I run a SaaS startup (PhantomJsCloud) and tried adwords. No advertising competition, and targeted very specific actionable search queries. Google charges upward of $5.00/click. I can understand they want to cut spammers saturating every random search query, but how am I going to get a positive RoI on that kind of cost?
https://www.semrush.com/info/phantomjscloud.com
- Identify keywords you want to target, with decent search volume and not too many strong competitors. Use those words in your headlines and article text - Start a blog and bulk up your articles; knock out 4 - 5 1500+ word articles on the problems you are solving and which audiences would benefit from them - Share those articles on social media - Your site could benefit from additional back-links (you've only got 14); look at your major competitors and see if they are getting links from highly reputable sources. Reach out to those sources and offer them a reason to link to you. Avoid links from spammy sites and low-end blogs (do NOT do the $5 link building package on elance or wherever)...
[There's a ton more, but that will give you a running start on respectable SEO]
Perhaps you had a low quality score (below 8), so Google requested a higher CPC to compensate?