Bidding strategies determine how Google spends your budget to achieve your goals.

Manual Bidding

You set maximum bids for each keyword. Offers control but requires constant management.

Automated (Smart) Bidding

Maximise Clicks

Gets as many clicks as possible within budget. Good for traffic goals but does not optimise for conversions.

Maximise Conversions

Uses AI to get the most conversions within budget. Requires conversion tracking.

Target CPA (Cost Per Acquisition)

Aims to get conversions at your specified cost. Best when you know your target acquisition cost.

Target ROAS (Return on Ad Spend)

Optimises for revenue value, not just conversion count. Requires conversion value tracking.

Maximise Conversion Value

Gets the highest total conversion value within budget.

Our Approach

We typically start with Maximise Conversions to gather data, then transition to Target CPA or Target ROAS once we have enough conversion history (usually 30+ conversions per month).