Channel-aware bidding

The engine never applies one bidding playbook to every channel - each has its own path to Smart Bidding.

The paths

• Search - Manual CPC or Maximize Clicks while learning, then tCPA once the conversion threshold is met.

• Shopping - Maximize Conversion Value (uncapped) while learning, then tROAS once value data supports a target.

• Performance Max - the same value path as Shopping, never Manual CPC. Budget guidance emphasises reach control, and every change is followed by a deliberate 1-2 week wait - PMax reacts slowly and punishes impatience.

Why it matters

Lead-gen Search campaigns live and die on cost per lead - tCPA speaks that language. Shopping and PMax carry cart values - tROAS speaks theirs. Recommending tCPA on a Shopping campaign (or vice versa) would optimise the wrong number.

Good to know. The switch recommendation always includes the breathing room - the first tCPA is set ~5% above the campaign's current CPA, so the new strategy starts with a target it can actually hit, then tightens from strength.

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