The quickest and easiest way to decrease your cost per conversion is by pausing everything that is not working, be it keywords, ads, ad groups, and/or locations.
We also recommend you go through your search terms report and add every word that is not relevant to you as negative keywords. You will need to be careful with this, though, as you might add a good word as a negative keyword and stop it from showing on Google Ads. Before you add your negative keywords, it is good to make a list first, review it, and then add the terms that you really want to add.
You would also want to check your ad strength. Consider improving those which are “Average” or “Poor”. The better your ads, the better your ad rank, and the lees you will have to pay for each click on those ads.
Brainstorming longer tail keywords and check them on the Google Ads Keyword planner tool in order to see their average CPC (cost per click) may lead you to find a few gems to target.
You can also watch our more refined tactic to decrease your cost per conversion.