{"id":7082,"date":"2026-09-01T14:31:29","date_gmt":"2026-09-01T11:31:29","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=7082"},"modified":"2026-09-01T15:06:22","modified_gmt":"2026-09-01T12:06:22","slug":"bid-adjustments-google-ads","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/bid-adjustments-google-ads\/","title":{"rendered":"Bid Adjustments in Google Ads"},"content":{"rendered":"<div class=\"tldr\"><strong>In short:<\/strong> Bid adjustments let you pay more for valuable segments and less for weak ones. Check the bidding strategy and unit economics first, then change modifiers using conversion and profit data.<\/div>\n\n\n<p class=\"wp-block-paragraph\">Google Ads bids do not have to change equally for every click. You can adjust them for particular locations, devices, hours, audiences, and calls, provided that each decision is grounded in business results.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why adjust bids in Google Ads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google uses an auction to decide which ads to show. A higher bid can improve an advertiser&#8217;s chance of appearing, but a business only benefits when the traffic pays for itself and generates profit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People who enter the same query can have very different value to a business. You may be willing to pay more for a click from someone who is more likely to become a profitable customer. For a segment that converts rarely or at a high cost, a lower bid may be more sensible.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2026\/09\/vis-d-1876-en.png\" alt=\"Bidding strategy and segment value lead to raising, lowering, or keeping a bid.\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Types of bid adjustments<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The five types of bid adjustment covered in this guide are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>location;<\/li>\n\n\n<li>time;<\/li>\n\n\n<li>device;<\/li>\n\n\n<li>audience;<\/li>\n\n\n<li>calls.<\/li>\n<\/ul>\n\n\n\n<section class=\"first-hand-note\"><h3>When I remove bid adjustments<\/h3><p>I do not carry familiar adjustments into a new campaign automatically. I first check the bidding strategy and compatibility table because some manual modifiers do not control bids as expected when automated bidding is active. I remove settings that add complexity without adding real control.<\/p><\/section>\n\n\n\n<p class=\"wp-block-paragraph\">Google lists modifier compatibility in its <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2732132?hl=en\">official guide to bid adjustments<\/a>. Location, schedule, and device adjustments are common, while audience and call adjustments are used less often.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Location bid adjustments<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Add every location that needs its own modifier to the campaign settings. A practical setup can target an entire country while raising bids in individual cities that produce more valuable customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Suppose customers from one city have higher purchasing power. A positive adjustment of +25% multiplies the base bid by 1.25 when a user from that city enters the auction. This gives the ad a better chance of securing a stronger position.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A negative adjustment works in the opposite direction. It may suit a city where people buy infrequently or where a strong local competitor makes traffic less profitable. The same principle can be applied to countries or districts within one city.<\/p>\n\n\n\n<aside class=\"key-stat\">\ud83d\udcca <strong>Practice data:<\/strong> the US share of geographic ad spend varies by 7.5 times across verticals: A 81.1%, B 52.6%, C 42.4%, D 40.5%, E 33.4%, F 24.3%, and G 10.8%. Build location adjustments around the economics of each market, not a habit of raising bids in large cities. <em>Analysis of $133 million in ad spend.<\/em><\/aside>\n\n\n\n<h3 class=\"wp-block-heading\">Device bid adjustments<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If customers place orders more often on phones, you can raise mobile bids and lower bids for computers or tablets. Use reporting data to compare both the number and cost of conversions by device.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify which devices generate more conversions.<\/li>\n\n\n<li>Compare where those conversions are more or less expensive.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Also consider the landing page experience. Raising mobile bids will send more users into a weak journey if the site is hard to use on a phone. A lower bid can limit wasted spend, but it does not solve the page problem.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ad schedule bid adjustments<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Bids can change by day of the week and hour of the day. This is especially useful with manual cost per click and a manually managed schedule.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some industries see less action on weekends, so Saturday and Sunday bids can be reduced while ads continue to run. Bids can also rise during the days or hours when visitors are most active. An ad schedule can contain up to six time periods per day.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Audience bid adjustments<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You can adjust bids for specific groups of people. A higher bid may make sense for previous site visitors or users with a relevant interest. A company that rents property to businesses, for example, can raise bids for a defined audience segment that has produced stronger results.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Call bid adjustments<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This advanced adjustment raises the bid for impressions that are more likely to generate a call through the call asset. It does not fit every business. If calls are poorly tracked or are not the main lead type, do not enable the adjustment simply because it appears in the interface.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Ads bid adjustment checklist<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Check the campaign&#8217;s bidding strategy. Manual CPC gives more direct control, while automated bidding strategies can limit some adjustments.<\/li>\n\n\n<li>Segment data by city, country, device, day, hour, audience, and calls.<\/li>\n\n\n<li>Compare CPC, conversions, lead cost, revenue, and lead quality.<\/li>\n\n\n<li>Raise a bid only when the segment creates more value after the click, not merely more traffic.<\/li>\n\n\n<li>Lower bids for expensive or weak segments, but do not exclude them without enough data.<\/li>\n\n\n<li>Check overlapping adjustments because a city, mobile device, and evening hour may all affect the final bid.<\/li>\n\n\n<li>After a change, wait for enough clicks and conversions, then compare performance with the earlier period.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">How to change cost per click in Google Ads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Location and ad schedule adjustments are set at campaign level. Device adjustments are available at campaign and ad group level; for the same device, the ad group setting takes priority. Availability for audiences and other targeting methods depends on the campaign type.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Open Campaigns. Use Audiences, keywords, and content for locations, ad schedule, audiences, content, demographics, or advanced bid adjustments. For devices, use Insights and reports, then When and where ads showed. Edit the value in the Bid adj. column and save it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want help turning these reports into a manageable bidding system, the practical next step is an audit of segment economics and campaign structure.<\/p>\n\n<!-- cta-anchor -->\n\n\n<h2 class=\"wp-block-heading\">Conclusion on bid adjustments<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bid adjustments help allocate a budget more effectively without increasing every bid. They do not replace analysis, but they let you direct more spend toward segments with a higher chance of a profitable conversion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Several adjustments can apply at the same time. If a mobile device and a particular city each have a +25% adjustment, the multipliers produce 1.25 \u00d7 1.25 = 1.5625, or a combined increase of 56.25%. The combined bid adjustment is capped at +900%, so the final bid cannot exceed 10 times the starting bid.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Student question: do adjustments work with target cost per action<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Do location and audience bid adjustments work in search advertising when the Target CPA strategy is selected?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No. With the automated Target CPA strategy, manual location and audience bid adjustments do not apply because the algorithm already considers these signals. People in New York and New Jersey may have different conversion probabilities, just as a large business and a microbusiness can. Google uses those differences when setting bids.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Student question: custom label through store code<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>To populate custom label 0 in Merchant Center, do I need to create a store code column and a retail shop?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the only goal is to populate custom label 0, you do not need a retail store or store code. Add the label through a supplemental feed. A separate store code belongs to a different setup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">State the final goal in one sentence before changing the feed. For product segmentation, use a supplemental feed and enter the label. A retail or local setup requires a different process and a fuller set of conditions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Student question: where should the target CPA come from<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>After manual bidding, should I move to Maximize Conversions or straight to Target CPA? Should the target be based on the campaign or the account?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Base it on unit economics, not on the campaign or account average. The key number is what the business can afford to pay to acquire a customer. Historical performance in the account is a reference point, not a rule.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In one real example, a business spent $200,000 per month, generated 10,000 leads at $20 each, and wanted millions of leads at the same cost. Yet it willingly paid $100 per lead on Facebook because the economics worked. Once the target reflected unit economics instead of the familiar $20 benchmark, net income increased several-fold within a month.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What to read next<\/h2>\n\n\n\n<div class=\"faq-item\"><span class=\"faq-q\">When should you keep manual bid control?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/ru\/naznachenie-tseny-za-klik-vruchnuyu\/\">Manual cost per click bidding<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">How can you lower click cost without losing traffic quality?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/ru\/kak-snizit-stoimost-klika\/\">How to reduce cost per click in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">Which strategy fits a campaign that needs more visits?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/ru\/maksimalnoe-kolichestvo-klikov\/\">Maximize Clicks bidding<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">When should you move from bids to conversion cost?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/target-cpa-bidding\/\">Target CPA in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">How should you choose a strategy for the campaign?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-ads-bid-strategies\/\">Google Ads bidding strategies<\/a><\/div>\n\n\n\n<aside class=\"limits-note\"><h3>When this does not apply<\/h3><ul><li>Most manual adjustments are limited or ignored by Smart Bidding strategies that already use auction signals.<\/li><li>An adjustment based on too little segment data amplifies random noise.<\/li><li>A bid modifier cannot repair incorrect conversion tracking, weak ads, or irrelevant traffic.<\/li><\/ul><\/aside>\n\n","protected":false},"excerpt":{"rendered":"<p>Learn how to adjust Google Ads bids by location, device, schedule, audience, and calls using lead value and conversion data.<\/p>\n","protected":false},"author":0,"featured_media":7084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[145],"tags":[],"class_list":["post-7082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bid-strategies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - 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