Which Google Ads bidding strategy should I use?
Pick the bidding strategy that matches what you actually want from Google Ads: clicks, conversions, or conversion value. In short: Maximize clicks for traffic, Maximize conversions or Target CPA for leads and sales, and Maximize conversion value or Target ROAS when each sale is worth a different amount.
ShoaibUpdated 4 min read
What does each strategy do?
| Strategy | What Google says it does | Good fit for |
|---|---|---|
| Maximize clicks | Manages bids to get the most clicks possible within your budget | Website traffic, new accounts |
| Maximize conversions | Uses Google's AI to get the most conversions while spending your budget | Leads or sales, no fixed cost target |
| Target CPA | You set your desired average cost per conversion | Leads or sales at a set cost |
| Maximize conversion value | Spends your budget to get the most conversion value | Online stores with varied basket sizes |
| Target ROAS | Aims for a set return on ad spend | Stores that know their profit margins |
| Manual CPC | You set maximum cost-per-click bids yourself, per ad group | Full control, tight budgets, testing |
How do I choose?
- Is conversion tracking working? If not, set it up first: see Google Ads conversion tracking.
- Do you know a target? If you know what a lead or sale can cost you, Target CPA fits. If you know the return you need, see what ROAS means.
- No target yet? Maximize conversions (or conversion value) lets Google spend the full budget while you learn what results cost.
- Want hands-on control? Manual CPC lets you set bids yourself, but you have to keep checking them.
Google says you can start Target CPA without conversion history, but recommends judging it on the last 30 days with at least 30 conversions.
What about Enhanced CPC?
Google Ads Help says Enhanced CPC is no longer available for Search and Display campaigns (from the week of 31 March 2025). Older advice recommending it is out of date.
For the bigger picture, see how Google Ads works.
Want help picking and tuning the right bidding for your goals, as part of your digital marketing? See our Google Ads service.