Optimizing your bidding strategy is crucial for successful Google Ads campaigns.
We strongly recommend setting up conversion tracking in your Google Ads account before defining your bid strategy, as this data is essential for achieving better results.
⚡ Quick Start Recommendation
⚡ Quick Start Recommendation
Maximize Conversions
Once you have approximately 30–45 conversions, consider defining a Target CPA and applying it to your Maximize Conversions strategy.
This helps you scale while maintaining cost efficiency.
📈 Types of Bid Strategies and When to Use Them
📈 Types of Bid Strategies and When to Use Them
🎯 Conversion-Focused Strategies
Maximize Conversions
When to Use: When your primary goal is to get the highest possible number of conversions, and each conversion holds equal importance.
Google's AI will aim to get you the most conversions within your daily budget.
Maximize Conversions with Target CPA (tCPA)
When to Use: When you have sufficient conversion data (at least 30–45 conversions) and want to optimize for a specific cost per conversion.
This strategy helps scale conversions while maintaining a desired cost efficiency.
tCPA acts as a “guardrail” to keep your average conversion cost within your target range.
💰 How to Set Your Target CPA
💰 How to Set Your Target CPA
Calculate Your Break-Even CPA:
Determine the maximum you can pay per conversion before losing money.Example:
If a customer's lifetime value is $ 1,000 and 10% of leads convert to customers, each lead is worth $100.
If internal costs per lead/sale are $20, your maximum profitable CPA is $80.Use Historical CPA (Recommended):
Run a Maximize Conversions campaign to gather 30–45 conversions.
You can calculate your historical CPA, then increase it by 20% to give the algorithm room to optimize without being too restrictive.
Maximize Conversion Value
When to Use: When conversions have varying monetary worth to your business (e.g., different product prices or lead values).
This strategy tells Google Ads to prioritize generating the highest total conversion value for your budget, not just the highest number of conversions.
Requires robust conversion value tracking.
Maximize Conversion Value with Target ROAS (tROAS)
When to Use: When you have varying conversion values and a specific Return on Ad Spend (ROAS) profitability goal. Requires accurate and dynamic conversion value tracking with at least 50–60 conversions.
💹 How to Calculate Your Target ROAS
💹 How to Calculate Your Target ROAS
Calculate your historical ROAS:
(Total Conversion Value ÷ Total Ad Spend) × 100 % for the last 30–60 days.Set your initial Target ROAS:
At or slightly below this historical average (e.g., if historical is 400 %, start with 350–380 %).
This provides the algorithm with learning room and prevents the campaign from being stifled.
👁️ Visibility / Traffic-Focused Strategies
👁️ Visibility / Traffic-Focused Strategies
Maximize Clicks
When to Use: When your primary goal is to drive as many visitors as possible to your website.
Ideal for increasing brand visibility, launching new products/services, or announcing events — especially when conversion data is limited or conversions are a secondary/future goal.
Target Impressions Share
When to Use: Primarily for brand visibility, market presence, and dominating specific searches (e.g., brand terms).
It's about ensuring your ad is seen in desired positions (absolute top, top, or anywhere on the page) for a target percentage of eligible impressions, rather than focusing on the lowest conversion cost.
✅ Reminder:
Always ensure conversion tracking is enabled before switching to automated bid strategies — it powers AI-driven optimization.
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