Deliver better results with automated bidding
With billions of searches per day on Google, you can make sure you set the right bid and ensure potential customers see your ad.
Set the right bids with Smart Bidding
Reach your audience at the right moment
Smart Bidding offers true auction-time optimisation. It sets bids for each individual auction, not just a few times a day. This allows you to tailor bids to each user’s unique search.
Increase conversions with billions of combinations of signals
Instead of a few basic adjustments, Smart Bidding evaluates all the relevant contextual factors. This includes things like the search query, device, browser, language and time of day.
Bid towards conversion values to maximise your ROI
Not all conversions are equal – some are worth more than others. Measuring conversion values and then bidding towards them helps you find more valuable customers.
Bid for online and in-store sales
Maximise total sales, whether they happen online or in your shops. You can measure and optimise for shop visits or shop sales driven by your online ads.
Grow your business with Google Ads
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Nespresso boosts direct-to-consumer revenue by leveraging AI-powered Search campaigns
25% increase in purchases -
Paycor finds new growth paths among mid-market businesses using Google solutions
105% increase in revenue -
loveholidays earns more profit using Smart Bidding compared to its own solution
57% more profit
Partner with a Google Ads expert to set up your first campaign
- We’ll get you up to speed on the latest platform updates
- We’ll design a media plan that makes the most of your budget
- We’ll help you launch your first campaign with hands-on guidance
Get started with Smart Bidding
Automated bidding can help you deliver better performance and save time. Tap into these modules to learn how these bid strategies can help you reach your business goals.
Optimise your bids and budgets
More than 80% of Google advertisers are using automated bidding.
Bid toward what matters most
Learn more about Smart Bidding
Check out this collection of resources to find thought leadership, tips and best practices to help you succeed with Google Ads.
Tools and campaigns that can help you meet your goals
Interested in learning more about what Google Ads has to offer? Click on the cards below to explore more related campaigns and helpful tools.
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Learn more
Conversion Measurement
Prioritise privacy while measuring which ads drive customers to make purchases online or in-store, sign contracts and more. -
Learn more
Insights Page
Grow your business with insights and trends that are tailored to your business. -
Learn more
Experiments Page
The Experiments page in Google Ads can help you create, manage and optimise your experiments in one place.
Frequently asked questions
Bidding in Google Ads is part of the process advertisers go through to get their ads shown to customers. Setting your bidding preferences tells Google what you’re willing to spend for a click or number of views for your ad. Bidding is also one of the factors that affect how you perform in a Google Ads auction.
Learn more about bidding by visiting the Understanding bidding basics page.
Learn more about bidding by visiting the Understanding bidding basics page.
The best bidding strategy for Google Ads depends on your campaign settings, which networks you’re targeting, and whether you want to focus on clicks, conversions, or impressions. Google gives you two ways to set your bidding strategy:
- Manual bidding, which allows you to determine what you want to pay
- Smart Bidding, which uses Google AI to optimise your bids at every auction based on your defined objective
How much you should bid on Google Ads depends on:
Learn more about how to set bid amounts by visiting the Choose a bid amount that works for you page.
- Your campaign type
- How much your keywords cost
- How successful your keywords are
Learn more about how to set bid amounts by visiting the Choose a bid amount that works for you page.
Bidding amounts are ultimately up to you. However, you should always set your bid based on what you think an ad click is worth to you and then choose a bid amount and budget you’re comfortable with.
Learn more about how to set a bid by visiting the Choose a bid amount that works for you page.
Learn more about how to set a bid by visiting the Choose a bid amount that works for you page.
Automated bidding in Google Ads can improve campaign performance across a number of different metrics. It can tailor your bids to each user’s unique search needs so you can reach your audience at the right moment. It also helps optimise your bids so you’re bidding toward what matters most to your business. Automated bidding can also help you you:
- Get as many clicks as possible within your budget
- Get as many conversions as possible within your target CPA
- Meet your ROAS target
- Get the most conversions or conversion value for your budget