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Watch the Video Tutorial:
How to Create and Apply Bid Strategies in Google Ads: x2 Ways
Option 1: Campaign-specific bidding strategies
1️⃣ Select a Campaign and click on Edit
2️⃣ Select Change bid strategy
3️⃣ Select the Bid Strategy of choice and click on Apply
Option 2: Create Portfolio Bidding Strategies
1️⃣ Navigate to Tools and setting (or Tools in the New Interface)
2️⃣Navigate to Bid Strategies under Shared Library (Legacy interface) or Budgets and Bidding (New Interface)
3️⃣ Click on the + symbol and select the bid strategy of choice
4️⃣ Configure and save your Bid Strategy
5️⃣ Navigate to your campaigns
6️⃣ Select one or more campaigns and click Edit
7️⃣ Select Change bid strategy
8️⃣ Select the Bid Strategy of choice and then click to Use a Portfolio bi strategy
9️⃣ Choose your portfolio bid strategy and click Apply
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Frequently Asked Questions on Creating and Applying Bid Strategies in Google Ads
What are bid strategies in Google Ads?
Bid strategies are automated or manual bidding methods that determine how much you’re willing to pay for clicks, impressions, or conversions. They help align your campaign objectives — such as maximizing conversions, clicks, or visibility — with Google’s bidding algorithms to optimize results efficiently.
How do I create a new bid strategy in Google Ads?
Go to your Google Ads dashboard → Tools & Settings → Shared Library → Bid Strategies.
Click + New Bid Strategy.
Choose your bidding goal, such as:
Maximize Conversions
Target CPA (Cost per Acquisition)
Target ROAS (Return on Ad Spend)
Maximize Clicks
Target Impression Share
Set your parameters (e.g., target CPA value or ROAS percentage).
Click Save.
Your new strategy will appear in your shared library for easy application across campaigns.
How do I apply a bid strategy to a campaign?
Open your Google Ads campaign → Settings → Bidding.
Click Change Bid Strategy.
Select the shared strategy you created earlier.
Click Save.
The campaign will now automatically optimize using your chosen bid strategy.
What are best practices for managing bid strategies?
Match your bid strategy to your campaign goal (e.g., Target CPA for leads, Maximize Conversions for eCommerce).
Allow 2–3 weeks of learning time for automated strategies to stabilize.
Avoid frequent manual changes that reset learning.
Regularly monitor performance metrics like CPA, ROAS, and conversion rate to refine goals.
