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AdGradr Docs

Bidding Strategy

What AdGradr checks

Section titled “What AdGradr checks”

AdGradr matches your bidding strategy to your conversion volume to determine whether the algorithm has enough data to optimize effectively. This is one of the most important checks in the audit.

Four conditions trigger findings:

  • Manual bidding (MANUAL_CPC, MANUAL_CPM, MANUAL_CPV) with 15+ conversions/month. A significant finding. You have enough data for automation but are not using it.
  • Target CPA or Target ROAS with fewer than 15 conversions/month. A significant finding. The algorithm does not have enough signal to optimize.
  • Maximize Clicks with no conversion tracking. A moderate finding. You are optimizing for volume with no quality signal.
  • Target CPA or Target ROAS with 15 to 30 conversions/month. A minor flag. The algorithm can function but is not yet in a stable optimization range.

15 conversions per month is Google’s stated minimum for automated bidding to function. 30+ is where performance stabilizes and the algorithm stops swinging wildly between learning periods.

Why this matters

Section titled “Why this matters”

Bidding strategy is the single highest-leverage setting in the account. A mismatched strategy either leaves money on the table (manual bidding when you have enough data for automation) or causes erratic spending (tCPA with insufficient signal). Getting this right often produces measurable improvement within two weeks.

What good looks like

Section titled “What good looks like”
  • Under 15 conversions/month: Manual CPC or Maximize Clicks (with conversion tracking installed for future use).
  • 15 to 30 conversions/month: Maximize Conversions or Maximize Conversion Value without a target. This lets the algorithm learn without a constraint it cannot reliably hit.
  • 30+ conversions/month: Target CPA or Target ROAS with a target set based on at least 30 days of historical data.

Common mistakes

Section titled “Common mistakes”
  1. Jumping to tCPA on day one. The algorithm needs conversion history to model outcomes. Without it, expect volatile CPAs and wasted budget during extended learning periods.
  2. Staying on Manual CPC forever. If you have 30+ conversions/month and you are still adjusting bids by hand, you are almost certainly leaving performance on the table.
  3. Setting tCPA targets based on wishful thinking. Your target should reflect your actual trailing 30-day CPA, not your ideal CPA. Lower the target gradually after the algorithm stabilizes.
  4. Using Maximize Clicks with zero conversion tracking. This strategy optimizes for volume with no quality signal. You will get clicks, but you have no way to measure if they matter.

How to fix it

Section titled “How to fix it”
  1. Check your conversion volume for the last 30 days at the campaign level (not account level, since each campaign’s bidding strategy operates independently).
  2. If a campaign has fewer than 15 conversions, switch to Manual CPC or Maximize Clicks and focus on improving conversion tracking and volume first.
  3. If a campaign has 15 to 30 conversions, use Maximize Conversions without a target to build history.
  4. If a campaign has 30+ conversions, set a tCPA or tROAS target equal to your trailing 30-day average. Adjust by no more than 15% per week.

When to ignore this check

Section titled “When to ignore this check”
  • Brand campaigns using Manual CPC. Manual bidding on brand is correct. Smart Bidding consistently overpays for brand clicks where you already have dominant impression share. This is never flagged by AdGradr.
  • Campaigns with very high-value, low-volume conversions (e.g., enterprise SaaS deals at $50K+ ACV) may never reach 30 conversions/month. Manual bidding with value rules can be the right long-term strategy.

Want someone to handle this? The Click Makers team manages Google Ads accounts for companies spending $10K+/month. Get in touch to see if we are a fit.