Use simulators to estimate Google Ads auction-time bidding performance

There are 2 types of Google Ads simulators that you can use in Search Ads 360, Manual CPC bid simulators and auction-time (or Smart) bidding simulators. Learn more about Google Ads simulators in the Google Ads Help Center.

Google Ads simulators help you check how different settings might change your ads’ weekly performance. When using Google Ads auction-time bidding (also called Google Ads Smart Bidding), simulation tools help you to better understand what will happen to your ads’ performance when you change your CPA target, ROAS target, or your average daily budget.

How Google Ads target and budget simulators work

Target and budget simulators collect and analyze data from ad auctions you participated in, and estimate how your ads might have performed for key metrics like cost, conversions, conversion values, impressions, and clicks if you had set a different CPA target, impression share target, ROAS target, or budget.

You can set a portfolio-wide or a single campaign (Google Ads standard bid strategy) target. This will clear any ad group targets you have set.

Simulators are based on historical Google Ads campaign performance, adjusted to account for upcoming seasonal patterns. The simulator is updated each day to reflect the last 7 days.

Target CPA simulators are available for Google Ads Search, Performance Max, Display, Shopping, and App campaigns. Target ROAS simulators are available for Google Ads Search and Performance Max campaigns.

Target impression share, Google Ads Maximize conversions, Google Ads Maximize conversion value, and Google Ads Maximize clicks simulators are available only for Google Ads Search campaigns.

Using Google Ads auction-time bidding simulators to estimate performance

You can pick a Google Ads auction-time bidding simulator based on the key metric you’re hoping to achieve, like conversions, conversion values, clicks, or impressions.

Find a Google Ads auction-time bidding target simulator for your portfolio bid strategy

You can find Google Ads bid strategy target simulators in the “Bid strategy type” column on the "Portfolio bid strategy" page.

1. Sign in to your Search Ads 360 experience.
2. From the page menu, click Bidding & planning.
3. Click Bid strategies.
4. On the “Portfolio bid strategies” page, in the “Bid strategy type” column, click an active simulator icon next to a Target CPA, Target ROAS, or Target impression share bid strategy.

Find a Google Ads auction-time bidding target simulator for your campaign

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads client account.
3. In the page menu, click Campaigns
4. In the “Budget” column, click the simulator icon .
   If you're using an App campaign, you can find this in campaign settings. Learn more about troubleshooting bid simulators in the Google Ads Help Center.

Find a Google Ads auction-time bidding target simulator for an ad group

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads client account.
3. In the page menu, click Ad groups.
4. Click a simulator icon  in the “Target ROAS” or “Target CPA" column.
   Learn more about troubleshooting bid simulators in Google Ads Help Center.

Related link

• Estimate your results with Google Ads bid, budget and target simulators