A bidding strategy is the rule Google Ads uses to set your bids in the auction. Choose the wrong rule, and you can spend quickly without learning anything, or miss valuable clicks because your bids are too low. This guide explains the main strategies, when each one makes sense, and how to switch safely.
Manual CPC: control first, automation later
With manual CPC, you set the maximum you will pay per click for each keyword or ad group. It is the best starting point for beginners because you control spend and you learn which keywords are worth what. Example: if a lead is worth $60 in profit and 1 in 20 clicks becomes a lead, your break-even CPC is about $3.00, so a manual bid near $2.00 leaves room for profit while you test.
Maximize Clicks and Maximize Conversions
Maximize Clicks tries to get as many clicks as possible within your budget. It is useful for traffic and learning, but it can buy low-quality clicks if your keywords are broad. Maximize Conversions tries to get as many conversions as possible within your budget, once conversion tracking is working. It needs enough conversions to learn, often at least 30 in the past 30 days as a rough guide, before it becomes reliable.
Target CPA and Target ROAS
Target CPA tells Google to aim for a specific average cost per conversion, such as $35 per lead. Target ROAS tells Google to aim for a specific return, such as 300%, meaning $3 of revenue for each $1 of ad spend. Both need trustworthy conversion data and a realistic target. Setting a $10 Target CPA when your actual CPA is $45 will usually starve the campaign of clicks. Set the target close to your recent reality, then move it gradually.
How to choose and switch
- New account, no conversions yet: manual CPC or Maximize Clicks with tight keywords.
- Tracking works and conversions are coming in: test Maximize Conversions.
- Stable CPA and enough data: test Target CPA.
- You sell online and track revenue: test Target ROAS, and check profit with the ROAS and Profit Calculator.
- After any switch, wait at least two weeks before judging, unless spend is clearly out of control.
Related reading: Quality Score, budget planning, and conversion tracking.
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