The choice of bidding strategy directly influences how much you pay per click and toward what objective the algorithm optimizes. This choice should depend on available data volume, not a matter of principle.
Manual CPC bidding
You set the maximum amount per click yourself. This mode gives total control but requires regular manual adjustment and works better on low-volume accounts, where automated algorithms don’t have enough data to arbitrate well.
Maximize clicks
The algorithm spends the available budget to generate as many clicks as possible, without regard to conversions. Useful in the startup phase to quickly generate volume and data, but rarely a long-term strategy for a conversion-focused account.
Maximize conversions
The algorithm adjusts bids to generate as many conversions as possible with the available budget, without a cost-per-conversion constraint. Requires a minimum volume of historical conversions (generally at least 15 to 30 per month) to work effectively.
Target CPA (cost per acquisition)
You set a target cost per conversion, and the algorithm adjusts bids to approach it. Suited when profitability depends on a known, stable maximum acquisition cost.
Target ROAS
The algorithm optimizes to reach a target return on ad spend, particularly suited to e-commerce where basket values vary. Requires reliable conversion value tracking, not just conversion count.
The main selection criterion: data volume
Below a certain monthly conversion volume, automated strategies lack the signal to arbitrate well and can produce erratic results. In that case, a manual strategy or Maximize Clicks during the data-collection phase often remains more stable than a premature automated target.
Don’t switch strategies too often
Every bidding strategy change restarts a learning phase of several days to several weeks. An account that changes strategy every month never reaches its stabilized performance.
To assess whether your current strategy fits your volume, an account audit is the recommended starting point.