Bid strategies

This section helps you understand what Google Ads is actually deciding when you choose a bidding strategy. I explain automated bidding, Maximise Conversions, target CPA, cost per click, budget limits and the reasons a campaign may spend its daily allowance much faster than expected. The technical distinction matters because a target is not a hard spending ceiling, and the algorithm can only pursue the objective and conversion signals it has been given. A strategy that looks sophisticated can therefore amplify weak tracking, poor unit economics or an unrealistic target. I share the diagnostic questions I use in working accounts: what decision has been delegated, which signal guides it, how much freedom the system has and whether the business can afford the resulting acquisition cost. My aim is to help you choose deliberately and recognise when a strategy needs time, better inputs or a different constraint. You will be able to discuss bidding with a specialist, investigate unusual spend and assess whether automation is serving the economics of the campaign.