In Google Ads, there are several bidding strategies that help advertisers optimize campaigns based on their goals, such as clicks, leads, conversions, or revenue.
Types of bidding strategies in Google Ads
1. Maximize Clicks
Gets as many clicks as possible within your budget.
Best for: Website traffic, visibility, and early-stage campaigns.
2. Maximize Conversions
Gets as many conversions as possible within your budget.
Best for: Lead generation, form submissions, phone calls, and sales.
3. Target CPA (Cost Per Acquisition)
Aims to generate conversions at an average cost per conversion you specify. It is generally used as a target with conversion-focused Smart Bidding.
Best for: Businesses that want to control their average cost per lead or acquisition.
4. Maximize Conversion Value
Tries to generate the highest total conversion value within your budget.
Best for: E-commerce and businesses tracking different values for purchases or leads.
5. Target ROAS (Return on Ad Spend)
Aims for a target revenue value relative to advertising spend.
Best for: Retailers and e-commerce advertisers focused on revenue and profitability.
6. Manual CPC (Cost Per Click)
Lets advertisers set their own maximum bids for clicks.
Best for: Advertisers who want more direct control over keyword bids. Availability depends on campaign type.
7. Target Impression Share
Tries to show your ad at a chosen placement, such as the absolute top of the search results, subject to your settings and eligibility.
Best for: Brand visibility and increasing search-result prominence.
Quick comparison
| Campaign goal | Recommended strategy |
|---|---|
| Get more website visits | Maximize Clicks |
| Generate more leads | Maximize Conversions |
| Maintain an average cost per lead | Target CPA |
| Increase sales revenue | Maximize Conversion Value |
| Achieve a revenue-to-spend target | Target ROAS |
| Control individual keyword bids | Manual CPC |
| Improve ad visibility | Target Impression Share |
