Part 1
The only benchmark that means anything is your own
Take your conversion rate and your customer value. If a hundred clicks make three leads, and one lead in four becomes a customer worth two thousand, those hundred clicks are worth fifteen hundred to you. Fifteen dollars a click is break even and anything under it is profit.
Do this: Do that sum for your own account today. Write the break even number on a sticky note and stop guessing.
Part 2
Cost per click going up is not automatically bad
If you moved your bids towards searches with clear buying intent, your cost per click goes up and your cost per lead goes down. The account looks more expensive and is making more money. Judging on cost per click alone punishes exactly the change you wanted.
Do this: Track cost per lead as the headline number and let cost per click be a diagnostic.
Halfway, and free
Part 3
You cannot bid your way to a low cost per click
Cutting bids lowers your average cost per click and takes you out of the auctions that were converting. Volume falls first, then leads, and the cost per click chart looks great the whole way down.
Do this: If you cut bids, watch impression share lost to rank in the same week. That is where the missing leads went.
Part 4
When the number really is too high
When your break even sum says so, and only then. At that point the fixes are cheaper clicks through better quality, fewer wasted clicks through exclusions, or a better converting page. All three beat bidding less.
Do this: Run the free calculator on this site with your own numbers. It shows the waste in money rather than in percentages.
This is teaching material and our own reading of public documentation, not advice for your specific account. Check anything important with your own specialist before you act on it.