Bidding Strategy Quick Reference: Make the Right Choice in 5 Minutes

Step 1: Do you have conversion tracking?

• NO → Use Maximize Clicks (temporary) → Fix tracking ASAP
• YES → Continue to Step 2

Step 2: Do all conversions have the same value?

• YES → Use Maximize Conversions
• NO → Use Maximize Conversion Value (recommended for 95% of advertisers)

Step 3: Do you have 4-6 weeks of stable data?

• NO → Stay on "Maximize" without target → Wait for stability
• YES → Add Target ROAS or Target CPA

Quick Selection Guide

Goal	Strategy	When to Use	Avoid If
Maximum Revenue	Maximize Conversion Value	E-commerce, variable pricing	All products identical price
Maximum Leads	Maximize Conversions	Lead gen, all leads equal value	Lead values differ significantly
Specific ROAS	Target ROAS	After 4-6 weeks stable data	New campaigns, <30 conversions/month
Specific CPA	Target CPA	After 4-6 weeks stable data	Variable conversion values
Brand Defense	Target Impression Share	Branded keywords only	Performance campaigns
Traffic Only	Maximize Clicks	No conversion tracking	99% of performance campaigns
Manual Control	Manual CPC	Almost never	All performance campaigns

When to Add Targets

Scenario	Minimum Wait Time
High volume (100+ conversions/week)	2-3 weeks
Standard volume (30-100 conversions/week)	4-6 weeks
Low volume (<30 conversions/week)	8-12 weeks

How to Set Initial Target ROAS

1. Look at average ROAS from past 4 weeks
2. Set target AT or SLIGHTLY BELOW that number
3. Example: Average 320% ROAS → Set target at 300-320%

How to Set Initial Target CPA

1. Look at average CPA from past 4 weeks
2. Set target AT or SLIGHTLY ABOVE that number
3. Example: Average $45 CPA → Set target at $45-50

Adjustment Protocol

Action	Wait Period
Initial target set	Wait 2-4 weeks before adjusting
Target increased (more aggressive)	Wait 2-4 weeks before next change
Target decreased (less aggressive)	Wait 2-4 weeks before next change

How Much to Adjust

• Standard adjustment: 10-15% at a time
• Never adjust more than 20% at once
• Aggressive changes reset learning

Signs You Need to Adjust

Symptom	Action
Volume dropped significantly	Loosen target (lower ROAS, raise CPA)
CPA/ROAS worse than target	Target may be too aggressive
Hitting target but leaving money on table	Tighten target gradually

Mistake 1: Setting Target Too Soon

Problem: Adding Target CPA/ROAS without enough data restricts volume and prevents learning.

Fix: Wait for minimum conversion thresholds before adding targets.

Mistake 2: Target Too Aggressive

Problem: Setting target 50% better than current performance kills volume.

Fix: Set targets at or slightly below current performance, improve gradually.

Mistake 3: Changing Too Frequently

Problem: Weekly strategy changes prevent learning and optimization.

Fix: Wait 2-4 weeks minimum between changes.

Mistake 4: Using Maximize Clicks Long-Term

Problem: Optimizing for clicks attracts clicky people, not buyers.

Fix: Switch to conversion-based bidding as soon as tracking is set up.

Mistake 5: Manual CPC in Modern Campaigns

Problem: You can't out-optimize Google's AI with manual adjustments.

Fix: Use smart bidding unless you have a very specific reason not to.