Bidding Strategies for Google Ads (real examples)
Jun 16, 2025Bidding strategy can make or break a Google Ads campaign in 2025. Use the wrong one at the wrong time, and you're not just wasting money—you’re actively hurting your results.
One of the fastest ways to tank your campaign?
Add smart bidding before your account is ready.
But ignore smart bidding completely?
You’re leaving performance on the table.
Let’s break down when automated bidding strategies like Max Conversions and Max Conversion Value work—and when they don’t.
Why Smart Bidding Fails Without Data
Google pushes smart bidding hard. The Recommendations tab highlights it constantly. Reps mention it on every call. But if your account doesn’t have enough reliable conversion data, smart bidding won’t improve performance.
In fact, it can lead to:
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Higher CPCs
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Lower click volume
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Fewer conversions
All the opposite of what it promises.
That’s because Google’s algorithm can’t optimize without enough data. It guesses, and guesses cost money.
Golden Rules for Smart Bidding Success
To avoid wasting budget and give smart bidding a real shot at working, follow these rules:
1. If You’re Unsure—Wait
Don’t rush into automated bidding. Staying on manual CPC while gathering more data never hurts.
2. Use Bigger Data Sets
Don’t base decisions on last week’s performance. Look at 4–8 weeks of data to spot meaningful trends.
3. Set Realistic Targets
If your current CPA is $60, don’t plug in a $40 tCPA and expect miracles. Start with targets just above your real results, then bring them down gradually.
4. Avoid Budget + Bidding Changes Together
Scaling and optimizing at the same time rarely works. Separate those changes to control variables.
5. Let It Run
Performance often dips before it improves. Give the algorithm time to adjust to new settings.
When Smart Bidding Isn’t a Good Fit
Not every account benefits from automation. It’s especially risky in:
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Niche segments within high-volume industries
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B2B models where B2C data dominates the niche
In these cases, you can replicate smart bidding by using manual bid adjustments for:
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Audiences
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Devices
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Locations
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Time of day
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Demographics
This approach keeps control in your hands until you have enough data for automation to succeed.
What This Looks Like in Real Campaigns
We’ve tested these strategies across dozens of accounts.
For example:
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A B2B software company waited until hitting 50 conversions per month before switching to tCPA. Before that, manual bidding and exclusions gave more stable results.
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An e-commerce brand used manual CPC to dial in high-performing SKUs, then slowly rolled out Max Conversion Value, one campaign at a time.
The result? Better scaling, higher ROAS, and no costly performance drops during transition.
👉The Google Ads Terms You Need to Know
Final Word
Smart bidding isn’t magic—it’s a powerful tool that needs to be timed correctly and supported with solid data. Apply these rules, and you'll get the best of both worlds: control and scale.