Is Google Ads Becoming Too Expensive? My Honest Take for Small Business Owners
So, I came across this article today that says Google’s CPL (Cost Per Lead) has shot up by 100%. And apparently, AI tools like Google Gemini are changing the entire game of search.
But let me break this down in a real way, especially if you’re someone starting out your business or bootstrapping things.
👉 If you’re planning to use Google Ads as your main marketing strategy. Please rethink it.
Sounds harsh, but it’s true. Unless you have deep pockets and a full-time marketing team, Google Ads is not your playground.
Here’s the reality:
- When you’re a small business, your budget gets exhausted too fast.
- Before Google even understands who your ideal customer is, your money’s already gone.
- Even if you write the best ad copy and do everything “right”, your ad will still show below your competitor’s because they’re spending 10x more than you.
Basically, you’ll just end up paying to boost your competition.
They get the top spots. You stay somewhere in the middle or bottom.
So, what should you do instead?
✅ Short-form content — make Reels, Shorts, TikToks, anything that gives you organic reach.
✅ Offline marketing — yes, it still works. Target your local community.
✅ Word-of-mouth + referrals — still the most underrated game.
✅ Study what’s working — Look at other small businesses. What’s giving them results? Copy that.
If you’re confused about where to start, or need help figuring out a low-budget marketing plan, just DM me on Instagram: @thinkvyasly
I reply personally.
Don’t waste your money trying to “look big” on Google. Be smart, be scrappy — and grow the right way.