To lower your CPC while maintaining ad visibility, focus on improving your Quality Score by ensuring ad copy aligns closely with targeted keywords, optimizing landing pages for relevance and speed, and enhancing CTR through compelling headlines and ad extensions. Refine your bidding strategy by experimenting with Enhanced CPC or Target ROAS, adjusting bids on high-cost keywords, and focusing on high-intent, low-competition terms. Utilize negative keywords to eliminate irrelevant traffic and test Phrase and Exact match types for better control. Additionally, monitor competitors using tools like Auction Insights to identify opportunities and refine your approach.