Google Ads Bidding Strategies: Choosing the Right One for Your Campaigns

When running a successful Google Ads campaign, choosing the right bidding strategy is one of the most critical decisions you'll make. Your bid directly impacts your ad’s placement, cost-per-click (CPC), and overall performance. However, with a wide variety of options available, it can be overwhelming to determine which strategy is best for your specific goals.

In this post, we’ll break down Google Ads bidding strategies and help you decide which one is the right fit for your campaign, whether you're focused on driving traffic, increasing sales, or improving brand awareness.

Manual CPC Bidding

Best for: Smaller budgets or when control is a priority

Manual CPC (cost-per-click) bidding allows you to set your maximum cost for each click, giving you greater control over your ad spend. This strategy is ideal for advertisers who prefer to optimise their bids manually and have a solid understanding of their cost-per-conversion.

When to use Manual CPC:

• You have a small budget and need to keep costs tightly controlled.

• You want granular control over individual keyword bids.

• You're able to continuously monitor and adjust your bids.

Pros:

• Full control over how much you’re willing to pay per click.

• Flexibility to adjust bids based on campaign performance.

Cons:

• Time-consuming since you’ll need to actively manage bids.

• Less automatic optimization from Google.

Target CPA (Cost-Per-Acquisition)

Best for: Conversions-focused campaigns

Target CPA bidding allows you to set a target cost for each acquisition (conversion). Google uses its algorithms to automatically adjust bids to help you achieve the desired cost-per-conversion. This strategy is great for businesses aiming to acquire more leads or sales at a fixed cost.

When to use Target CPA:

• Your main goal is to drive conversions.

• You have conversion tracking set up in your Google Ads account.

• You have sufficient historical conversion data to help Google optimise.

Pros:

• Automated bidding saves time.

• Ideal for lead generation or e-commerce campaigns aiming to maximise conversions.

• Google optimises bids to achieve your target CPA.

Cons:

• You need a significant amount of conversion data for Google to optimise effectively.

• Can result in higher CPC if the target CPA is too low.

Target ROAS (Return on Ad Spend)

Best for: E-commerce campaigns focused on maximizing revenue

Target ROAS allows you to bid based on a desired return on ad spend. Google adjusts your bids to meet the target ROAS, making it perfect for e-commerce campaigns that focus on generating the most revenue for every pound spent.

When to use Target ROAS:

• You have clear revenue goals.

• You have detailed conversion tracking and reliable conversion values.

Pros:

• Bids are optimised for the highest revenue returns.

• Ideal for revenue-driven campaigns.

Cons:

• Requires a substantial amount of historical data.

• Higher risk of low impression share if your target ROAS is too aggressive.

Maximise Clicks

Best for: Driving website traffic

Maximise Clicks is a fully automated bidding strategy that aims to get as many clicks as possible within your budget. This strategy is ideal when your primary goal is to increase website visits, without focusing on specific conversions or sales.

When to use Maximise Clicks:

• You want to increase traffic quickly.

• Conversions aren’t your primary goal, but you want more visibility.

Pros:

• Easy to set up and manage.

• Ensures you stay within budget while driving traffic.

Cons:

• Doesn't optimise for conversions or profitability.

• Can result in lower-quality traffic.

Maximise Conversions

Best for: Getting the highest number of conversions possible

Maximise Conversions uses Google’s machine learning to automatically set your bids to generate the most conversions for your budget. It’s perfect for campaigns focused on generating leads, sales, or sign-ups.

When to use Maximise Conversions:

• Your main goal is to maximise conversions.

• You have a sufficient daily budget to allow Google’s algorithm to work effectively.

Pros:

• Fully automated bidding to maximise conversions.

• Great for campaigns with a clear conversion goal.

Cons:

• Can be costly if not monitored closely.

• Not ideal for small budgets or campaigns without clear conversion tracking.

Maximise Conversion Value

Best for: Maximising the value of your conversions

This bidding strategy works similarly to Maximise Conversions but focuses on maximising the total conversion value (such as revenue). Google adjusts your bids to generate the highest return in terms of value, rather than just the number of conversions.

When to use Maximise Conversion Value:

• You’re focused on maximising revenue or another conversion metric of value.

• Your business values each conversion differently (e.g., higher ticket items bring more value).

Pros:

• Optimises for the highest-value conversions.

• Works well for revenue-driven campaigns.

Cons:

• Requires accurate tracking of conversion values.

• Not ideal for businesses with small or limited budgets.

Enhanced CPC (ECPC)

Best for: Combining automation with manual control

Enhanced CPC is a semi-automated bidding strategy that adjusts your manual bids based on the likelihood of conversion. It provides a balance between manual control and Google’s automated optimisations, making it a good option for advertisers who want to retain some control while benefiting from machine learning.

When to use Enhanced CPC:

• You want to maximise conversions but still retain some control over bids.

• Your campaign has a history of conversions.

Pros:

• Combines the benefits of manual bidding with automation.

• Helps improve conversion rates without sacrificing too much control.

Cons:

• Performance can be unpredictable, especially with limited data.

• Not as optimised as fully automated strategies.

Choosing the right Google Ads bidding strategy for your campaigns depends on your goals, budget, and data. Whether you prioritize maximising clicks, conversions, or return on investment, each strategy has its strengths. Testing different strategies and analyzing performance data is key to finding the one that delivers the best results for your business.

Get In Touch

At ONE 7 MEDIA, we specialise in crafting customised Google Ads strategies that align with your business goals. Whether you’re aiming to boost conversions, drive traffic, or improve ROAS, our team is here to guide you in choosing the optimal bidding strategy for your campaigns. Reach out today to discover how we can help you maximize your ad spend and achieve measurable success with Google Ads.