Types of bidding strategies in Google Ads

When it comes to Google Ads success, your bidding strategy plays a crucial role. Choosing the right bidding strategy decides whether your campaigns achieve 📈 maximum conversions, 🔍 targeted traffic, or 💰 efficient ROI.

This guide will break down Google Ads bidding strategies in 2025, covering:

• ✅ Different types of bidding strategies
• ✅ When and why to use each
• ✅ Pros & cons of each bidding type
• ✅ Best practices & tips to maximize results

Let’s dive in!

🔑 What is a Google Ads Bidding Strategy?

A Google Ads bidding strategy is the method you choose to tell Google how you want to pay for clicks, impressions, conversions, or views.

👉 In simple words: You’re instructing Google on what matters most to your business – traffic, leads, or sales – and how much you’re willing to pay for it.

⚡ Types of Google Ads Bidding Strategies

Google Ads offers two main categories of bidding strategies:

1. Manual Bidding Strategies – You set bids yourself (more control, less automation).
2. Automated (Smart) Bidding Strategies – Google uses AI/ML to set bids in real time.

Let’s explore each with symbols, examples, pros, and cons.

🛠️ Manual CPC (Cost-Per-Click)

Manual CPC allows you to set your maximum CPC bid for keywords.

📌 When to Use:

• If you’re a beginner and want full control.
• For campaigns where you want to test keyword performance.

✅ Pros:

• Full control over bids.
• Easy to understand.
• Good for small budgets.

❌ Cons:

• Time-consuming.
• Hard to scale.
• No AI optimization.

Example:
You set ₹25 per click → Google won’t charge you more than ₹25 for each click.

🤖 Enhanced CPC (ECPC)

Enhanced CPC is a mix of manual and automation. Google can adjust your manual bids (increase or decrease) to maximize conversions.

📌 When to Use:

• If you want control but still benefit from Google’s AI.
• Good for campaigns with limited conversion data.

✅ Pros:

• Semi-automated.
• Adjusts bids for high-value clicks.

❌ Cons:

• Still not fully automated.
• Can overspend if not monitored.

Example:
You set ₹30 bid → Google may increase to ₹40 if the click is likely to convert.

🎯 Target CPA (Cost Per Acquisition)

Target CPA focuses on getting conversions at your desired cost.

📌 When to Use:

• If conversions matter more than traffic.
• Ideal for lead generation businesses.

✅ Pros:

• AI-driven bidding.
• Ensures cost-effective conversions.

❌ Cons:

• Needs historical conversion data.
• Can limit traffic if CPA is set too low.

Example:
You set CPA at ₹200 → Google optimizes bids to bring conversions at or near ₹200.

💰 Target ROAS (Return on Ad Spend)

Target ROAS ensures you get a specific return for every rupee spent.

📌 When to Use:

• For e-commerce businesses.
• When you want maximum revenue.

✅ Pros:

• Optimizes for value, not just volume.
• Best for online stores.

❌ Cons:

• Needs lots of conversion data.
• Difficult for small advertisers.

Example:
You set ROAS = 400% → Spend ₹1,000 → Expect sales worth ₹4,000.

📈 Maximize Conversions

Google automatically sets bids to get as many conversions as possible within your budget.

📌 When to Use:

• If you want to maximize leads/sales without worrying about cost per conversion.

✅ Pros:

• Simple & automated.
• Good for new advertisers.

❌ Cons:

• No cost control.
• Can spend quickly.

🏆 Maximize Conversion Value

Instead of focusing on the number of conversions, this strategy maximizes the value of conversions.

📌 When to Use:

• E-commerce stores tracking revenue per sale.

✅ Pros:

• Focuses on ROI, not just volume.
• Uses Google’s AI effectively.

❌ Cons:

• Requires accurate conversion tracking.

👀 Maximize Clicks

Google automatically sets bids to drive as many clicks as possible.

📌 When to Use:

• For website traffic campaigns.
• Early-stage brand awareness.

✅ Pros:

• Easy to implement.
• Increases site traffic quickly.

❌ Cons:

• Doesn’t guarantee conversions.
• May attract low-quality traffic.

📊 Target Impression Share

Helps your ads appear in a specific position on search results (e.g., top of page).

📌 When to Use:

• For brand awareness.
• Competitive industries where visibility matters.

✅ Pros:

• Ensures ad visibility.
• Good for branding campaigns.

❌ Cons:

• Can be expensive.
• Doesn’t focus on conversions.

Example:
Target 90% impression share → Google ensures your ad shows in top positions.

🎥 CPV (Cost Per View) – Video Campaigns

For YouTube ads, you pay when someone views (30+ seconds) or interacts with your video.

📌 When to Use:

• For video marketing campaigns.
• Brand storytelling.

✅ Pros:

• Great for awareness.
• Cost-effective video promotion.

❌ Cons:

• Not ideal for direct sales.

📢 CPM (Cost Per 1,000 Impressions)

You pay for impressions, not clicks.

📌 When to Use:

• Display or video campaigns.
• Brand visibility campaigns.

✅ Pros:

• Increases reach.
• Perfect for brand awareness.

❌ Cons:

• No guarantee of clicks or conversions.

📚 Comparison Table of Bidding Strategies

🌟 Best Practices for Choosing the Right Strategy

1. 🎯 Define Campaign Goals – Awareness (Clicks/Impressions), Leads (CPA), or Sales (ROAS).
2. 📊 Check Data Availability – Automated bidding works better with more data.
3. 💰 Set Realistic Budgets – Don’t expect ₹50 CPA in highly competitive industries.
4. 🔍 Test & Optimize – Run A/B tests between strategies.
5. ⚡ Monitor Performance – Regularly review metrics like CTR, CPC, Conversion Rate, ROAS.

🧠 Expert Tips to Boost Results

• Use portfolio bidding strategies for multiple campaigns.
• Combine manual CPC for testing + Target CPA for scaling.
• Apply bid adjustments (device, location, time).
• Ensure conversion tracking is set up correctly.
• Don’t switch strategies too quickly – give Google at least 1–2 weeks learning phase.

📌 FAQs

Q1: Which bidding strategy is best for beginners?
👉 Manual CPC or Maximize Clicks.

Q2: Which strategy gives the best ROI?
👉 Target ROAS for e-commerce, Target CPA for lead generation.

Q3: Can I change bidding strategies later?
👉 Yes, but expect a short “learning phase” where results may fluctuate.

✅ Conclusion

Choosing the right Google Ads bidding strategy can make or break your campaign success.

• If you’re starting small → Go with Manual CPC / Max Clicks.
• If you want leads → Use Target CPA.
• If you run an e-commerce store → Go for Target ROAS.
• If visibility matters → Try Target Impression Share / CPM.

Remember: There’s no one-size-fits-all strategy. Test, optimize, and let data guide your decision.

🚀 By mastering Google Ads bidding strategies, you’ll be ready to maximize traffic, conversions, and ROI for your campaigns in 2025 and beyond.