How to Create and Apply Google Ads Bid Strategies (2 Ways)

Google Ads Bid strategies assist advertisers in optimizing their campaigns according to specific goals. When choosing a bidding strategy, it is important to align it with your campaign objectives and performance goals. Furthermore, it is essential to regularly monitor and adjust your bidding approach based on the campaign's performance. This guide will explain the various bidding strategies in Google Ads, as well as how to create and apply bidding strategies in Google Ads in 2 different ways!

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How to Create and Apply Campaign-specific Bid Strategies in Google Ads

1. Login to your Google Ads account

2. Navigate to Campaigns (left-hand-side menu)

3. Check the box on the left-hand-side next to the campaign you would like to modify

4. Click on Edit

5. Select "Change bid strategy"

6. Select the Bid Strategy of choice and click on "Apply"

How to Create and Apply Portfolio Bid Strategies in Google Ads

1. Login to your Google Ads account

2. Navigate to Tools (left-hand-side menu)

3. Open the Budgets and bidding dropdown menu

4. Select to Bid Strategies

5. Click on the + symbol

6. Select the Bid strategy of choice

7. Configure and save your Bid strategy

8. Click on "Select campaigns"

9. Select the campaigns you would like to apply your Protfolio Bid strategy on

10. Save

Frequently Asked Questions on Google Ads Bid Strategies

What are the main bid strategies in Google Ads?

Target CPA (Target Cost Per Acquisition) = to restrict the cost per acquisition (maximum of $x per conversion action). Suitable if you have an absolute CPA target.

Target ROAS (Target Return on Ad Spend) = to set the amount of return to receive for every ad spend. Suitable for e-commerce businesses that measure revenue.

Maximize clicks = to gain as many clicks as possible. Suitable for non-conversion-driven strategy.

Maximize conversions = to gain as many conversions as possible, without taking into account the cost per acquisition. You can have a hybrid Maximize conversion strategy with a target CPA so that you can get as many conversions as possible within the CPA you set.

Maximize conversion value = to maximize the revenue, without taking into account the target ROAS. You can have a hybrid Maximize conversion value strategy with a target ROAS so that you can get as high of conversion value as possible and achieve your target ROAS.

Target impression share = to set a certain % of impression share to achieve. Suitable for visibility but not clicks-driven. It can be set to anywhere on the results page (any rank), top of results page (first 4 results), and absolute top of page (position 1 result).

What's the difference between campaign-specific and portfolio bid strategies?

• Campaign-specific bid strategies is assigning a separate strategy for each Google Ads campaign

• Portfolio bid strategies enables you to assign one master strategy for multiple Google Ads campaigns

• You can't use both at the same time on the same campaign

When should I use campaign-specific bid strategies?

Use campaign-specific bid strategies when:

• Each campaign has unique goals

• You're running short-term promotions

• You want complete control over individual campaign performance

• You're testing different strategies to see what works best

When should I use portfolio bid strategies?

Choose portfolio bid strategies when:

• Multiple campaigns share similar goals

• You want to manage everything in one place

• You have a shared budget across campaigns

• You want Google's AI to optimize across all related campaigns

Can I change my bid strategy while a campaign is running?

Yes! You can change your bidding strategy anytime.

What's the best Google Ads bid strategy for a new campaign?

For new Google Ads campaigns:

1. Start with Manual CPC or Maximize Clicks to learn the basics

2. Gather at least 30 days of data

3. Then consider moving to automated strategies like Target CPA

4. Always align your strategy with your business goals

What should I do if my bid strategy isn't performing well?

Follow these steps:

1. Check if you have enough conversion data

2. Verify your conversion tracking is working

3. Review your target settings (CPA, ROAS, etc.)

4. Consider testing a different strategy

5. Make sure your budget is sufficient

Should I use different bid strategies for Search and Display campaigns?

Yes, consider different strategies because:

• Search and Display have different user behaviors

• Conversion rates typically vary between networks

• Cost structures are often different

• User intent varies by network