Google Ads Smart Bidding Strategies: Which One to Use
Maximize Conversions, Maximize Conversion Value, Target CPA and Target ROAS — what each does, and how to pick the right one for your campaign’s stage and business.
Smart Bidding uses Google’s AI to set your bid in every auction toward a goal. The four strategies are Maximize Conversions, Maximize Conversion Value, Target CPA and Target ROAS. Start new campaigns on a Maximize strategy to gather data, then move to Target CPA for leads or Target ROAS for ecommerce once you have steady conversions. All of it requires working conversion tracking.
Smart Bidding sets your bids in every auction
Smart Bidding is Google’s set of automated strategies that use AI to set a bid for every single auction — called auction-time bidding — aiming at a goal you choose. Instead of guessing a cost-per-click, you tell Google the outcome you want and it works out the bid for each search.
The four core strategies are Maximize Conversions, Maximize Conversion Value, Target CPA and Target ROAS. (Enhanced CPC still exists but is effectively retired — don’t build on it.)
Bid strategy chooser
Answer two questions and we’ll suggest where to start. (All Smart Bidding needs working conversion tracking first.)
Volume now, or efficiency to a target
| Strategy | Optimises for | Best when |
|---|---|---|
| Maximize Conversions | The most conversions for your budget | New campaigns gathering data — but it spends the full budget with no efficiency guardrail |
| Maximize Conversion Value | The most total value for your budget | New value-based campaigns (ecommerce) building data |
| Target CPA | A set average cost per conversion | Leads with roughly equal value, once you have steady conversions |
| Target ROAS | A set average return on ad spend | Ecommerce with variable order values and enough value history |
Let your data maturity decide
The right strategy changes as a campaign grows:
- 0–30 conversions → Maximize Conversions (or Maximize Conversion Value if values vary). You’re gathering data; accept imperfect efficiency.
- 30–100 conversions → move to Target CPA or Target ROAS, setting the target at or just above your current average so you don’t shock the algorithm.
- 100+ conversions → tighten the target gradually and test portfolio strategies across similar campaigns.
The split between the two target strategies is simple: Target CPA treats every conversion as equal (good for leads), while Target ROAS prioritises higher-value conversions (good for ecommerce, where a large order shouldn’t count the same as a tiny one).
What Smart Bidding needs to work
- Conversion tracking must be working — the system optimises on the conversions in your “Conversions” column, so accurate tracking is non-negotiable.
- Give it a learning period. After switching strategies or targets, expect a week or two of fluctuation before performance settles.
- Don’t set targets too aggressively. A Target CPA or ROAS that’s far from reality will choke your volume.
- Broad match pairs well with Smart Bidding, since the AI sets a bid per query rather than per keyword.
- Smart Bidding sets a bid for every auction using AI, toward a goal you choose.
- The four strategies: Maximize Conversions, Maximize Conversion Value, Target CPA, Target ROAS.
- Start new campaigns on a Maximize strategy to build data, then move to a target strategy.
- Target CPA suits equal-value leads; Target ROAS suits variable-value ecommerce.
- All of it needs accurate conversion tracking and a learning period after changes.
Smart Bidding FAQs
What is Smart Bidding in Google Ads?
Which Smart Bidding strategy should I use?
What is the difference between Target CPA and Target ROAS?
Do I need conversion tracking for Smart Bidding?
Why did my Smart Bidding strategy names change in 2026?
How long does Smart Bidding take to work?
Related lessons
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