A long-time client is requesting we pause their Google Ads, as they have not seen any significant results. Their CPC has increased twofold over the last year, which makes the $500 monthly expenditure difficult to justify, considering their narrow profit margins. Should I talk to them about alternative platforms, like Meta, or is this advertising budget just no longer feasible?

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It could be a mix of both, or other needed refreshes like GEO or client experience.

try to review the customer experience on their website after they click on the Google ad(s). What's happening or changed in the last 12 months? One change making waves is GEO optimization. Perhaps you need to recommend that they look at how their search results via gen AI. Is a search refresh in order? Have their products/services changed.

Have new ad creatives been tested or were they simply running the same ads? Creative fatigure is not unusual - performance can decline over time. $500 seems low but that is dependent on many variables. if it was effective previously, then what changed? Suggest you dig deeper, with their input, to figure out what that is.

New platforms could be worth testing, but only after a thorough strategic review of their target client audience. Would be great if you could see the big picture across all channels over time to get a sense of which steps to recommend next.

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Is their entire monthly budget $500? That’s not going to go very far on Google. You might consider boosting post to drive engagement on Facebook and Instagram rather than selling ads. You get more bang for your butt that way.

Before pausing, I'd do a proper audit. Rising CPC doesn't automatically mean the platform is failing — it could be: 1) Broad match keywords bleeding budget on irrelevant queries — check your Search Terms report. 2) Quality Score issues dragging up CPC — check your ad relevance and landing page experience. 3) Increased competition in their niche. On $500/month the platform really matters. For local/narrow niches, Google Search still outperforms Meta on purchase intent. I'd optimize before switching: pause broad terms, tighten to exact/phrase match, add negatives, and test Performance Max if you haven't. Give it 60 days. If ROAS still doesn't work at $500, then yes — that budget may simply be too small for the auction they're in, and Meta retargeting might stretch it further.

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