Google Ads Bidding Strategies | Choosing the Right One
The bidding strategy decides who determines what you pay in every auction: you or the algorithm. A badly chosen strategy can make even a well-built campaign inefficient.
Measurement first, strategy second
Every smart bidding strategy feeds on conversion data. If measurement is broken or counting the wrong action, the algorithm optimises toward the wrong goal — and it does so with great determination.
That is why I always verify conversion tracking before changing strategy. The most common error I see in accounts I take over is that smart bidding targets something that is not a real conversion, such as a page view.
When manual bidding still makes sense
Manual bidding has largely fallen out of use, but it is not dead. In very low-volume accounts with a handful of conversions a month, the algorithm has nothing to learn from; keeping control can give more predictable results.
In newly launched campaigns it is also healthier to run click-focused first, accumulate conversions, and then move to smart bidding.
Conversion count or conversion value
This distinction gets skipped in most accounts. A strategy targeting conversion count treats every conversion as equal: a small sale and a large sale count the same. As a result budget drifts to the cheap, easy-converting product, and revenue and profit fall.
In e-commerce a value-based strategy is almost always the right answer. In service businesses, if not all form fills carry the same value — if some enquiries are far more profitable — sending value works better there too.
Target cost and target return
Be realistic when setting a target cost per conversion. Setting it far below current performance forces the algorithm into too few auctions and volume collapses. The target should be lowered gradually from the current average.
The same logic applies to target return: setting it too high nearly stops the campaign. The right target is calculated backwards from your margin — industry averages floating around are meaningless without knowing your own cost structure.
The learning period after a change
When the bidding strategy changes, the campaign re-enters a learning phase and performance fluctuates. That is normal. The real mistake is seeing the fluctuation and changing strategy again within days — every change resets the clock and the campaign never settles.
How do we start? First I look at your conversion volume and measurement health to work out which strategy is viable. I send the transition plan and the expected learning period in writing. You can reach me from the contact page.
Frequently Asked Questions
How many conversions do I need for smart bidding?
Giving an exact threshold would be misleading, but the rule is: the campaign should be producing conversions steadily within the learning period. In a campaign with single-digit monthly conversions, smart bidding is usually premature.
How long does the learning period last?
Usually a few weeks, and it shortens as conversion volume grows. During that time you should avoid large changes to budget and targets.
Can I use different strategies in the same account?
Yes, and usually you should. Brand campaigns, new-customer campaigns and remarketing serve different goals, so they do not need to be managed with the same strategy.