Bidding Strategy
Definition
The approach you use to set bids in Google Ads. Can be manual (you set amounts) or automated (Google optimises for your goals).
What is a Bidding Strategy?
A bidding strategy is how you tell Google Ads to bid on your behalf in ad auctions. You can control bids manually or let Google's algorithms optimise automatically based on your goals.
Choosing the right strategy affects both your costs and results.
Types of Bidding Strategies
Manual CPC
You set maximum bids for each keyword. Full control but time-consuming.
Best for: New accounts, learning phase, specific control needs.
Enhanced CPC
You set bids, but Google adjusts them up or down based on conversion likelihood.
Best for: Transitioning from manual to automated.
Maximise Clicks
Google gets you as many clicks as possible within your budget.
Best for: Traffic driving, brand awareness, research phase.
Maximise Conversions
Google optimises for the most conversions within your budget.
Best for: Lead generation, sales, when you have conversion tracking.
Target CPA
You set your desired cost per conversion, and Google aims to hit that target.
Best for: Mature accounts with consistent conversion data (30+ per month).
Target ROAS
You set a target return on ad spend, and Google optimises for revenue.
Best for: Ecommerce with transaction tracking.
Choosing a Strategy
| Situation | Recommended Strategy |
|---|---|
| New campaign, limited data | Manual or Maximise Clicks |
| Established, want leads | Maximise Conversions or Target CPA |
| Ecommerce sales | Target ROAS |
| Brand awareness | Maximise Clicks or CPM |
Strategy Tips
- Start manual or Maximise Clicks to gather data
- Switch to conversion-focused strategies once you have 30+ monthly conversions
- Give automated strategies 2-4 weeks to learn before judging
- Set realistic targets based on historical performance