The answer is monitor & adapt. If Google has indeed increased the price for ads, you can choose to be upset with them or to see it as a signal for your company to diversify the methods through which you drive traffic, leads, sales, and brand awareness. I'm into SEO, few months ago with the rise of AI it felt like the SEO industry is about to end. The ranking signals of today, might not be as useful tomorrow. So does your PPC budget.