Is Manual CPC bidding in Google Ads a mistake?

By: Jyll Saskin Gales, Google Ads Coach

Are you still using Manual CPC bidding in your Google Ads campaigns? If so, it might be time to reconsider your strategy. While it seems tempting to control your costs by setting maximum bids manually, this approach often misses the mark on your ultimate goal: generating leads, sales, and conversions.

The Problem with Manual CPC: Focusing on the Wrong Goal

Think of your Google Ads campaign like a race. Your objective is to win, right? But what if your coach told you to focus on "not sweating" instead of "running as fast as possible"? You might avoid sweat stains, but you'll likely finish last.

Similarly, Manual CPC tells Google Ads to prioritize cheap clicks over conversions. It's like telling your campaign to slow down and avoid "expensive" clicks, even if those clicks are more likely to lead to valuable actions on your website.

Smart Bidding: The Winning Strategy

Smart Bidding strategies like Maximize Conversions are designed to align with your true objectives. They leverage Google's machine learning algorithms to optimize your bids for maximum conversions, taking into account a wide range of signals beyond just cost per click.

By letting Google's AI do the heavy lifting, you can focus on other crucial aspects of your campaigns, like refining your targeting and crafting compelling ads.

My Default Approach: Maximize Conversions

In most cases, I recommend starting with Maximize Conversions, even for new campaigns with limited conversion history. This strategy gives Google's algorithms the best chance to learn and optimize your bids for maximum results.