Performance Marketing
What is Cost Per Click (CPC)?
Cost Per Click (CPC) is the amount an advertiser pays each time someone clicks a paid ad, typically set through an auction and used to gauge and control paid media spend efficiency.
Who Is It For?
CPC is managed day-to-day by whoever runs paid search and social campaigns, since it directly determines how far a given budget stretches.
How Is It Used?
CPC is used to control and forecast paid media spend, and to compare the relative cost of reaching an audience across different platforms and keywords.
- Bid strategically on keywords or audiences based on their value, not just their volume
- Improve ad relevance and quality score, which platforms often reward with lower CPC
- Compare CPC across platforms (LinkedIn typically runs higher than Google search for B2B)
- Watch CPC trends as competition for a keyword or audience shifts over time
Related Terms & Concepts
Frequently Asked Questions
Why is CPC so much higher on LinkedIn than Google for B2B?
LinkedIn’s audience targeting is more precise for reaching specific job titles and industries, and that precision commands a premium price compared to broader search intent-based bidding.
Does a lower CPC always mean a better campaign?
No — a cheap click that doesn’t convert is worse than a more expensive click from a well-qualified visitor, so CPC should always be read alongside conversion and lead quality data.
