CPC is what you pay each time someone clicks your ad. It's the default metric for search and social campaigns optimized for traffic. High CPC isn't automatically bad — a $30 CPC on a highly targeted LinkedIn campaign that drives qualified demos might be much more valuable than a $1 CPC from broad display traffic. Evaluate CPC in the context of what you're paying for and what happens after the click.
For example, Google Ads for competitive SaaS keywords can run $20–$60+ CPC, which sounds expensive until you calculate that 10 clicks → 1 demo → 0.25 closed deals at $25K ACV gives you a blended $800 CPC-to-customer.
We optimize CPC by tightening audience targeting and improving landing page conversion — so lower spend produces more pipeline.
Relevant Cactus Services
We implement Cost Per Click (CPC) strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Demand Generation
Demand gen is the full-funnel marketing strategy designed to create awareness, generate interest, and drive pipeline for your product.
Lead Generation
Lead gen is the tactical activity of capturing contact information from potential buyers — gated content, webinar registrations, demo requests, contact forms.
Account-Based Marketing (ABM)
ABM flips traditional demand gen: instead of casting wide and filtering, you identify a list of specific target accounts and run personalized marketing just at them.
Intent Data
Intent data tells you which companies are actively researching topics related to your product — reading articles, comparing vendors, downloading relevant content — even before they fill out a form on your site.
Dark Social
Dark social refers to the sharing and discovery that happens in private channels — Slack communities, DMs, WhatsApp groups, private Discord servers, word-of-mouth — that attribution tools can't track.
Customer Acquisition Cost (CAC)
CAC is the total cost to acquire a new customer, including all sales and marketing spend.