strategy
  • Lowering Your Keyword Bids
  • Improving Your Quality Score
  • Consulting a Professional/Hiring a Google Ads Agency
  • The best Google Ads company in Nigeria
  • Frequently Asked Questions on Lowering Google Ads CPC

1. Make Your Ads More Relevant

To reduce your Google Ads cost in Nigeria, it’s important to make your ads more relevant to your target audience. When your ads are relevant, they are more likely to attract clicks from users who are genuinely interested in your products or services. This can result in higher click-through rates (CTRs) and lower costs per click (CPCs).

One way to make your ads more relevant is by refining your ad copy. Ensure that your ad headlines and descriptions are compelling and clearly convey the value proposition of your offering. Use language that resonates with your target audience and highlights the benefits they will gain by choosing your business.

Another way to increase ad relevance is by leveraging ad extensions. Google Ad extensions provide additional information about your business, such as location, phone number, or links to specific pages on your website. By including relevant ad extensions, you can improve the visibility and appeal of your ads, leading to higher engagement and lower costs.

Lastly, consider using ad scheduling to show your ads only during the times when your target audience is most likely to be active. This can help you avoid wasting ad spend on periods when your potential customers are less likely to convert.

Implement these strategies to make your ads more relevant and watch your Google Ads costs decrease while maintaining or even improving your results.

2. Use Long-Tail Keywords

Using long-tail keywords is another effective way to reduce your Google Ads cost in Nigeria. Long-tail keywords are more specific and less competitive than broader keywords, making them an affordable option for targeting a niche audience.

When you use long-tail keywords, you can reach potential customers who are further along in the buying journey and have a higher intent to purchase. These keywords often contain more specific details about the product or service, which means they are more likely to attract clicks from users who are actively looking for what you offer.

To find relevant long-tail keywords, start by brainstorming variations of your main keywords that include specific details or modifiers. For example, if you are a shoe retailer, instead of targeting the broad keyword “shoes,” consider using long-tail keywords like “women’s running shoes in Lagos” or “affordable men’s dress shoes in Abuja.”

Using long-tail keywords can help you improve the quality and relevance of your traffic, leading to higher conversion rates and lower acquisition costs. Incorporate these keywords into your Google Ads campaigns and watch your ad spend become more efficient.

3. Use Negative Keywords

Negative keywords are a powerful tool in lowering your Google Ads cost in Nigeria. These are keywords that you specify in your campaign to prevent your ads from showing up for irrelevant search queries. By excluding irrelevant keywords, you can ensure that your ads are only displayed to users who are likely to be interested in your offering.

To identify negative keywords, analyze your search term reports regularly. These reports provide insights into the actual search queries that triggered your ads. Look for keywords that are driving clicks but not resulting in conversions. These are potential candidates for negative keywords.

For example, if you offer high-end luxury products, you may want to exclude keywords related to “cheap” or “discounted” to avoid attracting cost-conscious customers who may not be willing to spend on premium items.

By using negative keywords, you can improve the relevance of your ads and reduce wasted spend on clicks that are unlikely to result in conversions. This not only helps save costs but also improves the overall performance of your Google Ads campaigns in Nigeria.

4. Try New Keyword Variations

In addition to using long-tail keywords, trying new keyword variations can also help decrease your Google Ads cost in Nigeria. As search trends evolve, new keywords emerge that may be more cost-effective to target.

To discover new keyword variations, conduct keyword research using tools like Google Keyword Planner or third-party keyword research tools. Look for keywords that have a lower search volume but are still relevant to your offering. These keywords may have less competition, allowing you to bid lower and reduce your ad spend.

For example, if you are a travel agency in Nigeria, instead of targeting the highly competitive keyword “travel agency Nigeria,” consider using variations like “best travel agency in Lagos” or “affordable travel agency in Abuja.”

As you explore new keyword variations, you can uncover hidden opportunities to reach your target audience at a lower cost. Continuously monitor and optimize your keyword strategy to ensure you are leveraging the most cost-effective keywords for your Google Ads campaigns.

5. Use New Match Types

Your Google Ad Match types play a crucial role in determining when and how your ads are displayed. When you experiment with new match types, you can optimize your Google Ads campaigns in Nigeria and reduce unnecessary ad spend.

Broad match is the default match type, but it can often result in your ads being shown for irrelevant search queries. Consider using more specific match types like modified broad match, phrase match, or exact match to refine your targeting and reach a more qualified audience.

Modified broad match allows you to specify certain keywords that must be present in the user’s search query for your ad to be shown. Phrase match displays your ad when the user’s search query contains the exact phrase or a close variation of it. Exact match, as the name suggests, only shows your ad when the user’s search query matches your keyword exactly.

Using more specific match types will ensure that your ads are only displayed to users who are actively searching for the products or services you offer. This can help improve your click-through rates and reduce wasted ad spend on irrelevant clicks.

6. Change Your Bidding Strategy

Your bidding strategy has a direct impact on your Google Ads cost in Nigeria. By changing your bidding strategy, you can optimize your ad spend and achieve better results.

If you are currently using manual bidding, consider switching to automated bidding strategies like target CPA (cost per acquisition) or target ROAS (return on ad spend). These strategies use machine learning to optimize your bids based on historical data and user behaviour, allowing you to achieve your desired conversion goals while minimizing costs.

Automated bidding strategies can be particularly effective if you have a large amount of conversion data and want to maximize the efficiency of your ad spend. However, it’s important to monitor the performance closely and make adjustments as needed to ensure you are achieving your desired results.

Alternatively, if you are using automated bidding and want more control over your costs, you can switch to manual bidding. Manual bidding allows you to set specific bids for each keyword or ad group, giving you full control over your ad spend. However, this requires regular monitoring and adjustments to ensure your bids are competitive and aligned with your goals.

Consider your business objectives and budget constraints when choosing your bidding strategy. Experiment with different approaches and analyze the results to find the optimal bidding strategy for your Google Ads campaigns in Nigeria.

7. Lower Your Keyword Bids

Lowering your keyword bids is a straightforward yet effective way to reduce your Google Ads cost in Nigeria. By bidding lower, you can decrease your costs per click and potentially maintain or even improve your ad position.

Start by analyzing your keyword performance and identifying keywords with high costs per click but low conversion rates. These keywords may be driving up your ad spend without delivering the desired results. Consider reducing the bids for these keywords to align with their performance and cost-efficiency.

However, it’s important to strike a balance between cost reduction and maintaining a competitive position. If you lower your bids too much, your ads may lose visibility and fail to reach your target audience effectively. Continuously monitor the impact of bid adjustments and make data-driven decisions to optimize your ad spend.

8. Improve Your Quality Score

Quality Score is an important metric that impacts your Google Ads cost in Nigeria. It measures the quality and relevance of your ads, keywords, and landing pages. By improving your Quality Score, you can lower your costs per click and improve your ad position.

To improve your Quality Score, focus on the following factors:

1. Keyword relevance

Ensure that your keywords are highly relevant to your ad copy and landing page. This helps Google understand the relevance of your ads to users’ search queries, resulting in a higher Quality Score.

2. Ad quality

Create compelling ad copy that accurately reflects your offering and encourages users to click. Use ad extensions to provide additional information and enhance the overall appeal of your ads.

3. Landing page experience

Design landing pages that provide a seamless user experience and fulfill the expectations set by your ads. Optimise your landing pages for speed, mobile-friendliness, and relevant content.

9. Consult a Professional or Hire a Google Ads Agency

If you find it hard to reduce your Google Ads cost per click (CPC) on your own, consult a professional or hire a Google Ads company in Nigeria. These experts specialize in optimizing Google Ads campaigns and can provide valuable insights and recommendations tailored to your specific business needs.

A Google Ad expert or agency can conduct a thorough audit of your campaigns, identify areas for improvement, and implement cost-saving strategies on your behalf. They can also provide ongoing management and optimization to ensure your ad spend is allocated efficiently and effectively.

While hiring a professional or agency may involve additional costs, the expertise and experience they bring to the table can result in significant long-term savings and improved campaign performance. 

The Best Google Ads Agency in Nigeria

The Best Google Ads Agency in Nigeria

At Prolanz Digitals, we’re proud to be known as the best Google Ads company in Lagos, Nigeria, helping businesses, especially small and medium enterprises (SMEs), succeed online.

We deploy a range of impactful techniques, including meticulous keyword research, captivating ad copy creation, precise targeting settings, continuous performance monitoring, strategic bid adjustments and lots more.

Google Ads always work when done well. Come on board and experience ad strategies that drive real results. You can call our manager directly on +2347088546064. You can also Schedule a free consultation here and let’s get to work.

Frequently Asked Questions on How to Lower Google Ads CPC

Frequently Asked Questions on How to Lower Google Ads CPC

1. Is SEO cheaper than Google Ads?

SEO (Search Engine Optimization) and Google Ads serve different purposes. SEO involves optimizing your website for organic search results, which can be a cost-effective long-term strategy. On the other hand, Google Ads is a paid advertising platform providing immediate visibility. Depending on your goals, both can complement each other for a comprehensive online presence.

The cost of SEO usually ends up being lower than Google Ads, but it might vary based on how competitive your industry and location are. If you’re working with a small digital marketing budget, you can consider a single SEO project. Even with a limited budget, you can achieve lasting results with it.

2. How do I spend less on Google Ads?

To spend less on Google Ads, focus on optimizing your campaigns. Conduct thorough keyword research, use a high-quality ad copy, use wise targeting settings, and use keyword variations. You should also make use of negative keywords to avoid ad clicks from users irrelevant to the product or service you’re offering.

3. Why are my Google Ads so expensive?

Several factors can contribute to high Google Ads costs. These may include competitive bidding, low-quality scores, broad targeting settings, and insufficient ad relevance. You should analyze and optimize your campaigns from time to time so as to spot and address these issues for more cost-effective advertising.

4. How to reduce cost per click Google Ads?

Improving your Quality Score is one of the 9 strategies to reduce Google Ads CPC that we discussed in this blog post. You can improve your quality score by enhancing your ad relevance, click-through rate, and landing page experience. Use targeted keywords and regularly refine your targeting settings. Experiment with bid adjustments and continuously monitor and adjust your campaign for optimal results.

5. Is it worth paying for Google Ads?

Yes, paying for Google Ads can be worthwhile depending on your business goals. It provides immediate visibility to a targeted audience, increasing the chances of conversions.

6. Is Google Ads cheaper than Facebook?

The cost comparison between Google Ads and Facebook Ads depends on various factors, including your industry, target audience, and campaign objectives. Both platforms offer unique advantages.

Facebook ads generally come at a lower cost compared to Google ads, but they reach a smaller audience. On the other hand, Google ads are often more expensive but allow you to target a larger group of potential customers.


By implementing these 9 strategies, you can reduce your Google Ads cost in Nigeria and achieve greater success with your digital marketing strategy. From making your ads more relevant to improving your Quality Score, each tactic plays a crucial role in optimizing your ad spend and maximizing your ROI.

Remember, reducing your Google Ads cost doesn’t mean compromising on results. With the right approach and continuous optimization, you can reach your target audience effectively, drive conversions, and grow your business in Nigeria. Start implementing these strategies today and make the most out of your Google Advertising budget.