Google Ads offers multiple automated bid strategies to help you reach your performance goals. These strategies can be applied to a single campaign, across a group of campaigns in an account (portfolio bid strategies), or across a group of campaigns in your manager account (cross-account portfolio bid strategies).
Smart Bidding conversion and value-based bid strategies
| Business objective | Bid strategy | When to use it |
| Conversions | Maximize conversions | To get as many conversions as possible within a fixed budget. |
| Target CPA (Target cost-per-action) | To get as many conversions as possible within a target cost-per-action goal. | |
| Conversion value (Revenue, Profit, Lifetime Value) | Maximize conversion value | To get as much conversion value as possible within a fixed budget. |
| Target ROAS (Target return on ad spend) | To get as much conversion value as possible within a target return on ad spend goal. |
Awareness-based bid strategies
| Business objective | Bid strategy | When to use it |
| Clicks/Traffic | Maximize clicks | To get the most clicks from your budget. |
| Awareness/Visibility | Target impression share | To show your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results. |
On average, advertisers that switch from a Target CPA to a Target ROAS bid strategy can see 14% more conversion value at a similar return on ad spend.
Source: Google Internal Data, Global, 2021-03-16 to 2021-04-12.
