Why Is My Google Ads CPC Increasing? 8 Causes and Fixes (2026)

Your Google Ads cost-per-click (CPC) has spiked, and you're watching your budget evaporate faster than ever. If you've been running ads for more than a few months, you've probably noticed this frustrating trend: your CPC keeps climbing while your conversions stay flat or drop.

The good news? Rising CPC isn't random. There are specific, identifiable reasons why it happens — and concrete ways to fix it. In this guide, we'll walk through the 8 most common causes and the exact steps to reduce your CPC and reclaim your PPC ROI.

What Causes Google Ads CPC to Increase?

Before we dive into fixes, let's understand what's driving the increase. CPC is determined by your maximum bid and your Quality Score, both of which can shift based on market conditions, your account health, and competitive factors.

Cause #1: Increased Competition in Your Market

The most common culprit is simply more competition bidding on your keywords. When demand for keywords increases — whether seasonal, industry-wide, or because new competitors entered the space — CPCs rise across the board.

Fix: Audit your competitors' activity. Use SEO and ad research tools to identify new bidders. Consider shifting budget to lower-competition long-tail keywords or adjusting your bidding strategy to focus on high-intent, conversion-heavy terms.

Cause #2: Quality Score Drop

Google rewards advertisers with high Quality Scores by charging them less per click. If your Quality Score has dropped, your CPC will rise even if nothing else changed in the market.

Fix: Review your Quality Score components in Google Ads. Check expected CTR, ad relevance, and landing page experience. Pause underperforming ads, rewrite copy to improve relevance, and ensure your landing pages load fast and match ad intent.

Cause #3: Outdated Landing Pages

If your landing pages are slow, confusing, or no longer relevant to your ads, Google's system detects this and penalizes you with lower Quality Scores — and higher CPCs.

Fix: Audit all landing pages for mobile responsiveness, page speed, and clear value propositions. Test your pages on actual devices. Aim for sub-3-second load times. Update copy to align closely with your ad messaging.