True or false? It's possible you will have to bid higher as keywords get more restrictive and competitive, in order to see results.

This statement is true. As keywords become more restrictive (e.g., long-tail keywords with specific intent) and competitive (many advertisers bidding on them), the cost-per-click (CPC) generally increases. To ensure your ads are shown prominently and to achieve desired results (impressions, clicks, conversions), you often need to place higher bids. If you bid too low on highly competitive or restrictive keywords, your ads may not appear frequently enough or at all, leading to a lack of visibility and poor performance. Therefore, adjusting bids upwards is a common strategy to maintain competitiveness and see results in such scenarios.