Your bidding strategy can make or break your Google Ads campaigns. Choose wrong, and you'll either overpay for conversions or miss out on qualified traffic entirely. This isn't about which strategy is 'best'—it's about which is best for your situation, right now.
Manual CPC#
You set maximum CPC bids yourself. Best for new accounts with limited data, brand campaigns, testing new keywords, and highly seasonal businesses. Requires active management.
Target CPA#
Google optimizes for your target cost per acquisition. Best for lead generation with 30+ monthly conversions. Set targets 10-20% above historical CPA to start, then lower gradually.
Target ROAS#
Optimizes for return on ad spend. Essential for ecommerce with variable order values. Requires accurate conversion value tracking. Start 10-20% below current ROAS.
Maximize Conversions/Value#
Spends your full budget to maximize volume. Good for building conversion history or when growth trumps efficiency. Add targets only after gathering 30+ conversions.
