Google Ads Bidding
The Best Google Ads Bidding Strategies to Maximize Leads (Without Breaking the Bank)
When it comes to generating leads through Google Ads, your bidding strategy can significantly impact your campaign. If you're spending money and not getting quality leads, you need to adjust your bidding approach to fit your business goals.
At Lead Magno, we assist brands in scaling their digital marketing efforts using AI tools and effective bidding strategies. Below, we outline the best Google Ads bidding strategies based on your goals to help you achieve more conversions at a lower cost.
Start With Your Business Goal
Before selecting a strategy, ask yourself: What action do I want users to take? Google recommends matching your bid strategy with one of these four goals:
Conversions: Encourage people to sign up, book a call, or buy.
Clicks: Increase traffic to your website or landing page.
Impressions (Visibility): Raise brand awareness.
Video Views/Engagement: Create engagement through visual storytelling.
Let’s focus on the most important aspects for lead generation—conversions and clicks.
Focus on Conversions: Best for Lead Generation
If your goal is to get more leads, Smart Bidding strategies powered by Google AI are your best option. These strategies use real-time signals like device, location, and time to predict which users are most likely to convert.
Top Conversion-Based Bidding Strategies:
Maximize Conversions
Google automatically adjusts your budget to get as many conversions as possible.
Best for: Quickly starting out or using your full budget for volume.
Target CPA (Cost-Per-Acquisition)
Set a target cost per lead.
Google aims to get you as many conversions as possible at or below your target.
Best for: Managing lead costs while scaling.
Maximize Conversion Value
This strategy focuses not just on the number of leads, but also on the value of each lead.
Great for service businesses where some leads carry more value than others.
Target ROAS (Return on Ad Spend)
Set a target return, and Google adjusts to find the most valuable leads within your budget.
Best for: E-commerce or high-ticket service providers.
Enhanced CPC (ECPC)
This combines manual and smart bidding.
Google modifies your manual bids to help you gain more conversions, without needing full automation.
Focus on Clicks: Build Early Stage Funnels
Sometimes you need to drive more traffic to your site or landing page to start building your funnel.
Top Click-Based Bidding Strategies:
Maximize Clicks
Google aims to get you as many clicks as possible within your budget.
Simple, effective, and quick.
Manual CPC
You determine how much to pay for each keyword.
Best for experienced advertisers who want complete control.
Other Bidding Options (When Visibility Matters)
If you're launching a new brand or product and want maximum exposure, consider these:
Target Impression Share: Display your ads at the top of search results.
vCPM (Viewable CPM): Great for awareness campaigns on the Display Network.
CPV (Cost-Per-View): Ideal for YouTube ads focused on brand engagement.
Pro Tips for Lead-Gen Success:
Track everything—use enhanced conversions and lead forms.
Set realistic CPA or ROAS goals based on past performance.
Combine broad match with smart bidding for maximum reach.
Always test ads, landing pages, and keywords.
Final Thoughts
Your bidding strategy should reflect your actual business goals, not just a guess. Whether you're trying to draw in a lot of traffic or attract fewer, higher-quality leads, Lead Magno can assist you in selecting, testing, and optimizing the right bidding approach.
Want help setting up high-converting Google Ads campaigns?
