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It’s definitely become more difficult to have it make business sense for sure, as most of your competitors will now fight for the same local traffic. Every lead you don’t close becomes more painful as they arrive at higher CPLs, so a tight sales process in the service providers niche is critical.
As long as there’s no other faster channel with a similar or higher intent than PPC, and pairing it with the right tools and proceses, yes it’s still worth it.
