Google Ads Bid Strategy Selector: pick the right bidding for your goal
Answer a few questions and get the bid strategy to use, the target to set and what to watch first.
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About the Bid Strategy Selector
Answer nine quick questions about one campaign: its type, your goal, conversion tracking, recent conversions, conversion values, any target, budget and how much control you want. The selector recommends a bid strategy under Google's current names and explains why, with one or two alternatives, the target to set and what to watch in the first weeks. It flags problems such as missing tracking or a budget too small for your target. It runs in your browser.
How it works
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Step 1
Pick the campaign type and your main goal, then say whether conversion tracking works and how many conversions the campaign had in the last 30 days.
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Step 2
Add whether you track conversion values, any target CPA or ROAS with your recent results, your daily budget, and how much control you want over bids.
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Step 3
Read the recommended strategy, the settings to use and the warnings, compare the strategies in the table, then copy the summary for your account or your agency.
Built on Google's current names and rules
Since June 2026 Google Ads shows "Maximize conversions with a Target CPA" as Target CPA and "Maximize conversion value with a Target ROAS" as Target ROAS. Google says only the labels changed, and Google Ads Editor, the API and the mobile app may still show the old names. The selector uses the new names and follows Google Ads Help on what each strategy needs, such as conversion tracking for Smart Bidding and different conversion values for Target ROAS.
How the recommendation is made
Leads and sales with working tracking get Smart Bidding: Maximize conversions or Maximize conversion value while data builds, then a target once there is enough history. Website visits get Maximize clicks, and visibility on Search gets Target impression share. Google's own figures are named as Google's, such as a Performance Max daily budget of at least 3 times your CPA. Figures that are ours, such as 15 conversions before you add a Target CPA, are labelled our suggestion.
What this selector cannot do
It does not connect to your Google Ads account, so it cannot see your conversion data, bid strategy status or the auction. It works only from your answers, and the result is our suggestion, not Google's recommendation for your account. Check the Recommendations page and the bid simulators in Google Ads before you change a live campaign, and give every change time to settle.
Frequently asked questions
Which Google Ads bid strategy is best for a small business?
It depends on your goal and your data. If you want leads or sales and conversion tracking works, Smart Bidding fits: Maximize conversions to start, then Target CPA once you know what a lead costs. Without tracking, Maximize clicks or Manual CPC is safer, because Smart Bidding needs conversions to learn from. Set up tracking first either way.
What happened to "Maximize conversions with a Target CPA"?
From June 2026 Google Ads shows it as Target CPA, and "Maximize conversion value with a Target ROAS" as Target ROAS. Google says only the labels changed: the strategies bid the same way and you do not need to do anything. Google Ads Editor, the Google Ads API and the mobile app may show the old names for a while.
How do I choose a Target CPA in Google Ads?
Start from what the campaign already achieves. Google recommends a target based on your average cost per conversion over the last 30 days. A target set much lower can cost you conversions and leave the strategy limited. After that, move it in steps, and judge each change over one or two conversion cycles rather than a few days.
How long is the learning period for Smart Bidding?
Google says it depends mainly on how many conversions the campaign gets and how long your conversion cycle is, meaning the time from a click to a conversion, and that it can take a few conversion cycles. The bid strategy status shows Learning after you create a strategy, change its settings, or add or remove campaigns, ad groups or keywords.
Do I need conversion tracking to use these bid strategies?
For Smart Bidding, yes: Maximize conversions, Target CPA, Maximize conversion value and Target ROAS bid for conversions, so Google needs conversion data (Display campaigns can use Maximize conversions without it). Maximize clicks, Target impression share and Manual CPC do not bid for conversions, but you still need tracking to know whether those clicks bring leads or sales.
Related reading
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