What Is The Best Bid Strategy For Google Ads, Display Ads, Shopping Ads

Navigating Google Ads can be challenging, especially when trying to figure out the best bidding strategy. There are different strategies for different types of campaigns, whether you’re dealing with Google Ads, Display Ads, or Shopping Ads. Let’s break it down to make it simple and clear.

Understanding Bidding Strategies

Before diving into the specifics, it’s essential to understand some common bidding strategies:

  1. Manual CPC (Cost-Per-Click): You set your maximum CPC, giving you more control over your bids.
  2. tROAS (Target Return on Ad Spend): Google aims to maximise your return on ad spend.
  3. tCPA (Target Cost Per Acquisition): Google tries to get as many conversions as possible at your target CPA.

Which Strategy Is Best?

Choosing the right strategy depends on what you’re selling and your campaign goals.

For E-Commerce (Selling Products)

If you’re running an e-commerce business, the tROAS strategy is generally the best fit. Here’s why:

  • Diverse Product Pricing: Let’s say you have products priced at $5, $19, $44, and $79. Each customer might buy a different combination, leading to varying cart values.
  • Maximise ROI: With tROAS, Google aims to get you the highest return on your ad spend. For example, if you want every $1 spent on ads to generate $4 or $5 in sales, tROAS helps achieve that by optimising bids based on the expected return.

For Lead Generation (Service-Based)

For service-based businesses focused on generating leads, tCPA is usually more effective:

  • Consistent Lead Value: Unlike e-commerce, where purchase values vary, leads generally have a consistent value.
  • Controlled Acquisition Cost: tCPA helps you maintain a target cost for acquiring each lead, making it easier to manage your budget and predict costs.
What Is The Best Bidding Strategy

Starting with Manual CPC

While tROAS and tCPA are powerful, starting with Manual CPC can be beneficial:

  • Gather Initial Data: Begin with Manual CPC to collect data on how your ads perform. This gives Google the information it needs to optimise effectively later.
  • Transition to Smart Bidding: After you have enough data (ideally 30 conversions in the last 30 days), you can switch to tROAS or tCPA. This ensures that Google’s algorithms have enough information to work efficiently.

Step-by-Step Approach

  1. Set Up Manual CPC: Start your campaigns using Manual CPC. Adjust your bids to control costs and gather data.
  2. Analyse Performance: Monitor your campaigns to see how they perform. Look for patterns in conversions and costs.
  3. Switch to Smart Bidding: Once you have sufficient data (about 30-50 conversions), switch to tROAS for e-commerce or tCPA for lead generation.


Choosing the right bidding strategy is crucial for the success of your Google Ads campaigns. For e-commerce, focus on tROAS to maximise your return on ad spend. For lead generation, tCPA helps control your acquisition costs. Starting with Manual CPC allows you to gather valuable data before transitioning to more automated strategies. By understanding and applying these strategies effectively, you can optimise your ad spend and achieve better results.

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