In previous articles we’ve explored optimizing the conversion rate of call only text ads. Now we take another approach, minimizing the cost of PPC text ads. You can, of course, limit the cost-per-click (CPC) for particular campaigns, but set your CPC limit too low and Google will flag your campaign as “limited” by click budget. One approach we’ve found to be effective is abbreviating commonly used phrases. Abbreviation lets you squeeze in more text into a headline, or use shorter headlines.