What should you do if the CPC has spiked?

You look at which new term took the money and whether it still fits the margin of one table. You do not cut the whole budget if the spike is a jobs word or another city: that one is negated. Sort the spike’s spend by term and by area. Separate what brought a call from what did not. A higher bid is entered “so we do not disappear” and the spike stays. The margin on the table no longer covers the click. The expensive term paused or negated, and the weekly cap left intact if the other words are still bringing contacts. The note says what the spike was.