"Which Bid Strategy Should I Choose? (Smart Bidding Overview)"

Smart Bidding is Google's family of automated bid strategies — instead of setting bids manually, Google adjusts each auction's bid using real-time signals. The strategies fall into a rough progression, from "no conversion data needed" to "needs real, varied conversion values."

1. No conversion data yet, or pure visibility goal: use Maximize Clicks (chase traffic volume) or Target Impression Share (chase visibility/brand defense) — neither needs conversion history.
2. Some conversion tracking, no fixed cost target in mind: use Maximize Conversions — it optimizes toward results within your budget without requiring a target.
3. Consistent conversion history, ready to set a cost goal: use Target CPA — aim for a specific cost per conversion once your recent cost-per-conversion has been reasonably stable.
4. Conversions carry real, varying dollar values: use Target ROAS (with a target) or Maximize Conversion Value (without one) — both need accurate, differentiated conversion values, not a flat number on every conversion.
5. Whichever you're on, Smart Bidding generally needs meaningful recent conversion volume to perform well — see "How Many Conversions Automated Bidding Actually Needs." Switching strategies too often, or turning one on with too little data, tends to leave it guessing.
6. If a campaign seems to be running on plain Manual CPC unexpectedly, check whether it was relying on Enhanced CPC, which Google retired in 2025 — see "Enhanced CPC Is Gone."

Which bid strategy should I actually be using?

Ask datanephew how much recent conversion data your campaign has, and whether your conversion values vary or are flat. Those two answers point directly to the right strategy in the progression above.

Do I have enough conversions for Smart Bidding to work well?

Ask datanephew to check your conversion volume over the last 30 days — under roughly 30 conversions, a Smart Bidding strategy may still be learning rather than performing at its best.