Reducing CPL without cutting budget. Here’s the exact process I used at Hydroflux Engineering to cut CPL by 40%.
The Match Type Problem
Most accounts over-rely on broad match. Switching to phrase + exact match with a tightly controlled negative keyword list was the biggest lever.
Negative Keyword Strategy
I added 200+ negatives in month one. Job seekers, students, and info-intent searchers were eating budget without converting.