Google Ads bidding strategies explained
A Google Ads bidding strategy decides how much you bid in each auction, and you pick it by goal: conversions (Maximize conversions, Target CPA), conversion value (Maximize conversion value, Target ROAS), clicks (Maximize clicks, Manual CPC), visibility (Target impression share) or video views (CPV). The conversion and value strategies are Smart Bidding, which sets a separate bid for every auction using signals such as device, location, time and the search itself.
Every strategy, by goal
Google groups its bid strategies by what you want to get from the budget.[1]
| Goal | Strategy | What it does |
|---|---|---|
| Conversions | Maximize conversions | Spends the budget to get as many conversions as possible. |
| Target CPA | Gets as many conversions as possible at an average cost per conversion you set. | |
| Conversion value | Maximize conversion value | Spends the budget to get as much conversion value as possible. |
| Target ROAS | Gets as much conversion value as possible at a return on ad spend you set. | |
| Clicks | Maximize clicks | Gets as many clicks as possible within the budget. |
| Manual CPC | You set the maximum cost per click yourself. | |
| Visibility | Target impression share | Bids to show the ad at the absolute top, top, or anywhere on the page for a share of searches. |
| CPM, tCPM, vCPM | Pay per thousand impressions, target reach at an average CPM, or pay per thousand viewable impressions. | |
| Video views | CPV, target CPV | Pay for video views and interactions, or set the average you will pay per view. |
How Smart Bidding works
Smart Bidding is the group of strategies that use Google AI to bid for conversions or conversion value in every auction: Target CPA, Target ROAS, Maximize conversions and Maximize conversion value.[2]
The point is the signals. In each auction Smart Bidding can weigh the device, physical location, location intent, weekday and time of day, remarketing lists, ad characteristics, interface language, browser, operating system and, on Search and Shopping, the actual query.[2] No manual bid adjustment can combine that many at once.
Two requirements follow:
- Conversion tracking must be on. Google says you need it to use Smart Bidding.[2]
- The conversions must be the right ones. Smart Bidding chases whatever you mark as a primary conversion. If that is a page view, it buys page views.
In June 2026 Google renamed "Maximize conversions with a Target CPA" to "Target CPA" and "Maximize conversion value with a Target ROAS" to "Target ROAS". The bidding behavior did not change.[3]
Maximize vs target strategies
Each Smart Bidding goal has two versions. The maximize version spends the budget: Google says Maximize conversions will try to fully spend your average daily budget, so a campaign that was underspending may suddenly spend more.[3] The target version aims for an efficiency number instead. With Target CPA, some conversions cost more than the target and some less, but the average aims for it.[4]
- Use maximize when the budget is the limit you care about and any conversion at a sensible cost is welcome.
- Use a target when cost per conversion or ROAS is the limit, and you would rather spend less than overpay.
For a full comparison of the two targets, see Target CPA vs Target ROAS.
A sensible starting order
- No conversion data yet. Google's troubleshooting guide suggests Maximize clicks or Manual CPC for 5 to 7 days to gather data.[6]
- About 30 conversions in 30 days. Move to Maximize conversions or Target CPA.[6]
- Order values tracked, 15 or more conversions in 30 days on Search or Shopping: Target ROAS becomes available.[5]
- After any switch, expect a Learning status of up to 7 days and give results 1 to 2 conversion cycles to settle before judging.[7]
Budget matters as much as strategy. Google's guideline is a daily budget of at least 10 times your expected cost per click, or 2 to 3 times your Target CPA.[6]
Visibility and video strategies
Target impression share bids to show your ad at the absolute top of the page, the top, or anywhere on it, for a share of searches you choose.[1] It suits brand defense, where being seen for your own name matters more than the cost of each click. CPM and CPV strategies are for reach and video views, where the goal is awareness rather than a direct conversion.
RunAds picks the bid strategy for each campaign from your conversion data and budget, and moves it to Smart Bidding once there are enough conversions. Signing up is free. Credit packs start at $25, and Google ad spend uses 5 credits per $1.
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Common questions
What is the best bidding strategy for Google Ads?
The one that matches the result you pay for. For most businesses that is conversions (Target CPA or Maximize conversions) or, for stores tracking order values, conversion value (Target ROAS or Maximize conversion value). Click and visibility strategies fit new accounts gathering data or brand awareness goals.
Is Manual CPC still worth using?
It gives full control over each keyword's maximum bid, which some advertisers want while tracking is being fixed. Google's own troubleshooting guide suggests Manual CPC or Maximize clicks for 5 to 7 days on a new campaign with no data, then moving to a conversion strategy.
What is the difference between Maximize conversions and Target CPA?
Maximize conversions tries to spend the whole daily budget for the most conversions. Target CPA aims for an average cost per conversion and may spend less if it can't find conversions at that cost.
What happened to Enhanced CPC?
Google's strategy page still lists Enhanced CPC as a way to adjust manual bids toward conversions. Most accounts with conversion tracking now use full Smart Bidding strategies instead.
Does changing bid strategy reset learning?
A new or reactivated bid strategy shows a Learning status. Google says it never lasts more than 7 days and ads keep serving; results settle over 1 to 2 conversion cycles. Changing a target alone doesn't show the Learning status.
Sources
- Determine a bid strategy based on your goals, Google Ads Help. Checked Nov 9, 2026.Lists strategies by goal: conversions (Target CPA, Maximize conversions), conversion value (Target ROAS, Maximize conversion value), clicks (Maximize clicks, Manual CPC), visibility (Target impression share, CPM) and video views (CPV).
- About Smart Bidding, Google Ads Help. Checked Nov 9, 2026.Strategies that use Google AI to bid for conversions or conversion value in every auction, using signals such as device, location, time of day, remarketing lists, browser and the actual search query.
- About Maximize conversions bidding, Google Ads Help. Checked Nov 9, 2026.Tries to spend the full average daily budget for the most conversions. Needs conversion tracking. From June 2026 'Maximize conversions with a Target CPA' is named 'Target CPA', with the same bidding behavior.
- About Target CPA bidding, Google Ads Help. Checked Nov 9, 2026.Bids for as many conversions as possible at your average target cost per conversion. Some conversions cost more and some less. Evaluate over 30 days with at least 30 conversions. Can start with no conversion history.
- About Target ROAS bidding, Google Ads Help. Checked Oct 30, 2026.Google's example: $5 of sales for each $1 of ad spend is a 500% target ROAS.
- How to fix Google Ads campaigns not running or low traffic, Google Ads Help. Checked Nov 9, 2026.Ad review takes 1 to 2 days; check the common reasons if there are no impressions after 3 business days. Budget guideline: at least 10x expected CPC or 2 to 3x target CPA. Raise a limited Target CPA by 10 to 20%.
- About Smart Bidding learning, Google Ads Help. Checked Nov 9, 2026.The Learning status never lasts more than 7 days and ads keep serving. Performance usually converges in 1 to 2 conversion cycles; evaluate over 2 conversion cycles or 2 weeks, whichever is longer.
Every outside number on this page links to its source above, with the date we checked it.
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