It depends on your overall goals for the campaigns. Low cpc in a search campaign is the market's way of telling you what kind of success competitors have had with that keyword. Video and display ads may offer lower cpc but remember not all campaigns are created equal. Search campaigns usually have high cpc because you find much higher intent (people actively looking for your service) Display and video campaigns reach people higher up in the marketing funnel (awareness, or consideration), which tend to not convert as well. So it depends on your goals. If you're looking for conversions, I'd suggest focusing on people lower in your marketing funnel through a search campaign or a retargeting display or video campaign.