When I first started writing Google Ads, I made the same mistake most businesses make:
I focused on price. “Affordable services.” “Budget-friendly options.” “Competitive rates.” It seemed logical. People want good deals, right?
I was mentored by Opdee’s President and Owner, Derek Zar, who extensively trained me and played a major role in developing my expertise. He once shared something that completely changed how I approach ad copy—he told me about casinos.
Why Casinos Use Chips Instead of Cash
When you walk into a casino, they don’t let you gamble with actual money. They make you exchange your cash for chips first. Why? Because we have an emotional attachment to money. When you’re holding a $100 note, you feel the weight of what that money represents. You’re less likely to risk it. But chips? They’re just plastic tokens. They don’t feel like real money anymore. That psychological distance makes people far more willing to spend them.
What This Has to Do with Your Google Ads
When you compete on price in your advertising, you’re making price the main comparison tool. Every potential customer is now comparing you to competitors based purely on who’s cheapest. That’s a race to the bottom that nobody wins. The smarter approach? Give people a different way to compare. Move them away from thinking about cost and give them something else to measure value against.
A Simple Example: Buying a Laptop
Imagine you’re shopping for a laptop. If all you know to compare is price, you’ll just pick the cheapest one. But what if someone teaches you to compare based on:
- Warranty length (3 years vs 1 year)
- Processing speed for the work you do
- Battery life for how you’ll use it
- Build quality and durability
Suddenly, price is just one factor among many. You’re not looking for the cheapest laptop anymore. You’re looking for the best value for your specific needs. That’s exactly what your Google Ads should do.
How to Apply This to Your Business
From my customer service background, I learned that people don’t buy based on price alone. They buy when they understand the value they’re getting.
Instead of competing on “affordable” or “cheap,” focus on comparison points that matter:
- Warranties and guarantees. Shows you stand behind your work.
- Specific features that solve problems. What makes your service different?
- Experience and expertise. How long have you been doing this?
- Speed or convenience. Can you deliver faster or easier?
- Compliance and certifications. What standards do you meet?
When you teach prospects how to evaluate options, you’re giving them the measuring stick. And they’ll use it to compare everyone else too.
Why This Actually Lowers Your Advertising Costs
This approach pre-qualifies your leads and tells certain people not to click.
Words like “affordable” and “budget-friendly” attract price shoppers who will always choose the cheapest option. These leads cost you money but rarely convert. From my customer service years, I noticed these customers were usually the most difficult to satisfy – constantly complaining and demanding extras they hadn’t paid for.
When you focus on value, features, and quality, you attract people willing to invest in the right solution. Ad copy like “If you’re looking for quality workmanship and long-term value, we’re a good fit” isn’t saying you’re expensive. But it’s telling bargain hunters this isn’t for them.
That’s intentional. Every click costs money. If someone clicks who was never going to buy from you, you’ve wasted budget.
These qualified leads convert better, which means your cost per lead drops. From my lead management background: 10 high-quality leads beat 100 price shoppers every single time.
What This Looks Like in Real Ad Copy
Weak approach: “Affordable plumbing services. Competitive prices. Budget-friendly rates.”
Stronger approach: “Licensed plumbers with 15+ years experience. Same-day service with 12-month warranty. Compliant with Australian standards.”
The second version gives multiple ways to compare value. It attracts serious buyers who care about quality and reliability. And it naturally filters out people just shopping for the lowest price.
The Bottom Line
When you stop competing on price and start competing on value, your cost per click drops, your conversion rate improves, and your customer satisfaction goes up. The casino figured out decades ago that changing how people think about value changes how they spend. Your Google Ads can do the same thing. Give prospects a better way to compare. Teach them what actually matters. And watch your advertising work harder for less money.
Ready to stop competing on price and start attracting better leads? Let’s talk about what makes your business worth paying for.
