Google Ads bid strategies explained: which to use and when

Wrong bid strategy is one of the most common account-killing mistakes. Here is the decision framework.

Manual CPC

Use when: brand new account, under 15 conversions per month, or testing new campaigns. Forces you to learn which keywords matter.

Maximize Clicks

Rarely use. Only for awareness campaigns with no conversion goal. Will burn budget on low-quality clicks.

Maximize Conversions (no CPA target)

Use when: transitioning from manual, have 15-30 conversions per month, or want to scale volume without CPA constraint. Spends aggressively.

Target CPA

Use when: 30+ conversions per month, need predictable cost per lead or sale. Best for lead gen and B2B. Set target at 15-20% above historical average initially. (See Google Ads Help on campaign structurefor the official documentation.)

Target ROAS

Use when: ecommerce with revenue tracking enabled, 50+ conversions per month, varied product prices. Set target at 20% below historical blended ROASinitially.

Maximize Conversion Value

Like Target ROASbut without a target. Use when you want to scale aggressively and are okay with variable ROAS.

Enhanced CPC (ECPC)

Deprecated in 2024. Do not use.

Apply this: free google ads tools.

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