You mean Google Adwords? It is expensive and effective, but could be profitable if you studied well your ROI.
Yes, Google Adword is little bit expensive though it will be much benefited to you. Cause maximum people use google as their main search engine. So you can get more visitor for your website and ROI will increase.
Of course, It's very expensive when we have the competition for the keywords which we choose. And of course, we may have the potential results if we choose competitive keywords.
Learn more Adwords strategies (split testing different ad copies and keyword groups) etc. It is all about testing until you find a profitable campaign.
It wasn't expensive although competition has made it expensive. People are willing to bid more as the competition is increasing.