Master Google Ads bidding with our guide! Explore smart strategies like Target ROAS and Maximise Conversions to lower costs, boost ROI, and grow faster.
Google Ads bidding strategies are the foundation of your marketing house. Get it wrong, and your campaign could crumble before you can even think about raising it to the next level. But nail it, and you’ll watch your traffic, leads, and sales soar.
Whether you’re running ads for a side hustle or steering a six-figure ad budget, choosing the right bidding strategy is crucial. The good news is that Google offers a buffet of options to suit every campaign type and goal.
Yikes Marketing is here to help you break down what you need out of a bidding strategy. For more campaign tricks related to your business and nice, get in touch with our team.
What it is: Manual CPC lets you set the exact maximum amount you’re willing to pay for a click. No surprises, no runaway costs—just you in the driver’s seat calling the shots.
Manual CPC gives you full control, especially if you’re new to Google Ads or in a niche market. In fact, a report by WordStream found that small businesses often reduce wasted spend by up to 20% using manual CPC.
What it’s best for:
Example: Imagine you’re running ads for your local bakery, bidding on “best sourdough near me.” You set a maximum CPC of $1.50. If the competition bids $1.20, you’ll win the auction without blowing your budget. If someone tries to outbid you at $1.60, your ad sits this one out.
Pro tip: Start with manual CPC if you’re testing new keywords. Once you see what converts, move to automated strategies for better scaling.
What it is: Target ROAS automates bids to help you achieve a specific return on ad spend. You tell Google the percentage you want (e.g., 400% ROAS), and it adjusts bids to maximise conversions at that rate.
According to a case study by Google, businesses using target ROAS saw an average 35% increase in revenue while maintaining their desired profitability.
What it’s best for:
Example: Let’s say you sell custom backpacks for $100 each and want to make $4 for every $1 spent on ads. You set a target ROAS of 400%. Google automatically bids higher on users more likely to convert and lower for users who might just window-shop.
Pro tip: If you’re in e-commerce, pair target ROAS with Shopping campaigns for maximum impact.
What it is: This strategy does what it says on the tin—aims to get you the highest number of clicks within your budget.
HubSpot reports that businesses using traffic-driving campaigns often see higher engagement rates on secondary offers (like newsletter sign-ups or product trials).
What it’s best for:
Example: Imagine you’re a fitness coach launching a free workout guide as a lead generation tool. You set your daily budget at $50 and use “maximise clicks” to reach as many people as possible. Google automatically adjusts your bids to generate maximum traffic without overspending.
Pro tip: Don’t overuse this strategy for lead generation—it’s great for eyeballs but doesn’t guarantee conversions.
What it is: Target CPA focuses on conversions, setting bids to achieve a specific cost per acquisition.
According to Search Engine Journal, campaigns using target CPA reduce acquisition costs by an average of 20%, making it ideal for ROI-focused marketers.
What it’s best for:
Example: If your average profit per customer is $500 and you’re willing to pay $50 per lead, you set a target CPA of $50. Google will bid higher for users more likely to convert while keeping your average acquisition cost in check.
Pro tip: Ensure your landing pages are optimised—this strategy shines when Google has enough conversion data to work with.
What it is: Google optimises bids to get the highest number of conversions within your daily budget.
What it’s best for:
Example: Say you’re running a campaign for your online flower delivery service. You set a daily budget of $100 and use “maximise conversions”. Google adjusts bids dynamically, focusing on users who are most likely to buy.
Pro tip: Use this strategy with caution if your budget is tight—it’s great for growth, but costs can climb quickly.
What it is: Enhanced CPC is a mix of manual control and automation. You set your base bids, and Google adjusts them slightly to maximise conversions.
Google claims that campaigns using ECPC often see a 15% boost in conversions compared to manual CPC.
What it’s best for:
Example: Let’s say you’re bidding $1.50 for “organic skincare products.” If Google identifies a user who’s more likely to convert, it might raise your bid to $1.80. Conversely, it could lower your bid for less promising clicks.
Pro tip: Pair ECPC with well-researched keywords to give Google the best starting point.
What it is: This strategy aims to get your ads in front of as many eyes as possible by bidding for maximum impression share.
A report from SEMrush shows that brands focusing on impression share often see a 25% increase in brand recognition over time.
What it’s best for:
Example: If you’re launching a new product and want 90% of eligible impressions for “best noise-cancelling headphones,” Google will bid aggressively to achieve that.
Pro tip: Use this sparingly—it’s great for visibility but doesn’t always translate to conversions.
There’s no one-size-fits-all approach to Google Ads bidding strategies. The key is to align your strategy with your goals, whether that’s traffic, conversions, or brand awareness.
And remember, no matter which strategy you choose, success depends on constant optimisation. Track your metrics, tweak your bids, and don’t be afraid to pivot if something isn’t working.
Ready to master Google Ads? Let Yikes! Marketing help you craft a strategy that gets results. Whether you’re chasing leads, sales, or all-out domination, we’ve got you covered. Reach out today!
You’ve found one of Australia’s Leading Google Ads Experts, let's get your Google Ads Campaign working for you.
