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.

The feeder strategy (PMax + Shopping)

The 20% rule that stops PMax eating your Shopping campaign.

One lever at a time

Bid and budget are never touched together - by design.

The tunable rules

All the defaults, and what each one controls.

Help center

Help center

Channel-aware bidding

Search, Shopping and PMax each get their own bidding path.

The paths

Why it matters