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Common Myths About Google Ads Smart Bidding Strategies

Google Ads bid strategies play a crucial role in optimizing ad campaigns and driving desired outcomes. 

However, there are several misconceptions associated with smart bidding strategies that need to be addressed. 

In this blog post, we will debunk these common myths and provide insights into effectively utilizing Google Ads bid strategies.

Myth 1: Set It and Forget It Mentality

One prevalent misconception is that once you enable a smart bidding strategy, such as Max Conversions or Max Clicks, you can sit back and let Google optimize your campaign automatically. 

However, the reality is that successful smart bidding requires a well-structured campaign and thorough keyword research. 

Cherry-picking keywords can hinder the performance of smart bidding, as broad match keywords often yield better results. 

Therefore, a set-it-and-forget-it approach is not advisable.

Myth 2: Instant Results

Another myth is that smart bidding strategies deliver immediate results. 

Many advertisers expect these strategies to work right from the start, which is not accurate. 

Google’s algorithms require a learning period of approximately 10 to 14 days to gather sufficient data and optimize the campaign effectively. 

Additionally, a minimum number of conversions is essential for smart bidding strategies to perform optimally. 

For Max Conversions or Target CPA, it is recommended to have 30 to 50 conversions within a 30-day period.

Pro Tips

Start with Manual Bidding: Before transitioning to smart bidding, begin with manual bidding to understand the campaign’s performance and gather valuable data. 

This approach allows you to fine-tune your campaign structure and identify key keywords.

Assess Risk Tolerance: Evaluate the client’s risk tolerance and set realistic expectations for campaign performance. 

Some clients may be comfortable with potential fluctuations and volatility, making them suitable candidates for smart bidding strategies. 

Others may prefer a more controlled approach, sticking with manual bidding.

Give it Time: Smart bidding strategies require patience. Allow the algorithms enough time to learn and optimize your campaign effectively. 

Generally, it is recommended to observe the campaign for three to four weeks to gauge its performance accurately.

The Case for Manual Bidding

Manual bidding remains a viable option in certain scenarios. 

It is particularly useful when the campaign has limited conversions (below 10-20 per month) or when starting a new campaign. 

Manual bidding allows for more granular control and customization, making it suitable for clients who prefer a hands-on approach. 

Additionally, manual bidding ensures greater contextual understanding of the client’s business, which automated strategies may not possess.

Broad Match and Smart Bidding

Google has been pushing the use of broad match keywords alongside smart bidding strategies, claiming that it enhances campaign performance. 

While broad match can provide favorable results when used strategically, it requires careful monitoring and adjustment. 

Keyword variation and campaign structure play crucial roles in determining the effectiveness of broad match. 

It is recommended to cluster keywords and closely analyze the search query reports to identify any irrelevant or costly matches.


Understanding the realities and dispelling the myths surrounding Google Ads bid strategies is vital for advertisers, media buyers, and businesses. 

Smart bidding can be a powerful tool when used correctly, but it requires careful planning, research, and monitoring. 

Assessing risk tolerance, employing manual bidding when appropriate, and exercising caution with broad match are essential practices for maximizing the effectiveness of bid strategies. 

By implementing these strategies, advertisers can make informed decisions and drive successful campaigns on Google Ads.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.