Google Ads Bidding Strategies: Complete Beginner’s Guide (2025)

If you are running Google Ads in 2025, one of the most important things you need to learn is bidding strategies. Your bidding strategy decides how much you pay, how often your ads show, and how successful your campaigns are.

In this guide, we will explore Google Ads bidding strategies in simple language so even beginners can understand. By the end, you will know exactly which strategy to use for your business goals.

If you are completely new, start by learning what Google Ads is before exploring bidding strategies.

What Are Google Ads Bidding Strategies?

When you create a Google Ads campaign, you tell Google how much you are willing to pay for clicks, impressions, or conversions. This is called bidding.

Google Ads offers different bidding strategies to help you reach your specific goals. For example:

• Do you want more clicks?
• Do you want more sales or leads?
• Do you want brand awareness?

Each goal has a suitable bidding strategy. Choosing the wrong one can waste your budget. Choosing the right one can maximize your results.

Tip: If you are new, don’t worry. You do not need to master all strategies today. Start with the basics and then test advanced ones over time.

Why Are Bidding Strategies Important in 2025?

Google Ads has become smarter with AI-powered bidding. In 2025, Google automatically analyzes billions of signals (time, location, device, audience, etc.) to decide when and where your ad shows.

Your bidding strategy controls how this AI behaves. For example:

• If you use Maximize Conversions, Google will try to get as many conversions as possible with your budget.
• If you use Manual CPC, you decide your own bids and keep more control.

This means your bidding strategy is like the steering wheel of your campaign. Without the right steering, you cannot reach your destination.

Types of Google Ads Bidding Strategies (2025)

Let’s break down all the major bidding strategies available in 2025.

1. Manual CPC (Cost Per Click)

• You set bids yourself for each keyword or ad group.
• Good for beginners who want full control.
• Risk: It takes time and you may not always get the best results.

Example: If you want to pay only ₹20 for a click on “digital marketing services,” you set that manually.

2. Enhanced CPC (ECPC)

• A mix of manual and smart bidding.
• You set a base CPC, and Google adjusts bids slightly (up or down) based on chances of conversion.
• Good for small campaigns.

3. Maximize Clicks

• An automated strategy to get the most clicks within your budget.
• Best for driving traffic to a website.
• Not focused on conversions, just visits.

4. Maximize Conversions

• Google tries to get the maximum number of conversions (sales, leads, sign-ups).
• Great for businesses with clear goals like purchases or form submissions.
• Needs proper conversion tracking.

5. Maximize Conversion Value

• Focuses on revenue, not just conversions.
• Google will bid higher for searches that are more likely to bring high-value sales.
• Best for eCommerce businesses.

6. Target CPA (Cost Per Acquisition)

• You set a target cost per conversion.
• Google adjusts bids to get conversions close to that cost.
• Example: If your target CPA is ₹500, Google tries to get conversions around ₹500.

7. Target ROAS (Return on Ad Spend)

• You set a target ROAS, like 400 percent.
• Google then bids to maximize revenue while hitting that target.
• Works well for online stores.

8. Target Impression Share

• Focused on visibility and brand awareness.
• Example: You can tell Google you want your ad to appear on the top of results 80 percent of the time.
• Best for building brand awareness campaigns.

Which Bidding Strategy Should You Use?

This depends on your business goal.

• If you want website traffic → Start with Maximize Clicks.
• If you want sales or leads → Use Maximize Conversions or Target CPA.
• If you want revenue growth → Use Target ROAS or Maximize Conversion Value.
• If you want brand awareness → Try Target Impression Share.
• If you are testing or learning → Begin with Manual CPC or ECPC.

Tip: Always start with a clear goal. Ask yourself: Do I want clicks, conversions, sales, or visibility? Your bidding strategy should match that goal.

How to Change Bidding Strategy in Google Ads

1. Log in to your Google Ads account.
2. Select the campaign you want to edit.
3. Click on Settings → Bidding.
4. Choose your desired strategy.
5. Save changes.

It’s that simple. But remember, results may take a few days or weeks to stabilize.

Best Practices for Bidding Strategies in 2025

• Track conversions – Without proper tracking, Google cannot optimize correctly.
• Start small – Test with a limited budget before scaling.
• Give it time – Smart bidding needs 1–2 weeks to learn.
• Avoid switching too often – Frequent changes reset the learning phase.
• Use experiments – Run A/B tests with different strategies.

Common Mistakes Beginners Make

1. Using the wrong strategy for the wrong goal.
   • Example: Using Maximize Clicks when the goal is sales.
2. Not setting up conversion tracking.
   • Without it, Google has no data to optimize.
3. Changing bidding strategy every few days.
   • Results take time. Be patient.
4. Ignoring budget.
   • Even the best strategy cannot perform if your daily budget is too low.

Final Thoughts

Google Ads bidding strategies in 2025 are smarter and more powerful than ever. Whether you want clicks, conversions, or sales, there is a strategy designed for you.

• Start by defining your business goal.
• Choose a bidding strategy that matches your goal.
• Test, analyze, and adjust over time.

Remember, there is no “perfect” bidding strategy. The best one is the one that matches your goals and budget.

If you are just starting, try Manual CPC or Maximize Clicks. As you grow, explore advanced strategies like Target CPA or Target ROAS.

With the right bidding strategy, your Google Ads campaigns can deliver amazing results in 2025 and beyond.