Majisemi Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yuichi Terada), a provider of BtoB webinar lead generation and operation support services, and a subsidiary of ITmedia Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Noriyoshi Kobayashi), has released a survey report titled "Survey on the Reality of Rising Ad CPA and Companies' Response Strategies" regarding the surge in Google Ads CPA (Cost Per Acquisition). A preliminary screening survey conducted prior to this survey found that out of 404 respondents who answered "currently use Google Ads" and "are involved in sales promotion or event planning for their company's products/services," 333 (82.4%) have experienced a rise in Google Ads CPA over the past year. This report summarizes the reality of CPA increases, factors contributing to the surge, companies' response status, future measures, and challenges in improving CPA, based on a survey of 500 managers who operate Google Ads and have experienced CPA increases. Excerpt from "Survey on the Reality of Rising Ad CPA and Companies' Response Strategies" Report URL: https://share-na2.hsforms.com/1Fwe_cnBsTImirqEnxtvujQqtgq2 How is the acquisition competition in BtoB marketing changing in the era of generative AI? With the spread of generative AI, customer information gathering and purchasing decision behaviors are changing. Opportunities to search for information on search engines are decreasing, and touchpoints with prospective customers through search ads are relatively reduced, potentially leading to an increase in CPA (Cost Per Acquisition). In addition to these environmental changes, coupled with an increase in advertisers and intensified bidding competition, the cost-effectiveness of digital advertising, including Google Ads, has become a significant challenge for companies. Sales promotion and event planning managers are being called upon to consider new lead generation strategies that do not rely on advertising. Key Themes Explain